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‘We look for vendors who are well versed in technology’

By Bhawana Anand | July 11, 2019

In a chat with Retail4Growth, Vishal Shah, Founder & MD, Storia Foods & Beverages Pvt. Ltd, shares the young brand’s approach to retail presence, packaging and more.

Just two years old and this F&B start-up is already making a strong presence in the market. Storia Foods & Beverages Pvt. Ltd., launched in 2017 by Vishal Shah, positions itself as a beverage product offering superior health benefits with unique flavours and richer tastes. The Storia fruit shakes come in a range of flavours, including Strawberry, Mango, and Banana and have managed to capture the attention of their TG. In a chat with Retail4Growth, Vishal Shah, Founder & MD, Storia Foods & Beverages Pvt. Ltd, shares the young brand’s approach to retail presence, packaging and more.

Can you share a bit about your approach to retail level visibility – both MT and GT?

With an impulse purchase product category, the idea is to make the brand available at as many consumer touch points as possible. This means we pay as much attention to traditional trade as we do to modern trades and institutions. Modern trade has touched the double-digit mark, accounting for 10% of the overall revenue of the FMCG sector with lesser competition and more visibility opportunities on the shelf. We are available in national, regional and local modern trade retail chains at more than 300 modern trade stores across India. We look to strive for a similar balance through general trade as well, where the competition is a lot more fierce, and the shelf life of the visibility itself can vary from minutes to a day at the most. Hence it is always challenging to gain visibility in general trade on its own.

What is the overall role of retail in communicating your product proposition? Accordingly, how do you draw up the retail plans? Any specific innovation you are looking at?

Retail gives us a higher chance to communicate with consumers who are looking to purchase products in categories Storia is present in with more focus. Retail also leads to building credibility of a brand, which further helps the consumer in taking informed and right decisions.

We strategize the retail plan with regard to our vision on how the brand needs to be perceived by our consumers. This includes the type of retail outlets, space availability at retail level, retail format, possibility of bringing in innovation in POSM and collaterals to create long lasting impression among the consumers. We are looking at exploring innovation for CTU (counter top display), window decoration and product sampling unit for modern trade.

Read the full interview in Point-of-Purchase July Edition.

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