Tag: FMCG brand

Fortune unveils plans for Ram Mandir consecration celebrations in Ayodhya

Mumbai: As the holy city of Ayodhya gears up for the consecration of Ram Mandir on 22 January, Adani Wilmar, one of the largest food & FMCG companies in India, unveils its plans to join the celebrations on this historic occasion.

The company, under its renowned brand Fortune, has curated a series of delightful activities that promise to add to the festive spirit. Adani Wilmar MD and CEO Anghsu Mallick stated, “The consecration of Ram Mandir in Ayodhya is a momentous occasion for every Indian. In keeping with Fortune’s brand sentiment of ‘Ghar ka khana, ghar ka khana hota hai’, we are proud to be a part of this celebration, as this historical event is akin to a festival that celebrates the essence of being Indian. Just as one in three households uses Fortune, our presence in this significant moment is a testament to our commitment to nurturing traditions and mirroring the spirit of India through our products. This celebration is like the joyous gatherings around a traditional home-cooked feast. It’s a time to come together, share stories, and revel in the rich tapestry of our cultural heritage, much like the values Fortune upholds on a daily basis.”

In keeping with Fortune’s brand sentiment of ‘Ghar ka khana, ghar ka khana hota hai’, the focus is on celebrating the joys of some traditional home-cooked specialties. Towards this, the brand has crafted some impactful and memorable activations to engage visitors:

. Jalebi sampling spree: Over seven days, Fortune plans to distribute over 25,000 delightful jalebis shaped in the form of the ‘Bloom’, which is the ‘Fortune logo’. This innovative activation is poised to create a buzz during the celebrations, serving as a sweet ode to Lord Rama, whose favoured dessert was Jalebi.

. Fortune special pakoda platter: Fortune will introduce a unique pakoda platter, made exclusively with the brand’s products, at 10 snack shops across the city. This 15-day campaign promises to add a delightful twist to the beloved local snack.

. Fortune mega-bhog: Fortune is set to organise a one-day event of bhog on a grand scale. This’mega-bhog’ will feature a delicious feast, prepared with the brand’s products, for over 5,000 people.

Additionally, plans are afoot for impactful below-the-line (BTL) activities such as gate branding, hoardings, shopboards, and kiosks to capture the attention of the large congregation of devotees who will gather in Ayodhya.

Simultaneously, the brand is also leveraging television with its sponsorship for the entire duration of the Shrimad Ramayana, which coincides with the celebrations at Ayodhya. The sponsorship will integrate Fortune Master Brand, Chakki Fresh Atta, Soyabean Oil, Mustard Oil, Soya Nuggets, Besan, Rice Bran Oil, and Kohinoor Basmati Rice. Television commercials for all these categories will be on air for this duration.

January 20, 2024
Wow Skin Science brings in Anurag Mittal as CFO

Mumbai: FMCG personal care brand Wow Skin Science has announced the onboarding of Anurag Mittal as chief financial officer, where he will head the business and corporate finance vertical for Wow Skin Science and Body Cupid.

“In this role, Mittal’s portfolio will range from financial operations, financial planning & analysis to strategic finance & business partnering,” the company said in a statement on Monday.

“We welcome Anurag onboard as our company CFO and believe he will be a great addition to the Wow Skin Science family,” commented Wow Skin Science co-founder Manish Chowdhary. “As an experienced and a qualified financial professional, we look forward to his insights in setting a mid and long-term financial strategy for the brand. With him, we look forward to creating collaborative and participative interface for finance as well as operations.”

With his career spanning over 16 years, Mittal has led mandates for brands such as Snapdeal, Paytm, Nokia, PWC and Deloitte, offering his expertise in finance and accounts along with skills in diligence and fund raising, investor relations, treasury operations and investment management.

“The growth of a brand lies in it’s analysis led strategic expansion and risk taking, that are worth. At Wow, I plan to propel a culture of security and emphasise on driving performance, ensuring integrity and accuracy of company information,” said Anurag Mittal. “I look forward to enhancing the brand’s valuation and achieve systematic growth.”

March 7, 2022
Mamaearth onboards Samantha Ruth Prabhu as brand ambassador

Mumbai: FMCG brand Mamaearth on Tuesday announced the onboarding of actor Samantha Ruth Prabhu as its brand ambassador.

