“Our seafood products are seeing higher growth due to our omnichannel retail presence”
Cambay Tiger, the flagship brand of the Westcoast Group, is a leader in seafood across the country with a presence across all channels of trade. The brand caters to both fresh and frozen categories, and aims to become the largest player in seafood e-commerce space. Rajesh Srimalani,
CMO, Cambay Tiger, spoke to Progressive Grocer, about the trends in the domestic seafood market, his company’s product offerings and strategy to expand its footprint.
There is a growing awareness in favour of seafood, and greater acceptance of marinated and ready-to-cook formats of foods. Our e-commerce launch and its expansion are designed to meet this changing reality. —Rajesh Srimalani CMO, Cambay Tiger
Describe your company and its business in the meats and seafood trade.
Cambay Tiger is the leading brand for seafood across the country and the only seafood brand present across all channels of trade. Our frozen products are available through modern trade, general trade and Horeca across 15 cities.our direct-to-consumer channels, through our own stores and e-commerce, cater to both fresh and frozen categories and have been growing quite rapidly.
What are your product’s USP and features that consumers strongly identify with?
As India’s only vertically integrated seafood company, we have immense control over the quality of our products. We grow our own seafood and follow sustainable practices that minimize our environmental impact. We retail seafood such as prawns, tilapia and basa, reared in our own farms in a well-monitored environment. By investing in state-of-the-art tankers to transport live fish from our farms to customers directly, we give them a true farm-to-fork experience with guaranteed traceability. This builds the confidence of consumers in the freshness and quality of our products.
What is your opinion about the growth potential of the domestic seafood market?
India’s Rs. 2.84 trillion seafood market is estimated to grow at a compounded average rate of 8% between 2016 and 2021. There is a paradigm shift in people’s preferences in metro cities as they prefer buying seafood from modern retail outlets due to hygiene, quality, and convenience factors. Our formidable presence in metros such as Mumbai, Delhi, Kolkata, Pune, Bengaluru, Chennai and Hyderabad means that we enjoy higher growth rates owing to our omnichannel presence through retail. Also, the high-quality protein is currently not affordable for a large section of the population, and we see enough scope to increase its accessibility in smaller towns surrounding the metros through distribution techniques and make the product more affordable.
Which factors are responsible for demand in your product category picking up?
There is a growing awareness of the health benefits of seafood. Stringent food labelling laws by FSSAI and government initiatives to standardize food quality and regulation inspires confidence in consumers to move to healthier choices. The rapid growth of e-commerce across categories in India, which makes seafood readily accessible, has drawn interest to the category and is driving demand.
Tell us about your future plans?
To make seafood easily accessible, we are investing in our direct to consumer channels and innovating a new line of products for hassle-free, quick, readyto-cook meals (marinated and breaded). Our new range of marinades reduces the preparation time by 50%. As for the promotional strategy, we rely on on-ground activations such as retailer events and community events and engage and educate the customers on how to buy, store and cook seafood using tools such as chef workshops, videos, recipe booklets, SMSES and e-mailers.