Baskin Robbins prioritizes demand, maintains prices despite cost increase

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April 27, 2023

Baskin Robbins, a high-end ice cream brand, has experienced a nearly four-to-five percent increase in its input costs. However, the company has decided against raising its prices, as it believes this could adversely affect demand during the peak summer season. Despite not having raised prices in the previous fiscal year, the company plans to maintain its current pricing strategy throughout the busy season.

Mohit Khattar, the CEO of Graviss Foods Pvt Ltd – Baskin Robbins, has stated that there has been a significant increase of approximately 10-15 percent in overall dairy product costs. Despite this, the company, which predominantly utilizes skimmed milk powder and fresh cream, has experienced a specific input cost rise of nearly four-to-five percent.

Mohit Khattar said, “As of now, we have taken a conscious call not to increase prices. We did not increase prices last year, and we will absorb the price increase as we do not want customer demand to get impacted. After this busy season is over, we may take a look at it.”

Robust growth in demand:

Having experienced a 38 percent increase in sales during FY23, the company anticipates continued growth of over 20 percent in FY24, driven by robust demand. This growth will be achieved from a higher sales base established in the previous fiscal year.

As per Khattar’s statement, the company’s growth will primarily be driven by innovative product offerings, expansion into newer markets in Tier II towns, and consolidation of its presence in existing markets.

Baskin Robbins currently has a presence in 239 cities with over 850 locations. The company aims to expand its footprint further by adding over 100 new stores across the country this year.

“We plan to expand geographically, and we will add 25-30 new cities every year mainly in Tier II cities and beyond. This apart, we also plan to strengthen our presence in some of the existing markets,” he said.

Currently, almost 70 percent of the company’s sales originate from Tier I markets. However, the company anticipates a rise in the proportion of sales coming from Tier II towns in the future.

The ice cream market in India is valued at approximately INR 18,000 to INR 20,000 crore and has been expanding at a rate of around 15-17 percent YoY. Baskin Robbins foresees its growth rate exceeding that of the industry average.

In addition to operating parlours, Baskin Robbins products are available for purchase through prominent supermarket chains, modern trade stores, general trade stores, and various food service accounts such as hotels, restaurants, and caterers. Roughly two-thirds of the company’s sales originate from the offline channel, with the remaining one-third derived from online and delivery platforms such as Swiggy, Zomato, Instamart, Big Basket, and Zepto.

To meet changing consumer preferences, cater to growing demand, and expand its customer base, Baskin Robbins has introduced 17 new products across all its parlours for the summer season. According to the CEO, these new offerings include not only fresh flavours but also innovative ice cream formats and categories.

WOX Energy Drinks Classic Edition sets impressive sales record in India, rakes in INR 10 Crore within first quarter

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April 27, 2023

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WOX Energy Drinks, a global energy drink brand, has announced that its latest product, the Classic Edition energy drink, has achieved remarkable success in the Indian market. Within a single quarter of its launch in India, the drink has generated INR 10 crore in gross revenue, exceeding the company’s expectations.

Ajay Arora, COO, WOX, said, “We are pleased by the incredible response that our Classic Edition energy drink has received across India. We will remain committed to providing the best products and services to our customers and are grateful for their persistent support towards our brand.”

BCS Globals, the parent company of WOX Energy Drinks, provides a wide selection of energy drinks that includes Absolute Black, BCAA, and Zero Edition.

With a unique market position in over 10 countries around the globe, the brand has a reputation for providing high-quality products that meet stringent global standards consistently.

According to BCS Globals’ team, the global energy drink market is presently valued at a significant $8 billion and is experiencing a consistent Compound Annual Growth Rate (CAGR) of 7%.

The Classic Edition of WOX Energy Drinks is now readily available at nearby stores throughout India for customers to purchase.

Swiggy and Apna collaborate to generate 10,000 hyperlocal employment opportunities for Instamart in 2023

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April 27, 2023

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Swiggy has partnered with Apna, a professional networking and job search platform, to create 10,000 new hyperlocal employment opportunities in deeper Bharat for its Instamart quick commerce grocery service in 2023. This move comes as a response to the significant growth and evolution of the e-commerce industry in India, which has led to an increased demand for delivery personnel throughout the country.

According to industry reports, the delivery workforce is projected to reach 23.5 million by 2029-30. Swiggy’s collaboration with apna aims to strengthen its delivery workforce in tier 2 cities and enhance its delivery services to better serve customers in the region.

