Bonn believes in persistent innovation in the health category: Amrinder Singh

Singh, Director, Bonn Group, speaks about the group’s foray into the healthy bread segment and its launch amidst the COVID-19 lockdown

e4m by Misbaah Mansuri
Updated: May 21, 2020 9:59 AM
Amrinder Singh Bonn Group

The ongoing COVID-19 crisis has led to a huge growth of health and wellness in the consumer mind space. Riding the wave, several FMCG companies have stepped up new product launches in the health and hygiene space. Another one is the launch of Punjab-based FMCG player Bonn Group’s foray into healthy bread called the herb and seeds bread, which the company claims contain immunity-boosting ingredients.

We spoke to Amrinder Singh, Director, Bonn Group of Industries, on launching the product amidst lockdown at a time when most companies are grappling with production and labour-related issues, their plans to take on the increasing competition in the space and more.

Edited excerpts:

How did you manage production and labour-related issues to launch the product amidst the nationwide lockdown?

Bonn believes in persistent innovation and being the leaders in the health category, it is the prime responsibility of the brand to keep striving for innovations and offer health and lifestyle products to their consumers. Yes, we have been dealing with production and labour-related issues but we don’t consider such challenges more important than our patrons' good health. Launching the herbs and seeds bread was the need of the hour as it has got those ingredients which are essential for boosting the immune system.

Tell us about managing the distribution part?

We have been closely monitoring all the elements of the supply chain right from manufacturing, distribution, retailing, warehousing, to delivery and customers as we are still undergoing the fourth phase of the lockdown with certain relaxations. We have been given sufficient e-passes by the government in order to fulfil the increasing demands of the consumers.

As concerns around health and wellness continue to grow, what are the safety measures the brand is adopting to assure consumers to buy the product during a time like this?

Keeping in mind the safety of employees and patrons, we have been maintaining a round-the-clock sanitization program of plants, crates, offices and vehicles; social distancing during reporting time, training and refreshment; and distributing masks, infra-red thermometers every day to the workers.

Overall, in terms of your offerings, did you see a panic-buying trend lately amidst consumers when it comes to any specific products?

In the initial phase of lockdown, we did observe a trend of panic buying in bread. But after the government's seamless services, customers have also become wise when they witnessed that they have been getting all their essentials easily.

As various brands launch a variety of products in the health and hygiene segment to cash on the increased consumer awareness and demand, how do you plan to take on the increased competition?

We are not in any rat race. Right from the inception of our company, we have always given the top priority to the customers’ needs. As our consumers have become health conscious now with the rise of NCDs including obesity, hypertension and diabetes, we have also modified our offerings according to the consumers’ growing needs.

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