Adgully Exclusive | Mohit Khattar unwraps Nature's Basket

Living in the 21st century, ever-increasing speed of daily routine and rapidly changing lifestyle is inevitable for every metropolitan. In order to satisfy everyday requirements it's extremely difficult to manage your career with the mundane chores and still have a quality time to spend with your loved ones. But since few years lifestyle driven outlets like Nature's Basket are serving such purpose and making an easier way to live for many of the households. Godrej's initiative, Nature's Basket brings in several products and services under a single roof providing solution to many food related issues at one time. Adgully brings you an exclusive interaction with Mohit Khattar, MD , Godrej Nature's Basket.

When asked about the key element of the store being the diverse product range, Mohit Khattar said, "Nature's Basket provides the best of world gourmet food under one roof. So you can find a Japanese Wasabi paste to a Mexican tortilla and an Iberico ham all at one destination. Add to these exclusive wines from the best vineyards, cheese and dairy products from the finest brands in Europe and tea and coffee from the best producers in the world and you will get a good insight into what we offer."

He further said, "We aim to not just provide an extensive range of fine food ingredients sourced from across the globe but also indulge our customers by offering a deep variety within each category. Our stores are popular for their indulging range of product categories like cheese, wine, organic foods, artisanal foods, cold cuts, exquisite fresh produce, health foods, etc. We introduce new products every month on our shelves. In fact, 15% of our total sales come from the new products introduced."

"We are also known for our exclusive and innovative hampers that suit the need of the customer or the occasion. So a customer can make a basket out of the assorted products that they like or we can offer them a themed hamper specially designed by our food specialists at each store," he then added.

While discussing the price strategy and customer engagement in Nature's Basket Khattar confirmed, "Given that gourmet food caters to the sensibilities and palettes of those who seek nothing but the very best and aim to get the most out of the food they buy, Nature's Basket not only takes care in offering handpicked products from across the globe but also but also ensures the customers enjoy the experience of exploring our aisles."

"We meet this vision of helping our consumers appreciate gourmet food by creating unique customer engagement workshops. This may be a themed cuisine workshop or a wine appreciation program, we find immense satisfaction when our customers go home getting an insight about any cuisine or have their imagination fed by an enlightening conversation with our food specialists. As regards pricing we ensure that products are priced in a consistent manner ' at par with a few other stores who may be selling this product but lower than star hotels," he added.

Talking to Adgully about the seasonal offers he told us that, Nature's Basket keeps having promotional offers on their wide range of products. They have several food festivals that are organized in different parts of the year and it is during these initiatives that the stores incentivize the consumer with offers and discounts to build their interest and appreciation for a certain cuisine. They also give offers during specific in-store culinary workshops.

During a conversation over the communication strategy he said, "Considering Nature's Basket is a brand that caters to the refined needs of the up market urban consumers that are well travelled and well exposed to the international trends in food, we cannot restrict ourselves to only traditional medium of communication. The team continues to identify and build engagement across platforms where our discerning customers are present."

"We have several initiatives that aim to bring newer consumers into our store. These include initiatives on the web and enhanced usage of social media. We conduct several below the line activations targeted specifically at existing consumers where we have regular themed culinary workshops, tasting sessions, wine appreciation programs, cheese tastings etc." he confirmed.

Khattar also shared with us, "As of now we don't intend any mass communication effort for Natures Basket. The brand is still very selectively located and we prefer to aim our efforts through ground activations rather than through mass media led campaigns."

Maintaining the international standards Nature's Basket have gauged the need and is purposefully catering to evolving Indian taste especially in metropolitan provinces of India. | Manjiri Pupala [manjiri(at)adgully.com]