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Godrej Jersey unveils 3x3 strategy for FY26
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Wednesday, 26 March, 2025, 13 : 00 PM [IST]
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Our Bureau, Mumbai
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Godrej Jersey, a leader in the dairy industry down South, unveiled its bold 3x3 Leapfrog Strategy for FY26. This forward-thinking initiative aims to expand the company’s product range, drive higher market penetration, and enhance consumer experience through continuous innovation. By focusing on three core products—Badam Milk, Paneer, and Curd—it is positioning itself to become a dominant force in the dairy value-added portfolio.
The three primary objectives of the strategy are: Increase Household Penetration: Growing trials for “value-added product” portfolio in Andhra Telangana (APT); Market Expansion: Boosting the reach of Badam Milk and Paneer across regional markets in Andhra Telangana (APT); Product Innovation: Prioritising continuous innovation, particularly in value-added products (VAP), to meet evolving consumer preferences.
Bhupendra Suri, CEO of Godrej Jersey, said, “As we look towards FY26, our growth strategy is anchored in the sunrise categories. The 3x3 Leapfrog Strategy will enable us to accelerate market expansion, enhance our consumer offerings, and drive sustainable growth through continuous innovation, strategic investments, and targeted partnerships. Additionally, we aim to significantly increase our market share by expanding our value-added products (VAP) portfolio, reinforcing our leadership in the southern dairy market. With these strategies in place, Godrej Jersey is poised to achieve a milestone of Rs 1,000 crore in topline revenue in Telangana within the next two years, fuelled by our market penetration, product innovations, and deepened consumer engagement.”
The brand is also set to enhance its marketing investments, incorporating next-generation marketing strategies to accelerate growth. This includes leveraging high-profile celebrity endorsements, with renowned actor Rana Daggubati for Badam Milk and celebrated chef Teja of Vismai Foods for Paneer portfolio, to amplify its market presence and reinforce brand recall across key consumer segments.
It is revolutionising the packaged paneer market with its new product packaging, offering an unmatched combination of exceptional texture and rich taste. Designed to stay super soft and intact during cooking, the product addresses one of the most common concerns among South India consumers - How to cook tasty paneer dishes. A single-use 200 gms convenience package features a QR code that provides access to various tempting, easy to cook paneer recipes by chef Teja.
The company is investing heavily in research and development to launch new product innovations, with a sharp focus on consumer needs. With an expected 50% increase in Research and Development spend in FY26, it is set to launch new, innovative products that will enhance its offerings, strengthen its market leadership, and improve consumer experiences.
Shantanu Raj, head of marketing at Godrej Jersey, said, “Today’s consumer landscape is more dynamic than ever, and staying ahead means staying tuned to their evolving preferences. Our focus on value-added products is to recruit more households and drive market expansion with a commitment to delivering convenience, taste, and innovations. To support this, we’re dialling up advertising and communications in Andhra Telangana (APT), and expanding our distribution network to 20,000 outlets within Telangana the next year, to increase both awareness and trials. Additionally, Godrej Jersey Badam Milk is on track to become an Rs 100 crore brand in the next 2 years. We are strengthening our presence across multiple channels, including quick commerce and modern trade. By integrating data-driven insights with a consumer-first approach, we aim to deepen engagement, boost availability, and ensure Godrej Jersey remains a trusted choice in South India.”
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