After trying out sauces, ready-to-eat tiffins and soup powders, HLL has decided to tap into a niche segment with its Knorr Annapurna brand.
This time it has launched an all-dish spice powder under the sub-brand, Aromax. Carrying the baseline, `Uplifts the natural taste of every dish,' its taste enhancer brand of Aromax sachets are pegged at Rs 20 for 45 gm and its jars are available in 90 gm (Rs 40) and 180 gm (Rs 75).
Manufactured at HLL's manufacturing facilities in Navi Mumbai, Knorr Annapurna Aromax marks the entry of a national player into the spices market hitherto dominated by a clutch of local players with regional brands. JWT Bangalore, which already has the account for HLL's Soupy Snax brand of soup powders, will be handling its new Aromax sub-brand as well.
"There is nothing like a taste enhancer in the market now and we intend having a new campaign for the brand," states an account executive with JWT. Creating a sub-brand with Aromax, HLL claims that it's `all-dish spice powder' `all spice dish powder' gives delicious aroma and maximum taste as indicated in the communication on the pack. HLL has been test-marketing certain spices under its Annapurna franchise in Navi Mumbai.
According to industry observers, "The product may claim to satisfy taste needs through a cross-section of dishes, but what remains to be seen is whether the consumer would see a perceived benefit in using it compared to the existing spices meant for making specific dishes."
"At present, there are no taste enhancers and it is a niche market which HLL can exploit," observes Mr Jagdeep Kapoor, Managing Director, Samsika Marketing Consultants.