In a move that is reshaping the health food market, True Elements, a leading Indian health food brand known for its breakfast & snacking products is coming up with a unique marketing strategy. The approach focusing on partnering with popular influencers would significantly boost the brand’s growth and consumer engagement, according to the founder Sreejith Moolayil.

Localized Marketing for a Diverse Market

Being a national brand, True Elements products are available across all major cities in India. The brand caters to varied consumers and uses a cohort out approach instead of a ‘One size fits all’ strategy.

“Having influencers associated with the brand in select regional markets has been crucial for us. It helps us connect with the diverse consumer bases” says Moolayil. This cohort out approach builds trust and loyalty by making the brand more relatable to local consumers.

According to Moolayil, the selection of influencers is a key element of this strategy. True Elements chooses well-known, trusted figures to ensure effective message delivery. “Our brand advocates embody the values and lifestyle that our brand promotes, creating a more relatable and authentic brand image,” Moolayil emphasizes. This targeted strategy distinguishes True Elements from traditional competitors who rely solely on national campaigns.

Impact of Regional Marketing

“Consumers are more likely to trust a brand that speaks to them in a way that makes it relatable for them to understand their language and understand their needs. Our influencers help us achieve that connection,” says Moolayil. This trust translates into brand loyalty, a crucial advantage in the competitive health food market.

“Our competitors often overlook the importance of specific consumer insights at a cohort level. By addressing these differences, we build a stronger brand,” Moolayil points out. This insight has driven the company’s marketing decisions and overall success.

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Unique Approach to Offline Sales

True Elements has also taken a distinctive approach to offline sales, focusing on general trade (GT) and regional modern trade (RMT) before entering modern trade (MT).

“We approached offline sales differently. We never entered modern trade till last year because it is an expensive channel to service, and presenting the brand fully isn’t sufficient. Modern trade might give you initial points of sale quickly, but without continuous promotions and multiple internal efforts, the off-take doesn’t happen,” Moolayil explains.

Instead, True Elements focused on general trade in the South and West regions, expanding methodically. “In the South, we built our strength in Kerala and Tamil Nadu before expanding to Karnataka recently. Our approach has been to do GT and regional modern trade (RMT) in selective states, going deep before starting to big MT,” Moolayil adds.

Balanced Distribution and Quick Commerce

An omnichannel strategy is essential for True Elements, balancing online brand building with offline profitability. “Offline sales are bottom-line healthy. Marketplaces are great for scaling quickly, but profitability is challenging,” Moolayil notes.

Quick commerce which was a whitespace till a few months back has commanded a new focus for the brand’s business. The brand is focusing on quick commerce and modern trade to adapt to the rapidly changing market.

True Elements continues to refine its strategies to stay ahead in the dynamic health food market. With plans to expand its product range and invest further in offline distribution, the future looks promising. “We are always looking for ways to improve and innovate. Our goal is to make healthy eating accessible and appealing to all Indians,” concludes Moolayil. This commitment to consumer-centric marketing positions True Elements as a leader in the industry.

True Elements’ regional marketing strategy demonstrates the power of understanding consumers deeply. By focusing on partnering with influencers from various cohorts such as recipe creators, lifestyle vloggers, nutritionists, fitness coaches etc and authentic representation, the brand is carving out a significant presence in the Indian health food sector. Down the line in six months, the brand is gearing up for the online sales for the festival season, with the launch of its new regional snacking range.

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