Kishore Biyani’s Future Consumer to spend Rs100 crore in ad blitz

Future Consumer aims to launch 10 to 12 brands this year with a focus on healthy snack domain


Kishore Biyani is the CEO of the Future Group. Photo: Hemant Mishra/Mint
Kishore Biyani is the CEO of the Future Group. Photo: Hemant Mishra/Mint

New Delhi: Future Consumer Ltd, the packaged consumer goods arm of Kishore Biyani’s Future Group, which offers a premium range of fusion food, snacks, beverages, personal and home care products, plans to pump in more than Rs100 crore in advertising.

The food and packaged goods firm has rolled out an integrated campaign across television, print and digital along with Dentsu India owned creative agency Taproot and GroupM owned media agency Mediacom. The television spot features consumers across age groups experimenting with their food creating fusion dishes using products from Future Consumer Ltd such as wasabi bhujia, schezwan sauce and mojitos.

“Indians are displaying an amazing degree of willingness to try new and different kind of food. Most of the large fast moving consumer good (FMCG) firms offer products which cater to the masses and tend to miss out on this growing new breed of experimental Indian palate. We aim to capture this market,” said Rahul Kansal, chief marketing officer, Future Consumer Limited (FCL).

“Foods with spicy notes are doing really well. Our Tasty Treat bhujia, for instance, with international flavours like wasabi, peri peri and schezwan has received good response. Similarly, non-aerated drinks under our brand Sunkist has also shown good uptake. Frozen vegetables and snacks is a big thrust area for us going forward,” said Kansal.

The company aims to launch 10 to 12 brands this year with a focus on healthy snack domain.

Currently it offers 23 brands in eight categories including groceries, dairy, beverages, bakery, snack & munch, world foods, home and personal care. Apart from retailing through Future Group owned modern retail outlets such as Big Bazaar, Star Bazaar, Walmart, HyperCity, EasyDay and Nilgiris among others these brands are also available in Spencer Retail as well as e-commerce platforms such as Amazon, Snapdeal and Paytm.

Kosh, the oats brand launched last year, is also available in 10, 000 general trade outlets in 12 key cities.

“The fusion food category is still niche and is not volume driven. But definitely big retailers are trying to create disruption in the space by introducing interesting flavours and products, said Rajat Wahi, partner and head (consumer markets), at consulting firm KPMG in India.

Packaged consumer goods segment has been relatively less active when it comes to new product launches with FMCG companies still targeting their steady base of consumers. “But with an evolving young consumer base entering the category with no brand loyalties, these companies have to innovate to make them try their brands. We will see an increasing number of retailers entering the branded private label space as it is the only way to create disruption in the category and draw new people to the brands,” he added.

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