Brand Strategy for a leading FMCG brand

As a brand strategist, my role involves collaborating with leading brands to identify and overcome unique challenges, crafting compelling narratives, and implementing strategic solutions that drive market success. A highlight of my career has been working with ITC, a conglomerate boasting an extensive portfolio from staples to frozen delights and ready-to-cook meals. Each brand presented its unique set of challenges, demanding immediate and innovative solutions. Among these projects, two stand out as my absolute favorites:

Aashirvaad Ready-to-Eat and Ready-to-Cook: A Flavorful Journey I played a pivotal role in launching the Aashirvaad Ready-to-Eat (RTE) and Ready-to-Cook (RTC) lines in the Indian market. Recognizing a gap in the market, we targeted busy expats and families craving restaurant-style meals at home.

Packaging Redesign: We revamped the packaging to ensure it stood out on cluttered shelves, leveraging ITC's strong heritage.

Market Expansion: Initially available in metro cities, we recommended expanding to tier 2 and 3 markets to increase product penetration.

Digital Strategy: Developed performance creatives and specific website landing pages to introduce the brand's story and enhance consumer engagement.

ITC aimed to enter the organic market, leveraging its established brand image of purity. Competing against big players like 24 Mantra and Organic Tattva, we capitalized on ITC's substantial resources to carve out a significant market share.

Plan of Execution:

Market Rollout: Launched the brand with familiar variants, making it easier for consumers to embrace ITC Organics.

Emotional Communication: Focused on the primary decision-makers—mothers—highlighting unique features and emphasizing trust and transparency.

Core Positioning: Positioned the brand to withstand scrutiny, thanks to rigorous quality control standards in organics.

Although I wasn't directly involved in the project closures, the intensity of the in-depth industry research and profound understanding of the intricacies of operations and procurement set these projects apart. Working on these projects with ITC not only made the experience enjoyable but also significantly contributed to my learning and growth as a brand strategist.