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The Joy of Eating

BY Anjana Naskar

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Q] What was the main objective behind launching the ‘Aap Prem Se Khaiye, Duniya Rukegi’ campaign for Tata Sampann Yumside? How does this campaign align with Tata Sampann Yumside’s overall brand strategy and vision?
Our entry into the ready-to-eat business was driven by the rising demand for convenience across various categories, including food. As incomes increase and more women join the workforce, convenience becomes a growing trend. Although the ready-to-eat segment is relatively small presently, it holds immense opportunity as India progresses. Considering India’s preference for scratch cooking, our vision is to integrate ready-to-eat products into the overall meal experience. Our aim is to provide convenience by complementing homemade dishes with Tata Sampann Yumside’s ready-to-eat offerings.

The launch of our campaign addresses the need for market development in this category. Despite the existing trend, many consumers, especially at the higher end, are still unfamiliar with ready-to-eat products. Our campaign aims to showcase the simplicity of consuming these products and dispel the misconception that they compromise on taste. ‘Aap Prem Se Khaiye, Duniya Rukegi’ encapsulates the campaign’s essence of celebrating the joy of eating ready-to-eat products while breaking down any reservations or barriers that consumers may have.

Q] What marketing mix and budget have you allocated for the overall campaign?
We have a very focused approach. While introducing a new product, it’s important to engage early adopters who can drive the initial habit change. In our case, Digital channels have emerged as the obvious choice due to their high ROI and their ability to make sense of our profit and loss statement. As a result, our strategy is Digital-first, and you will definitely see our presence on various Digital platforms like YouTube and Facebook. We aim to reach and engage with the right audience.

Q] How does Tata Sampann Yumside’s range of products complement the existing portfolio of Tata Sampann? In what ways does it contribute to the overall brand positioning and growth of Tata Consumer Products?
Our vision is to establish Tata Sampann as a master brand in the food category, considering the key aspects of strong nutrition and taste in the Indian food spectrum. Tata Sampann Yumside, as a sub-brand, complements our core unpolished Dal offerings by providing a value-added range of products. It helps expand our portfolio, offering a wider variety of options beyond the base category. For example, Tata Sampann Yumside introduced products like Dal Makhani, enhancing our taste credentials and catering to the more value-added segments of the market. This allowed us to build our brand into the premium category, appealing to consumers seeking both nutrition and taste. Overall, Tata Sampann Yumside contributes to the growth of Tata Consumer Products by attracting new consumers and expanding our brand positioning in the food category.

Q] What sets Tata Sampann Yumside apart from other brands in the market offering similar ready-to-eat and ready-to-cook products?
Tata Sampann Yumside stands out because it recognises the future potential of the category, going beyond its current size. Our products address consumer barriers, making them unique. The absence of preservatives is a significant USP across our range, offering fresh and natural options without additives. Our pioneering technology preserves the tenderness, shape, taste, and texture of pasta at ambient temperature. With our ‘Aap Prem se Khaiye, Duniya Rukegi’ campaign, we believe our technology delivers a loved product. We prioritise retaining goodness and using fresh ingredients. Our products provide healthier alternatives when fresh cooking isn’t feasible.

Q] Recently, TCPL launched a campaign for Tata Salt - ‘Tez Baccho Se Hi Toh Tez Desh Banta Hain’. Tell us about the campaign and how the response has been so far.
The response to the campaign has been overwhelmingly positive. Tata Salt holds a special place as ‘Desh Ka Namak’, and it evokes a strong sense of national pride. At the core of the brand’s ethos is the commitment to iodize the country, as iodine is crucial for mental development. Personally, I feel fulfilled by the impact that we are making, while consumers resonate with the authenticity of the brand.

The campaign aligns with our aim to build a better tomorrow by prioritising the mental development of our young population. The idea of nurturing children’s mental growth has been well-received.

Q] What kind of growth have you achieved in the past year for Tata Consumer Products packaged foods?
Tata Consumer Products has achieved significant growth, with the food business showing more than 22% growth. Despite challenges like high commodity inflation, we have made commendable progress in the packaged food sector. Our growth extends beyond a specific category, with notable success in new categories like Tata Sampann, which has achieved over 30% growth. We recognise the immense opportunity that packaged foods present in a low-penetration market, and our hunger for further growth drives our constant efforts to capitalise on this potential. It is noteworthy that our growth has been holistic, encompassing both core and future categories. Furthermore, we have successfully gained market share in the salt category, even as the dominant player. Overall, it has been a good year for Tata Consumer Products’ packaged foods, characterised by strong growth and competitive performance.

Q] Going forward, what will be your key focus areas for TCPL’s overall business?
For our packaged food business, the primary focus is on growing our core categories. The strength and expansion of our salt business, along with our tea business, are of utmost importance to us. Additionally, we are committed to building a robust presence in Tata Sampann as it represents the future core of our company. We have a premium strategy for Tata Sampann, offering innovative products to the market. Recent successful launches such as Makhana and dry fruit, exemplify our approach to address genuine consumer needs. Furthermore, our focus extends to ‘horizon-three’ segments, which may not become significant in the next two years but hold long-term importance for TCPL. One such segment is represented by Tata Simply Better, which emphasises on finding better nutritional alternatives for various food choices. Another brand we have introduced is Tata GoFit, which specifically addresses women’s wellness. Starting with protein powder, we intend to expand the range further, tapping into the growing space in the FMCG industry.

Q] What is your strategy for the makhana segment and can we expect a campaign for the products anytime soon?
You can certainly expect some great marketing initiatives for these categories, as it is a given that we will invest in marketing efforts to promote our products. However, it’s important to strike a balance between the P&L considerations and the scale of our businesses. While we would love to engage in extensive advertising, we are conscious of making choices that align with the financial aspects as well. Nevertheless, similar to our approach with Yumside, we will select categories that have future potential, and allocate investments accordingly.

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