Q] Can you tell us about the impact of community-building on the popularity of Slurrp Farm?
Community-building has been integral to Slurrp Farm from the very beginning. We’ve involved kids and parents in crafting healthy and tasty food options from the get go. Before launching our first batch of cookies, we conducted a taste test at a primary school in Gurgaon, inviting parents to let their kids sample our products and choose their favourites. The response was overwhelmingly positive with 98% of the parents being thrilled about having healthier alternatives for their children. We were also pleasantly surprised by the kids’ choices, as they favoured options like ragi, and honey & oats over more expected flavours like chocolate. As a result, those became our first two cookie offerings.
We also leveraged Facebook groups to promote our products in cities like Delhi, Bengaluru and Hyderabad.
Q] You have been running the successful ‘Yes Moms’ initiative for a few years. How does that factor in your brand’s success?
‘Yes Moms’ has been a successful platform for us, bringing mothers together and discussing their experiences. We gather mothers from all walks of life and create a shared experience wherein they can learn and grow together. And with the conversations moving towards equal parenting – fathers also getting involved in kids’ health & nutrition, we have opened up the community to dads as well this year. It’s going to be ‘Yes Moms & Dads’.
Q] When building a successful community-focused communication strategy, what are the key factors that a brand should keep in mind?
The first one would definitely be authenticity. You should aim to understand the problems that your target group is actually experiencing and address that. For us at Slurrp Farm, we were two mothers of young children who wanted to find healthy food options for them. And after some research we understood that this problem was common to parents. When we launch a product, we feed it to our own kids as well. So, we cannot compromise on the quality of it.
One should also support the community beyond sales. We are using our digital presence to share experiences, recipes, and tips & tricks with the parent community to build a long lasting relationship.
Q] You mentioned that there is a strong focus on the quality of your products. How do you ensure that you meet the highest standards?
Both Shauravi (Malik) and I do not come from a food technology background. In fact, we are first generation entrepreneurs who come from very different backgrounds. So, while creating products for our kids, we prioritise safety and trustworthiness. Therefore, in the early stages of brand development, we heavily invested in food technology. We have trained quality-control officers in our facilities who help us make the right decisions. We use only natural ingredients and use vacuum seal packaging.
