Page 38 - FMT Magazine, September 2020

Interview

In an informative interview Mr. Mansoor Ali, Chief Sales and

Marketing Officer, Hamdard Laboratories shared his thoughts and
perspective on digital transformation and new product launches
that has transformed Hamdard Laboratories even in the time of
Covid 19.

Mr Ali also discussed marketing strategies used nowadays and the
effects of Covid-19 on production. .
Hamdard Laboratories India has a legacy of more than 100 years
and is one of India’s largest and most trustworthy names in the
FMCG and foods sector. The company is expanding its product
portfolio with the launch of ‘ready to drink’ products. The brand is
taking their widely loved and recognized RoohAfza into two new
extensions – RoohAfza Fusion and RoohAfza Milkshake.

Hamdard is an old brand. Could How is the brand placed today How has COVID 19 affected the
you share with us its legacy? in the times when there is a two pace of digital transformation in
Hamdard holds the heritage of being way communications with the your company?
a proud Indian brand for 114 years, customers? Communicating with consumers
instilling trust in consumers minds. Brand Hamdard has seen a journey digitally had started some time
The company was established in that has charted an evolutionary path. back for us, but Covid has defi nitely
1906 in Delhi, by Hakim Hafi z Abdul Consumer trust, communication and accelerated this process. Media
Majeed with the purpose of creating engagement are the most critical and content consumption habits
an organisation that would stand to elements for us. While Hamdard have compeletely turned digital,

benefit society through the Unani and it’s brands enjoy a huge number and traditional media vehicles had
system of Medicine. An year later, of loyalists in the consumers, it is seen a slowdown. Search, social
the iconic Roohafza was launched crucial for us to keep the youth and media and video display alongwith
which has since continued the millennials engaged. Our essential e-commerce took the largest chunk
lineage of being the most popular task is to build bridges with these of share. Our spends too, in this period
Indian beverage, enjoying the consumers, by engaging with them grew substantially on digital and
loyalty of millions of consumers. on the platforms they interact on. social media platforms, including
Aptly called the ‘Drink of India’, Social media and digital marketing, engagement through infl uencers

the brand is a market leader in it’s influencer based campaigns and and user generated content to keep
category, and is now seeing a variety insight based communication are our consumers connected, and to
of extensions being launched in the our focus areas, and it is through acquire new ones.
market. We are also on the verge these that we build communication
of launching a continuous array of paths with the youth. Our brand Whatare your marketing
exciting new products in the foods positioning and packaging is also strategies right now? How is
category. As a trust, the organisation done through extensive consumer your communication different
also does far reaching charity work research, to give them aspirational from the Pre-Covid times?
in the areas of education, feeding products that have the unbeatable Our overarching marketing
and helping poor in times of crises, combination of heritage, health and strategy, as I mentioned is to keep
art and culture. modernity. building bridges with the younger

Food Marketing & Technology 38 September 2020