Coining the mark in confectionery
Company profile: Pee Pee Group started in 1909 and is an ISO 9001 certified company. It is a diversified trading and manufacturing company that started out as a distributor of electronics and home appliances, and also manufactures home and kitchen appliances. Seven years ago, its food division started manufacturing a variety of cocoa-based premium chocolates, which was branded “Jumbo” and “Nature N Nature.” Product portfolio: The portfolio covers coin chocolates, bar chocolates, choconutty, choco crispers, choco dates, nutty dates, osmo dehydrated fruits, and real fruit squashes. All the chocolate products manufactured by the company are 100% pure vegetarian. The product range consists of a mix of nuts and chocolates. Some products have nuts and dates stuffed inside chocolates. Market reach: The major markets for the brand are all FMCG outlets like hypermarkets, supermarkets, grocery retailers, departmental stores, etc. The company caters to people of all age groups and the major focus is on teens and kids. The products are available with some modern trade outlets across the country. The brand has a presence in the south Indian market as of now and is trying to expand to more Indian cities and towns. The company is also working at the export segment.
New products in the offing: Different flavors in coin chocolates with exclusive varieties and a range of sizes ais in the pipeline. It is also planning to launch premium luxury dark chocolates with high cocoa content.
Best sellers: Coin chocolates are the brand’s best sellers. Currently, the brand makes 10 million coins monthly and it has a target of producing 25 million coins monthly, going ahead.
Use of technology: From manufacturing to packaging, everything is automated. There is hardly any manual work. So there is a lesser chance of manufacturing
– Goutam Kumar Jain Managing Director, Pee Pee Appliances
unhygienic products. All the food products are tested and certified by the concerned authorities. The manufacturing unit is ISO 22000 certified.
The brand is into developing innovative products as per the latest changing trends. For example, there is a trend towards consumption of dark chocolates among the youngsters. So it is planning more varieties in that segment. Marketing strategy: Customers believe in the brand and its quality. The company supplies chocolates in gift boxes with different counts in different sizes of reusable quality boxes, which are liked by the customers. The brand’s treat packs and varieties for premium nutty chocolates and choco crispers are popular among the customers. This is because of their innovative and attractive packaging. Roadmap ahead: The company believes that modern trade retail is one of the most important market segments for branded confectionery players. The brand’s future goal is to be present with all modern trade outlets across the country. There is a plan to introduce new SKUS in premium chocolate varieties for modern trade. Acquiring a major presence for the brand in all retail sectors is the goal going ahead.
The company believes that modern trade retail is one of the most important market segments for branded confectionery players.