“We recognise Khichdi as a 'Superfood'”: Ajay Motwani, Adani Wilmar

Recently, India's leading edible oil brand, Fortune entered the ready-to-cook segment with Khichdi. The product is available in three variants (Bengali, Punjabi, Gujarati) across selective markets and e-commerce portals. To understand more, we got in touch with Ajay Motwani, Head of Marketing, Consumer Business, Adani Wilmar (Fortune's parent company). In his interaction with Debashish Chakraborty of afaqs! he talks about the brand's ideology behind this launch, their go-to-market approach, target audience, and how their 'superfood' stays true to the health quotient and satisfies the hunger pangs as well.

Edited excerpts...

Our Go-to-market approach is consumer-oriented. It all starts with Concept/Idea Research; where we understand Fortune Superfood Khichdi’s acceptance among it’s TG. We check Purchase intent, Price/Non Price, and if scores are in the Top 25 percentile of NPD norms, for both concept/product, we move ahead.

At Fortune, once a new product hits the shelf, work begins on the next wave. Similarly, with Khichdi, we have regional and non-traditional variants being worked on.

Our digital agency for this product, Experience Commerce will be handling our digital content creation and media release.

Some are in the pilot/test market stage, while some are being scaled up post passing ‘Test market’ norms on Awareness/Trials/Repurchase/Market share. This ensures only the ones with Scale building potential, see Resources being invested.

We have a strong pipeline being worked on too. Products that can either solve a problem in consumer lives, or improve lives, address need gaps, underserved segments- These define our new product scope.

All this towards transforming from a dominant edible oils player to a formidable Oils & foods player.