Priya gold emerging as a national brand

I was just flipping some business magazine for Indian top 10 food brands. What stuck me was Priya gold s entry into the top 10 . In span of 10-15 years Priya golds growth has been spectacular .Its brand recall has amazed many trade pundits .

Priya gold now has market share of 12% for bakery market with britannia(38%) and parle(42%) as the leader of the pack .

It all started in year 1993 .Shri B. P Agarawal established a biscuit plant in noida and started manufacturing biscuits . With products like classic , butter bite becoming popular in short period .Below are the reasons for its popularity

ADS AND PROMOTION

It has establsihed it self as low cost premium product plank and with a popular ad campaign which ran for years was "" HAQ SE MANGO "' with Priya tendulkar as their lead personality for ads .She was popular with middle class for her role as rajni in tv serial rajni who stood for middle class rights.Now of course they have enrolled Karisma kapoor for makeover of image on upmarket image . Priya gold ran promos for it products.declaring prizes on it products.Priya gold focused on rural and tier 2 and tier -3 towns markets with great success .

PACKAGING

One of the most innovative thing surya foods did was introducing ""family pack ""where you have pack of 400-300gms .Normal packs are of 100g , 150g , 75g packs .
When every one was launching sachet or ""tikipacks"" ie small packs of 3-4 biscuit a pack. Surya food went ahead with family packs and it was instant hit . Indian middle class lapped it up . Others had to follow but by the time Priya gold had its customer base .

PRICE AND DISTRIBUTION

Pricing was done keeping with competition it placed it self on low price premium product plank.They delivered directly to dealers from there godowns with better margins to retailers who pushed their products for better sale.

Surya food now produces 23 varieties of biscuits with tonnage up to 150000 p.a. Popular products are Butter bite ,Marie lite ,Classic cream,Boss,CNC ,CheezeBit

Labels and symbols on bakery packaging

Food labels and symbols have been made mandatory for food manufacturers by government by almost all countries in the world . High consumer awareness and anxiety for food related issues among masses made regulators to take note and implement laws for food manufacturer .

Any one buying food products must check following things which are available on packaging .

Date of production

This is to declare on which date food items were manufactured

Date of expiry

Most important of all .This declares the shelf life of the product don't buy anything which has crossed or nearing expiry date .This is also termed as ''best before ''in many countries

Manufacturers name and address

Manufacturers have to declare their name and address of manufacturing unit . Sometimes third party manufacturers are involved their name and address would be mentioned along with the marketing firm or principal owner of the product ,in case of any complaint please write to the address mentioned or visit that manufacturing unit.

Ingredients

List of ingredients used are mentioned on the packets so as to make consumer aware of the contents involved in manufacturing of the products . If you averse of any ingredients then you can select any other item .This is mandatory for manufacturer so as to protect consumers from adulteration .

Allergen

This has been recently been added to labels by regulators . Allergen are highlighted in bold by the manufacturers on packets . such as "" traces of nuts and milk present "".

Calories

Calories are declared on each servings for product

Weights

Check the declared weights as there are chances that prodcut might be underweight .

Precautions if any

Some products require special storage precaution .

Batch code s

This is fro tracking product in case of manufacturing defects or problem the batch codes helps in recall.

Then there are various symbols which helps in identifying whether products is

Vegetarian or non -vegetarian

recyclable or non - recyclable

fragile

Way to handle

ISO & HACCP approved

Allergens if any