A one-stop solution for all canned seafood needs
Company & Brand Profile: M/s. Ashokasha Exim Pvt. Ltd operates Golden Prize, a leading brand of shelf stable seafood products in India. The company’s mission is to offer the discerning Indian consumer the best canned seafood product at reasonable and affordable price points. Golden Prize is the only seafood brand to carry the whole range – tuna, sardines, mackerels and salmon – and it strives to be a one-stop solution for all canned seafood needs. Vision and Market Philosophy: Brand Golden Prize believes that consumers should have easy access to food that is healthy, tasty, convenient and affordable. Its goal is to provide market-driven change in global harvest practices as well as impact consumer choices in seafood consumption through education. Brand’s USP and Differentiator: (a) Follows the safest and highest quality standards: All products are manufactured at world class manufacturing facilities accredited and audited to the ISO and BRC global standards as well as HACCP. A can of Golden Prize tuna assures you of the purest tuna meat preserved in natural mediums without the use of any artificial preservative, colours or MSG. You are getting premium tuna that is traceable from sea-to-plate and swimming its way to your kitchen. (b) Responsible fishing: Golden Prize tuna is caught without the use of fish aggregating devices. Sourced Fad-free to minimise the by-catch effect on oceans. The catch is delivered direct to its canning and processing plants. The wild tuna catch is certified “Dolphin Safe”. (c) Meeting sustainability standards: The biomass of fish is healthy and not overfished; the habitat is not damaged by the fishing method; the catch method is free from excessive by-catch of juvenile fish and other non-targeted species; (d) Exceptional packaging: Golden Prize tuna can be easily spotted when you shop because of its lithograph-printed cans; the easy-open tab is located at the bottom to reduce the exposure of the lid to dirt and pollutants. Markets and Consumer Segments: Golden Prize products are targeted at all fish eating consumers cutting across socio-economic divides. Most of the products are available nationally at various retailers, wholesalers and club stores. The brand is also present across all major e-commerce platforms that cater to demand from all across the country. East and northeast India (West Bangal, Assam and six sister states), north India (New Delhi, Punjab, Himachal Pradesh and parts of Rajasthan) and Mumbai & Goa in the west are the strong markets for the products. The brand is already leading the category in several modern trade accounts.
Category and Market Forecast: Steady growth and growing demand for the category due to the growing awareness of the health benefits of consuming fish and fish products. Consumers are increasingly becoming aware of the benefits of Omega 3 fatty acids found abundantly in tuna and other fish. Demand for the category is likely to rise due to increased product consumption owing to health benefits coupled with the adoption of sustainable fish farming techniques by manufacturers globally.
Consumer Connect Initiatives: In keeping with its commitment of offering a strong and VFM product to the customer, the brand is focussing on BTL activities (strong presence in the modern trade, good displays and free tasting/sampling sessions). Also investing in digital marketing – initiatives include having its own Facebook page, recipe channel on Youtube, wet tasting and sampling stations at retail stores as well as tie ups with masterchefs across India to promote use of seafood in daily cooking.
Roadmap Ahead: The brand is working towards adding anchovies, oysters, shrimps, herring and catfish (all in shelf stable cans) to its portfolio by mid-2019.
Golden Prize enjoys great patronage among seafood consumers in India – we are ranked among the best sellers on Amazon India consistently for the past two years. Our products are enjoyed by all seafood lovers across India. However, our strong consumer base is the local population in northeast India who have fish in their staple diets. — Amit Agarwal Director, Ashokasha Exim Pvt. Ltd