We are trying to tap multiple segments for Fortune Khichdi: Ajay Motwani

Motwani, Head of Marketing, Consumer Business, Adani Wilmar - Fortune's parent company, shares insights on the marketing strategy, the segments in focus and plans to target key Metros

e4m by exchange4media Staff
Updated: Nov 7, 2019 2:43 PM

There is a lot of regionalisation and authenticity in the offering - Fortune Khichdi, says Ajay Motwani, Head of Marketing, Consumer Business, Adani Wilmar (Fortune's parent company).

Excerpts of a chat with exchange4media:

Fortune has become a household name in the edible oils category, what was the thought behind getting into the ready-to-cook segment?

We have seen that there is a need for variety and there is curiosity. The idea was also give an exotic twist to this latent variety of khichdi. As you know Gujarat is a strong khichdi market, and even a Punjabi or a Bengali would be curious about it.

We have ensured that there is lot of authenticity in the product and our tastemakers are customised to suit regional tastes. So there is a lot of regionalisation and authenticity in the offering.

What is the product marketing strategy for Fortune Khichdi?

We are trying to tap multiple segments. One is the housewife who is making khichdi at home and second is the segment of housewives who are looking at new options to feed kids, in a way address the snacking occasion. Right now, they are all into stuff like samosas, noodles, which are not exactly healthy.

So we plan to break into this space, because it’s not just healthy but tasty as well. And the third segment is the entire hostel segment, because once they get fed up of all the Burgers and Biryanis, they long for something which is familiar, healthy and easier on the pocket.

These are some key segments that we are going after.

The market for ready-to-cook Khichdi is still a newfound market. What are your plans to capitalise on this opportunity?

Yes, we are the first mover, so it’s our job to grow the category. We are confident because we are seeing a lot of khichdi restaurants where you can have as many as 150 varieties on offer and they have not closed down yet.

Is there an urban /rural consumption pattern as far as ready-to-cook segment is concerned?

We are focusing on key metros. Though we are not into e-commerce, we can access small towns with ecommerce, and there is no reason why small towns should not warm up to this because even during Amazon’s Big Billion Sales Days, it’s the smaller towns which are driving the traction. So this category can become Rs 100-200 crore segment in the near future.

We also have a few more launches coming up and the broad perspectives will be health and taste.

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