The Brand Which Will be Nimble to Change Will Win Believes this Next-Gen Leader

"We are now a consumer-centric brand which is leading us into the next gen of consumers," says Aditya Bagri

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The Indian consumer is no more consuming the way its ancestors did.

Today's consumer wants everything instant – from content to communication. In these times, brands invested in the instant food category have a big window of growth looking up for them in one of the world's biggest economies by scale.

In an interview with Entrepreneur India, Aditya Bagri, Director of Bagrry's India Limited spoke how about consumption trends have changed India and Indians.

"What we have seen is that last five years have become extremely exciting, largely because things like nutrition, honest health, advent of the smart phone, people are getting nutritional information in a much better manner," said Bagri.

He explained how earlier it was always a push-based sell - in terms of educating not just consumers, retailers channel partners and the nutritional partner about the work that brand do – but now it is more a pull-based sell.

Premium – The young owner thinks consumers are aware of what they are doing; there is also a trend of premium-ization. So consumers are seeking good solutions and consumers are willing to spend on their nutrition more than ever before.

We use very high-quality ingredients. These premium ingredients include sourcing from around the world. Now there's a value to that which the consumers are willing to pay.

Convenience – The next aspect is convenience. Bagri thinks convenience is also an emerging trend as people are looking for a quick and easy solution.

"Because you don't have the liberty to prepare breakfast, you don't have time to cook at home, so how can u make food convenient and nutritious at the same time. Many times it is a trade-off and also there's a trade-off between health and taste so those are the things as an organization we have overcome and have created healthy solutions - which is great tasty and very convenient to use," said Bagri.

He credits his parents for having entered into the category way before time.

"They were very patient with nurturing it, building it block by block and region by region," said Bagri.

The company's founder, Shyam Bagri, in his early days came across a passage from Mahatma Gandhi's book 'India of My Dreams' that elucidated the nutritive value of 'choker' or wheat bran which gets lost in processed foods. From there on he embarked on his journey to create the Bagrry's range of products that are innovative, natural and honestly healthy.

He believes the evolution that the company has seen as an organization is it is far more diverse. As a brand, Baggry's has plenty of options - what we have as quick service restaurant space, or in the nutrition space with wide spaces is what we are exploiting, also the consumer evolution is a big plus explained Bagri.

Millenials To Lead Growth

Bagri thinks a large millennial population in India is waiting to consume the product that Baggry's makes and that's something which is the best opportunity also.

"Earlier it was supply-chain driven; now it's totally driven by what consumers want. If there is something that fits our consumers' lifestyle, we try to make that.

Bagri feels now change is a constant – evolving technology, evolving people, processes, the kind of people working with the company, everyone is very different to what it was twenty years back.

"Most importantly the consumer ecosystem is completely different. Suddenly online sale are flashing, which didn't exist a few years back. So we are also evolving very fast in the business," said Bagri,

For Bagri, the most important thing is whether you are first gen, second gen in the business, today you got to be very nimble with change otherwise you will be left in the back foot. Having said that, he explains that Bagrry's tries to maintain its core values – everything in terms of processes system product line the things that have evolved the core values have been kept intact overtime and that most organization should figure out very early.


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