The Indian economy has been growing post-pandemic, driven largely by the increasing demand from the burgeoning workforce. Delivery partners are among the most sought-after roles in the new-age workforce, with quick commerce companies aggressively hiring them to meet the surging demand from consumers. As per RedSeer, the quick commerce sector is expected to reach USD 5.5 billion by 2025, a significant increase from USD 0.3 billion in 2021. This rapid growth is likely to create a greater demand for delivery personnel from companies operating in this domain.

For many organizations, acquiring talent from tier 2 and 3 cities has been a daunting task due to numerous challenges, such as lack of industry knowledge, experience, orientation, and market awareness. In India, this problem has been particularly acute, as companies have struggled to attract talent from smaller towns and cities. However, Apna has been helping employers across the country, from SMBs to large enterprises, find the right talent, especially in tier 2 cities and beyond. The company has developed a strong network in these areas, making it easier for organizations to connect with the right talent. The recent partnership between apna and Swiggy is a testament to the effectiveness of this approach.

The year 2022 saw a remarkable surge in applications for delivery roles on the platform, with over 1.5 million users from tier 2, tier 3 cities, and beyond applying for 3 million positions. These users contributed to nearly 70% of the growth in new users in the delivery segment.

Commenting on their partnership, Nirmit Parikh, Founder and CEO, Apna said, “We are delighted to partner with Swiggy as it shares our mission of empowering people to attain financial independence and become self-sufficient. With opportunities for delivery partners emerging in deeper pockets of the country, we aim to bridge the demand-supply gap for Swiggy and generate more job opportunities in the coming months.”

Kedar Gokhale, VP, Operations at Swiggy said, “Delivery partners are the backbone of Swiggy, and help us jointly serve millions of users across food, quick commerce and other services. Given Swiggy presence across 500 cities for food delivery and over 25 cities for Instamart, we continue to focus on onboarding partners from tier 2 and 3 cities. The partnership with apna has helped in augmenting our delivery fleet to cater to the growing demand on Instamart in smaller cities. We’re glad that it is creating more income opportunities for delivery personnel and contributing to the growth of the economy.”

Bisleri and Lyca Productions extend collaboration for sequel to Ponniyin Selvan

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April 27, 2023

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bisleri lyca — The partnership with Lyca Productions will be promoted through 100 Bisleri trucks serving as self-owned moving billboards, as well as banners, posters, digital media, and social media platforms, across the five southern states of India.

On Wednesday, Bisleri and Lyca Productions released a joint statement declaring the strengthening of their partnership for the forthcoming sequel to the Chola dynasty film Ponniyin Selvan.

A statement released by the partnership reveals that the collectible limited-edition bottles will showcase the key characters played by Vikram, Aishwarya Rai, Trisha, Karthi, and Jeyam Ravi from the movie. The exclusive five-series bottles will be available in five southern states of India, including Karnataka, Tamil Nadu, Kerala, Andhra Pradesh, and Telangana.

Tushar Malhotra, Head of Marketing, Bisleri International Pvt. Ltd. said, “Over the year, we have established a strong connect for Bisleri with consumers in the South India market by associating with mega-blockbuster releases through an integrated marketing campaign and limited edition bottles. We are proud to associate with Ponniyin Selvan: II to further enhance local brand love and youth connect.”

As per the announcement, the partnership with Lyca Productions will be promoted through 100 Bisleri trucks serving as self-owned moving billboards, as well as banners, posters, digital media, and social media platforms, across the five southern states of India.

Subaskaran Allirajah from Lyca Productions, said, “We are excited to be associated with Bisleri for Ponniyin Selvan: II. These limited-edition bottles further create excitement and engagement around the film amongst fans, especially the collectible series that they look to own.”

Bisleri’s e-commerce platform will offer the limited edition bottles in addition to being available at all general and modern trade outlets across the five southern states of India.

In October 2022, Bisleri collaborated with Lyca Productions for the launch of a limited-edition collectible bottle set in the Tamil Nadu market, to coincide with the release of their movie Ponniyin Selvan: I.

Bisleri International Pvt. Ltd., leveraging its 50 years of business expertise, operates 128 plants and boasts of a vast distribution network spanning over 6,000 distributors and 7,500 distribution trucks across India and neighbouring countries.

