A one-stop shop for healthy eat­ing

Chen­nai based Brown Tree, that has set its foot in the health food retailing seg­ment, is all set for ex­pan­sion as it opens a new store in Jay­na­gar, Ban­ga­lore. Point Of Pur­chase gives you more de­tails on this.

Point of Purchase - - RETAIL CORNER - N. Jay­alak­shmi


the health con­scious ur­ban In­dian, or­ganic food and health food, which till very re­cently car­ried an ex­otic ap­peal, has sud­denly as­sumed greater sig­nif­i­cance and is fast be­com­ing a ne­ces­sity, ex­posed as he or she is to newer life­styles, health risks and in­ter­na­tional trends. And while pack­aged foods still has a huge mar­ket in In­dia, the or­ganic and health foods seg­ment is fast catch­ing up. Chew on this: Ac­cord­ing to a re­port, the or­ganic food mar­ket in In­dia is es­ti­mated to grow at a CAGR of around 15% dur­ing 2011-2013, while yet an­other re­port says that the Health and Well­ness mar­ket could reach $US7.5 to 10 bil­lion by 2015 grow­ing at 25 to 30%, and this is expected to be about 15% of the pack­aged food mar­ket in 2015. Fur­ther, for­ays by ma­jor food and bev­er­ages play­ers in the coun­try into the health foods seg­ment and their greater fo­cus on health and nu­tri­tion bodes very well for this in­dus­try. The mar­ket for health and well­ness food is expected to be par­tic­u­larly strong in ur­ban cen­tres. No won­der then that for a re­tail chain such as Brown Tree, it is in­deed the right time to ex­pand their store net­work and the lat­est ad­di­tion to their chain is the out­let at Jay­na­gar in Ban­ga­lore. This store, the fourth in the Ban­ga­lore chain, was in­au­gu­rated last month by Mr P Har­ishekaran, IPS, DIG, Po­lice last month and makes a dis­tinct re­tail state­ment with its all glass fa­cade and its po­si­tion­ing at a strate­gic lo­ca­tion. Started in 2009 with one store, Brown Tree has spread its pres­ence across Chen­nai and Ban­ga­lore with 8 stores in Chen­nai and 4 in Ban­ga­lore. Says Mr Ab­hi­nan­dan B, Di­rec­tor, Brown Tree, “Our idea was to po­si­tion it as a health food store with a mix of gro­ceries, or­ganic foods, dry fruits and other health foods where peo­ple can get all health foods un­der one roof. We launched the store when we felt that the cus­tomers needed this kind of prod­ucts and health con­scious­ness was also on the rise.” In­deed Brown Tree’s whole re­tail con­cept high­lights the im­por­tance of eat­ing right to be able to live right. As Di­nesh Ku­mar, Di­rec­tor, Brown Tree said while speak­ing dur­ing the launch of the new store in Ban­ga­lore, “We

un­der­stand that mod­ern se­den­tary life­styles and the con­sump­tion of fast foods, junk foods and spo­radic eat­ing habits are pre­car­i­ous and are detri­men­tal to the body. We there­fore em­pha­size the need to re­store healthy eat­ing habits and ful­fil our mis­sion by sourc­ing qual­ity health food prod­ucts from across the coun­try and show­case them un­der one roof to serve you the finest qual­ity food.” With an av­er­age store area of about 1,000 sq feet, the store man­ages to pack in a whole range of prod­ucts such as dry fruits spices, im­ported choco­lates, bis­cuits, diet snacks, juices, syrups, teas, dairy prod­ucts, or­ganic foods, health foods, ice creams, pre­mium foods, su­gar free prod­ucts, su­paris, chu­rans and veg frozen foods. It stocks about 60-80 va­ri­eties of dry fruits alone! Be­sides, it also of­fers things re­lated to im­pulse driven pur­chases such as choco­lates and chips. Says Ab­hi­nan­dan speak­ing about the store lay­out and de­sign,“We briefed the ar­chi­tects with spec­i­fi­ca­tions on racks, lay­outs, colour schemes, etc and we have fol­lowed the same stan­dard lay­out and de­sign for all the out­lets.” The store’s shop­per pro­file con­sists mostly of women (es­pe­cially work­ing) from mid­dle and up­per mid­dle classes and for them the store of­fers some value added ben­e­fits such as free sam­pling ac­tiv­i­ties af­ter pur­chase, loy­alty cards, spe­cial dis­counts etc. Well, with de­mand for health foods on the rise, it is not hard to guess the com­pe­ti­tion that is likely to arise where retailing for such prod­ucts is con­cerned, but Brown Tree has its USP de­fined pretty clearly. Says Ab­hi­nan­dan,“We have an edge in terms of the qual­ity of prod­ucts and in terms of the ac­tiv­i­ties that we do inside the store like sam­pling. So our mar­ket is pick­ing up very well.”

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