India Gate Basmati Rice aims for Rs 200 crore with regional rice revolution
The company is crafting a special marketing plan for each region. It's teaming up with Landour to change how people see its products. Around 30% of its marketing money is going into the 2024 elections.
What is the brand focusing on?
Their focus is on moving from loose packaging to better ads and communication.
In India, people like different kinds of rice depending on where they live. India Gate Basmati Rice is taking advantage of this by targeting each region with its type of rice.
They've launched Sona Masoori Rice for the south, Kolam Rice for the west, and Gobindobhog Rice for the east. They hope to make about Rs 200 crore in 2024, which is about 6% of their sales.
They want to increase this to 10% with new ad campaigns. In the south, India Gate is popular because people there like packaged rice for dishes like biryani.
Why are they shifting their strategy?
They've noticed people in places like Chennai, Mysuru, and Bengaluru trying Basmati rice in different recipes like lemon rice.
They've started a campaign called #ExperimentsWithBasmati to show how Basmati rice can make dishes tastier.
In the West, they're focusing on changing everything from the product to the marketing. They want to sell their products to more people by making them better suited to local tastes.
In the east, they're focusing on West Bengal and trying to get people to switch from loose rice to packaged rice.
India is the second biggest consumer of rice after China. Basmati rice only makes up a small part of this, but there's a big opportunity to sell more packaged rice. India Gate has a big share of the market for packaged rice and wants to keep growing.
They're focusing on three things:
1. Hygiene: Making sure their rice is clean and safe to eat.
2. Status: Making people feel good about buying their rice.
3. Product differences: Making their rice stand out from others.
They're working with Landour, to make their products better and show people why they should buy them. They're planning to launch a campaign to teach people about their products and why they're special.
They're also looking to expand into other staple foods like oil in the future. India Gate mainly advertises on TV and online. They spend most of their money on TV ads and a little bit on online ads. They're not going to advertise during the IPL in 2024. Instead, they're focusing on the elections.
Most of their sales come from regular shops, but they're seeing more and more people buying online. They've noticed that quick delivery is becoming more popular and are trying to sell more rice this way.
They're giving out samples of their rice to get people to try it, especially during festivals.
