90 Year Old Kissan Makes ₹1,200 Crore a Year

I challenge you! You ask anybody in any part of India to tell you the brand name of the jam they eat regularly (you would know this if you are a chapati lover) 🤔

Well, the answer remains the same in all parts.

Let me take you on a little journey into the world of Kissan 🍯 where passion for quality and a knack for innovation blend to create products that make breakfast (and beyond) a bit more special.

It is about staying true to your best while eyeing what is next.

Let's dive in!

Executive summary

Established in 1934, Kissan is a prominent brand under the Hindustan Unilever Limited (HUL) umbrella. The brand offers various fruit jams, ketchup, and sauces, addressing vast audience groups across India.

Known for its commitment to quality and taste, Kissan has become a staple in many Indian households. It has been a top choice among Indian consumers for over 50 years.

With a focus on high-quality, tasty products, Kissan has used innovation and strategic marketing to cater to diverse consumer needs.

Problem Seen

Kissan entered a market when the demand for fruit preserves grew, but the supply was inconsistent with quality and authenticity.

In the early 1930s, the Indian market for fruit jams and sauces fell apart, with many local and international brands selling the same products that varied widely in taste, quality, and ingredients.

Therefore, consumers found it challenging to find reliable, high-quality fruit preserves that suited their preferences.

Plus, many products used artificial flavors, colors, and preservatives, which did not align with the growing consumer awareness and demand for natural and healthy options.

Indian consumers were becoming more health-conscious and sought good and natural ingredient products without any synthetic additives.

Moreover, existing products failed to meet local taste preferences. Traditional fruit preserves in the market either lacked the bold flavors that Indian consumers enjoyed or were too expensive for the average family.

This gap allowed Kissan to step in and address these issues to stand out in a crowded market.

The goal was to develop fruit preserves that met the high standards of taste and quality that consumers were looking for while keeping the products reasonably priced.

Solution Proposed

Kissan's approach to solving the problem of inconsistent quality and a lack of authentic fruit preserves in the Indian market involved several strategic initiatives:

Product Development and Quality Assurance

Kissan's primary solution was to develop fruit preserves, prioritizing natural ingredients and high-quality production standards.

The brand invested in sourcing farmed fruit and avoided artificial flavors, colors, and preservatives for healthier and more natural options.

To ensure consistent quality, Kissan implemented a rigid quality control process. It involved modern production techniques and technology to maintain the integrity and freshness of the fruit preserves.

The brand also established a state-of-the-art manufacturing facility with advanced machinery for quality assurance.

They worked on regular testing and quality checks to ensure that each batch met Kissan's high standards.

Check this video out to see the making process of everyone’s favourite, Kissan Jam:

Product Range and Innovation

Upon seeing the diverse tastes of Indian consumers, Kissan expanded its product range to include various flavors such as mango, mixed fruit, and strawberry jams.

This variety allowed Kissan to address different tastes and occasions. The brand later introduced ketchup and sauces with the same focus on quality and natural ingredients.

The brand then explored new packaging solutions to preserve the product's freshness while making them convenient for consumers.

Additionally, Kissan invested in research and development to continuously improve its product formulations and introduce new flavors.

For example, look at Kissan’s new product:

Marketing and Branding

Kissan launched a broad marketing campaign to communicate the value of its products, highlighting the purity and quality of its fruit preserves.

The brand's advertising strategy included television commercials, print media, and digital marketing, focusing on the natural ingredients and authentic taste of Kissan products.

Watch this one of Kissan’s amazing TV advertisements:

Kissan’s marketing efforts were not only about promoting products. It was also about building a strong brand connection with consumers.

The brand focused on storytelling, sharing the heritage and commitment behind its products. Campaigns often featured relatable and emotional stories that resonated with the target audience.

Distribution and Accessibility

Kissan also focused on improving product accessibility. The brand ensured its products were widely available across various retail channels, from supermarkets to local Kirana stores.

This broad distribution network made it easier for consumers to find and purchase Kissan products, further solidifying its presence in the market.

Kissan successfully positioned itself as a leading brand in the fruit preserve market by addressing the core issues of quality and authenticity and understanding and meeting consumer needs.

Results

• As of 2024, Kissan holds approximately 30% of the Indian market share for fruit jams, ketchup, and sauces.

• Their annual sales have grown by 15% year-over-year, indicating a consistent increase in consumer demand and brand preference.

• The brand's revenue has experienced a steady increase, reaching approximately ₹1,200 crore in the last fiscal year.

• Consumer surveys indicate more satisfaction, with over 85% of participants expressing a preference for Kissan products over competitors.

• The brand's products are now available in over 500,000 retail outlets across India, including supermarkets, local stores, and online platforms.

Conclusion

Kissan's strategic focus on high-quality, natural ingredients, innovation, and effective marketing has made it a leader in the Indian fruit preserve market.

With significant market share and revenue growth, the brand has successfully addressed consumer demands for authenticity and value.

Kissan’s commitment to quality and strategic expansion has boosted its market position and delivered impressive financial results.