Guilt-free In­dul­gence with De­light­ful Baked Good­ies

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

Com­pany Pro­file: Lovely Bake Stu­dio is a pre­mier Eu­ro­pean in­spired bak­ery and In­dia’s first-of-it­skind home of 100% egg­less bak­ing of­fer­ing an in­ter­na­tional range of cook­ies, dry cakes, rusks & bis­cuits, Turk­ish baklava, choco­lates, fes­tive gift ham­pers, mithai, desserts and much more.

Gift­ing Port­fo­lio: Will be de­but­ing its new range – choco­late dragees, baked mithai, baked nam­keens, pre­mium gra­nola mixes, fu­sion In­dian desserts, trio ras­gulla/ gu­lab ja­mun packs – aimed at to­day’s dig­i­tal gen­er­a­tion. Also, on all its prod­ucts, Lovely is of­fer­ing cor­po­rates/ in­di­vid­u­als the op­tion to cus­tom­ize and per­son­al­ize their fes­tive gifts for a more en­joy­able ex­pe­ri­ence. It has in­tro­duced new pack sizes to cater to big and small pocket sizes.

To en­sure fresh and fla­vor­ful prod­ucts that con­tin­u­ally meet the con­sumer’s ex­pec­ta­tion for brand qual­ity, con­sis­tency and fresh­ness, the com­pany has in­vested in and in­tro­duced Ital­ian M.A.P (Mod­i­fied At­mo­spheric Pack­ag­ing) tech­nol­ogy for the In­dian sweets cat­e­gory. M.A.P. tech­nol­ogy ex­tends the shelf life of prod­ucts nat­u­rally with­out the ad­di­tion of chem­i­cal preser­va­tives or sta­bi­liz­ers.

Dis­tinc­tive Vi­sion for Prod­uct Line: Sales take-off is much higher dur­ing the pe­riod. The brand sees ten times more sales dur­ing the fes­tive sea­son com­pared to any other month. The com­pany has many ex­cit­ing of­fer­ings, in­clud­ing new gift ham­pers and prod­ucts; spe­cial plans and pack­ages for Cor­po­rate Gift­ing this year with its team al­ready in touch with some of the big­gest busi­ness houses for their fes­tive gift­ing needs.

Prod­uct Clas­si­fier: Its fes­tive gift packs come in pre­mium In­ter­na­tional tin pack­ag­ing. It was one of the first in the coun­try to in­tro­duce lux­u­ri­ous tin box pack­ag­ing to the cook­ies cat­e­gory. Each cookie is pil­low-packed to re­tain fresh­ness and de­liver a per­fect taste in ev­ery bite and of­fer bet­ter shelf life for re­tail­ers. It was also one of the first in the coun­try to in­tro­duce an in­no­va­tive range of baked mithai, choco­late dragees, gra­nola mixes, flavoured dry fruit, easy-to-carry three piece ras­gulla/ gu­lab ja­mun packs.

Re­tail Ap­proach and Chan­nel Fo­cus: Look­ing at 90% sales from tra­di­tional medi­ums and the rest from dig­i­tal av­enues. For this fes­tive sea­son, in par­tic­u­lar, the fo­cus is also on beef­ing up its re­tail pres­ence across the coun­try. The com­pany is look­ing at in­creas­ing its dis­trib­u­tor base to reach new au­di­ences across the coun­try and over­seas. Its prod­ucts are cur­rently avail­able across the coun­try with top re­tail­ers such as Re­liance Mar­ket, D-mart, Big Bazaar, WH Smith, Wal­mart, Go­drej Na­ture’s Bas­ket and many more with ris­ing ex­ports to Aus­tralia, New Zealand, Hong Kong and the Mid­dle East. In the next cou­ple

Nor­mally, our sales go up 10 times dur­ing the fes­tive sea­son espe­cially around Di­wali pe­riod. We just had a ter­rific Rakhi gift­ing month where we did al­most 7x more sales than our nor­mal monthly sales. Given the fa­vor­able re­sponse we re­ceived on Rakhi dur­ing which we in­tro­duced many of our new prod­ucts and pack sizes, we are ex­pect­ing a big fes­tive sea­son ahead this time around too. — Shaishav Mit­tal CEO, Lovely Bake Stu­dio

of years, it aims to own 10% of the cookie mar­ket share na­tion­ally.

Brand Con­nect: Look­ing at an op­ti­mal mix of na­tive and dig­i­tal ad­ver­tis­ing and fo­cus on grow­ing its com­mu­nity by com­mu­ni­cat­ing with its au­di­ence across its so­cial me­dia pages and blogs. It has ini­ti­ated a few on­line tie-ups and is look­ing to ex­plore e-com­merce in a big­ger way. For tra­di­tional me­dia, it has planned cam­paigns across print, ra­dio and out­doors largely.

Tar­get De­mo­graphic: In­di­vid­u­als, fam­i­lies and cor­po­rate houses seek­ing bet­ter ‘value for money’ for their gift­ing ex­pe­ri­ence and all those look­ing for bet­ter deals/ pack­ages/ pre­sen­ta­tion and wish­ing to sur­pass their pre­vi­ous years’ gift­ing ex­pe­ri­ence.

Price Range: Prod­uct caters to a wide range of pocket sizes – from Rs. 200 Rs. 1,000.

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