Pro­mot­ing Healthy Snack­ing Habits with Fox Nuts

Progressive Grocer (India) - - Cover Story / Festive Focus -

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.

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