Vishal S S (cbedit@imaws.org)
Leading food product manufacturer Aachi group is planning to focus on organic masala and ready-to-eat products. The leaders in the segment is having an extremely good reach not just in India as well as outside India too.
The fireside chat with Mr. AD Padmasingh Isaac, Founder Chairman & MD, Aachi Group of Companies, Ashwin Pandian and Abishek Abraham, Executive Directors, Aachi Group of Companies at the 3rd edition of Medianews4u Straight Talk witnessed two generations of the legendary brand sharing their insights on branding and strategies and how they reinvented their business models during the pandemic.
Aachi Group was founded in the year 1995 by Mr. A D Padmasingh Isaac, a first-generation entrepreneur with BBA and hailing from Nazareth in Tirunelveli District of Tamil Nadu. Undoubtedly, Aachi has been ruling the kitchen for years.
Name behind Aachi
The name Aachi was created by the family and not any external agency. The main reason behind this brand name was it has to be a Tamil name. “When we entered the FMCG industry, only multinational brands were there in this area and I always wanted to encourage Indian brands into the industry, that’s how we kept the name ‘Aachi’.”
“Aachi” means respected ladies which is called in the south India side, and even “Azchi” means “To rule”, we wanted our brand to rule the kitchen, therefore I was very particular in putting this as our brand name. This brand is like one of my family members” said Isaac.
Challenges for the second generation
“When I entered into the business so many unbranded and commodities were present. For me, it was the biggest challenge. I wanted to give my product in the best way to the consumers for an affordable price to the common people. I wanted to give the best quality products to the common people, that’s my intention” added A D Padmasingh Isaac.
Ashwin Pandian and Abishek Abraham spoke on the unique challenges they have faced as the second-generation leaders of a successful brand.
“As a second-generation, it was a very huge responsibility for us because already Aachi has created a milestone in the Industry. Our role was to initiate the technological adaptations, new product launches in the FMCG industry. “If we see the current scenario everyone is willing to consume ready-to-eat products. Looking into this, most of our recent products are ready to eat products,” said Abishek Abraham, Executive Director, Aachi Group of Companies.
“Modernising the traditional way was a very huge task because we had to maintain that specific quality of the brands even after it was modernized. We introduced the method of cold grinding and this helped us in retaining all the important nutrients, which was a great milestone,” said Ashwin Abraham, Executive Director, Aachi Group of Companies.
National and Global Share
Aachi distribution has extended its area to almost 22 states in India. In Tamil Nadu, the share is around 65 percent and the remaining 35 percent is from northern India. We are exporting to 65 countries as we are available in almost all the categories like spices, blended masalas, ready-to-cook, pickles, rice paste, etc. At present we are developing other state-based products according to that specific cuisine. “If we understand the customer and if we are able to create the customer base, then automatically we go to the next stage’. added Abishek Abraham.
Ready-to-eat foods
During the pandemic, customers missed eating food outside, this was the biggest drawback during the time of the pandemic. Even though we know so many videos came on social media how unhygienic these are being made. This is the time we wanted to give the consumers good and hygiene foods. “We wanted to do something different which was already there. We capitalized on this idea and introduced the “Pani Puri Kit”, added Ashwin Abraham.
Isaac concluded the session by sharing the experience in his journey as an Ex-Godrej employer 38 years back. He shared about the incidents and challenges that he had to face and how he used that chance into an opportunity for success. “Opportunity is always around us, it is about how we are going to choose and utilize in the right time and right way,” concluded Isaac.
HoReCa Segment
Aachi has been distributing in retail and bulk packs for the HoReCa segment, we supply our products to the wholesale industry, distributors, large-scale hotels, and restaurants. We have specifically designed certain packets for 500g and 200g, which predominantly go into the HoReCa category. added Abishek Abraham.
New Products
Aachi is present in almost all categories of food products. Looking in terms of the future, Aachi is planning to bring out organic masalas, organic spice ranges, and apart from these certain ready-to-cook products which should reduce the ease of cooking are in the pipeline to be launched. added Abishek Abraham.
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