Chuk teams up with Zomato’s Hyperpure to expand online presence and promote sustainable food packaging alternatives

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April 27, 2023

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Chuk Zomato — Chuk and Hyperpure will make huge strides in phasing out plastic containers from the delivery segment

Chuk, a brand offering compostable tableware, has partnered with Zomato’s platform Hyperpure to promote the use of safer alternatives in food service packaging. Chuk’s compostable delivery and dine-in products will now be offered on the Hyperpure platform, but they are currently only available in Mumbai, Pune, and Ahmedabad.

According to a press release by the brand, Chuk is expanding its sales channels and collaborating with quick commerce companies to increase its presence throughout the country. The partnership with Hyperpure is part of Chuk’s efforts to establish itself as a safe and sustainable alternative in food service packaging.

Satish Chamyvelumani, Business Head, Chuk said, “With Hyperpure, Zomato is creating a platform that connects restaurants with suppliers for consistent access to fresh, high-quality produce. Completing deliveries using eco-friendly packaging that does not harm the environment is also a crucial tenet adopted by Hyperpure. This is exactly where Chuk enters the picture…by joining forces.”

“Chuk and Hyperpure will make huge strides in phasing out plastic containers from the delivery segment and usher in an era of safe, spill-free, bio-degradable packaging,” he added.

In 2017, Chuk was founded in Ayodhya as a brand that produces 100% compostable and biodegradable tableware made from sugarcane pulp. Their range of products is unbleached, eco-friendly, and free of carcinogens, providing a toxin-free option for consumers.

The brand also noted that their products are FDA-approved and can be used in the microwave, oven, and freezer.

Chuk’s parent company, Yash Pakka Ltd. (YPL), has over 35 years of experience in pulp manufacturing. Chuk primarily targets players in the catering and food ecosystem, such as quick service restaurants (QSRs), restaurants, cafes, hotels, food festivals, institutional catering, and party caterers.

Zomato’s Hyperpure is an initiative launched in April 2019 to supply restaurants with fresh, high-quality ingredients and supplies that meet strict hygiene standards.

Reliance and Udaan form strategic partnership to expand Campa Cola’s distribution reach

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April 27, 2023

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Reliance Consumer Products (RCPL), the fast-moving consumer goods (FMCG) arm of Reliance Retail, has formed a partnership with Udaan, a B2B e-commerce platform, to distribute its recently acquired beverage brand Campa across kirana stores throughout India.

Reliance’s Campa will initially be accessible to more than 50,000 retailers through the collaboration with Udaan. The objective of the companies is to extend its availability to over 1 lakh kirana stores within the next two months.

Campa will be offered in various product sizes and price points, including packs of 200 ml, 500 ml, and 2,000 ml.

Reliance bolstered its FMCG portfolio by introducing Campa, a sparkling beverage brand, in three distinct flavours: Campa Cola, Campa Orange, and Campa Lemon, last month.

Vinay Shrivastava, Head – FMCG business, Udaan, said, “We believe that the large retailer base combined with a cost-effective distribution network places Udaan in a unique position to serve the needs of RCPL for deeper market penetration for the ‘Campa’ range across Bharat.”

Highlighting Udaan’s role in helping brands scale their businesses across India, Shrivastava said, “Various national and regional brands have benefitted from Udaan’s extensive distribution network, enabling brands faster access to national markets with significant cost benefits.”

Udaan has been focusing on expanding its kirana network in rural India by opening micro fulfilment centers. Last year in December, the company launched “Project Vistaar” as part of its efforts to expand into rural areas.

Udaan has been striving to broaden its scope to cover 10,000 towns and villages, catering to every market with a populace of up to 3,000 under “Project Vistaar.” Currently, the project has been initiated in rural Uttar Pradesh and has been expanded to include over 15,000 retailers across ten districts, according to Udaan.

Canada to impose restrictions on advertising of ‘unhealthy’ food and beverages

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April 27, 2023

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Canada has formulated a strategy to limit the broadcast and digital content that encourages the consumption of unhealthy food and beverages.

The administration plans to modify the laws to tighten the regulation of advertisements for items that have high levels of sodium, sugars, or saturated fat. The suggestions will serve as the groundwork for a preliminary version of the law that will be subjected to public review in 2024.

The scope of the restrictions is expected to encompass both TV and online advertisements for sweets, chocolates, and drinks that are aimed at children who are under 13 years old.

The suggested limitations would be applicable to all enterprises engaged in promoting food and drink to children, which might consist of food and drink manufacturers, importers, and producers, retailers and restaurants, digital and broadcasting media, as well as marketing and advertising agencies, among others.

