Known for its rich and innovative products serving the customers for more than two decades, Manna Foods always looks into natural nutrition millets and multi gains, which were their main key engines for the brand’s growth. The health-oriented company now has refined its objective to increase the health quotient of the country, said Murugan Narayanaswamy, CEO and Executive Director at Manna Foods, while in conversation with Medianews4u.
During the launch of a new product, Manna Foods always opt for Television Medium and social media platforms that give ample space to acquire more reach and provide more information within a short period of time. “Manna’ strong, the recently launched product from Manna Foods Pvt. Ltd., used this strategy to attract customers. Television and digital platforms have been a good media mix and promising for us”, said Murugan when speaking about the media mix for the brand.
Manna Foods always follow a specific proposition for all of their advertisements. Those prepositions are visible in their products advertisements. Manna Foods group is happy because consumers are taking iron-rich foods. ‘Go grain’, which is one of manna foods’ products, gives nutrition through grains.
Talking about the challenges faced during the Covid-19 pandemic, he said, “During the first wave of COVID-19, every brand was unaware of the supply chain, selling, demand management, and understanding consumer insights in a brief period of time, which was an extreme challenge. Companies like Manna foods which are having a health orientation haven’t changed their strategy. So many other companies were forced to alter their strategy to reveal the correct information about the particular product. The consumer became far more prepared by the time of the second wave of COVID-19. In general, everyone has started adopting the culture of this current pandemic, and every phase has been planned and executed strategically and becoming better day by day.”
Manna doesn’t have one particular brand ambassador as it has moved to a brand-centric strategy. “We were not present actively on social media for two years. We have always made good products but never used to convert them into a brand proposition. Today Manna is widely present in digital platforms because consumer life patterns have changed, added Murugan.
Murugan notices the trend of increased awareness of quality food consumption.
“India is going to look at the importance of millets in a considerably extensive way. In the sales segment, Andhra Pradesh and Karnataka have already started contributing well. Procuring quality millets is always a critical challenge. Having said that, India is a diabetic capital with issues in irrigation, and millets will be the grain for the country’s future,” he said.
The company has witnessed considerable demand for its millet and value-add products. The company is growing at over 40% annually, and over the next three to four years, the brand is poised to grow at an even faster pace, according to media reports.
‘Millet’ and ‘go grain’ are the key brands of Manna foods in which Tamil Nadu is the key geography. Manna Health Mix, a children’s health drink made of 14 natural ingredients, is an all-natural product promising 100% natural nutrition.
Manna aims to build awareness about Anaemia and provide good-for-you solutions. 1 in 2 women in India is anaemic. Anaemia is a silent ailment camouflaged in routine tiredness, breathlessness, hair fall, pale skin and brittle nails. Most tend to ignore it, assuming it is normal. If you have any of these symptoms, It is ideal for getting a blood test and checking if your iron levels are low. Low Iron levels usually reduce the capacity of your blood to carry oxygen due to low haemoglobin. Manna iStrong, with Iron Lock formula, gives 100% of your daily iron, vitamin C, B9 & B12 and helps fight Anaemia.
Manna Foods, as a Tamil Nadu based company, is also present in Kashmir and Assam. The company is also expanding its brand footprint to critical outlets in all major metro cities across India. Besides, its national aspirations are being driven by e-commerce and the products selling at all the big online marketplaces. Manna is also present in eight countries by now through its global distributors and online platforms.