In Conversation with Dipin Kapur & Sachin Goel
Sachin Goel is a charismatic business leader credited with setting up and directing several successful companies in Food and Beverage domain. Along with other two partners Dipin Kapur and Nitin Jalan, he founded Nutricane Beverages Pvt. Ltd with an aim to introduce the Indian consumers to a more authentic, healthy and nutritional beverage product portfolio.
What are the top three-four marketing strategies for OMG! to reach out to the consumer base?
With OMG! one should be able to sip this super fluid without the guilt of consuming something unhealthy or synthetic, especially when we are blessed with such goodness in nature. We have an aggressive marketing strategy in place so as to generate right set of awareness amongst our target consumers. To ensure consumer reach out at massive scale, we are focusing on the following routes in an interesting and innovative manner:
• Focused advertising through various media channels like print, radio etc.
• Strong online presence and innovative digital marketing and awareness campaigns
• Product sampling through various neighborhood stores and generalized events
What's the growth potential of the bottled juice category in India? Since when has this category become relevant in your view?
The packaged juice category is the fastest growing segment in the Indian beverage space. With consumer preferences changing more towards healthier options, we expect the bottled juice category to grow at the rate of 30% to 35% over the next five years. With the rising trend of healthy snacking, Indian Consumers are shifting from fruit based drinks to fruit juices.
To the best of our knowledge, we are currently the only company to package juice in glass bottles that have a shelf life. We believe the focus of all companies needs to move to glass in the long run, as is being done globally, as it offers better preservation and recyclability. With the growing demand for healthy and eco friendly packaging in the beverage space, Glass is very hygienic as compared to a plastic or paper.
Relevance of glass has increased more than ever due to the harmful effects of plastic and paper on the environment. With the growing awareness on the benefits of bottled juices, there will be huge demand in near future.
What are the reasons behind the growth of this category?
Health has always been important, yet more people are focusing on it today than ever. People want to consume products that are naturally high on nutrition, contain less or negligible fat content, have no added sugar, and are generally free from chemicals. The benefits and availability of healthier options in terms of foods & beverages today, compounded by the various recommendations by doctors, nutritionists, and health specialists through various media channels, has really created a huge demand for healthy, and more natural products like OMG!
How critical is the role of digital media in the communication strategy of the brand?
We are moving towards a Digital future; hence digital media has a big role to play in any brand communication strategy. The digital space constitutes a large direct audience that has the accessibility and are generally more aware of new products and the benefits they provide. The base is ever-expanding, owing to newer technologies and avenues providing more interesting ways to communicate with each other.
While a traditional channel may have a larger playground, the digital world provides a more direct reach to a consumer. Digital media also helps in educating benefits to the consumers using interesting mediums such as videos, blogs, Apps, games, social channels etc. For OMG! We have aggressive digital media plans to tap the growing millennials and other target audiences of the country.
How do you plan to advertise the brand?
We have opted a perfect blend of traditional and new age advertising platforms for OMG!. We are going to leverage traditional media channels like newspapers, radio and television along with innovative and impactful online and social media platforms. We are also looking for strategic tie-ups with larger retail stores and institutions where local displays may be available.
Patented technology, tremendous research and findings are some of the tools used by your company to bring this product? Could you take us through the journey of OMG and how long it took you to retail the product?
Since our early childhood, we have consumed this product through roadside kiosks, in unhygienic conditions, but simply accepted it. On one road trip in 2014, three of us (Sachin Goel, Dipin Kapur, Neeraj Jalan) stopped by a roadside vendor to have sugarcane juice. After having the machine washed thoroughly with mineral water, knowing well how unhygienic the machine and the surrounding was, we couldn’t get our children to consume the same, and the flies didn’t help either. That’s when we questioned ourselves, and decided to study the challenges around packaging sugarcane juice.
Sugarcane Juice is blessed with extremely high nutritional properties. Indians love their traditional beverage and are crazy for freshly extracted sugarcane juice served in glasses by vendors across the country. But with these available platforms hygiene is the biggest concern along with round the year availability. Taking up this Challenge, we established Nutricane Beverages Pvt. Ltd., a young company committed to create natural beverages in India and launched our first bottled Sugarcane Juice OMG! (Oh My Ganna) with a non-refrigerated shelf life, same great taste and nutritional values as fresh sugarcane juice without adding any chemical preservatives. Today with OMG! one should be able to sip a beverage without the guilt of consuming something unhealthy or synthetic, especially when we are blessed with such goodness in nature. While all our patents are pending, it took us two years of hard work to develop the product and another one year to introduce it to the market.
How should brands go about their retail and distribution strategy? Will OMG look at pan India distribution or will it go slow and cover specific markets?
It’s very difficult to speak on anyone else’s behalf in terms of a particular strategy being adopted to market a certain product, as each product comes with different challenges, and each company has a different methodology to approach the challenge.
Sugarcane juice has a universal appeal and keeping this in mind, OMG! Intends to be a pan-India product. This is also very visible in the pricing strategy adopted by the company, wherein a high-quality product with over 80% natural juice content, is being retailed at Rs. 40/- MRP.
We will be careful in opening markets, so that we are in a position to generate immense brand awareness making OMG! an iconic brand synonymous with sugarcane juice and memorable experiences, before entering any territory. We would also like to create a strong distribution network within the territory to avoid any stock-out once the product has hit the market.
OMG is a fine example of a company identifying a gap and thereby an opportunity in the market. Why did the other players miss out on sugarcane juice specifically, in your view? How did you identify the opportunity in the first place?
We believe many small and large players in the beverage space have attempted to package sugarcane juice in the past, with limited or no success. Being an extremely challenging product to work with, and the fact that companies tend to be focussed on developing a few products simultaneously, it may not have been financially viable for them to continue deploying resources to research on sugarcane juice.
While there are some products out in the market, none of them (what-so-ever being packaged) is without any chemical preservatives giving a shelf-life of 3 months, containing over 80% natural sugarcane juice. We have evaluated all the products available in the country and even internationally, and with absolute confidence, we can say that OMG! is the closest to real sugarcane juice available through street vendors. Through OMG! we want to deliver our nostalgic memories of sugarcane juice in an innovative form while keeping the essence intact.