“Today’s update represents an important first step in restricting the advertising of certain foods and beverages to children to help protect them from the risks of an unhealthy diet, now and later in life,“ a Health Canada spokesperson said in a statement. “To support potential further restrictions that will lead to healthier habits for children, Health Canada will continue to monitor food advertising to children across a variety of settings, media, and techniques.”

Referring to information accumulated since 2015, Health Canada revealed that the majority of children are exposed to commercials promoting fast food, snacks, sugary drinks, desserts, and sugary cereals on a weekly basis.

In 2019, the average child and adolescent in Canada were shown over 1,700 television commercials for food and drinks, resulting in an average of approximately five ads every hour, according to the study’s results.

The health authority aims to implement the limitations to decrease the possibility of children and adults developing obesity, overweight, and chronic health problems linked to diet. Additionally, in the previous year, Canada declared its intention to make it obligatory for food items that contain high levels of saturated fat, sugars, or sodium to display front-of-package nutrition symbols.

The advertising plans put forward by Health Canada were received positively by Heart & Stroke, a Canadian non-profit organization committed to advocating, educating, and financing research on heart disease and stroke.

“Kids are bombarded with ads for unhealthy food and beverages everywhere they turn – from websites and social media to product packaging and retail settings – and they deserve to be protected,” said Heart & Stroke CEO Doug Roth. “We are encouraged to see progress on the development of regulations that would restrict marketing to kids and look forward to reviewing Health Canada’s proposed policy.

“We will continue to advocate for regulations restricting the marketing of unhealthy food and beverages to kids across all types of media by fall 2023.”

In the UK, comparable limitations on advertising food and drinks that are high in fat, salt, and sugar (HFSS) have been repeatedly delayed or postponed.

In the UK, regulations were proposed to limit the advertising of HFSS products and ban buy-one-get-one-free promotions as part of the government’s efforts to tackle obesity. These restrictions were originally scheduled to come into effect in April 2022, but have since been postponed. The ban on buy-one-get-one-free deals will now be implemented in October 2023, while the curbs on television and online ads for HFSS items have been pushed back to October 2025. These delays have been met with criticism from health experts, who argue that urgent action is needed to address the nation’s obesity crisis.

Henry Dimbleby, the architect of the UK government’s National Food Strategy, resigned in March following his criticism of the Conservative Party’s inadequate efforts to address diet-related illnesses.

The Founder of Leon food chain, Henry Dimbleby, stated that he stepped down from his role to express his views on anti-obesity policies freely.

Supertails D2C brand Henlo unveils new campaign, surprising pet owners with delivery dog ‘Milo’

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April 27, 2023

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Supertails D2C brand, Henlo, has recently introduced a fresh campaign called “Knock Knock It’s Henlo.” Through this digital campaign, the brand highlights its dedication to bringing happiness to pet lovers’ homes in a unique and heartfelt manner. The focal point of the campaign is a canine delivery boy named Milo, embodying the brand’s mission to deliver top-notch pet care products with a furry touch.

As part of this campaign, Milo sets out on a mission to spread joy to dogs and their caring owners throughout the city. When he arrives at their doorstep with their latest order, pet parents are pleasantly surprised with a unique gift. Milo’s visit not only creates excitement in pets, but also amazement in their owners as Henlo’s innovative delivery method generates a positive impact on pet enthusiasts citywide.

Varun Sadana, Aman Tekriwal, and Vineet Khanna, the Co-founders of Supertails.com said, “The idea behind ‘Knock Knock Its Henlo’ campaign was simple, we wanted to bring a smile to the faces of our customers, and their reactions in the video said it all. Through Henlo, our mission has always been to hunt for ways to make nutrition so effective that our pets live their happiest, healthiest, and longest lives.”

“At Supertails’, we will continue to focus on our consumers’ experiences and enable the needs of the ever-growing pet parenting community,” they added.

Max Protein launches ‘Protein Police’ campaign with Kartik Aaryan to redefine the concept of snacking

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April 27, 2023

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Max Protein has introduced a new TVC campaign called ‘Protein Police,’ which stars their brand ambassador, Kartik Aaryan. The campaign aims to encourage the idea of protein snacking as a healthy lifestyle choice without compromising on taste or convenience. By promoting healthier snacking options, Max Protein is revolutionizing the snacking concept and creating awareness about its brand.

