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“We use a mix of traditional and digital approaches”
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Monday, 08 January, 2024, 08 : 00 AM [IST]
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 Pansari Group produces a range of products including edible oils, specialty rice & flour products and instant Indian mixes in North India. Founded in 1940, the group has been on an expansion spree, and recently, the brand has started working to build a strong connection with the customers by aggregating their views and feedback. In an email interaction with Ashwani Maindola, Shammi Agarwal, director, Pansari Group, details out the plans for the company. Excerpts:
Do you think gathering customer feedback to bring new products or make improvements to existing products is important for brands to keep ahead of the competition?
Absolutely! We at Pansari Group strongly believe that getting customer feedback is extremely important for brands to stay ahead of the competition. Feedback from our customers helps us in shaping our new products and also makes improvements to our existing products. By actively listening to our customers we do not just show our commitment to them but also work as per their evolving needs and preferences.
We believe in exceeding expectations and creating products that genuinely add value to the lives of our customers. In today’s competitive market, this customer-centric mindset positions us as a brand that creates products valued for the benefit of customers.
How do FMCG brands adapt to strategies based on the feedback and performance data you collected from customer feedback?
The foremost strategy that every FMCG brand adopts is to understand their target customer. If you want your brand to evolve, understanding what your customer wants is extremely important and we place an immense value on customer feedback and performance for evolution. We actively collect feedback through numerous channels including online platforms, surveys, and direct interactions, carefully analysing customer sentiments. Our marketing strategies are highly active. It responds to real-time data to optimise campaigns and engagement. This adaptability extends to supply chain optimisation and ensures efficiency and responsiveness to market demand. Customer engagement is not just a one-time effort; it's a continuous dialogue and we communicate transparently about changes that are inspired by the feedback. This fosters a sense of partnership with our customers.
We ensure that our strategies are customer-centric, innovative, and aligned with the ever-evolving dynamics of the consumer goods market.
How do you measure the success of the product's expansion efforts?
We measure the success of our product’s expansion efforts by thoroughly evaluating some of the key performance indicators. Our expansion into the western and southern Indian markets represents the strategic move we have used to capture the untapped potential of the market. Our extensive network of distributors and retailers across India has also played a crucial role in measuring our success.
In short, our success metric consists of financial indicators, market share gains, the growth of our distribution network, and our ability to adapt to changing international trade dynamics. The expansion into new markets reflects our commitment to continuous improvement, ensuring the sustained growth of our group in both domestic and international arenas.
What marketing and advertising strategies do you employ to promote your products?
Our marketing and advertising strategies are comprehensive. We use a mix of traditional and digital approaches to create a strong brand presence and connect with our target audience. One of the primary strategies we employ to promote our products is launching our products at prestigious events. Just like we launched Pansari Chai at the International Trade Fair. These events serve as a platform for us to generate excitement, gather feedback, and establish our products in the market.
We further invest in visually appealing and informative packaging along with distinctive taglines. This enhances the overall product experience. Eye-catching taglines, designs, and clear communication on packaging contribute to the product's marketability. Additionally, our digital marketing efforts include a robust online presence, social media campaigns, and targeted advertising. Engaging content on platforms like Instagram, Facebook, and Twitter helps us connect directly with consumers, building brand awareness and loyalty.
Do you feel leveraging social media, influencer marketing, or other digital marketing techniques helped the brand in recent years?
Yes, I feel that leveraging social media, influencer marketing, and other digital marketing techniques has pushed our brand toward success. The convenience and prevalence of online platforms have reshaped consumer behaviour, and our strategic presence on leading platforms like Blinkit, Zepto, Big Basket, Amazon, and Flipkart. This has ensured that our products are easily accessible to a wide range of audiences.
Additionally, our approach in the B2B market including agreements with channel partners to maintain minimum pricing, safeguards our brand value and protects our traditional channels. This strategy ensures a sustainable and mutually beneficial relationship with retailers. This also prevents the erosion of brand value.
How do you plan to continue and engage with customers to refine and improve their product over time?
We are committed to a proactive approach with our customers to continuously refine and enhance our products. We understand how important it is to have face-to-face interactions with our customers and to do so we actively participate in numerous exhibitions. This helps us to directly engage with our audience diversely.
To refine and improve our products we don’t just stick to engaging with our customers, we have also initiated distributor and retailer-level meets. This strengthens our relationship with our key stakeholders. These meetings serve as valuable platforms for introducing and educating our partners about our diverse range of products. Additionally, we organise dinner parties where we showcase our entire product portfolio, providing comprehensive insights into the unique qualities of our products.
What is your market expansion strategy? Are you targeting specific geographic regions or demographics for specific products?
Our market expansion strategy is focused on both domestic and international fronts. We already have a strong international presence but recent challenges in the export market have prompted us to reevaluate our approach. The recent regulation on setting a minimum price for rice exports has influenced our global strategy. Apart from this, we also understand the high potential the Indian markets have and our recent announcement of expanding in western and southern markets has made us tap into the huge opportunities that the domestic market offers. We aim to target mid-market and upper-scale segments, imposing our existing distribution network and supply-chain capabilities. Our primary focus remains on the dynamic and investment-worthy Indian market.
What sets your marketing and expansion strategies apart from your competitors?
Our marketing and expansion strategies are distinguished by a combination of adaptability, innovation, and a keen understanding of the evolving market dynamics. I think what sets our marketing and expansion strategies apart from our competitors is our dual market approach. We strategically balance both our strong international presence and the Indian market which is a ground for vast potential opportunities.
In terms of innovation, we have observed and embraced the rise of online commerce in the FMCG sector. By recognising and adapting to changing consumer behaviour, we ensure that our products remain accessible through various channels. This helps us to stay ahead of the curve in the digital marketplace.
What goes into the development and launch of a new product line?
Developing and launching a new product line is a conscientious process that is deeply rooted in our commitment to quality and innovation. It begins with a comprehensive market analysis, and identification of consumer trends, preferences, and gaps in the market. This research serves as the foundation for crafting a product that not only meets but exceeds customer expectations. Recently, we launched our new product, Pansari Chai at the prestigious India International Trade Fair 2023.
Our dedicated team of researchers, product developers, and quality control experts collaborated to create a unique offering. For Pansari Chai, the blend was carefully made, combining 10% long-leaf tea to ensure a premium and aromatic experience. The distinctive tagline "Ek aur ho Jaaye" was crafted to convey the idea of an additional, delightful experience with each cup.
How do you see this new product impacting the competitive landscape within your industry?
Our new product, Pansari Chai marks a significant milestone for us. This new product of ours will have a transformative impact on the tea industry. The variety of flavours of Pansari Chai along with the tagline ‘Ek aur ho Jaaye’, creates a memorable and enticing narrative around the brand. Further, I feel that the launch of this new product at the India International Trade Fair 2023 has not only amplified our brand visibility but also communicated our commitment to innovation and excellence.
We believe that this new product will stimulate a positive ripple effect within the tea sector.
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