The Pansari brand portfolio is vast, encompassing a range of products such as edible oils, specialty flours, cereals, rice, and spices. Under the Oreal brand, they offer a variety of cold-pressed cooking oils, while Shasha represents their spices range. The Indmix brand focuses on ready-to-cook products, and Pansari Epicure covers enhancers, sprinklers, and seasonings. Each category plays a significant role in contributing to the overall sales and revenue of the group.
Notably, the flagship Pansari brand dominates the edible oils category, accounting for approximately 55% of the total business. The value-added products, including Shasha spices and the Indmix ready-to-cook range, contribute 12-15% to overall sales, with expectations of a 20% increase within the next two years. The ready-to-cook range has seen steady market growth, and Pansari Epicure caters to a niche market of gourmet enthusiasts.
In conversation with medianews4u, Shammi Agarwal, Director of Pansari Group, shared insights into the brand’s extensive product portfolio, geographic reach, and ambitious growth strategies.
Innovative products, diverse markets: Pansari Group’s recipe for success:
“We aim to diversify our product offerings and explore new market segments, ensuring that we meet the evolving preferences of our customers,” said Shammi Agarwal. “Innovation is at the heart of our strategy, and we are constantly looking for ways to introduce new and exciting products that cater to the changing tastes of our consumers.”
Pansari Group’s product range also includes Mojee cocktail syrups, Pansari Chai, and the TVOY Green tea range, all of which represent exciting opportunities for expansion and diversification. Commodities like rice, wheat, dalia, sugar, and maida collectively contribute about 20% to the group’s sales, providing a stable foundation for the business.
Geographically, Pansari Group’s business is predominantly concentrated in North India, which accounts for 70% of the overall business due to the high demand for cooking oils in this region.
The group is actively expanding its reach in the West and South regions of the country. The southern part of India, with its higher demand for products like rice and tea, currently contributes 20% to the business. However, the company aims to increase this contribution to 30% by FY25, demonstrating a commitment to market diversification and reaching new customer bases.
Global growth, digital innovation: Pansari Group leads FMCG with quality and consumer focus:
“Our focus is on strengthening our presence in key regions and ensuring our products are accessible to a wider audience,” Agarwal explained. “We believe that understanding regional preferences and tailoring our products accordingly is key to our success in these new markets.”
Internationally, Pansari Group has established a strong presence, exporting to over 80 countries. The global footprint of the brand has been growing steadily, with international markets now contributing over 20% to the overall business.
This global appeal and the quality of their products reinforce Pansari Group’s position as a leading player in the industry. “We are proud of our global reach and continue to expand our international footprint,” said Agarwal. “Our products are well-received abroad, and we are committed to maintaining the highest standards of quality to meet the expectations of our international customers.”
Looking forward, Pansari Group is expecting a 50% increase in brand sales revenues in FY2025 over FY2024. To achieve this ambitious growth, the group plans to implement a multifaceted strategy focused on market expansion, product diversification, and enhanced e-commerce capabilities. This involves deepening the presence in existing markets and exploring new geographic regions through targeted marketing and distribution efforts. Additionally, the group will enhance its e-commerce initiatives, improve online shopping experiences, and invest in digital marketing to capitalize on the growing trend of online retail. By optimizing operations, pushing customer loyalty, and strengthening the brand, Pansari Group is well-positioned to achieve its growth targets and solidify its position in the FMCG sector.
“We are committed to exploring new opportunities and leveraging digital platforms to reach a broader customer base,” Agarwal emphasized. “Our goal is to be at the forefront of the digital transformation in the FMCG sector, providing our customers with seamless and convenient shopping experiences.”
The launch of the tea brand TVOY has been met with an enthusiastic response, reflecting the growing market demand for health-conscious products. TVOY Green Tea, offered in flavors such as Classic, Chamomile, and Kahwa, combines tradition with wellness, appealing to consumers seeking both indulgence and health benefits. Over the next two years, Pansari Group aims to achieve at least Rs 100 crore in sales for TVOY, alongside a 70% year-on-year volume growth, making it a substantial part of the portfolio by FY26.
“Health and wellness are increasingly important to our consumers, and TVOY reflects our commitment to meeting these needs,” said Agarwal. “We are excited about the potential of TVOY and are dedicated to expanding its reach and product offerings.”
