Food MArketing & Technology In India Food Marketing & Technology In India Vol 10 | Page 55

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there is no player in the market with
the exact same product as ours. It was
tough initially to get people to get
acquainted with the product. But with
extensive PR, pop ups at offices and
exhibitions, people started getting to
know about us.
The processed food industry is
witnessing strong competition as
many new start-ups are entering
into this sector. How do you plan
to stay ahead?
Our products do not contain any
preservatives and we use only the
best ingredients that are handmade
and it is in this way we try to provide
the end user with a good, clean and
genuinely healthy product. We haven’t
aggressively gone into retail since we
have only a two month shelf life and
we do plan to increase that by adding
preservatives, stabilisers, etc. which
our competitors have been doing.
Since All Heart is already doing
well, do you have any expansion
plans for the company? Any new
launches planned?
Yes. We do have a couple new products
in the pipeline. We have a whole new
range that we are specifically working
on for gifting and festive purposes.
Our next step is to enter retail. We
have identified a few select stores that
we would like to be present at. By mid
next year, we should be available in the
major metro cities in India.
What are the technological
developments taking place in the
packaged food sector in India?
Our products do not contain any preservatives and we
use only the best ingredients that are handmade and
it is in this way we try to provide the end user with a
good, clean and genuinely healthy product
The Indian food market is expected
to grow annually by 7.5 percent
(CAGR 2019-2023). India’s packaged
food market is gradually seeing an
upward movement. This is due to
millennial living extremely busy lives
that opt for packaged food and healthy
snacking items. They are also making
a conscious switch to eating healthier
lunches and dinners. Sustainable
packaging awareness is also high with
people using more recycled products
and packaging like recycled and cloth
bags The Indian customer is far more
health conscious than ever before.
What kind of research and
development takes place in your
products?
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August 2019
We want to provide the customer with
a great and healthy product. While
doing R&D for our crackers, we tested
each seed to check which one gave
us the maximum nutritional value
and selected just those. We also made
sure that all our ingredients together
gave the consumer a good mid meal
product that would be low on calories
and trans-fat as well as make them feel
full for hours.
Tell us a little about the process
of marketing and distribution of
your products.
Currently we are very aggressive on
our social media page. We advertise
mainly on amazon and other online
portals and all our marketing activities
are focusing on driving traffic either
to our website or online portals. Our
offline marketing activities include
exhibitions, corporate sampling and
kiosks, cross brand collaborations and
public relation efforts.
What are the trends you have
observed in this industry?
In terms of trends, consumers have
gotten exposed to so many different
kinds of foods and are educated
towards what they consume, this has
created a lot of different trends in
the health space with people turning
vegan, not consuming gluten but we
believe the overall trend has been
consuming
GENUINELY
health
snacks which are high in protein and
energy and can keep us going through
our hectic schedules.
Healthy snacks like seeds and dry
fruits are what people are opting for,
so we at All Heart have just found a
way to make it really tasty and still
keep the nutrients of the ingredients.