68 |^ Progressive Grocer^ |^ Ahead of What’s Next^ |^ July 2019
Category Watch Snacks
A market leader in the wafers
and rolls segment
We, at Dukes, are exploring
opportunities in the baking
and value-added biscuits to
strengthen our portfolio and
create the infrastructure to
reach over a million outlets,
and to bring the smiles
to consumers with tasty
snacks.- Arvind Kumar
CEO, Dukes India
Company and brand profi le: Ravi
Foods Pvt. Ltd., under the brand name
Dukes, is a major player in the baked
items and confectionery industry. Th e
brand has its state-of-the-art plants in
Hyderabad where it produces a range of
products – from biscuits, cookies, wafers
to chocolates, candies and confectionery.
Consumers love Dukes wafers and rolls,
in which it is the segment leader and
which has helped the brand grow at a
faster pace in the cookies, confectionery
and chocolate categories.
Product portfolio: Th e company has
products like wafers, biscuits, chocolates,
and other confectionery. Th e brand has
introduced another variety in the wafers
category with a butter and cheese fl avor.
Consumer segments and demographics:
As Dukes has products across several
categories, almost everyone is a consumer
of the brand. However, the brand
is focusing on SEC A1 to SEC B2
consumer segments based on product
/pack and value proposition to the
consumer. With its wafers, creams,
biscuits, chocolates and confectionary,
Dukes is serving to kids, mothers, men,
women, and the youth.
Brand’s USP and diff erentiators: Duke’s
philosophy is to delight consumers with
the quality of its products. Th e company
is always innovating with its range of
products. Th e brand is always pushing
for some path-breaking ideas that have
the potential to revolutionize the market.
Good-for-health off erings, focus on
social media strategies to engage with
consumers and being omnipresent are
some of the key areas for the brand’s
consumer connect initiatives.
Dukes has always focused on the
production of its entire product range with
international quality standards and its
products have a presence in 50 countries
globally. Keeping up with the demands of
the consumers and maintaining the quality
of a vast product range is the biggest
challenge for any brand, including Dukes.
Merchandising strategy: Knowing
your consumer and fi nding the target
group is the basic and most important
merchandising strategy for the brand. Th e
merchandising strategy includes focusing
on the existing product line. However, the
brand is also focusing on catering to the
changing demands of the consumers and
introducing more innovative and market
trendy products.Market outlook and opportunities: Th e
company estimates the market size of the
biscuit and snacks category at over Rs.
30,000 crore with per capita consumption
in the country expected to grow higher by- Dukes aim is to be among the top
fi ve players in the segment.
Currently, the Dukes brand is available
in Modern Trade, General Trade, CSD
canteens, and also in institutional sales.
Its strategy for Modern Trade is to create
consumer experience with its packs,
product and value proposition. In General
Trade, its aim is to reach the consumers
through the kirana segment and through
its distribution network expansion into
Tier III & IV towns with an outlet reach
of over a million happy retail partners.
As one of the leading brands with a
responsibility to nature and health, Dukes
sees the industry changing towards natural
ingredients without compromising on
taste. It sees the healthy snacks market
growing with the young population
looking towards healthy alternatives and
nutrients to stay fi t. Consumers today are
more aware, read labels and choose the
best products based on ingredients that are
natural and have health benefi ts.
Dukes is looking at Tier II & III cities
and also at rural economies aspiring and
moving towards value-added products
from basic biscuits and chocolates. It sees
a huge opportunity in these spaces but
the challenge is to make these products
available to consumers at value prices
and maintain raw material costs within
control, which are increasing at a fast rate.Roadmap ahead: With its wide range
of products available in diff erent fl avors,
increasing the visibility of the brand
and going digital are the focus areas.
Expanding overseas is also a priority
and an immediate goal of the brand.
Th e brand’s focus is also on natural
ingredients and fl avors to cater to the
needs of consumers. Th e demand patterns
have drastically changed when it comes
to consumer needs and Dukes is in sync
with the changing market demands.