Trail Mixes with the Finest In­gre­di­ents

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

Brand: New Tree.

Gift­ing Port­fo­lio: The brand of­fers unique healthy snack­ing op­tions and the prod­uct range in­cludes nuts, berries, fruits, trail mixes and In­dian sa­vory snacks such as makhana, khakhara and roasted nam­keens. They have over 30 va­ri­eties of khakhara.

Prod­uct Clas­si­fier: The prod­ucts are unique in qual­ity, taste and pack­ag­ing. The Trail Mix is made by com­bin­ing the finest in­gre­di­ents to cre­ate a prod­uct of the high­est qual­ity and is also unique be­cause of its flex­i­bil­ity. New Tree has cus­tom­ized its prod­ucts as per the re­quire­ments of dif­fer­ent groups of cus­tomers and ad­vo­cates a more health­ier life­style.

Dis­tinc­tive Vi­sion for Prod­uct Line: In off­line re­tail, the brand is in the process of set­ting up dis­trib­u­tors in Tier 1 and Tier 2 cities. On­line re­tail is also a fo­cus area and the brand ex­pects the chan­nel to con­tribute to 40% of the en­tire busi­ness by 2020. Re­tail Ap­proach and Chan­nel Fo­cus: While off­line re­tail con­trib­utes to 80% of sales, on­line re­tail marks up 20%. In off­line trade chan­nels, sale via mod­ern trade re­sults in 40% of to­tal rev­enue and gen­eral trade gen­er­ates 30% of it. 10% of the brand’s rev­enue also comes from cor­po­rate sales. Tar­get De­mo­graphic: With a di­ver­si­fied prod­uct range, New Tree caters to con­sumers of the young work­ing pop­u­la­tion be­tween the ages 25 to 45.

Tra­di­tion­ally, peo­ple in In­dia used to con­sume nuts, berries and seeds only in the win­ter sea­son. How­ever, with grow­ing aware­ness on th­ese items’ health ben­e­fits, we see good sales through­out the year. — Sav­inay Jain Founder and CEO, New Tree

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