“Modern trade, luckily, continues to operate well”: Gurpreet Amrit, Cremica

A conversation with the marketer reveals consumer sentiments are changing, and that there are holes in the supply chain.

After spending nearly a decade as a marketer in the hair care category, Gurpreet Amrit decided he needed a change of scenery. He says aims that it was becoming monotonous, and expressed a desire to move out of his comfort zone and do something different. His early marketing career included stints at Dabur, Wrigley India, Reliance Entertainment and Bajaj Consumer Care. Amrit also worked at Emami, before joining Mrs. Bector’s Food Specialities as chief marketing officer. The company was founded in India in 1978 and sells a range of products including biscuits, bread, and ice cream under the brand name Cremica. It has a strong presence in North India. All Cremica products are classified as 'essentials' in these times of a nationwide lockdown. So, how is the marketer handling the ongoing crisis? Here are edited excerpts from a conversation with him: