Sweetening the Festive Mood with Honey
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