Promoting Healthy Snacking Habits with Fox Nuts
Company Profile: Rishav Global Industries Pvt. Ltd., a subsidiary of Mahak group, was incorporated in 2014. The company is primarily focused on developing innovative products using the latest technologies and the freshest, healthiest ingredients.
Brand: Mr. Makhana services the healthy snacks market with an aim to provide snacking options to the modern, calorieconscious consumer.
Gifting Portfolio: The brand offers a range of fox nuts (makhana or lotus seeds) in different flavors packaged in tin containers and gift packs of various sizes. The six variants include lime chilly, peri peri paradise, butter tomato, pudina party, Himalayan salt pepper and cream & onion.
Distinctive Vision for Product Line: Mr. Makhana, as a brand, wants to convert bad snacking habits into healthy ones. The brand works on the principle of providing an enjoyable yet healthy snacking alternative to ghee-laden items popular in the festive season. The range envisions an upcoming trend wherein shoppers will choose to gift something like fox nuts to their loved ones. This gift item implies that the receiver’s health is cared for and is considered valuable. The healthy snacking brand is expecting a 20-25% jump in sales.
Product Classifier: Fox nuts is a healthy snacking choice and propagates the need for a healthy and active lifestyle. In the upcoming season, the firm sees shoppers wanting to pick up a makhana gift pack because of its salubrious nature and the diverse range on offer. Consumers can enjoy lip smacking flavors without the guilt of festival induced binge eating. All flavors are customized to fit the Indian taste palate and work well with accompaniments such as dry fruits. The product range offers a combination of Indian ingredients roasted in olive oil.
Retail Approach and Channel Focus: Festive retail sketches are a definite way for brands to establish themselves as market leaders in the Indian market and create gifting trends that don’t include staples like chocolates. Mr. Makhana is carefully placing its products at retail locations across trade centres and is banking on their products being more affordable than luxurious. Since this is the brand’s first festive season in the market, it is concentrating on collecting
The brand works on the principle of providing an enjoyable yet healthy snacking alternative to ghee-laden items popular in the festive season. The range envisions an upcoming trend wherein shoppers will choose to gift something like fox nuts to their loved ones. — Abhinav Biswas AVP, Sales and Marketing, Rishav Global Industries Pvt. Ltd.
feedback for R&D and is using general trade channels and traditional retail formats. Brand Connect: The firm is focusing on ATL as well as BTL activities to promote the brand in association with channel partners across the country. It is also using sponsored events as a medium to reach out to potential consumers. Target Demographic: The range is meant for all consumers looking to follow a health-conscious regime even in the festival season. Consumers of all age groups are included in the target bracket.