Godrej Nature's Basket is a retail chain in India owned by Godrej Group that operates 29 premium gourmet stores across major cities. It offers a wide range of international and national brands as well as its own private labels of groceries, sauces, snacks, and chicken. While private labels account for 30% of monthly sales and 50% of profits, they are allocated only 6% of shelf space compared to 90% for international brands. Products are procured locally or through distributors, and promotion is focused on mailers and SMS for private labels only.
2. COMPANY PROFILE
Godrej Nature’s Basket – a retail venture of
Godrej group and is today India’s foremost
retail destination for fine foods from across
the world.
Started in 2005 as a single fresh food store,
it has today morphed into a 29 store chain
of premium gourmet stores at high street
locations in Mumbai, Delhi/NCR, Pune,
Hyderabad and Bangalore.
3. PRODUCT DEPTH
Products ranging from the international brands to
national premium brands
• Private labels are also
on offer
4. PRODUCT
Private brands :
1) Healthy - Groceries
2) L’exclusif – Sauces, Munches, Roasted seeds
3) Real good – Chicken
Price
Pricing is in between the international products and
the national brands offered in the store
6. PROCUREMENT
All the products under private label are
procured from a manufacturing plant in
Mumbai
Other products are procured from the
distributors in the city
Replenishment of stock is done at the end
of every week
Natures Basket Ltd.
Gate No. 4, Pirojshanagar,
Vikhroli (East) ,
8. PRIVATE LABEL V/S BRANDS
Private
Label
30%
Other
Brands
70%
Contribution to monthly sales
9. PRIVATE LABEL V/S BRANDS
Private
Label
50%
Other
Brands
50%
Contribution to monthly profits
10. PRIVATE LABEL V/S BRANDS
Private
Label
6%
National
Brands
4%
Internationa
l Brands
90%
Shelf Space ratio
11. PROMOTION
For Private Label done through mailers and
sms campaigns
For other brands no special activity is
carried out
Inside the store, no separate promotion for
private labels