BUILDING BRANDS: FROM CAPTAIN ZACK TO SIGNATURE PETFOODS IN INDIA

In conversation with Mitu Paul, Brand Head, Signature PetFoods, she delves into her journey in the pet food industry, the philosophy behind her brands, challenges faced, strategies for success, insights into the premium pet food market, and advice for newcomers looking to enter this industry.

HOW DO YOU TRANSFORM EMERGING BRANDS INTO REMARKABLE SUCCESSES, AS SHOWCASED BY YOUR PROGRESSION FROM CAPTAIN ZACK TO DIBAQ AND NOW SIGNATURE PETFOOD IN INDIA?

I strongly believe that the foundation of any successful brand lies in recognising a market gap and then filling it with a tailored solution. When I embarked on the journey with Captain Zack, it became evident that there were significant voids in the grooming sector. As a united team, we dedicated ourselves to identifying and bridging those gaps through our product offerings, pricing strategy, and narrative. This journey led to a series of revelations, culminating in the establishment of our signature approach.

I often remind my team to ask, "Are we truly listening?" Our markets are dynamic and highly interactive, boasting various influential sales channels such as retailers, digital platforms, and direct-to-consumer avenues. By attentively tuning in to these channels, they provide us with invaluable insights into the gaps that require attention.

While products may not drastically differ from one another, subtle differentiators like premium elements and presentation play a role. However, the crux lies in how we communicate our narrative to our consumer base, which encompasses both intermediaries and end-users. It is imperative to address the entire value chain, always keeping in mind the needs of our end consumers and ensuring that we are effectively meeting them. This, I believe, is the cornerstone of crafting a successful brand story.

WHAT DOES THE SIGNATURE BRAND STAND FOR? HOW MANY SKUS DO YOU HAVE AND WHAT IS THE REAL SELLING POINT OF THE SIGNATURE BRAND STORY?