The concept of “Protein Snacking Matlab No Cheating” stresses that there’s no reason to compromise on your health objectives. The usage of the term ‘cheating’ implies that some snacking options may not be as healthy and can be considered as indulgences, while protein snacks offer a superior choice.

The campaign’s creative approach utilizes humor and relatable situations to connect with the audience and emphasize the significance of opting for healthier snacking options.

The target audience for this campaign comprises younger generations, such as millennials and Gen Z, with the aim of modifying their snacking habits by promoting a high-protein snack option that is both delicious and convenient. The campaign seeks to encourage a behavioral shift towards healthier snacking choices in this demographic.

Vijay Uttarwar, Chief Executive Officer, Naturell India (Max Protein), said, “With the launch of our Protein Police campaign, we aim to not only create a new category of snacking but also start a conversation about the importance of protein in our diets. Our partnership with Schbang, as our mainline agency, has been instrumental in bringing this vision to life. As we continue to innovate and disrupt the world of snacking, we remain committed to providing our consumers with delicious and nutritious options that they can enjoy guilt-free.”

Manish Kinger, Executive Creative Director, Schbang Delhi said, “The brief was simple, let’s disrupt the world of snacking while positioning Max Protein as a tasty and high-protein go-to snack. In this objective to start a new conversation, we saw an opportunity to create a whole new category of snacking, and ‘protein-snacking’ was born. To deliver the truth of ‘Protein-snacking Matlab no Cheating’, we created Protein Police. This behavior change Police exists to convert snacking occasions into self-reflection occasions, nudging the audience to look for protein in their snacks and indulge in protein-snacking instead. This film is one of the many protein-snacking interventions that we will be introducing under the universe of Protein Police.”

Ravinder Varma, Brand Manager, Naturell India (Max Protein), said, “Through a mix of ATL and BTL channels, including digital, retail, social media, hoardings, PR, and events, we are confident that this campaign will make a strong impact on our target audience. Entire team has done an excellent job in bringing the campaign to life, and we are excited to see the results it will bring for our brand.”

The campaign will be showcased on multiple media channels, including digital platforms such as YouTube and Instagram, along with outdoor advertising methods such as hoardings.

Tata Consumer’s beverage brand NourishCo aims for four-digit sales growth in FY24

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April 27, 2023

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FMCG major, Tata Consumer Products (TCPL), has projected that its non-carbonated beverage brand, NourishCo, will achieve four-digit sales in FY24, according to the company’s CEO and MD, Sunil D’Souza. D’Souza made this announcement during TCPL’s analyst call following the Q4 results disclosure. TCPL is a prominent company in the FMCG sector.

According to the company’s statement, NourishCo achieved net sales of INR 621 crore during FY23, a significant increase from its sales of INR 180 crore in FY20.

As per an investor presentation, Tata Consumer has been expanding NourishCo’s distribution and product range, and the brand is now available in 600,000 outlets.

D’Souza stated during an analyst call that the FMCG giant intends to undertake aggressive channel expansion in its current 600,000 outlets to sustain volume growth.

“Earlier we were present only in Tamil Nadu, Orissa, and Andhra Pradesh. We spent FY21 in stabilising the business, FY22 in expanding across East and FY23 in moving across North and West,” said D’Souza adding that currently, the brand is present across 75 per cent of the country.

Established in 2010 as a joint venture between Tata Consumer and PepsiCo, NourishCo became a wholly-owned subsidiary of TCPL in 2022 when it acquired PepsiCo’s stake for INR 130 million. This strategic move was aimed at expanding TCPL’s portfolio in the food and beverage sector.

According to a note from Motilal Oswal earlier this year, following the acquisition, NourishCo recorded a higher revenue growth of 38% between FY12-20.

Additionally, the note emphasized that following the acquisition, the beverage brand has achieved a positive EBIT and experienced yearly margin growth from 3% in FY21 to 6% in FY22, owing to a “strong synergy” between Tata Consumer and NourishCo.

After the acquisition, Tata has been concentrating on broadening its portfolio in the healthy and ready-to-drink category through NourishCo, introducing brands such as Himalayan, Tata Gluco Plus (TGP), Tata Copper Plus Water (TCPW), and Tata Fruski.

According to the company’s investor presentation, the contribution of innovation to sales reached 13% in FY23.

In Q4, Tata Consumer reported a 21.12% rise in its consolidated net profit, reaching INR 289.56 crore. The company also registered nearly 14% revenue growth, totaling INR 3,618.73 crore, for the quarter ending on March 31, 2023.

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