Page 39 - FMT Magazine, September 2020

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consumers, while keeping our expected to grow exponentially, as
loyalists close to us. The transition the covid impact reduces.
of heritage brands to be relevant and
exciting to the new generation is THE MOST CRITICAL What is your message to CMOs
an exciting journey. It entails us to IMPACT HAS BEEN THE of food companies?
keep the brand lineage intact, while HIT ON CASH FLOWS, My message is simple. Covid has
creating aspirations to consume created an unprecedented disruption
and adopt through delving into WHETHER IT IS THE to people, processes and the overall
insights of consumers, and creating CONSUMERS’ OR A FOR fabric of existence. The new normal
communication that connects COMPANY. AS LOSS has made people think differently,
with the way they think. While OF REVENUE SUNK IN, adapt and adopt newer ways of
this is happening, our new product MARKETING BUDGETS consumption – be it products,
launches are designed to acquire new media or services. While businesses
consumers through convenenience WERE SLASHED. have seen huge disruption, it is the
based formats&packaging, and by marketers who think ahead of the
being present on the platforms curve that will see success. Do not

they engage on. The discerning fly blind, and reframe uncertainity
consumer of today adopts brand the season, and the onward supply as an opportunity. Disruption needs
philosophies that connect with chain was quickly put in place. The to be dealt with disruption. The
their values and beliefs system, inventory already present across brands which stand apart, create
rather than being led away by fl ashy various stock points in the country differentiated reasons to buy and
over the top communication. Our helped keep the consumer supply are able to sync with the consumer
endeavour will always be to delve intact. Our ultimate objective of in her current state of mind, while
into the insights that drive people, being accessible to consumers capitalising on digital and e-com
and engage with them at that level. across markets was quickly put platforms are the ones that will rise
Building trust and aspiration is also back in place after a few weeks of above the current crisis.
done through carefully nuanced planning.

influencer marketing and insight What are the challenges that
based advertising. What is your revenue you will face in next six months
expectation from the second because of this crisis? How will
What has been the impact of quarter? you overcome them?
COVID 19 in your production The second quarter has been good Challenges have been many, and
line? so far, and our beverage products will continue for some time to come.
While there was initial disruption, have done well. The newly Tetrapak The most critical impact has been

we managed to very soon get products – Roohafza Fusion (a the hit on cash flows, whether it is
resources in place and mobilised our unique blend of Roohafza and fruit the consumers’ or a for company. As
production. The entire value chain juices), and Roohafza Milkshake loss of revenue sunk in, marketing
from raw and packaging material (a delightful mix of milk and budgets were slashed. in a time
had been planned in advance for Roohafza) have done very well, with where it is all the more critical for
consumers loving these unique and trusted brands to engage with their
exciting offerings. Our latest launch, loyalists. Disruption of physical
Hamdard Honey is just getting retail due to lockdowns continues
launched and we expect this product and has reduced consumer footfall.
offering to delight consumers at fi rst Overcoming such challenges will
go. So, this quarter is getting it’s due be through recognising each of
share of excitement, and our new these deep impacts as opportunity.
product pipeline is heavy, with a Buiding strong e-commerce
slew of new launches every quarter. relationships and platforms will be
one of the major recovery strategies
What is the percentage revenue for any consumer company. Keeping
from the export market out of the consumer continuously engaged
the total turnover? through cost effective digital and
The export market is approximately social media strategies will be the
6% of our total turnover, and is other.

Food Marketing & Technology 39 September 2020