Through this partnership, Mamaearth intends to anchor its presence in the southern market, along with strengthening its position nationally, said the statement. “Samantha will be endorsing skincare products while advocating choosing the goodness of natural ingredients,” it added.

“Being a brand for millennials and driven by the purpose of goodness, we wish to partner with people who resonate with our philosophy of ‘Goodness Inside.’ Samantha represents the ideal youth, driven by ideals and purpose, and we strongly feel she will be able to support our purpose across India, especially the south Indian markets,” said Mamaearth co-founder and chief innovation officer Ghazal Alagh.

“Anyone who follows me on social media knows that I am a big fan of natural ingredients and traditional home remedies for my skin. Mamaearth is a brand that truly embodies my personal preferences for skincare,” commented Samantha Ruth Prabhu. “When they approached me to endorse the brand, I knew this was a brand that I had to partner with, not only because of their products but their purpose of ‘Goodness Inside.’”

February 8, 2022
Mamaearth appoints Zairus Master as chief business officer

Mumbai: FMCG brand Mamaearth has announced the appointment of Zairus Master as chief business officer, Honasa Consumer Pvt Ltd. Master will be based out of the Gurgaon office and his appointment comes on the heels of other critical and strategic additions to the leadership team of Mamaearth, said the company.

In his current capacity, Master will be leading the revenue functions and develop a strategic roadmap to further accelerate the brand’s growth and expansion.

“As we continue to grow the Honasa Consumer portfolio, it is important to get the right people on board to give the right push to the brand before you take it forward,” said Honasa Consumer Pvt Ltd, co-founder and CEO, Varun Alagh. “Zairus brings with him a great mix of experience across traditional consumer giants like HUL & Airtel combined with running a digital product business which we believe is the right combination of experiences needed to grow a digitally-driven consumer business like ours.”

With over 24 years of experience across FMCG and telecom, Master will utilise his expertise to identify and explore long-range strategies. An IIM Lucknow alumnus, he has worked with brands like Unilever, Nokia, Airtel, and Shine.

Talking about his new assignment, Zairus stated, “Honasa Consumer is going from strength to strength with brands like Mamaearth and The Derma Co; one being a purpose-driven brand and the other providing science-backed solutions for skincare. The organisation has changed the way FMCG companies conduct business, and I am proud to be part of the leadership team.”

August 25, 2021
WOW Skin Science appoints Kiran Kumar as VP, supply chain

Mumbai: FMCG personal care brand WOW Skin Science on Monday announced the appointment of Kiran Kumar as vice president of the supply chain.

Kumar will play a pivotal role in managing the end-to-end supply chain of Body Cupid Pvt Ltd. His responsibilities will also include production and distribution planning, warehousing, logistics, and procurement.

In his career spanning 18 years, Kumar has worked as senior instock manager at Cloudtail, an Amazon joint venture. He has also lent his expertise as manager- supply chain at Marico where he handled various roles across manufacturing, procurement, distribution planning, new product development, project management, modern trade, and e-commerce supply chain management.

WOW Skin Science, co-founder, Manish Chowdhary said, “I am pleased to welcome Kiran Kumar to the WOW family. With his vast experience and expertise in logistics, warehousing, and vendor management, we aim at capitalising and redefining our product journey efficiently and economically, thus setting a new paradigm of growth and development.”

Speaking about his new role, Kumar said, “Supply chain management plays a pivotal role in the growth of every D2C brand. An end-to-end operation is managed from the time the product is manufactured to the time it gets delivered to the end consumer. This journey is seamless and coherent with an aim of a 96-97 per cent service level coupled with the minimum total delivery cost. It is often said that ‘First impression is the last impression’ and my responsibility will be to amplify this impression by ensuring that the right product reaches the right consumer with the right packaging.”

August 23, 2021
Fortune unveils a new logo and identity

MUMBAI: Fortune, a renowned food FMCG brand has unveiled a brand new logo and a wide range of product offerings. In the digital era, where the consumer’s attitude and behaviour have become extremely intuitive, the brand opted to focus on digital amplification to present it’s new identity across social media platforms in collaboration with Akshay Kumar & key influencers such as Miss Malini, Chef Ajay Chopra, Deeksha Joshi and many others.

