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.
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.”