The Hindu Business Line : Mother Dairy sprucing up Safal brand

Mother Dairy's Safal brand is on a re-branding mode. The NDDB-subsidiary is stepping up focus on its fruits and vegetables brand and has unveiled a new logo and identity for the brand. The company has also forayed into newer categories under the Safal brand name and has launched a new sub-brand. Leveraging its know-how in the frozen vegetables category, the company is now expanding the portfolio from peas to mixed vegetables and sweet corn.

"Going forward we would be focusing on increasing our market share in frozen vegetables, juices and nectars, also in exports," said Mr Paul Thachil, CEO, Mother Dairy India Ltd.

The company has also forayed into the snacks category with its sub-brand `Hot Snax'. "Safal is entering the frozen snacks category which includes products such as the Aloo Burger Patty, which will be followed by other products in the coming few months," Mr Thachil said.

Safal is also enhancing its fruit drinks range by adding on two variants — magic mango and fruit tango. "The two flavours have been developed keeping children's tastes and preferences in mind," said Mr Thachil.

Promo for new logo

Mother Dairy is ready to kick-start its marketing initiatives to promote the new logo. "We have spent roughly Rs 3-4 crore on advertising and marketing and have devised new television commercials besides on-the-ground marketing activities," he said.

Further, the company is also sprucing up its processed exports business. "We have been exporting tropical fruits to markets such as the US, European Union, Japan and Korea under the Safal brand and are also in the process of exporting our frozen vegetables," said Mr Thachil.

He added the company is targeting to clock exports worth Rs 50-55 crore this year.

Currently, Safal has 300 exclusive retail outlets and is also considering entering the ready-to-eat segment of the processed food industry.

The company is further targeting to add another 8,000 to 10,000 outlets for the Safal brand this year. In particular, Mother Dairy is looking to increase availability of its Safal fruit juices in local outlets as well as emerging retail formats such as foodmarts.

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