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 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.
As part of this campaign, Milo sets out on a mission to spread joy to dogs and their caring owners throughout the city.
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.
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.
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.
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.
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.
On Wednesday, the National Commission for Protection of Child Rights (NCPCR) urged Bournvita, a brand owned by Mondelez India, to remove all “deceptive” ads, packaging, and labels following a video alleging that the health drink contains excessive sugar, according to PTI news agency.
The NCPCR, in a notice to the confectionery giant, has demanded a comprehensive report or explanation within seven days to brief the committee on the issue. The child rights body has stated that it received a complaint accusing Bournvita of marketing itself as a health drink that enhances children’s growth and development, despite containing a high proportion of sugar and other components that could affect a child’s health.
A notice was issued following a video by a social media influencer claiming that Bournvita has a high sugar content, leading to a controversy.
Revant Himatsingka, the influencer who posted the video, removed it from all platforms after receiving a legal notice from Mondelez India. However, the video had already amassed approximately 12 million views and was widely shared.
In the notice to Deepak Iyer, President-India, Mondelez International, the child rights body said,” The commission in this regard observes that the product manufactured by your company is misleading the customers through it product packaging and advertisements. The commission observes that your product’s labelling, packaging, display and advertisement claims are misleading for the general public.”
As per the NCPCR, the labelling and packaging of Bournvita’s health drink do not provide accurate information regarding its ingredients.
The NCPCR urged Mondelez International to reassess and retract all “deceptive” ads, packaging, and labels. They also requested the company to provide a detailed explanation or report to the commission within seven days to address the issue.
Consumer Voice, an activist organization, has written to the Food Safety and Standards Authority of India (FSSAI) and the Department of Consumer Affairs under the Ministry of Consumer Affairs, Food & Public Distribution. In their letter, they have urged the authorities to revise regulations and labeling guidelines for the entire category.
NAPi India (Nutrition Advocacy in Public Interest), a think-tank on nutrition, tweeted, “The argument about Bournvita’s ingredients per serve is even more manipulative. Bournvita has almost 50% sugar per 100 grams. It’s way beyond the high sugar thresholds prescribed by WHO.” It tagged the World Health Organization, which has over 12 million followers on Twitter.
Bournvita has dismissed all allegations and labeled the influencer’s video as unscientific.
Bournvita has denied the allegations and stated that for the past 70 years, it has been a scientifically designed product that adheres to quality standards and complies with the country’s laws, earning the trust of consumers in India.
“We would again like to reinforce that the formulation has been scientifically crafted by a team of nutritionists and food scientists to offer the best of taste and health. All our claims are verified and transparent and all ingredients have regulatory approvals. All the necessary nutritional information is mentioned on the pack for consumers to make informed choices,” said a Bournvita spokesperson.
The video featured Himatsingka, portraying himself as a nutritionist and health coach, claiming that Bournvita includes sugar, cocoa solids, and a colorant that has the potential to cause cancer.
After receiving a legal notice from a prominent law firm in India on April 13, 2023, Himatsingka decided to remove the video from all platforms. He later released a statement on Instagram, stating, “I have decided to take down the video across all platforms.”
“I apologize to Cadbury for making the video. I did not plan or intend to infringe any trademark or defame any company nor do I have the interest or resources to participate in any court cases and I request MNCs to not take this forward legally,” he said.
The company has stated that Bournvita should be consumed with a 200 milliliter glass of hot or cold milk, as indicated on the packaging.
“Every serving of 20 gm of Bournvita has 7.5 grams of added sugar, which is approximately one and a half teaspoons. This is much less than the daily recommended intake limits of sugar for children,” said Mondelez India, the company which owns popular brands such as Cadbury Dairy Milk, 5 Star, Oreo cookie and Gems.
Moreover, over Caramel Colour (150 C), Bournvita said it “is within permissible limits as per guidelines defined by regulations”.
“All ingredients are safe, approved for use and within permissible limits as per the regulatory guidelines,” it said.
Pernod Ricard’s Managing Director for India, Paul-Robert Bouhier, has stepped down from his role, as reported by three sources to Reuters on Wednesday. This departure comes at a critical time for the company, as it faces a string of regulatory challenges in India.
According to one of the sources, Bouhier, who assumed the position in India in January, has resigned citing personal reasons.
Requests for comments from Pernod and Bouhier have not been immediately responded to. It is currently unclear whether Bouhier has accepted a new role within the company or elsewhere.
Having worked at Pernod Ricard since 1995, Bouhier held various leadership positions, including Managing Director for Southern Europe. His career spanned across several countries including France, Ireland, Singapore, South Africa, and Italy.
The announcement of Bouhier’s resignation within the company was made on Wednesday in India, according to the three sources.
Pernod’s challenges with regulators in India continue, as the company faces allegations of providing false information to Delhi city authorities in 2021 and of violating regulations by offering financial support to retailers in exchange for stocking more of its brands. Pernod has denied these accusations on multiple occasions.
In addition to the aforementioned challenges, Pernod is currently disputing a tax demand of nearly $250 million for allegedly undervaluing imports. Furthermore, the company’s request for a liquor sale license has been rejected by the Delhi city authorities.
Pernod has expressed that India is a crucial market for them, describing it as a “strong success story” and one of their “top three must-win markets.” With a 17% market share, the French company, known for brands such as Chivas and Absolut vodka, is the second largest player in the Indian market.
With a 17 percent share, India is an important market for Pernod Ricard, where it competes against Diageo. (Representative Image)
Pernod Ricard, the French company, is seeking the intervention of an Indian court to obtain a liquor sale license from the New Delhi city authorities. The company’s request was previously turned down by local officials, who cited ongoing investigations as the reason for the rejection, according to a legal filing.
