“Our seafood prod­ucts are see­ing higher growth due to our om­nichan­nel re­tail pres­ence”

Progressive Grocer (India) - - Contents -

Cam­bay Tiger, the flag­ship brand of the West­coast Group, is a leader in seafood across the coun­try with a pres­ence across all chan­nels of trade. The brand caters to both fresh and frozen cat­e­gories, and aims to be­come the largest player in seafood e-com­merce space. Ra­jesh Sri­malani,

CMO, Cam­bay Tiger, spoke to Pro­gres­sive Gro­cer, about the trends in the do­mes­tic seafood mar­ket, his com­pany’s prod­uct of­fer­ings and strat­egy to ex­pand its foot­print.

There is a grow­ing aware­ness in favour of seafood, and greater ac­cep­tance of mar­i­nated and ready-to-cook for­mats of foods. Our e-com­merce launch and its ex­pan­sion are de­signed to meet this chang­ing re­al­ity. —Ra­jesh Sri­malani CMO, Cam­bay Tiger

De­scribe your com­pany and its busi­ness in the meats and seafood trade.

Cam­bay Tiger is the lead­ing brand for seafood across the coun­try and the only seafood brand present across all chan­nels of trade. Our frozen prod­ucts are avail­able through modern trade, gen­eral trade and Horeca across 15 cities.our di­rect-to-con­sumer chan­nels, through our own stores and e-com­merce, cater to both fresh and frozen cat­e­gories and have been grow­ing quite rapidly.

What are your prod­uct’s USP and fea­tures that con­sumers strongly iden­tify with?

As In­dia’s only ver­ti­cally in­te­grated seafood com­pany, we have im­mense con­trol over the qual­ity of our prod­ucts. We grow our own seafood and fol­low sus­tain­able prac­tices that min­i­mize our en­vi­ron­men­tal im­pact. We re­tail seafood such as prawns, tilapia and basa, reared in our own farms in a well-mon­i­tored en­vi­ron­ment. By in­vest­ing in state-of-the-art tankers to trans­port live fish from our farms to cus­tomers di­rectly, we give them a true farm-to-fork ex­pe­ri­ence with guar­an­teed trace­abil­ity. This builds the con­fi­dence of con­sumers in the fresh­ness and qual­ity of our prod­ucts.

What is your opin­ion about the growth po­ten­tial of the do­mes­tic seafood mar­ket?

In­dia’s Rs. 2.84 tril­lion seafood mar­ket is es­ti­mated to grow at a com­pounded av­er­age rate of 8% be­tween 2016 and 2021. There is a par­a­digm shift in peo­ple’s pref­er­ences in metro cities as they pre­fer buy­ing seafood from modern re­tail out­lets due to hy­giene, qual­ity, and con­ve­nience fac­tors. Our for­mi­da­ble pres­ence in met­ros such as Mum­bai, Delhi, Kolkata, Pune, Ben­galuru, Chen­nai and Hyderabad means that we en­joy higher growth rates ow­ing to our om­nichan­nel pres­ence through re­tail. Also, the high-qual­ity pro­tein is cur­rently not af­ford­able for a large sec­tion of the pop­u­la­tion, and we see enough scope to in­crease its ac­ces­si­bil­ity in smaller towns sur­round­ing the met­ros through dis­tri­bu­tion tech­niques and make the prod­uct more af­ford­able.

Which fac­tors are re­spon­si­ble for de­mand in your prod­uct cat­e­gory pick­ing up?

There is a grow­ing aware­ness of the health ben­e­fits of seafood. Strin­gent food la­belling laws by FSSAI and government ini­tia­tives to stan­dard­ize food qual­ity and reg­u­la­tion in­spires con­fi­dence in con­sumers to move to health­ier choices. The rapid growth of e-com­merce across cat­e­gories in In­dia, which makes seafood read­ily ac­ces­si­ble, has drawn in­ter­est to the cat­e­gory and is driv­ing de­mand.

Tell us about your fu­ture plans?

To make seafood eas­ily ac­ces­si­ble, we are in­vest­ing in our di­rect to con­sumer chan­nels and in­no­vat­ing a new line of prod­ucts for has­sle-free, quick, readyto-cook meals (mar­i­nated and breaded). Our new range of mari­nades re­duces the prepa­ra­tion time by 50%. As for the pro­mo­tional strat­egy, we rely on on-ground ac­ti­va­tions such as re­tailer events and com­mu­nity events and en­gage and ed­u­cate the cus­tomers on how to buy, store and cook seafood us­ing tools such as chef work­shops, videos, recipe book­lets, SMSES and e-mail­ers.

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.