ITC to grab a bite of Rs 11,000-crore Chocolate Market

ITC entered into Rs 11,000-crore chocolate segment with over a dozen launches in the category. ITC’s product offerings include chocolates, chocolate cookies, wafers and spreads was part of the plan to make the business more profitable.

ITC’s bold decision to enter into chocolate decision should be appreciated as the whole market is dominantly played by few players like Cadbury, Amul, Luvit and others. Personally, I welcome the strategic decision of ITC’s entry into this chocolate segment, as the market is mostly influenced by one foreign player, and here there is one more Indian manufacturer through its brand “Fabelle”.

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ITC claims that its going to redefine the Indian luxury chocolate segment through its chocolate experiences for Indian consumers through its distinguished chocolate offerings like Fabelle Choco Deck and Fabelle Soft centers

RELIANCE RETAIL LAUNCHES ITS OWN BRAND - "PuricInstaSafe"

Reliance’s retail consumer brands division has launched “Puric InstaSafe” an exclusive personal hygiene and home care brand. Puric InstaSafe is offers a wide range of personal hygiene and home disinfectant products to address the growing needs for hygiene and safety among consumers. The products are infused and enriched with the natural ingredients like Camphor, Neem and Turmeric, The brand claims that its products delivers a new way to experience safety through sensorials and fragrance and also claims that it acts against germs and viruses instantly assures complete protection. Perhaps it might be the reason behind giving the brand name “InstaSafe”.

Puric InstaSafe products are available at all Reliance Retail grocery stores and consumers can also order online through JioMart, Netmeds or can buy at the nearest kirana outlet. It seems the company trying to give Indian touch to the brand, whose main ingradients are Camphor, Neem and Turmeric which are very natural products for any Indian household which is the USP of this brand. Well, I would like to watch the brand wether its USP will help fight the competition and in garnering significant market share. Its major competitors are from Dettol, ITC, and Godrej.

"SUNBEAN", A NEW PLAYER IN INSTANT COFFEE SEGMENT

 At last ITC forayed into instant coffee segment by Introducing, “Sunbean Beaten Caffe” – a ready to use beaten coffee paste that gives you favorite cup of rich, creamy, foamy beaten coffee. ITC claims that the smooth coffee paste dissolves effortlessly in warm milk, giving you that familiar beaten coffee taste.

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I have been curiously watching the market as to who will enter in to instant coffee segment, where there are only two major players i.e Nescafe Sunrise, and BRU, a well established brand in the market from the last two decades. Though, there are other players like TATA’ Coffee and Continental coffee, they could not garner significant share in the instant coffee segment. Well, the ITC’s Sunbean is a beaten coffee paste, which is new to Indian consumers as they are familiar with instant powder. Definitely, one should appreciate ITC’s innovation, but how far Indian consumers will be accepting the new way of coffee with paste. And, I have observed little inconvenience in dissolving the paste in hot milk which can become hurdle that can impact consumer behavior as well. Nevertheless, we have to wait and watch as to how ITC is going to influence consumers with their marketing efforts. Lets enjoy and experience a new of way of coffee making with coffee paste.

MAGGI AND YIPPEE HAS A NEW COMPETITOR: SAFFOLA OODLES

 Parachute brand owner and FMCG major Marico Ltd has announced its entry into the instant noodles segment with the launch of `Saffola Oodles`.  The decision was taken to strengthen its foothold in the healthy, ready-to-cook snacking category. The company claims that Saffola Oodles is a perfect combination of a delicious masala flavour, the goodness of wholegrain oats, and real vegetables and makes for a mouth-watering snack. It seems the company wants to take leverage of established brand of Saffola in ready-to-eat snacking market in India.  It offers variety of products such as kadha mix, Arogyam Chywan Amrut, honey, turmeric milk mix, green coffee and virgin coconut oil under saffola umbrella brand. Saffola oodles is to combat with Nestle’s maggi, which is a major player in the instant noodles category, and also with ITC’s Yippee and Knorr soupy noodles. However, its not easy to garner significant share in this category, and it depends on how Marico is going to communicate with its target market.

ITC Relaunches its brand CHARMIS

ITC reintroduces its iconic brand Charmis in a fresh new look with new TV campaign. ITC claims that Charmis is a heritage face care brand and enjoys consumer trust that has extended over eight decades. The new campaign captures the essence of the brand - ‘Achchaai Jo Chehre Par Nazar Aaye’ that highlights the goodness of the brand which is the prime feature of the Charmis which is innate and reflects on the face. Well, the color pattern is pink that resembles Glow & Lovely, may be ITC want to portray as a strong competitor to HUL’s Glow & lovely brand. We need to watch how the brand penetrates in to consumer market, moreover pricing is one vital element that influences brand success significantly provided the brand assures reasonable performance against its peers. It seems the brand has taken different communication route when most of the personal care brands banked upon the product performance effect in their marketing communication.    

Charmis Deep Nourishing Cold Cream comes with unique mix of Vitamin A,C, & E, and claims to combat the impact of pollution, dust & sun, leaving skin radiantly restored, naturally soft& resilient. It comes in 5 sizes- 10ml, 30ml, 58ml, 100ml & 175ml

Charmis Daily Nourishing Soft Cream a light moisturizer provides relief from sun damage & protects your parched skin by instantly boosting the moisture reserve. The soft cream makes your skin light, fresh and happy. The cream's texture is so light that it is a skin essential for all seasons. It has the goodness of Vitamin C which is a powerhouse against ill effects of tropical sun that depletes skin moisture. It also has Saffron Extracts which is known to give a natural glow by combating tanning. It is available in 2 sizes- 58ml & 100ml.