In 1950, two individuals from Bikaner, Rajasthan, moved to New Delhi and opened a small tuck shop called “Bikaner Namkeen Bhandar” in Chandni Chowk. This humble beginning blossomed into Bikanervala, renowned for its authentic Indian savouries and cuisines. In 1988, Bikanervala launched Bikano to modernize traditional Indian snacks, setting high manufacturing standards. Today, this Rs. 1,250 crore brand offers a wide range of packaged sweets, namkeens, snacks, papads, and sharbats.
India’s savoury snacks market is projected to reach Rs. 30,000 crore, with a growth rate of 22% over the next five years, driven by economic expansion and changing consumption patterns in urban and rural areas. Bikano has also made its mark in over 35 countries, offering products with standard specifications and long shelf lives in major markets like Europe, the USA, Canada, and Australia.
The brand is also venturing into the Ready to Eat segment, responding to consumer demand for convenience and healthier options like diet mixtures. With plans for a new facility in Hyderabad, Bikano aims to enhance its distribution in South and West India, further capturing market share in both domestic and international arenas.
Medianews4u.com caught up with Kush Aggarwal, Head of Marketing at Bikano.
Q. The goal is to have a Bikaner product in every household. What is the game plan to get there, and is there a timeframe to get there?
At Bikano, our vision is to have a Bikaner product in every household, and we have devised a comprehensive game plan to achieve this goal. Our strategy focusses on product diversification and innovation, continuously expanding our range to include new flavors that cater to evolving consumer preferences. We are strengthening our distribution networks by enhancing our presence in urban and rural markets, partnering with local retailers, and boosting our e-commerce capabilities to ensure that our products are readily accessible.
Additionally, targeted marketing campaigns will raise brand awareness and educate consumers about the quality and authenticity of our offerings, while community engagement will foster brand loyalty. We are also committed to sustainability, implementing responsible practices in our production and packaging. By actively engaging with our consumers for feedback, we aim to tailor our offerings to meet their needs effectively. Through these strategic initiatives, we are confident that we can establish Bikano as a household name across India.
Q. What are the expectations from this festive season for the company and the category compared with the 2023 festive season?
Last year, we experienced robust sales during the festive season, and we are poised to exceed that performance this year. We anticipate achieving sales of over Rs. 300 crore during this festive period, demonstrating our confidence in the sustained demand for our products. With an exciting range of new offerings and improved distribution strategies, we are optimistic that this year’s sales will surpass last year’s figures, marking significant growth for Bikano this festive season.
Q. What is your marketing strategy going to be to get a big share during the festive season?
Our marketing strategy for capturing a larger share during the festive season will focus on a multi-faceted approach that highlights our brand’s unique offerings and engages customers effectively. We will launch targeted advertising campaigns across various media channels emphasizing the quality and authenticity of our products. Collaborations with influencers will help us reach a broader audience and create a buzz around our festive offerings.
In addition to traditional advertising, we will enhance our in-store promotions and sampling initiatives to provide customers with a firsthand experience of our products. Special festive packaging and limited-time offers will create excitement among consumers. We will also invest in digital marketing to drive online traffic to our e-commerce platforms. By leveraging these strategies, we aim to maximize brand visibility and drive sales throughout the festive season.
Q. Will the message of the festive season campaign revolve around product innovation and value for money? Kindly elaborate.
Yes, our festive season campaign will prominently feature themes of product innovation and premium value. We understand that consumers are looking for unique and high-quality products during this time, and we aim to showcase our latest offerings that reflect creativity and modern taste preferences. Our product innovation will be highlighted through new flavors, festive packaging, and limited-edition items, designed to make celebrations even more special.
Simultaneously, we recognise the importance of premium value, especially during the festive season when families are making multiple purchases. Our campaign will communicate how our products not only meet elevated standards of quality but also offer an exceptional experience. By emphasizing special festive pricing and exclusive offers, we want to reassure customers that they are getting the best value while enjoying our delightful treats.
Additionally, our facility in Hyderabad will help us penetrate the Telangana market and ultimately expand our reach to other southern states. By focusing on both northern and southern regions, we aim to strengthen our overall presence and ensure our products are readily available to consumers across the country. Our marketing initiatives will be tailored to resonate with local preferences, highlighting the quality and value of our offerings, thus fostering stronger connections with our target audience during the festive season.
Q. Will an omnichannel marketing and distribution strategy be followed during the festive season with a combination of traditional and digital?
Absolutely , Bikano will implement an omnichannel marketing and distribution strategy during the festive season, combining both traditional and digital approaches. This strategy aims to create a seamless shopping experience for our customers, allowing them to engage with our brand across multiple touchpoints.
