Tata Chemicals under its newly launched consumer products umbrella brand Tata Sampann aims to earn revenues of around Rs 5,000 crore in the next five years. The announcement was made at the launch of a new category in the consumer product brand, Tata Sampann Spices yesterday. The unveiling was done by R Mukundan, Managing Director, Tata Chemicals, Richa Arora, COO, Consumer Product Business, Tata Chemicals and Tata Chemical’s brand ambassador Chef Sanjeev Kapoor.
The television commercial, a part of the brand’s communication campaign ‘Goodness Ki Shuruat’ was also launched at the event.
On the launch, Mukundan said, “The food market in India is pegged at Rs 6,00,000 crore, which shows a huge growth opportunity as consumers are increasingly making informed decisions regarding their food habits. Tata Salt has been trusted by millions of consumers, with Tata Sampann Spices, we further strengthen our commitment to provide everyday foods through high quality products. We are aiming to treble revenues to Rs 5,000 crore in five years by entering newer product categories under the recently announced umbrella foods portfolio brand Tata Sampann.”
Tata Sampann Spices will be available across the northern market by the end of the year, followed by the west, east and south market.
On the necessity of Tata Sampann as an umbrella brand, Richa Arora said, “Some years ago we launched the brand I-Shakti for a low price salt and we launched Tata I-Shakti pulses after that because that is how we were looking at consolidating brands. But we also realised that with the kind of food products we are getting into, we are going to be at a premium in the market. There was a bit of a mismatch between the pricing of the salt and what we are looking at for food products. Also, we wanted a brand which could capture the core value that we want to build around Tata Sampann which is nourishment and goodness. And Sampann would also help us to encompass all our current and future products in the consumer foods portfolio.”
About the marketing plan of the newly launched product she added, “Apart from the TVC, we will be doing a lot of BTL activities in terms of sampling the product, merchandising the product. We are actually developing a home to home plan because we believe trial is very important in a product like this and we need to facilitate that trial by taking it to the consumers. So we are embarking on an ambitious home to home campaign and the quality of the product is such that once we give the product the repeats are going to come and we saw that when we did the test market in Punjab last year. And of course the digital engagement piece as the spices are used in different cross section, it’s a great medium to engage with the consumers. The other thing that we are doing is, we have currently a service which is called the ‘Dal-on-call’ service, where you can order a variety of dals and it will be delivered it in 48 hrs; we plan to extend it to spices now.”
Speaking about the value-for-money proposition, she added, “We would be on a marginal premium to other brands in the market because we believe that the purity, authenticity and the quality that we are providing is an order of a magnitude where the customer would be willing to pay the marginal premium. It’s a misconception that the Indian customer is price sensitive; the Indian customer is value sensitive. And if you give them a product which is of a better quality and gives them a better value, they’ll willingly pay for a better quality. The three reasons why we believe that our products are of great quality is the place we source it from, second is what we are giving for the international quality markers, which is the Capsicum level in the spices, the curcumin level in turmeric and then we have combined the recipe with chef Sanjeev Kapoor. So, with all that we are giving to the customers, a marginal premium is something that they will be happy to pay.”
On endorsing Tata Sampann products, Chef Sanjeev Kapoor said, “Whenever you endorse a brand you want to make sure that you endorse right products. I don’t sell my popularity, I sell my expertise. And Tata has consistently believed in my expertise, the bond that we created many years ago we have constantly extended that. Quality is paramount for a brand to sustain. And that is one of the key things that I look forward when I associate with a brand. The profit motive cannot overtake the core promise of the product.”