Rewind 2022: Indian consumers are prioritising convenience - Sneh Jain

It’s time to review the most significant industry developments as 2022 draws to a close. Adgully is reviewing the year 2022 for M&E, Advertising, Digital, Marketing, PR & Communications, along with leading names in the industry as part of its annual Rewind series.

Presenting his insightful analysis, Sneh Jain, Co-Founder and Managing Director, The Baker's Dozen, speaks about product innovation, marketing initiatives, team development and global expansion, major changes in Indian consumers’ behaviour, and more.

Overall Marketing ecosystem in India in 2022

As a D2C brand, it was a great year in terms of overall development and marketing initiatives, says Jain, adding, we as a brand have started implementing seasonal activities and have used social media to provide targeted and cost-effective marketing. Keeping up with the trend, we have also collaborated with a lot of influencers across India to amplify our product range and gain maximum traffic on social media.

Our brand has been a bootstrapped company for the past 10 years, and we have raised funds this year to focus more on product innovation, marketing initiatives, team development and global expansion. In order to cater to a large number of people, we are also conceptualising our first-ever brand film to create brand awareness and convey the generosity of the ingredients used in our products.

 Key trends and developments in 2022

The FMCG sector in India is currently the country’s fourth-largest sector, and the bakery industry is one of the largest segments in the food processing sector. The pandemic has definitely played a major role in shaping this industry and its growth while driving its attention toward ordering online through e-commerce portals. With busy lifestyles, one of the major developments in Indian consumers is prioritising convenience, and as bread and biscuits are easily accessible and affordable, bakeries are a go-to option. This has also resulted in a rise in demand for instant meals; Ready to Cook (RTC) and Ready to Eat (RTE) are also influencing current consumer preferences. We, as a bakery brand, provide several alternatives to this concept (Bread, Lavash, etc.) as it can be easily paired with any food item and is accessible through online and offline mediums.

Performance during in 2022

2022 has surely been a progressive year for our brand. We have been a bootstrapped business that has grown steadily with a strong foundation and this year, we thought it is the right time to raise funds and utilise them for key product innovation, team building, brand marketing efforts, distribution expansion, and in upgrading the company’s tech play. We have grown 5X in the last two years, fast becoming the preferred national bakery brand across e-commerce and Q-commerce marketplaces, servicing over 3 lakh orders month on month. The year has helped us reach a wider range of customers through our expansion in Tier 1 and Tier 2 cities, followed by an international expansion across the Middle East.

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