Premium Indian brand Geeta’s has evolved its business model to build on its success in recent years.
Rather than utilising a business model which was predominately distributor-led, the company has “taken its destiny into its own hands” by bringing in-house all key business activities, including sales and distribution, in addition to strengthening marketing, product development and innovation, as well as technical and finance functions. Its new team is based at offices in Basingstoke.
In addition, a new partnership with Grace Foods will apply in relation to the retail wholesale, foodservice wholesale, cash & carry plus independent trade sectors. Grace Foods, an established brand owner, currently manages a wide range of ethnic brands, which will be complemented by Geeta’s range of Indian products.
Executive Director David Page said: “I am delighted that Geeta’s is embarking on this forward-looking and progressive action as we are determined to further grow the Indian category by ensuring that Indian flavours relate to all eating occasions. Geeta’s will increase the usage and consumption of Indian food and flavours by encouraging new and younger consumers to shop the category and in-store fixtures.”
He added: “We intend to introduce new and exciting products and ranges such as roti flatbreads, now available in Tesco, Ocado and Asda, with further listings pending. In addition, a new, differentiated range of sauces is now available in over 190 Asda stores, again with further distribution pending. This is real proof of our intention to radically change consumers usage and understanding of the great tasting and wide ranging flavours of India”.
Eleanor Bridgman, Director of Marketing, commented: “Indian food is the UK’s 3rd most popular cuisine, and Geeta’s intends to re-ignite category growth via innovative product development supported by strong below-the-line and above-the-line support using national TV, influencer partnerships and social media plus PR”.
NAM Implications:
- Bringing all key business activities in-house will obviously improve the company’s influence and control at the supplier-retailer interface.
- And should improve its access to the consumer re. innovation.
- Watch this space…
