is already flooded with branded atta, sugar and salt. Now it's time for branded pulse - Jeyyam Dal launched by Tamil Nadu-based Asian Health & Nutri Foods.
This branded Pulse company has hired Mudra Communications as its creative agency. The business will be handled out of the agency's Chennai branch. Mudra's task is to convert these generic products into brands.
In the course of presentation, while pitching for this business, Mudra shared strategic views on the brand positioning and brand building exercises to increase sales volume in the branded pulse segment.
Jagdish Acharya, executive creative director, Mudra South, says "The challenge is to build a brand out of a product which was just a commodity till now."
Asian Health & Nutri Foods launched Jeyyam brand of dals (pulses) in 2003. The products from the company's basket have already gained consumer acceptance and with future advertising plans in place it is expected to take greater leaps. The company has plans to launch a variety of Urad, Moong and Fried dal in the near future.
Says Ramesh Bharat, executive director - marketing, Asian Health & Nutri Foods, "Unlike other products, pulses have not been exploited to create any value added products. Our top most priority is to de-commoditise dal and develop value added products from it."