Over the past two decades, the consumers have evolved. Being a beacon of inspiration, Fortune has uplifted it’s look and feel and built a modern and contemporary brand image. Owing to that, Fortune has revised the brand logo and packaging, along with the way they communicate with the consumers.

Breaking down it’s stereotype of being a popular oil brand, Fortune now consists of a wide range of product offerings from rice, dal, atta, soya chunks, besan and much more.

The brand launched a campaign #Whatsinthebox on 21 Feb with ace actor Akshay Kumar & key influencers to create conversations and generate curiosity amongst target audience by solving the puzzle & unbox the mystery Fortune box. On 28th Feb, the brand with Akshay Kumar unboxed the new identity and the wide range of offerings under the Fortune umbrella.

Talking about the announcement, deputy CEO Angshu Mallick said, “Fortune has always been about connecting with the consumers in the correct way. For the evolving needs of our consumers, Fortune has undertaken a step towards uplifting the brand proposition by modernizing the identity of the brand.

For decades Fortune has been synonymous with oils, and while we have the largest share of the pie in the category, we are determined to dominate all categories. Our vision is to become the largest food FMCG brand in the country which is why Fortune range also includes Rice, Atta, Besan, Dal, Soya chunks and more in an all-new avatar that I believe will resonate better with all the consumers.”

Media and strategy head Sanjay Adesara said, “For the digitally evolved consumers today brands are more than just a product. They connect with its philosophy, identity and buy into their vision. For the last 20 years Fortune has been periodically reinventing itself not only in its range (today the Fortune Foods range includes Rice, Atta, Besan, Pulses, Soya chunks, and more) but also in its identity. To retain the affinity of today’s visually-stimulated generation we have undertaken this rebranding initiative,”

Fortune’s consistent quest for growth combined with innovation and experimentation will contribute to the brand’s overall sales and business model.

February 28, 2020
Emami urges men to be interesting with ‘He’

MUMBAI: Metrosexuals have busted what was once a predominantly female bastion – cosmetics. Reason why more and more such companies are entering the Indian market; deodorant manufacturers being one of them.

Joining comparatively new entrants like ITC’s Engage and Vini Cosmetics’ Fogg and veterans including Axe and Park Avenue is the Rs 1821 crore FMCG major Emami’s brand new deodorant ‘He’. With the pan-India rollout of ‘He’ currently underway, in the initial phase, the deodorant will be available across all markets with a special focus on 23 top cities including metros, mini metros and tier I and tier II cities in the north, west and east. ‘He’ will be introduced in Hyderabad and Bangalore in the second phase.

So what made Emami enter an already crowded turf? “It is a big and growing category and hence, has the potential for differentiated offerings. We don’t believe in entering any category or launching any product just for being there. We only enter a category when we are able to get the right mix for the launch of any product and have the strategy in place to attain success,” says Emami director Harsha V Agarwal.

Agarwal argues that the deodorant segment has dynamic prospects as the level of penetration is very low. Also, in this category, not too much brand loyalty is exhibited by consumers as there is a multitude of me-too brands to choose from. Importantly, ‘He’ makes a differentiated promise to the customer of ‘being interesting’ as opposed to ‘being normal’ which is ‘boring’. Adding to the appeal is an unique fibre mould packaging which is sure to attract customers’ attention.

‘He’ will be launched in six variants—Smart, Confident, Extrovert, Recharge, Ruler and Magician. What’s more, actor Hrithik Roshan has been roped in as brand ambassador. “Hrithik is the youth icon, popular amongst the youth and teenagers both. He is different from the run-of-the mill actors and has never hesitated to take up interesting and challenging roles, resulting in many blockbuster films,” says Agarwal about the choice of ambassador. As for the name ‘He’, he says, “It is short, synonymous to masculine, so an apt name.”

Emami is undertaking an extensive social media marketing campaign #WhoisHe in the pre-launch phase. The launch is supported by 360 degree integrated communication including digital media. The campaign featuring Hrithik has been conceived and developed by Leo Burnett.

According to a brand consultant, there is enough space in the market. Pricing will play a factor if people will pick it up from the shelf.

June 10, 2014