By: Mohit Manghani
Last updated : July 15, 2019 11:52 am
In an exclusive chat with Retail4Growth, Sunny Chhorwani, Director, My Kingdom Foods Private Limited, shared the confectionary company’s journey, challenges, market insights and expansion plans.
Can you first take us through a brief history of your company and how My Kingdom Foods built its brands?
The confectionery business was started by my grandfather. We used to do trading from Ulhas Nagar since the market in Indore was not that huge. When my father came into the business, he started manufacturing candies and lollipops. Initially, it did not do well and we decided to shut the business.
Since you also export, how is the export market?
We have been exporting for the last three years and have been doing extremely well in places like Mauritius, Yemen, Dubai, Africa and nearby countries like Nepal & Sri Lanka. We have observed a specific pattern of our consumers and it is that they are more receptive if you give them value for their money, good packaging, & quality. Our products are not that simple, their novelty factor is quite high. This makes us stand apart from our competitors and helps us gain consumers' trust and confidence. Also, we keep conducting regular international & national exhibitions for our exporters to meet new customers and study new trends.
In the local market, how do you position your brand -what is the USP? And how do you compete with the national brands at the store level?
There is a huge scope for and consumption of FMCG products. We have persistently improved our market share as compared to other brands. Among the national brands, there are around 10-20 products, while we have around 200 products in our catalogue. This in a way gives us an edge over other brands. The variety, the price and the service we offer are all remarkably high. If a customer wants extra pieces overnight, we can deliver them as per his convenience. National brands lack that flexibility. I would say quality, packaging and flexibility are the USP of our company.
Read the full interview in Point-of-Purchase July Edition.