Staying attuned to changing consumer preferences is a priority for Pansari Group. Innovation and responsiveness are key, as seen with the launch of TVOY and other unique products like the chilly goa flavor seasoning and cocktail syrups. The group invests in extensive market research to stay informed about emerging trends and shifting consumer behaviors, enabling data-driven decisions and tailored product offerings.
“We constantly innovate to meet the demands of our customers and stay ahead in the competitive market,” Agarwal noted. “Understanding what our consumers want and delivering products that exceed their expectations is our ongoing mission.”
Focus on R&D, innovative products, marketing, sustainability, and strategic expansion to meet consumer demands and boost market presence:
Research and development (R&D) efforts at Pansari Group focus on continuous innovation to meet the evolving needs and preferences of consumers. The group prioritizes investing in R&D to develop high-quality products that address emerging trends in the food industry. This includes exploring new ingredients, formulations, and cooking techniques across the brand portfolio, from spices to healthier alternatives in edible oils.
“We believe that investing in R&D is crucial for staying relevant and competitive,” said Agarwal. “Our team is dedicated to pushing the boundaries of innovation and bringing exciting new products to market.”
Marketing strategies for Pansari Group have been highly effective, leveraging digital marketing and social media platforms to engage directly with consumers. The group also emphasizes product quality and innovation to capture customer attention and differentiate itself in a crowded market. Participating in trade shows and exhibitions, providing experiential corners for first-hand product experiences, and forming strategic partnerships have all contributed to strengthening the brand presence and driving sales.
“Effective marketing is about connecting with our consumers and telling our brand story in a compelling way,” said Agarwal. “We strive to create meaningful engagements that build lasting relationships with our customers.”
In the highly competitive FMCG market, Pansari Group differentiates itself through a commitment to innovation, blending tradition with wellness, and ensuring high quality across all products. The group’s sustainable practices, from sourcing to packaging, reflect a commitment to environmental responsibility, resonating with eco-conscious consumers and strengthening the brand reputation.
“Our sustainability initiatives are integral to our business strategy, and we strive to make a positive impact on the environment,” said Agarwal. “We are committed to operating in a way that is good for our planet and our communities.”
Beyond expected revenue growth, Pansari Group’s long-term goals and vision focus on reinforcing and expanding market presence, deepening customer engagement, and optimizing market share. By analyzing market trends and consumer behavior, the group aims to stay ahead of the curve and adapt strategies accordingly, ensuring competitiveness and capitalizing on emerging opportunities.
Financially, Pansari Group closed FY2023 with a revenue of Rs 1,400 crore and achieved a 20% growth in FY2024, bringing the revenue to Rs 1,680 crore. For FY2025, the target is an ambitious Rs 2,520 crores. The group’s operational capabilities include six manufacturing plants and nine warehouses, ensuring efficient production and storage. The extensive presence across 1.7 lakh retail touchpoints and a network of 800 distributors highlights the breadth of market penetration, with quick commerce (Q-commerce) contributing 15% to revenue, expected to grow to 22% by FY2025.
“Our robust infrastructure and extensive network are key drivers of our success,” said Agarwal. “We are committed to maintaining the highest standards of quality and efficiency across all our operations.”
Geographically, North India accounts for 70% of the overall business, with significant contributions from the West and South regions. In the South, the presence is strong, particularly in key areas like Hyderabad, Telangana, Chennai, Tamil Nadu, and Kerala. The group has established depots to boost distribution capabilities and market penetration in these regions.
“Our goal is to expand our footprint in South India and become a household name in the region,” Agarwal shared. “We are dedicated to understanding the unique preferences of consumers in South India and delivering products that resonate with them.”
Pansari Group’s offline presence has been robust, particularly in North India, with products well-known and trusted. The online presence has grown rapidly, contributing 15% to sales through platforms like Blinkit, Zepto, and Big Basket. Strategic collaborations and partnerships play a vital role in strengthening both offline and online presence, with a focus on product diversification and innovation.
“Collaborations and partnerships are essential for our growth strategy, helping us to reach new customers and enhance our product offerings,” said Agarwal. “We look forward to building more strategic alliances that drive mutual growth and success.”
To penetrate the South Indian market, Pansari Group conducts extensive market research to understand local preferences and consumer behavior. By aligning products to specific tastes, refining packaging, and staying attuned to local nuances, the group is confident in its ability to strengthen its presence and increase market share in South India.
“Understanding our customers and their preferences is crucial to our success,” said Agarwal.
“We are committed to delivering products that meet the unique needs and tastes of consumers in every region we serve,” Agarwal concluded.
