Introduced less than 5 years back in 2008 as an exceedingly premium quality and distinctively high-grade alternative to the existing players at the time in the cherished Basmati rice segment, the Neesa Basmati rice brand has flourished at an explosive pace, with its formidable growth percentage (averaging greater than 40 per cent in the past 2 years) and sprawling presence across more than 40 countries manifesting a resplendent reflection of the yardsticks it has strived to forge in its core essence of unwavering resolve to the twin considerations of quality and price.
Blaze to Brilliance
Buttressed by the technical and operational proficiencies of Neesa’s parent company, Bush Foods Overseas, the brand’s expansive presence and patronage by the most reputed names across the planet – including Westmill Foods (UK), Loblaw Group of Companies (Canada), Costco supermarket (East & West Coast of Canada), Metro supermarkets (Canada), Sobeys (Canada), BJ’s Club (US), Big Lots (US), Spencer’s, Carrefour (Mauritius, India, Reunion Island, Dubai), Jumbo supermarket (Holland), Al Jazira (Bahrain), Al Maya Group (Dubai), Mars Food (Belgium), Currimjee Jeewanjee Group (Mauritius), Independent Foods (South Africa), Ahmed Zainy Food Supply & Services (KSA), TJX (US), Marshalls (US), Save on Foods (Canada), Riso Gallo s.p.a. (Italy), Jassim Al Wazzan Sons General Trading Co. (Kuwait), Walmart (Canada), Aditya Birla Retail Ltd More (India), Reliance Retail (India), Food Bazaar (India), Bharti Walmart (India) – is supplemented by some lustrous landmarks: Neesa Basmati enjoys the numero uno status in the North American brand arena, is perched pretty at the number 3 brand slot in the United Kingdom and revels in premium shelf space at all Sam’s Stores in the US, besides Walmart’s UK and Canadian outlets. Little wonder then, that the brand has advanced its company’s turnover from USD 20 Million to USD 220 Million in a short span of time, with global offices established recently in the markets of US, UK, Canada and UAE.
Steadily unveiling diversified offerings under the Neesa brand portfolio that now showcases a ready-to-eat range of authentic Indian delicacies as well as spices, curries, sauces, gravies and pastes available to both Indian and overseas consumers, the Neesa story is an exemplar of brand mission mirroring its organizational pursuit of labor et constantia toward growth for its buyers and by virtue of this belief, etching a robust blueprint of progress for itself!
“A Bit of Faith in Every Grain,” Neesa Basmati’s tagline could well characterize the brand experience gleaned by its customers, translating into the brand becoming a household name in several markets it serves, accentuated by the functional benefits of impeccable quality and competitive price associated with it. For its buyers, the Neesa association carries with it an unwritten reassurance of consistency in product quality, professionalism and integrity highlighted by state-of-the-art manufacturing. The Neesa brand name signifies honesty, and the standards of supply established in the rice market by it have been a compelling factor in consumers and buyers entrusting and fortifying their faith in Neesa Basmati. The growing business in India itself, is one indicator of the degree of customer engagement and loyalty the Neesa brand inspires.
Engagement that Enthralls
Extensive market research endeavors into positioning and pricing leading into the eventual placements in its target regions have translated into a gargantuan marketing drive particularly in the past couple of years by Neesa, employing the entire gamut of promotional media including print, television, radio out-of-home and roadshows to communicate the Neesa brand missive of commitment to the highest standards of quality and consistency to the consumer-atlarge. Among the most prominent vestiges in the Neesa marketing journey came into being in 2012, with renowned actress Madhuri Dixit Nene signing on as brand ambassador. The move, meant to aptly convey the domestic and global prowess of the Neesa Basmati brand and denote its persona of exceptional levels of commitment, sincerity and competence resulted in Neesa transforming into a household name, boosting further its perception as a thoughtful, family-oriented offering. Natty packaging, effective distributor partnerships and presence across all format stores added to the appeal. The gold and chocolate colour fusion of the Neesa Basmati logo is intended to symbolize tranquility and satisfaction, perhaps best expressing the state of mind and body its customers can anticipate from the Neesa brand each time!
It’s a marketers’ world, and in the realm of brand endorsements, celebrities can make all the difference between a strategy going north or south. Neesa Basmati’s creative acumen lies in identifying who would inarguably be the most befitting choice of brand ambassador and striking its desired image into the hearts and homes of customers: the effect has been livewire and lingering! The use of varied packaging solutions for diverse target markets has also been an interesting facet in Neesa’s go-to-market strategy.
The Neesa odyssey to be the foremost player in India’s domestic market and expand its global footprint has been fuelled by its pledge to deliver faith in its offering to its customers and its dedication to provide very premium Basmati rice. Consistency and honesty have been the keystone values defining its progress since 2008.