Brand Story of Kissan – A Champion of Happy Growth
Much like salt, pepper and pickles, jams and ketchups find a permanent place in most of our kitchen shelves or on the dining table. Talking about jams, the label on the jar mostly reads Kissan. So here goes the brand story of Kissan.
Kissan – The Natural fruits and vegetable brand
First introduced mainly for British settlers in India in 1935, Kissan became a name synonymous with jams and squashes. The Mitchell brothers of UK set up India’s first fruit and vegetable processing unit in Bangalore in 1947 for Kissan. In the year 1950, The United Breweries (UB) group, acquired Kissan from Mitchell bros. and in 1993, Kissan became a part of the Hindustan Unilever Limited family, who took it over from the UB group.
Kissan Jams soon became very popular and Kissan Ketchup became a market leader in ketchup segment.
Era of mixed identity
.The early 2000s saw a change in the identity of the brand. Kissan was rebranded as Kissan Annapurna, and the brand was stretched to include rice, wheat, salt and other staple foods.
Brands are like rubber bands and can only be stretched so far in the short run. ~ Dr Nirmalya Kumar
Stretching beyond a point diluted the focus of the brand; the ketchup lost out to Maggi tomato ketchup and the popularity of squash went down after Rasna and other colas dominated the market. Later Annapurna and Kissan were separated into two different brands, one concentrating on staple foods and other on processed foods.
The Jammy commercial with Rahul Dravid became very popular with the kids. The squeezo ketchup package was a hit too.
A Champion of Happy growth
.To revive the brand and to drive the point that only real fruits were used for Kissan jams and fresh tomatoes were used for Kissan ketchup, HUL distributed packets of tomato seeds with newspapers, to encourage kids to grow their own tomato plants and asked them to share their experience and stories on the Kissanpur website.
Engaging in growing tomato plants also helped to divert the attention of kids from virtual gadgets and apps and bring them closer to nature.
A real Kissanpur was created right in the centre in Inorbit Mall right in the middle of Mumbai where kids were invited to bring their tomato plants. The kids shared their stories of growing their tomato plants and were rewarded with customized bottles of ketchup made from their homegrown tomatoes.
The brand communicates the importance of kids eating happily & growing up happily and reassures the mommies that they won’t have to worry about their child’s growth when they eat Kissan products filled with natural goodness.
..And with that, the Kissan jams make their way into the kids tiffin boxes
Have you tried out some of the natural goodness of Kissan?
Image source : Facebook page of Kissanindia
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