Broadening Consumers' Horizons

What are some key aspects you look out for while creating your marketing plans?

Optimisation of digital media is key for us as we are a direct-to-consumer brand. We are looking to scale the business and increase profitability, so I believe that linking brands to performance and performance to brands is the way to go. We are also keen on getting the share of emotions versus the share of voice, where we can build advocacy for authenticity, a sense of belonging, and relatability rather than just creating an ad in a reach-based marketing plan. It is also important to understand consumer demands to topicality and solutions in the best way. So rather than selling, we ask ourselves how we can be a solution provider when it comes to children and overall food for adults in the future. 

There is so much conversation about online picking up but trends changing again due to normalcy. What are some of your observations?

The consumer landscape is changing significantly because of the penetration of mobile consumption in tier 2 and tier 3 markets. It is clear that digital as a landscape has emerged. Much is changing. Our predictive analysis, therefore, has to be very strong. What is the next platform that will be strong? It is very important to understand how a brand will sit on that platform and what it will do for consumers. 

At the same time though, physical experiences as was seen in retail marketing will never phase out or become redundant. It will always go hand in hand because it allows you to touch and feel the product, experience it and discuss it at the point of purchase. A large part of the audience buys offline. The balance between discovering the digital and possibly purchasing at a regular kirana store may co-exist for the next few years. 

Newer technologies and buzzwords continue to emerge. How are you looking at some of these?

The impact of some of these new technologies is that people understand food now. They are aware of the things that are going into the making of a product. The various aspects of health and what you consume have increased significantly. Thanks to digital evolution, people are taking an interest in these aspects and through creators, they are discovering and paying attention to newer things. 

Collectively, the creator ecosystem is enabling consumers to be informed about the choices they make. Only when one is exposed to information and knowledge, one can understand what is right or wrong. People start questioning, which in turn broadens the consumer’s horizons. This is a positive change that is here to stay.