Brand
Success
Stories

Balaji expanding in markets and more choices

Balaji’s authentic Indian snacks and sweets are bought by over a quarter of the country’s consumers. The brand increased its CRPs by an impressive 22% in 2024, having won more than 10 million new shoppers, as well as successfully increasing purchase frequency.

The brand prides itself on its use of fresh, high quality ingredients that are sourced from within India. It has also established a sustainable farming initiative, championing best agricultural practices, and working with a network of over 8,000 farmers across a number of Indian states.

The growth in its footprint was largely due to strategic expansion into a new set of markets, in particular India’s rural areas, alongside providing consumers with greater choice.

New launches included the introduction of smaller packs, which made products more accessible for rural and lower-income shoppers. Balaji also targeted investment at developing both its traditional Indian snacks and its range of potato chips.

Everest focus on new geographies, distribution and more product

India’s most popular spice brand, Everest, boosted its CRPs by 10% in 2024, adding more than seven million new shoppers to its buyer base.

It focused on extending its reach into new markets, strengthening its presence in those where it has had a smaller footprint, and also in rural areas.

To improve its distribution strategy, Everest launched of a ‘last mile’ initiative which focuses on sharpening the final stage of product delivery into retail outlets. This has given it better access to consumers in remote areas of India.

Everest has historically concentrated on its range of blended spices – including garam masala, sabji masala, shahi biryani masala and jiralu powder – which are designed to simplify the cooking process. However, it is now giving equal attention to its range of pure spices, in a quest to increase consumption occasions.

Good Knight: Powered by Innovation

Owned by Godrej Consumer Products Limited (GCPL), Goodknight has risen two positions in India’s Brand Footprint ranking . It dominates the country’s household insecticide market, in particular the mosquito repellent category. The brand offers products in a range of formats, including liquid vaporisers, cards, coils, personal roll-ons, and sprays.

Goodknight owes its success to a commitment to innovation and high quality products. These include its prominent Goodknight Gold Flash system, which is designed to quickly eliminate large swarms of mosquitoes, protecting households from diseases like dengue and malaria.

Innovation continued to be at the heart of Goodknight’s growth strategy in 2024. The brand launched Goodnight Agarbatti, India’s first mainstream anti-mosquito incense sticks, which use ingredients such as neem and turmeric to engage with consumers who favour natural alternatives. The introduction of a new low cost liquid mosquito repellent, meanwhile, has opened up the category to a broader audience of consumers.

This helped Goodknight to increase its penetration by 2% in the last year, from 33% to 35% of the population, having gained nine million new shoppers.

Growth driven through expansion in geographies

Tea brand Wagh Bakri has significantly built its footprint during the last year, achieving a 19% increase in CRPs and a gain of five million shoppers.

With a longstanding legacy in India’s tea market going back to 1892, the brand is known for its premium quality tea blends, which are available in loose leaf and teabag formats. It also offers instant pre-mixes that combine tea, milk, sugar, and spices such as cardamon and ginger, playing to the increasing desire for convenience.

Blends with distinct ingredient and flavour profiles that are specific to different regions of India appeal to local tastes, engaging more consumers. Wagh Bakri is also valued for providing an authentic traditional Indian chai experience.

In 2024, the brand further strengthened its presence within the Indian market, maintaining its traditional stronghold in the west of the country while expanding its penetration in the south.

The opening of a new manufacturing plant in Gujarat will increase production capacity, enabling Wagh Bakri to meet growing demand for instant tea and other convenience products.

Improves reach by distribution and affordable pack

At-home hair colourant specialist Godrej Expert has achieved a remarkable 37% increase in CRPs year-on-year. The brand’s hero product is its Rich Creme Hair Colour range, a gentle ammonia-free colourant enriched with aloe vera and milk protein.

Launched in 2022, its innovative Mini Godrej Rich Creme variant offers consumers smaller pack options in a sachet format, increasing convenience, ease-of-use and affordability. This has played a pivotal role in extending the brand’s penetration.

Godrej Expert has also improved the effectiveness of its distribution across all channels, to ensure that its products are accessible to a broad customer base across the entire country. This has included reaching more consumers in rural areas by delivering by van. The strategy has been effective: the brand attracted an additional 15 million shoppers in 2024.