2 |^ Progressive Grocer^ |^ f ’^ |^ July 2019
Category Watch Snacks
52 | Progressive Grocer| Ahead^ of What’s Next |
Offering natural health and wellness
products from across the world
Sixth Element products
are healthy, full of nutrients
and energy providing. We
are looking at introducing
more superfood products
and promoting their use
in five-star hotels and top
restaurants.
Gurvinder Singh
Managing Director, Global Premium
Health Foods Private LimitedCompany and brand profi le: Sixth
Element, launched in 2013, has
become a prominent online and
offl ine store at Khan market for natural
foods in India off ering premium quality
superfoods under one umbrella. Its
complete natural food range is pure, rich
in nutrients, additives-free and healthy.
Sixth Element imports these hard-to-fi nd
natural and healthy products from across
the world, including cacao powder, camu
powder, chia seeds, goji berries, palm
sugar, quinoa super-grain, trail mix and
many more. In 1998, the founder -
Gurvinder Singh - established Global
Gadgets. With this venture, he started
importing products from diff erent
countries and was exposed to the concept
of ‘superfood’. It was the founder’s
thoughtfulness and desire to contribute to
the society, which led to the inception of
the wellness brand Sixth Element.
Product portfolio: Th e Sixth Element
brand has many products as its off erings
in the snacks range: quinoa crisps in
wasabi and chilly lime fl avors; fl ax seeds;
roasted pumpkin seeds; heeng pumpkin
seeds; roasted seed mix; trail mix oregano
pumpkin seeds. Its products in the
superfoods range are chia seeds, goji
berries, black rice and millets. Th e products
range from exotic super grains to delicious
honeys, exclusive teas to delectable bread
spreads, healthy snacks to tasty butters.Customer segments and demographics:
Th e brand targets all the urban upper class
consumers who are avid travellers and are
exposed to diff erent cultures of the world.
Th is customer segment understands the
value of a product that is off ered
to them. Th e brand caters to
a broad range of customers
irrespective of their age. Healthy
and organic food is popular
amongst health-conscious
people. Th ese products are
targeted at affl uent families as
they are invariably expensive
and only premium quality raw
ingredients are used in these
products, which are imported
from across the world.Brand’s USP and
diff erentiators: Th e brand’s
biggest USP is that it checks
its products and packaging to
be natural, gluten free, non-GMO, wheat-free and vegan-friendly. All
the products have a basic essence to it, which
is providing energy to all its customers.
Everyone wants to be energetic throughout
the day and the brand helps customers
to remain active and energetic. Junk food
aff ects the body adversely. However, Sixth
Element’s products are healthy, full of
nutrients and energy boosting. Th e human
body is made up of fi ve elements – earth,
water, fi re, air and space – and Sixth
Element is the superfood that gives energy
to the body. Th e brand is passionate about
bringing to its customers the best from all
over the world and its portfolio encompasses
50 products approximately under its
umbrella. Th ese products are nutrient rich
and have all the three nutrients – protein,
minerals and vitamins that a person
requires. Th is brand has brought in some
of those superfoods that Indian consumers
didn’t have the exposure to. Many of these
products were introduced in the market just
8-10 years ago and are still relatively new.
However, Sixth Element products have
successfully managed to create its own niche
category and market in the country. In the
spirit of building awareness and to highlight
the need for a holistic diet, Sixth Element,
in collaboration with the Indian Culinary
Forum, organized a seminar to introduce
and promote superfoods in fi ve-star hotels
and top restaurants.Retailing strategy: Sixth Element
products are available in more than 40
stores across south Delhi and Gurgaon –
Foodhall, Le Marche, Modern Bazaar and
24x7 stores, to name a few. Its products
are present in all fi ve-star hotel chains like
Le Meridien, Oberoi Hotel, Th e Park and
Taj Hotel chains. Th e brand is focusing on
covering all the high-end retail stores of
south Delhi and Gurgaon and is aiming to
capture its potential TG in these storesFuture plans and roadmap ahead: Sixth
Element also aims at expanding its reach
and visibility among all high-end retail
stores. Th e brand’s future plan is to open
many holistic wellness stores of its own in
Delhi and Gurgaon.