On April 23, Pernod Ricard submitted a 332-page court filing to the Delhi high court. The filing states that the French company, known for its production of high-end alcohol brands like Chivas Regal and Absolut Vodka, claims that the New Delhi city authorities denied its request for a liquor sale license based on allegations of criminal activity without sufficient proof of wrongdoing.
“Merely because there may be certain allegations … cannot be equated with a criminal or be considered as having a criminal background,” Pernod Ricard’s April 23 filing stated. “There is no criminal conviction.”
The case brought by Pernod Ricard is scheduled to be heard on Wednesday.
Pernod Ricard’s legal challenge, the latest step in the ongoing dispute, has caused the French spirits company “massive losses” as none of its brands have been available in the capital for over six months. This is the first time details of Pernod’s legal action have been reported.
Requests for comments from the Delhi city government and Pernod Ricard went unanswered at the time of reporting.
In 2021, Indian federal agencies accused Pernod Ricard of violating rules by providing false information to Delhi city authorities and supporting retailers financially in exchange for stocking more of its brands, resulting in illegal profits. Pernod Ricard has refuted the allegations of wrongdoing on multiple occasions.
The Delhi government, in its rejection order dated April 13, stated that Pernod Ricard and its employees had played an active role in a criminal conspiracy, while turning down the company’s longstanding license application.
For over two decades, Pernod Ricard has been operating in India, where licenses to conduct business are granted by individual states or, in the case of the national capital territory, at a national level. These licenses usually require annual renewals.
With a 17 percent share, India is an important market for Pernod Ricard, where it competes against Diageo. Although the specific market share of New Delhi is not disclosed, industry experts claim that the capital serves as a crucial showcase for premium brands, making it a crucial market for any liquor company.
The Open Network for Digital Commerce (ONDC), which is backed by the government, could significantly increase India’s digital consumption, according to a recent report titled “Democratising Digital Commerce in India.” The report suggests that by 2030, the ONDC has the potential to raise India’s digital consumption from USD 60-70 billion in FY22 to USD 320-340 billion, a five-fold increase.
The launch of the report was a collaborative effort between ONDC and McKinsey & Company, who served as the knowledge partners.
The report states that by 2030, ONDC could enable India to have 500 million digitally transacting consumers, a three to four-fold increase from 165-190 million in FY22.
India’s digital retail market presently represents only 7 percent of the overall retail market, with 165 million users. In contrast, digital commerce constitutes 16 percent and 30 percent of the total retail economy in the US and China, respectively.
The report highlights that the primary obstacles in India’s digital commerce ecosystem are the low comfort level with online shopping, a dismally low penetration of business-to-business (B2B) sellers at 1-1.5 percent, and high supply chain costs.
Adding more on supply chain costs, the report read, “Consumers have shown neither the ability nor the willingness to absorb supply chain costs (30 to 100 rupees per order), especially for smaller orders.” It further highlighted that the multiplicative scale of e-commerce can happen only if digital commerce supply chain integrates with distributors, wholesale, shop-led delivery, and more.
Nithin Kamath stated that he plans to allocate capital to startups focused on hemp once regulatory clarity is obtained. (File photo)
Nithin Kamath, the CEO and Co-founder of Zerodha recently took to Twitter to explain the distinction between hemp and marijuana. In addition, he stated that he plans to allocate capital to startups focused on hemp once regulatory clarity is obtained.
He explained that because hemp and marijuana share a similar appearance and come from the same family of plants, hemp is often misidentified as marijuana, which is the main reason why it has yet to gain mainstream acceptance.
He shared two photo explanations via Twitter that illustrated the differences between the two plants.
Because they look alike and come from the same family, hemp is often mistaken for marijuana, which is one reason why it isn't mainstream. 2/4 pic.twitter.com/fua8jo0y5Y
“Hemp belongs to the Cannabis sativa family—the same as marijuana. They look similar, but hemp is versatile and has multiple uses, including as a superfood. It’s also good for the planet. Unlike its notorious cousin, hemp doesn’t get you high. Partly why it isn’t popular.”
Hemp belongs to the Cannabis sativa family—the same as marijuana. They look similar, but hemp is versatile and has multiple uses, including as a superfood. It's also good for the planet.
Unlike its notorious cousin, hemp doesn't get you high ?. Partly why it isn't popular. 1/4 pic.twitter.com/HBa2m3mkU6
According to Kamath, his introduction to hemp occurred while assessing a startup that specializes in hemp protein.
I learned about hemp when evaluating a startup working on hemp protein. We're now convinced about allocating capital to startups working on hemp, but we're also seeking regulatory clarity. This discussion in the @RainmatterOrg Grove forum helped too. 3/4https://t.co/1XUW7N0xaI
“We’re now convinced about allocating capital to startups working on hemp, but we’re also seeking regulatory clarity. This discussion in the @RainmatterOrg Grove forum helped too,” he tweeted.
He said the Food Safety and Standards Authority of India approved hemp seeds for human consumption, “but the notorious cousin and the tainted family are bound to create issues.”
FSSAI has approved hemp seeds for human consumption, but the notorious cousin and the tainted family are bound to create issues.
Some states, like Uttarakhand, are working on a policy on hemp. It will be awesome to get input from anyone who has spent time on this. 4/4
“Some states, like Uttarakhand, are working on a policy on hemp. It will be awesome to get input from anyone who has spent time on this,” Kamath added.
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