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Debdatta Das

New Delhi, Oct. 16 The Future Group, is taking its food and beverage private label venture to the next level, through active in-store branding and marketing initiatives, in an attempt to develop the brands as any other FMCG product.

“The Future Group has several private label products across categories that are retailed through the Food Bazaar outlets. When the brands were first introduced, Food Bazaar, the store’s name was clearly highlighted on the label. However, having realised the potential of the products, we have taken away the store’s name from the main label and have maintained it only at the back of the product cases, so as to give these products the treatment of a proper FMCG product,” said Mr Subham Ray, Senior Manager, Own Brands, Future Group.

The retail major has private labels such as Fresh-n-Pure for dairy based products such as butter and ghee; Tasty Treats is the processed food label retailing jams, pickles, snacks and namkeens and the home care and personal care labels, Care Mate and Clean Mate retailing everything from diapers to dishwashing bars.

“The idea is to promote these brands and develop them like any other FMCG product. Even though the biggest crowd pulling factor for these brands will remain the price points that are 8-10 per cent below the normal category price, we will also be doing the entire below the line in-store promotional activity range such as using attractive danglers and posters to attract the crowd’s attention towards the brands,” said Mr Ray.

The company plans to introduce under its house care label, Clean Mate, a cleaning kit that would have three to four SKUs under the brand, mainly targeting the pre-Diwali house cleaning spree that households go on during that period. In addition, there will also be gift packs and other package offers in the offing like most other FMCG brands have according to seasons and festivals.

The Future Group is also focusing its energies on creating its processed foods brand, Tasty Treats, into a major competitor in the snacks and processed foods segment. “We realised the actual potential of the Tasty Treat brand only after the Frito Lay brands stopped retailing through our outlets,” said Mr Ray.

Currently, Tasty Treats has been undertaken by Future Brands, a vertical of the Group that develops strong individual brands out of well-performing private labels.

The next step would be above-the-line and below-the-line advertising campaigns that is already being done for clothing private labels such as Scullers and John Miller amongst others.

More Stories on : Brands | Foods & Food Processing | Personal Products

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