Godrej Nature's Basket unveils new brand strategy ‘Daily Food Delights’
By Chanda Kumar | September 22, 2017
Godrej Nature’s Basket will focus on the fresh category, which contributes to over 40% of the business revenues. The retailer targets to have 60 to 70 stores by FY21, with 6-8 stores being added by the end of FY18
Godrej Nature’s Basket (GNB) launched its transformation strategy which is centered on being the go-to place for the customer’s ‘Daily Food Delights’. Geared towards being a quality fresh neighbourhood store, the brand aims to meet both special and daily food needs of consumers. In line with this transformation, the Managing Director, Avani Davda, unveiled a refined and refreshed brand identity too.
GNB has charted a thoughtful growth plan with a target of INR 1000 crore in revenues by FY22 at a CAGR of 31%. The business is also looking at aggressively expanding its footprint to 60 - 70 stores within this time period, with 6 - 8 stores being added by the end of FY 18. GNB will achieve this through a strong focus on sourcing the freshest and finest, penetrating deeper in the South and West regions and nurturing its own brands like Healthy Alternatives, L’Exclusif and Nature’s.
Tanya Dubash, Executive Director and Chief Brand Officer of Godrej Group, said that this marked a huge step forward in the brand’s journey. “Godrej Nature’s Basket is an exceedingly strong brand with immense potential and this transformation will ensure accelerated growth in a sustainable and innovative manner. The refreshed brand identity centered around the promise of “Daily Food Delights” is an expression of this transformation.”
Speaking about the company’s new value proposition, Avani Davda, said, “We embarked on our transformation journey a year ago and towards this, the business has invested significantly behind talent development at all levels and in technology to uplift employee experience by creating a cultural transformation. The other key areas included strengthening a robust world-class supply chain, creating enduring customer experiences and leveraging tech capabilities for enhanced retail processes.”
Avani further added, “We have identified that the ‘Fresh’ category contributes to over 40% of our revenues. We expect this to increase to 50 to % by FY18.”