In terms of traditional marketing, we will leverage television, print, and outdoor advertising to reach a broad audience and create brand awareness during the festive period. Simultaneously, our digital marketing efforts will include targeted social media campaigns, influencer partnerships, and email marketing to engage consumers online and drive traffic to our e-commerce platforms.
Our distribution strategy will integrate both offline and online channels, ensuring consistent availability of our products in stores and on e-commerce platforms. We will maintain competitive pricing and promotional offers across both channels to encourage purchases, while our robust supply chain will ensure timely delivery and product availability. By blending traditional and digital marketing efforts, we aim to maximize our reach and effectively capture the festive season’s consumer demand.
Q. Influencer marketing this festive season will be more widely used across categories compared to last year. What plans does Bikano have in this regard?
This festive season, Bikano plans to leverage influencer marketing more extensively than ever before. Recognizing the power of social media and its ability to connect with diverse audiences, we aim to collaborate with a range of influencers across various platforms, including Instagram, YouTube, and Facebook.
Our strategy involves partnering with influencers who resonate with our target demographics, ensuring that our festive campaign reaches a wider audience while also maintaining authenticity. We will engage these influencers to create engaging content that highlights our product offerings, promotes our festive themes, and showcases the quality and tradition behind Bikano.
Q. In terms of sweets, what are the gifting options from the company? What trends are we seeing? What is the potential during the festive season in sweets and food gifting?
This Diwali, Bikano is excited to present an extensive selection of sweets for gifting, catering to diverse tastes and preferences. Our offerings will include popular traditional favorites like Kaju Barfi, Gulab Jamun, Rasgulla and Soan Papdi, alongside innovative gift pack options such as Blissful Bites and Meetha Chatpata. We also have special festive collections like Royal, Anmol, and Shahi Nazrana, designed to enhance the gifting experience with their premium packaging and exquisite flavors.
As for trends, we are observing a growing consumer preference for premium sweets, reflecting a desire for quality over quantity. Additionally, eco-friendly packaging and customized gift options are gaining traction, as more consumers seek to align their purchases with sustainability values. The potential for sweets and food gifting during the festive season remains substantial, with many families embracing the tradition of sharing sweets as a symbol of love and celebration. This not only drives sales for our products but also strengthens the emotional connections that sweets often evoke during festivities.
Q. How is quick commerce adding fuel to Bikano’s sales?
Quick commerce is significantly enhancing Bikano’s sales by providing consumers with faster access to our products, catering to the growing demand for convenience and immediacy in shopping. With the rise of digital platforms, we have integrated our offerings into various quick commerce channels, enabling customers to order their favorite snacks and sweets with just a few clicks and receive them within minutes.
This immediate delivery service appeals particularly to urban consumers and younger demographics who prioritize speed and efficiency, especially during the festive season when demand peaks. By collaborating with established quick commerce players, we ensure that our products are readily available and easily accessible, whether for last-minute festive shopping or everyday snacking. Additionally, this approach allows us to tap into a broader audience, driving incremental sales and boosting brand visibility in key markets.
Q. How does Bikano deal with the challenge of reaching semi-rural markets efficiently with relevant messaging?
Bikano effectively addresses the challenge of reaching semi-rural markets by employing a multi-faceted approach that combines localised messaging with strategic distribution channels. Understanding the unique preferences and cultural nuances of these communities is crucial, so we tailor our marketing campaigns to resonate with local traditions and values, ensuring our messaging is relevant and relatable.
To enhance our reach, we leverage a robust distribution network that includes partnerships with regional wholesalers and retailers, ensuring our products are available in key local stores. This grassroots approach not only makes our offerings accessible but also fosters relationships with local communities. Additionally, we utilize a combination of traditional media—such as local newspapers and radio—and digital platforms to create a comprehensive marketing strategy that engages customers where they are most active.
Moreover, our recent investments in state-of-the-art manufacturing facilities, including the one in Greater Noida, enable us to streamline production and distribution, reducing costs and improving service delivery to semi-rural areas.
Q. Outside India, which are the key markets for the company?
Bikano has strategically focussed on expanding its presence in several key international markets, including the United States, Canada, Australia, US, and the Middle East. These regions have been identified as high-potential areas for growth, given the increasing demand for authentic Indian snacks and packaged foods.
By tapping into these markets, Bikano aims to cater to both the Indian diaspora and local consumers interested in diverse and flavorful food options. This expansion aligns with the company’s goal of enhancing its global footprint and driving significant growth in the export segment.
