Vishal S S (cbedit@imaws.org)
The demand for the traditional items in the bakery industry is still in the demand of the consumers in the market. Even after the changes that have been taken place in the market. The customers are more demanding the old sweets like laddu, jalebi items, which they have stuck on to for years.
Raajali Sweets & Bakes is a well-establishing brand in Chennai that continues to grow with a vision to capture the Indian market. The Raajali Sweets and Bakes family is synonymous with a commitment to quality and a high degree of professionalism by using state-of-the-art equipment in the manufacture of sweets, savories, and snacks. It is the taste of our food, coupled with our commitment to hygiene that makes us who we are. Today, Raajali is becoming a recognizable Sweet and Bakery Brand in Chennai, cherished by many for the taste at affordable prices.
Rajaali bakery as a brand was started recently about one year ago. The team was initially available in the market by selling so many sweets and savories that were available even before the launch of the brand Rajaali. At present Rajaali Bakery is having four branches. The brand was planning to expand its outlets to twenty outskirts the Chennai city. This will help the customers to get their favorite products without even entering the city. When the Covid-19 pandemic hit, there were alterations in the pipeline. Immediate expansion of ten outlets is currently in the pipeline which will be available within every five kilometers.
Demand
The Food Industry is an area where the demand keeps on fluctuating frequently. The demand for sweets and savories is already there in the market. Slowly the demand is shifting back to the traditional and old items like laddu and jalebi, boondhi, and still growing. “Laddu being a universal product and is still having a heavy demand and is not able to replace or compete with any kind of new items that are being launched in the market which is clearly evident not only analyzing from our own brand”. Said Mr. I. Syed Sajan, CEO and Managing Director, Raajali Sweets & Bakes.
Innovaiton and Technology
Innovation is the main thing that is being taken up by the brand rather than the adaptation of new technology. The innovation is mainly happening in the ingredients parts. During previous times, maida was a common ingredient that was used in almost all the items. Now the society and the people are aware of the health issue if more quantity of maida products are consumed. Thus the adaptation of wheat ingredients came up and started increasing. Presently, people are very health conscious and expect foods with more health benefits like- Multi millet bread, multi-grain bread, bread with flavors, and so on. At Raajali more innovations are happening with a variety of bread, bringing with multi millet bread with added millets in it. The brand is having a huge R&D team mainly focusing on diabetic patients. Growth-oriented products for children are being innovated and are soon to be launched.
With the present technology around bulk quantities of bread can be manufactured within one hour, which used to take around four hours previously. The brand is having a very good manufacturing facility because the shelf life of a bread product is around four days. This can be achieved only if there is a good product-making manufacturing facility. The technology is the same everywhere, only the ingredients and packing style have changed in the industry.
“Eating Bread happily is the main priority than eating it for a formality. We are trying to work with the second line. How to make people eat bread without any further complications. The brand is trying to give healthy ingredients through bread because bread is considered a good and easy breakfast. Wherever we go we opt for a sandwich to eat, then why not a healthy sandwich, multi millet bread, and why not a multi-grain bread with high fiber. This will also help to maintain and reduce diabetic value”. added Sajan.
Marketing
The main USP of the brand is on the products like Health bread, healthy sweets, and so on. Raajali Bakery started adopting Digital Marketing recently. The brand has started showing its online presence by starting its dynamic website and also trying to connect business with online grocery stores like a big basket so that the health product will be able to make reach our consumers without delay. The team is trying to increase the shelf life of the product by two to three months so as to pack and distribute throughout the country. Raajali bakery has re-charted the whole plan after the Covid-19 Post pandemic The brand is trying to reach more distributors and within another three months, the brand will form their network which will be available all over Tamil Nadu.
“The Covid-19 second wave has delayed the growth in the market. High-value products like Kaju Katli as other items which had more demand have dropped the sales value recently even during the festival time, the demand was not promising. Compared to this fall in demand on one side, the demand for the snacks items like mixture and pakoda has increased rapidly on the other side”. concluded Sajan.
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