Ravinder Kumar Agarwal, Managing Director, Ravi Foods Pvt Ltd, which makes of a range of biscuits, wafers, chocolates and confectioneries under the Dukes brand, speaks to Progressive Grocer about the impressive growth of the brand and his vision to make it one of the leading household brands in the country with a global footprint.
Tell us about your company and its products?
Dukes, as a company, has been marketing a range of biscuits, wafers, chocolates and confectioneries for over two decades. Our product portfolio ranges from our signature wafers, ‘Waffy’ to Waffy rolls, premium dark wafers, cream biscuits, chocolates, candies, cookies and assorted gift packs amongst others. We have set up state of -the- art manufacturing facilities, kept pace with the market trends and adapted to the ever changing business landscape.
As a brand, “Dukes” was created under the Ravi Foods label in the year 1995. We started with a manufacturing facility based out of Hyderabad, introducing a modest range of biscuits and wafers to cater to the city and its neighboring towns. Today, we distribute our products across India and have a reputation for maintaining consistent quality.
We are able to achieve this on account of our stringent quality and safety processes, which remain our areas of focus. A testimony to our quality is the fact that we have been chosen as partners by brands like ITC, Britannia and Parle to manufacture for them. We started operations with a mission to ‘Make for India and sell to the world’ much before it became a buzzword. This has inspired us to go global as a leading exporter to over 90 plus countries including the US, Middle East and Africa. Today, the Dukes Group has a turnover of INR 1,200 crore.
Which consumer segments are your products targeted at?
Our products cater to the entire spectrum, from children to adults. Typically, 70% of our consumers is anywhere between the age group of 6-18 years. The rest 30% belong to all age groups. For our product range, children are key influencers and parents are the decision makers.
What has been the growth rate of your product offerings?
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