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Future group launches brand "Ektaa" keeping Indian diversity in mind.....

Created by : Sujatha srivastava, Associate/Senior Associate, AT Kearney  | 07 30 2010 06:54:17 +0000
Industry : FMCG/Foods/BeverageFunctional Area : Strategy Alignment(Strategy & Execution)
Keywords : future group diversity big bazaar indian diversity ektaa brand from future groups food bazaar ashok biyani
Activity:  446 views;  last activity : 08 15 2010 14:37:48 +0000

In a strategic move to customize its brands and product offerings to the tastes of diverse communities of India, Future Group, today announced the launch of its latest private brand ‘Ektaa’. The brand, primarily catering to food products will give customers more option to choose from their cultural specific staples and food items. The first product to be launched in this series is popular variants of rice from different states of India.

‘Ektaa’ as a brand has been created keeping in mind the diversification present in Indian community. With the launch of this private brand, customers can opt for authentic native Indian foods procured from the best growing areas. Will this concept of community foods workout for them??

 
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Yes, it is a good innovative product idea to reach the targeted customers. This innovative idea will be strongly instilled in the mind of customers since it depicts the customers' diversified cultures.


By Arun Kumar K, Security/ Equity Research Analyst, Thomson Reuters  | 08 15 2010 14:37:48 +0000
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I THINK THROUGH THIS BIG BAZAR IS CREATIND VALUE TO ITS PRODUCTS IT WILL ALSO INCREASE THERE SALES
By sushanttomar , M.B.A student, first india school of business  | 08 15 2010 09:57:49 +0000
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Ekta will represtn the India diversity now its on Future group how they ar eprojecting this
By Vivekanand , Senior Consultant (Economic & Rural Research) SAARC Nations, United Nations Development Programme  | 08 02 2010 12:39:24 +0000
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THERE ARE ENOUGH OPPORTUNITIES TO SUCCEED CONSIDERING THE FACT THAT TODAY`S CUSTOMERS ARE PREPARED TO PATRONISE VALUE FOR MONEY PRODUCTS.
By s.baalu , Consultant, XYZ LTD  | 08 02 2010 12:09:44 +0000
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It will be a success....as they already have a brand value in the market with Big Bazaar, Food Bazaar.
By Jaya Ray, Manager, KyaZoonga.com  | 08 02 2010 06:49:59 +0000
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The model may succeed provided it is based on direct sourcing and owned processing. Simply trading model may not be able to sustain for long.
By Ravindra Sharma, Managing Consultant, CHEF-India  | 08 02 2010 06:18:14 +0000
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It is good it will satisfy various people"s different needs.I think it is a very good marketing idea.
By Shashi Kumar U, Manager accounts & commercial, Mazda Concrete Products Pvt Ltd  | 08 02 2010 05:10:39 +0000
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It is normal & prudent to use the brand image to further your business also in the new areas. Your performance would be judged by the consumer to acccept you as long term operator
By Rakesh chandra Goyal, Senior Consultant, AVRMS  | 07 30 2010 08:17:09 +0000
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yes
By SOURABH JAIN, Purchase/Vendor Development Manager, ISGEC  | 07 30 2010 08:02:00 +0000
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Yes if they are not doing any gimmic to grab a pich of the market share. Any increase in price without any value addition in terms of mutrition/micronutrition vales or convience or shelf life imprvment where necessary would only result in failuers. Yes the concept is good but at what price. One should aim at lower margins and volume sales and use the techniques to improve your market share.
By K LAXMINARAYANA RAO, Freelancer  | 07 30 2010 07:22:45 +0000
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I think it will, here they have thought about a deep understanding of the tastes and preferences of diverse communities of India and developing products, brands and services and based on community-based insights which lies at the heart of building strong relationships with customers. by creating ‘Ektaa’ as a brand which bring all communities together and celebrate the diverse culinary tastes of India. As the name suggests, the significance of ‘Ektaa’ is to present the culinary products specific to the communities of our country which can be brought under a single roof, the products varies from rice, pickles, papads and manythings, so a person living in delhi can have a product from Tamilnadu or karnataka and relish upon different foods at the place where one is staying...so, yes it will work out pretty much well for them....
By Sujatha srivastava, Associate/Senior Associate, AT Kearney  | 07 30 2010 06:54:17 +0000
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quality, cost , accessibility is the thing that matters the most for food item. However, name is good, and helps keeping in mind the product's speciality in making available food item from different parts of india. 


By Vishwas , -, --  | 07 30 2010 14:20:09 +0000
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May satisfy National food mongers. But ,what will we say about Continental cusines?. Still, larger amount of population in Cosmos like Continental Chinese, eupropean pasta, turks kawas, etc.
By KALIYAMOORTHY , Oil & Gas Area Coordinator, Undisclosed  | 07 30 2010 08:31:01 +0000
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i thnk so it was introduced by others also .it was not upto the expectation .if introducing the pricing and quality should maintain
By Davies francis, Analyst, self  | 07 30 2010 08:22:18 +0000
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