Are we becoming desi
Play
A growing number of Indians also prefer watching content in their respective vernacular language.-Business Today
Regional languages are fueling YouTube's growth in India-Economic Times
Vernacular content: the new mantra for success in digital marketing-TOI
Animal Planet goes Hindi
Close to 53% Internet access in India happens from non-metros
Indian-ness Rising
From Europe to thegullis & bazaars ofsmall town India
Baroda
Kunoor
Haridwar LucknowKanpur
Dhanbad
Balali
Mathura Bareilly
Bhopal Jhansi
Hoshangabad
Kota Jaipur
Reality trumpsfantasy
Celebrating the lesser known common man
SMALL IS THE NEW BIG
Local brands doing well in respective markets
5
TOPSHINE SALT(ORISSA RURAL)
13%285%
BLEACH BELT(KARNATAKA)
4%
21%
ROYAL TWISTY(CHATTISGARH)
20%28%
GOPAL GATHIA(GUJARAT)
13%117%
FAVO ATTA(ORISSA)
21%76%
BOVONTO(TAMIL NADU)
16%47%
GOPAL POWDER(TAMIL NADU)
14%32%
Penetration Growth compared prior 12 months
*Local brands are those not present in more than 2 states. Rest of the states the Penetration is less than
0.25%
MAT Mar ‘19
NATURE POWER SOAP(TAMIL NADU)
41%11%
• IMRB MAT Mar ‘19
Local brands combined growing FASTER than category
0.4 18 6 4 632
107
14 9 11
Salt Salty snack Beverage Metal Polish Washing Powder
Category Growth Local brand Growth
Vol Share
West Bengal Gujarat Tamil Nadu Tamil Nadu Andhra Pradesh
24% 35% 39% 20% 35%
Telugu KannadaEnglish
Pro Kabaddi LeagueGujarat Fortune Giants
THE NEW FAVORITEOF INDIA
WITH THE POPULARIZATION OF OTHER SPORTS AND MANY SPORTSLEAGUES COMING IN, THE VIEWERSHIP OF IPL HIT A DROP BY OVER 10MILLION VIEWERS LAST YEAR.
AND PRO KABADDI LEAGUE BECAME THE FASTEST GROWING SPORTSLEAGUE IN INDIA. THE FIFTH SEASON OF PRO KABADDI LEAGUE (2017)GREW BY 68% OVER THE FOURTH SEASON.
LEAGUES WATCHED ON TV
Pro Kabaddi
League
Source: Nielsen Sports Market Research 2016
Base: Total (n=2400), 18 – 35 Males (n=859), 18 – 35 Females (n=558)
Gujarat Fortune Giants• In 2017, Fortune launched their own team called Gujarat
Fortune Giants in the Pro-Kabbadi League to ensure Kabaddithrives in the hearts of millions.
Click Video
Changing Indian Palate
11
A Healthy Beginning..
AWL Case Study 1
KhichdiNational food
Problem Identification from Consumer Insight
• I lead an active lifestyle and try to keep myself healthy by eating healthy food and exercise
• Because of my busy schedule, it becomes tough for me to prepare healthy food for me and my family in short span of time and eat
• A lot of times, healthy foods aren’t the most tasty food available
Tasty Food Convenience Healthy
Can a product have all the following benefits?
Go-to-food for young professionals and working women who seek both health and taste without investing much time in cooking
Think Global
Eat Local
Chocolate + Golgappa = Chocolate Golgappas
Boondi laddoo + Cheesecake =Boondi Laddoo Cheesecake
Iced Fusion Tea | A Mix of Fruit Tea and Tender Coconut Water
17
Rajma rice + sauce = Spicy Rajma Rice with Marinara Sauce Recipe Pizza + Naan =Naanza Assorted Rice Kheer
Sushi
18
India’s No.1 Edible Oil brand Decided to make a
revolutionary change in Gujarat Market
AWL Case Study 2
Gujarat Indeed a Paradise for Food Lovers
Khandvi
Khaman
Dhokla
Methi Gota
Ground Nut Oil
What is Common between them
apart from being Gujarati Dishes??
M A R K E T R E S E A R C H | C o n s u m e r I n s i g h t
“I am aware that Groundnut oil is unhealthy yet I & my Family
consume it for Taste which we cannot compromise”- Groundnut Users
Does G ro undnut have any future?Or
I s i t H e a d i n g t o w a r d s a D e a d e n d ?
Or may be not!, there can be Healthy ALTERNATIVES!
BRIDGING THE GAP
THE HEALTHY LIFESTYLE WITH
THE TASTE OF GROUNDNUT
The taste that takes you to your childhood days? “Bachpan wala Swaad, Ab Health Ke saath”
Thus Came
Blend : 30% filtered groundnut + 70% sunflower oil
5L Jar1L Pet1L Pouch
ROCP
Volume Contribution % Vol.Growth Vs. LY
MAT Aug 17 MAT Aug 18 MAT Aug 19 MAT Aug 18 MAT Aug 19
Industry 100 100 100 12.5 9.4
National Brands 49 47 48 8.1 10.4
Regional Brands 51 53 52 16.9 8.5
Regional Players Play a Prominent role in ROCP
Source : AC Nielsen Retail Index Data Aug 19 ROCP:Refined Oil Consumer PackNielsen only captures only up to 5 ltr/kg consumer packs.