CELEBRATING LIFE
Q] How would you describe Ferns N Petals’ journey in the market so far? Q] Who are your competitors? How do you position your brand against competition? Q] Your popular ad campaign featuring wrestler Khali and actor Mithila Palkar was amusing and eye-catching. Can you tell us what was the thought behind such an ad? Q] How big is the gifting industry in India, and what is your current market share in the category? Also, which are your strongest growth markets as of today? Q] Do you also plan to launch any campaigns or marketing initiatives specifically for these new segments? Q] How is your brand utilizing Digital as a medium, and what new avenues are you exploring? What percentage of sales do you generate from online and e-commerce channels? Q] Going forward, what will be your business and marketing strategy for the brand? What does your marketing mix look like?
Ferns N Petals (FNP) has a significant presence in the market, playing a pivotal role in various joyous occasions for humanity. From small celebrations like birthdays and anniversaries to grand events like weddings and cocktails, FNP has been an integral part of people’s lives from an emotional standpoint.
We operate on multiple verticals, and it’s not possible to identify one single competitor that encompasses all of these verticals. However, when it comes to retailing flowers, Ferns N Petals stands out significantly. In terms of flower retailing, we have not come across any competitors who are even close to one-tenth of our scale. While there are some regional players, none of them hold a significant presence or pose a substantial challenge. In the offline market, we are undoubtedly far ahead in terms of our reach and operations.
All our campaigns aim to establish a connection with our audience, and in this particular campaign, we wanted to showcase a softer and more romantic side of Khali, who is commonly known for his strength and size. Conversely, Mithila Palkar represented the contrasting end of the spectrum. The campaign highlighted the friendship between these two extremes, and it was very well received. The audience appreciated the concept and execution of the campaign.
The gifting market in India is largely unorganized, lacking a definitive white paper to provide an exact size. However, estimates suggest that the market size is around 70 to 80 billion US dollars. A significant portion of this market remains unorganised, consisting of mom-and-pop shops and various gifting practices prevalent in Tier III and Tier IV cities. In terms of organised gifting solutions, Ferns N Petals has been a prominent player since its inception in 1993, marking a successful journey of 30 years. While I don’t have the exact market share figures, we have consistently maintained a leading position in the industry over these years.
Regarding our strongest growth markets, it depends on various factors, such as customer demand, regional preferences, and market dynamics. As of today, we continue to expand our presence and cater to diverse markets across the country, adapting to the gifting needs of different regions.
Q] Ferns & Petals has ventured into new business categories such as hospitality and premium chocolate, among others. Could you please provide some insights into these ventures and how you plan to establish yourselves in these new segments?
FNP Chocolate is not a separate vertical but rather a category within our larger gifting business. It is an integral part of our comprehensive gifting offerings. However, we have also explored new verticals to expand our services. One such vertical is Last Journey, which focuses on funeral planning, offering support during the difficult time of bidding farewell to loved ones. Another vertical is Baby Bless, where we provide planning and assistance throughout the journey of motherhood, from conception to childbirth, and beyond.
With these new verticals, Ferns & Petals aims to be present at both ends of life’s spectrum, helping individuals and families during significant moments in life. We strive to become a life partner, providing comprehensive services that cater to the various needs of our customers’ lives.
Yes, we do run campaigns for our offerings, although not on a large TV commercial scale. Our focus primarily lies in social media and Digital marketing, where we consistently run campaigns to target our audience. In today’s Digital world, social media has become a crucial part of marketing and advertising, and we leverage it to reach and engage with our target market, including those interested in our new verticals such as Last Journey and Baby Bless.
In today’s world, everything has become digitized, and consumers instinctively turn to their phones to search for information, products, and services. As a brand, we recognize the importance of digital platforms such as Google and Instagram in reaching and engaging with our target audience. We ensure that we appear prominently in search results and maintain a strong online presence.
Regarding online sales, we have chosen not to focus heavily on Amazon and Flipkart. We position our brand as a premium offering and therefore do not sell our products on these portals. However, we do operate a marketplace on our own website where we list products from other gifting companies.
We are actively exploring the use of AI as a powerful tool that could potentially be a game-changer. In terms of our overall strategy, we envision Ferns N Petals (FNP) as a global company. We have successfully operated in several countries, including UAE, Singapore, Qatar, and Saudi Arabia, and we are continuing to expand our presence in many more countries.
Our strategy encompasses both a global approach and a focused approach, targeting smaller cities within India. We recognise the aspirations of customers in Tier II and Tier III cities who are increasingly utilizing Digital mediums to express themselves and make purchases. By catering to these diverse markets, we aim to reach a wider audience and fulfil their gifting needs.
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