With about 75,000 outlets in South India– Karnataka, Andhra, Telangana and Tamil Nadu, Honey processor and exporter APIS India plans to expand their base in Delhi/NCR and Maharashtra. “Having specifically spent 10 crore in India on Apis Himalaya and achieving a sales target of Rs 27 crore in the past one year, for FY17-18 we plan to expand our customer reach with digital branding in focus,” says Amit Anand, Joint Managing Director, APIS India.
Apis has seen 20 per cent rise in sales this year and plans to reach Rs 500 crore by 2020. “About 80 percent of the product so far was exported, but now we plan to reach our customer base in north India,” adds Anand. As part of their strategic marketing campaign, the company has started counter sampling spreads in UP, Delhi/ NCR; advertising in public transports, retail boards and have also diversified into hospitality sector, bagging a contract from Taj Hotels.
After roping in ace shuttler P.V. Sindhu as the brand ambassador since December 2016, Anand feels the achievements of Sindhu resonate well with what the brand intends to do. “We have seen a steady rise in the sales as more people have become aware of the brand and the benefits of honey,” adds Anand.
With a large focus on the US, Middle East, Latin America and Africa market, Apis is also producing products like handmade cookies, black tea, ginger garlic paste and green tea with honey (to be launched soon).
As per a survey, Anand explains that there is about 2.8 kg of honey per capita consumption in Germany. In India, it is 10-15 gm and largely used in Ayurveda medicines. As the consumption increases, import would also increase. “Honey is a healthy alternative to sugar and that’s the reason more people are becoming aware of its nutritional value. In fact, we are now focusing on domestic market and have recently introduced two variants APIS Himalaya and APIS Himalaya Gold,” adds Anand whose brand has scaled to number 3 in Andhra Pradesh, Karnataka and Tamil Nadu in the past one year.
With about 120 tonnes of production capacity per day, the first-hand honey is produced by exquisite trainers under the guidance of Vimal Anand, MD, Apis India, who has done a specialised course in beekeeping, and the various aspects of honey. “With 24-year of experience in the honey industry, we know the difference in the Indian and US palate and that’s why we are able to cater as per their liking,” he adds.
Currently, Apis is supplying honey to most of the private labels like Reliance, VLCC, Apollo and Metro Cash and Care, Modern Trade and Aditya Birla Retail, Spencers, Ratnadeep. “With true source certification that helps trace the honey till the beekeepers of a single batch of honey, the same lot of honey is supplied in the US as well as in India. Hence, we are giving an international product at India price,” says Anand.
BW Reporters
Vaishali Dar is a Senior Associate Editor with BW Businessworld and Editorial Head with BW Disrupt. She writes on corporates, start-ups, hospitality and travel
