A one-stop solution for all canned seafood needs

Progressive Grocer (India) - - Category Watch | Meat & Seafood -

Com­pany & Brand Pro­file: M/s. Ashokasha Exim Pvt. Ltd op­er­ates Golden Prize, a lead­ing brand of shelf sta­ble seafood prod­ucts in In­dia. The com­pany’s mis­sion is to of­fer the dis­cern­ing Indian con­sumer the best canned seafood prod­uct at rea­son­able and af­ford­able price points. Golden Prize is the only seafood brand to carry the whole range – tuna, sar­dines, mack­erels and sal­mon – and it strives to be a one-stop solution for all canned seafood needs. Vi­sion and Mar­ket Phi­los­o­phy: Brand Golden Prize be­lieves that con­sumers should have easy ac­cess to food that is healthy, tasty, con­ve­nient and af­ford­able. Its goal is to pro­vide mar­ket-driven change in global har­vest prac­tices as well as im­pact con­sumer choices in seafood con­sump­tion through ed­u­ca­tion. Brand’s USP and Dif­fer­en­tia­tor: (a) Fol­lows the safest and high­est qual­ity stan­dards: All prod­ucts are man­u­fac­tured at world class man­u­fac­tur­ing fa­cil­i­ties ac­cred­ited and au­dited to the ISO and BRC global stan­dards as well as HACCP. A can of Golden Prize tuna as­sures you of the purest tuna meat pre­served in nat­u­ral medi­ums with­out the use of any ar­ti­fi­cial preser­va­tive, colours or MSG. You are get­ting pre­mium tuna that is trace­able from sea-to-plate and swim­ming its way to your kitchen. (b) Re­spon­si­ble fish­ing: Golden Prize tuna is caught with­out the use of fish ag­gre­gat­ing de­vices. Sourced Fad-free to min­imise the by-catch ef­fect on oceans. The catch is de­liv­ered di­rect to its can­ning and pro­cess­ing plants. The wild tuna catch is cer­ti­fied “Dol­phin Safe”. (c) Meeting sus­tain­abil­ity stan­dards: The biomass of fish is healthy and not over­fished; the habi­tat is not dam­aged by the fish­ing method; the catch method is free from ex­ces­sive by-catch of ju­ve­nile fish and other non-tar­geted species; (d) Ex­cep­tional pack­ag­ing: Golden Prize tuna can be eas­ily spot­ted when you shop be­cause of its litho­graph-printed cans; the easy-open tab is lo­cated at the bot­tom to re­duce the ex­po­sure of the lid to dirt and pol­lu­tants. Mar­kets and Con­sumer Seg­ments: Golden Prize prod­ucts are tar­geted at all fish eat­ing con­sumers cut­ting across so­cio-eco­nomic di­vides. Most of the prod­ucts are avail­able na­tion­ally at var­i­ous re­tail­ers, whole­salers and club stores. The brand is also present across all ma­jor e-com­merce plat­forms that cater to de­mand from all across the coun­try. East and north­east In­dia (West Ban­gal, As­sam and six sis­ter states), north In­dia (New Delhi, Pun­jab, Hi­machal Pradesh and parts of Ra­jasthan) and Mum­bai & Goa in the west are the strong mar­kets for the prod­ucts. The brand is al­ready lead­ing the cat­e­gory in sev­eral modern trade ac­counts.

Cat­e­gory and Mar­ket Forecast: Steady growth and grow­ing de­mand for the cat­e­gory due to the grow­ing aware­ness of the health ben­e­fits of con­sum­ing fish and fish prod­ucts. Con­sumers are in­creas­ingly be­com­ing aware of the ben­e­fits of Omega 3 fatty acids found abun­dantly in tuna and other fish. De­mand for the cat­e­gory is likely to rise due to in­creased prod­uct con­sump­tion ow­ing to health ben­e­fits cou­pled with the adop­tion of sus­tain­able fish farm­ing tech­niques by man­u­fac­tur­ers glob­ally.

Con­sumer Con­nect Ini­tia­tives: In keep­ing with its com­mit­ment of of­fer­ing a strong and VFM prod­uct to the cus­tomer, the brand is fo­cussing on BTL ac­tiv­i­ties (strong pres­ence in the modern trade, good dis­plays and free tast­ing/sam­pling ses­sions). Also in­vest­ing in dig­i­tal mar­ket­ing – ini­tia­tives in­clude hav­ing its own Face­book page, recipe chan­nel on Youtube, wet tast­ing and sam­pling sta­tions at re­tail stores as well as tie ups with mas­terchefs across In­dia to pro­mote use of seafood in daily cook­ing.

Roadmap Ahead: The brand is work­ing to­wards adding an­chovies, oys­ters, shrimps, her­ring and cat­fish (all in shelf sta­ble cans) to its port­fo­lio by mid-2019.

Golden Prize en­joys great pa­tron­age among seafood con­sumers in In­dia – we are ranked among the best sell­ers on Ama­zon In­dia con­sis­tently for the past two years. Our prod­ucts are en­joyed by all seafood lovers across In­dia. How­ever, our strong con­sumer base is the lo­cal pop­u­la­tion in north­east In­dia who have fish in their sta­ple di­ets. — Amit Agar­wal Direc­tor, Ashokasha Exim Pvt. Ltd

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