Venturing into India as an an olive oil company, Borges India has built on a wide product portfolio. After successfully driving the olive oil category, Borges introduced a whole range of Italian pastas and nuts and other seeds oil. The brand has recently re-launched its range of Manzanilla Green Table olives in 6 exciting varieties. POP chats up with Rajneesh Bhasin, MD, Borges India, on the growing product range and different treatments to shopper marketing activities.
Tell us about your product folio. And also, if anything is coming up in the near future.
Apart from our whole range of olive, oils and pastas, we recently re-launched our range of Manzanilla Green Table olives in 6 exciting varieties. Earlier to this, we had introduced California Walnuts In shell with an innovative value add for the consumers in the form of a Nut Cracker key. With our California Range of nuts hitting the stores, Borges is aiming to establish its presence in the nuts category, as they are one of the only few brands with PAN India presence across MT chains with branded nuts to offer.
Tell us about your distribution and supply chain management.
Currently, we are present in about 55 towns and cities across India. We cater primarily to Modern Trade, top-end Traditional Trade and Institutional clients. We are present across all modern trade chains from the likes of Big Bazaar, SPAR, Spencers, Hypercity etc. Few of these modern trades we cater directly, while the others are supplied to through the means of a distributor. At present, we are working with 175 distributors approximately who are served through our warehouses. We have third party managed warehouses in almost all major towns and cities-Delhi, Gurgaon, Mumbai, Bangalore, Hyderabad etc.
How important are shopping marketing initiatives in relation to your overall retail strategy?
The categories we operate in i.e. Olive Oil, Pasta, Seed Oils are very niche categories and not just that, though the categories are niche and not very well penetrated, yet you find many players competing for their share of market. This makes it all the more important for us to be able to differentiate ourselves at the point of purchase; whether through the means of In-store Branding or point of purchase material or marketing initiatives like Wet Sampling.
This story is from the December 2016 edition of Point of Purchase.
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This story is from the December 2016 edition of Point of Purchase.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
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