Sweet­en­ing the Fes­tive Mood with Honey

Progressive Grocer (India) - - Cover Story / Festive Focus -

Com­pany Pro­file: In 1996, Ke­jri­wal Bee Care In­dia (P) Ltd. be­came the first or­ga­nized ex­porter of honey and within a short pe­riod, has scaled up ex­ports to Europe, the USA and the Mid­dle East along with a do­mes­tic sup­ply chain.

Brand: Na­ture’s Nec­tar

Gift­ing Port­fo­lio: The com­pany has come out with ideal gift packs for both re­tail as well as cor­po­rate gift­ing op­tions. The Na­ture’s Nec­tar Se­lect range of­fers six vari­ants of uni­flo­ral hon­eys– aca­cia, for­est, litchi, tulsi, sidr and hi­malayan. It of­fers two pack­ing op­tions, which are 28g x 4 and 400g x 2 and pro­vides the op­tion of cus­tomiza­tion ac­cord­ing to taste pro­files, de­sign and bud­get.

Dis­tinc­tive Vi­sion for Prod­uct Line: Honey sales in In­dia pick up around Septem­ber i.e. the be­gin­ning of the fes­tive sea­son. The com­pany is ex­pect­ing a sales jump of ap­prox. 35% in the sea­son. Con­sumers are shift­ing away from tra­di­tional gift­ing like sweets, choco­lates and bak­ery prod­ucts and lean to­wards health­ier op­tions which can be used in day to day con­sump­tion, rather than a pass on gift. Honey, as a prod­uct, is in­creas­ing in our daily con­sump­tion and finds a per­ma­nent place is most kitchens due to grow­ing health aware­ness and chang­ing eat­ing habits. Na­ture’s Nec­tar pro­vides var­i­ous gift­ing op­tions in the form of a wide range of se­lect uni­flo­ral op­tions so that the cus­tomer can ex­pe­ri­ence the dif­fer­ent va­ri­eties of honey that In­dia has to of­fer, avail­able in var­i­ous pack sizes and per­son­al­ized op­tions. Prod­uct Clas­si­fier: A lot of cus­tomers are ap­proach­ing the brand for spe­cial­ized honey packs for gift­ing as part of wed­ding an­nounce­ments, in­vi­ta­tions, re­turn gifts, birth­days, baby an­nounce­ments etc. It has de­vel­oped a unique range of cus­tom­ized, in­fused honey prod­ucts in at­trac­tive pack­ag­ing for each oc­ca­sion. Th­ese can be de­vel­oped as per in­di­vid­ual cus­tomer re­quire­ments and bud­get. Ke­jri­wal Bee Care sources honey from bee farms across the coun­try and has the largest net­work of regis­tered bee keep­ers. The In­dian, 100% pure honey is one of the most sought af­ter honey va­ri­eties in the world.

Re­tail Ap­proach and Chan­nel Fo­cus: This is a good time to launch new prod­ucts as the mar­ket is pos­i­tive and vi­brant, and re­tail­ers are more open to try­ing new SKUS due to bet­ter sales and prod­uct move­ment. There is an op­por­tu­nity for new brands and prod­ucts to pen­e­trate the al­ready ex­ist­ing mar­ket space dur­ing this pe­riod through prod­uct of­fers as cus­tomers are of­ten will­ing to try new prod­ucts dur­ing th­ese months. Ke­jri­wal Bee Care is also look­ing to ben­e­fit from th­ese sea­sonal sales.

Brand Con­nect: The com­pany is pro­mot­ing its prod­ucts through var­i­ous on­line chan­nels like Face­book, In­sta­gram and Twit­ter. It is also con­duct­ing in-store pro­mo­tions and sam­pling ac­tiv­i­ties while of­fer­ing spe­cial fes­ti­val dis­counts at se­lect off­line out­lets and on­line sales via part­ners like Big­bas­ket and Ama­zon.

Price Range: Rs. 200 to Rs. 725

The cat­e­gory is grow­ing at 20% p.a. with change in in­come lev­els and health con­cerns. How­ever, there is still a lack of aware­ness around good qual­ity honey in In­dia. — Prakash Ke­jri­wal Di­rec­tor, Ke­jri­wal Group

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