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"Ethnicity 
in 
a 
bottle" 
As 
the 
local-­‐ethnic 
embraces 
modern 
branding 
hues, 
here 
is 
at 
hand 
indeed 
a 
sil...
Aaah! 
the 
emergence 
of 
the 
relative 
Amchi. 
Amul 
based 
out 
of 
anand 
in 
Gujarat 
is 
less 
amchi 
than 
Punjab ...
"Punjab 
Sind" 
now 
and 
simultaneously 
happening... 
Gujarata, 
Maratha 
-­‐ 
Dravida, 
Utkala.... 
(pun 
intended) 
it...
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Ethnicity in a bottle - branded beverage market in India & the silent revolution afoot?

A strategic provocation around ethnic brands gearing up and taking the fight to the global & national biggies in the f&B market.

The silent ethnic revolution that is possibly afoot in India.

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Ethnicity in a bottle - branded beverage market in India & the silent revolution afoot?

  1. 1. "Ethnicity in a bottle" As the local-­‐ethnic embraces modern branding hues, here is at hand indeed a silent revolution in India!! "Punjab Sind" Yet another local brand, a consumer brand which enjoys ethnic -­‐ local market trust gets into packaging, branding & cracks modern retail. Most local & been here for a while mumbaikars have come to love & trust Punjab Sind for their paneer (cottage cheese), lassi & other dairy products. Increase in demand and opportunity projected lead to multiple outlets & hence ramping up of production capabilities, leading to a further opportunity realisation of getting into packaged FMCG... I went to a 24/7 medical store to buy a strip of antacid, saw a fellow customer billing 4 packs of this lassi (churned yogurt/curd -­‐ flavoured & plain), felt aah! here's an even faster relief and an immediate calmer for my acidic tummy and went and looked for it. Right next were a range of other big national brands with packaged lassi. But as soon as I saw "Punjab Sind" -­‐ I said hey! is it the same "my Punjab Sind?" -­‐ nah! cant be!! But I took a closer look and to my delight realised it was indeed amchi (our own) Punjab Sind in smart packaging. Presto, my hands automatically grabbed these instead of Amul / Britannia and others. Wait a minute, I always thought of Amul as my dear local-­‐cool, cooperative movement backed amchi brand -­‐ but here I found myself thinking Punjab Sind as more amchi than Amul.
  2. 2. Aaah! the emergence of the relative Amchi. Amul based out of anand in Gujarat is less amchi than Punjab Sind which enjoys my everyday trust & interaction and hence my immediate / local -­‐ contextually relevant trust. I excitedly spoke to my wife about this & was in turn told there was also Parsi dairy milk products available and she preferred them over Amul, Britannia, Mother Dairy etc. I immediately thought of my earlier post on ethnic products & ethnic distribution systems. ( http://on.fb.me/1vvixCn ) between local brands which enjoy trust of ethnic products finding local distribution systems and others cracking modern distribution systems -­‐ the F&B market in India is headed towards exciting times. Split market shares, micro-­‐fragmented markets with each locality mushrooming its own local-­‐hero brands is indeed going to pose a huge headache for the #pepsi #cocacola #amul #motherdairy #brittania kind of companies. It is a matter of which & how many of these local brands manage to grow, consolidate and extend beyond their ethnic stronghold geographies is a matter of brand play, capital -­‐ not being trade locked, out-­‐discounted and out distributed by the bigger players. But with so much more money being invested into other 3p's of marketing -­‐ are big brands going to have the same mega-­‐large budgets for promotion?. How long will their parent brands i India and abroad be able to sustain this support?. Yes the new gen Indian youth may trust global & national brands more and showcase their preferences more -­‐ but every such young group has a genuine foodie amidst them -­‐ who introduces the ethnic fervour into their palette as well and their mums & dads and the culture of their household and the new found pride in re-­‐discovering and celebrating ethnic culture amongst youth is also on the rise (look at the amount of youngsters also visiting a #potoba eating place). For every 10 ethnic brands which mushroom, 6/7 may die away or be acquired and merged (like Dukes), but for every 3/4 which survive and make it big shall inspire other ethnic brands to try...thus creating a never ending cycle. As far as acquisition strategy goes, Duke's Mangola is still a local fav and Mumbaikars still refer to it as Duke's and not as Pepsi Duke's or Duke's by Pepsi. Same with #thumsup -­‐ in spite of Coke trying to choke it, it is still the No:1 cola brand of the country. How many acquisitions can MNC's sustain? For a global brand offers efficiencies of scale. I don’t think we will ever be a USA -­‐ which has such homogenous beverage consumption -­‐ like in all other things; in this category too shall we remain plural as a nation -­‐ posing complexity? Good counter balance at play? don’t know...but definitely interesting times ahead :D
  3. 3. "Punjab Sind" now and simultaneously happening... Gujarata, Maratha -­‐ Dravida, Utkala.... (pun intended) its happening everywhere locally! #wolfsighhts #wolfsight Wolfzhowl

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