Q] How did your brand first establish awareness among consumers without the kind of big ad budgets that MNCs have?
Bikaji’s journey has been gradual and organic, rather than overnight. With visionary promoters guiding us, we focused on markets where the brand already had a stronghold and invested in the right media mix for maximum ROI. From being the first in the industry to bring Amitabh Bachchan on board as brand ambassador to TV-heavy campaigns that cemented our category in consumers’ minds, every step was calculated to build awareness sustainably and meaningfully.
Q] What’s been your approach to marketing? Do you focus more on local activations, word of mouth, or digital?
Our approach has always been to connect with consumers at every touchpoint of their lives—from the spaces they spend time in, to the content they consume, to the moments they spend with family. To enable this, we maintain a balanced media mix across ATL, digital, and BTL, with sharper spikes during high-impact seasons.
Q] Have you used influencer marketing or social media to reach younger consumers?
Yes, influencer marketing and social media have been pivotal in reaching younger audiences. The best results have come from working with credible influencers in food, lifestyle, and youth culture whose authentic storytelling resonates with their followers. The biggest learning for us is that social media isn’t just about visibility—it’s about fostering dialogue. Campaigns that are consistently participative deliver higher traction and engagement.
Q] How important are trade marketing and retail-level promotions to your strategy?
Trade marketing is central to our strategy because the point of sale is often the key decision-making moment for consumers. Strong in-store visibility—through displays, branding units, and shop boards—helps us stand out in a crowded market. Dealer incentives and trade schemes strengthen relationships with channel partners, while free sampling has been highly effective for new launches. Together, these ensure that while mass media and digital drive aspiration, trade marketing converts that intent into sales.
Q] Do you notice bigger brands changing their marketing in regions where you’re strong?
Yes, and it’s a reflection of how the snacking industry is evolving. I often say ‘regional is the new national.’ Bigger brands are clearly increasing focus on rural and Tier-II markets since these regions are driving significant growth.
Q] What are your expansion plans in the coming years?
We are building a brand that is proudly made in India, for the world. Domestically, we’re focused on wider geographical expansion and deeper penetration. Internationally, our presence is growing, with products already available at Costco USA and Walmart Canada. We will continue to innovate within our current categories while also exploring new ones to diversify our portfolio.
