Financial Daily from THE HINDU group of publications
Tuesday, Apr 08, 2003
Financial Daily from THE HINDU group of publications Tuesday, Apr 08, 2003 |
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Marketing
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Strategy Dawat brand to enter ready-to-eat segment Purvita Chatterjee
MUMBAI, April 7 LT Overseas Ltd, owners of the Dawat brand of basmati rice have decided to make a foray in the ready-to-eat segment. Along the lines of the two-minute concept initiated by Maggi noodles, the Dawat snack would comprise basmati rice which can be heated in just two minutes and serve the purpose of a quick meal. Brands such as HLL's 4 O'clock Tiffins and Tasty Bite, Kohinoor and MTR were already present in the heat and serve ready-to-eat segment. Mr. V.K. Arora, Managing Director, LT Overseas, told Business Line, "we will be entering the ready-to-eat segment with the Dawat brand. It will be a vegetarian product with the value addition of vegetables''. Focusing on the retail segment, it has recently shifted its account from RMG David to O&M, and has decided to allocate an ad budget of Rs 5 crore for the brand. Engaged in the business of processing and trading rice in the country and overseas for nearly 40 years, the Dawat brand has been present in the domestic market for nearly 20 years, has a variety of sub brands such as Dawat Super, Dawat Rozana, Mini, Tiny, Paripurna and Heritage, to categorise its offerings to the various rice eating segments of the population. Of late, it has also introduced - Dawat Gold, premium rice enriched with Thiamine, Niacin and folic acid, to cater to its health conscious consumers. Recently, it has started contract farming in Punjab and entered into a partnership with Rallis India (which will provide agri-inputs and farm-end support services), ICICI Bank (the sole credit provider for this initiative) and Dawat Basmati Rice - the committed and exclusive buyers of the entire produce. Registering a turnover of Rs 350 crore out of which its domestic turnover amounts to Rs 100 crore. It has employed the services of Quadra Advisory to reposition the Dawat Basmati brand in the market.
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