Badshah Masala is launched attempting to target the younger generation, while carrying the brand’s legacy forward and also portraying it as a generational product.
Hemant Jhaveri is the managing director of Badshah Masala aims to educate and spread awareness among the younger generation about how they can conveniently cook their favourite dishes. However, the fact is that nowadays, the younger generation doesn’t have much time on their hands and is more inclined towards ready-to-eat options that provide a quick fix to hunger pangs.
And, unlike 3-4 decades back, when Badshah Masala used to face direct competition only from the likes of MDH, Catch and Everest, nowadays, it also faces a tough fight from various RTE brands.
The ready-to-eat segment is definitely on a rise, but it is not currently competing with the spice industry. Right now, the immediate target is to increase sales and, once that is done Badshah masala will enter the ready-to-eat segment.
Badshah Masala is available on all major e-commerce platforms like Amazon, Flipkart, BigBasket, Grofers, etc. It also sells masalas through its own website. Giving an insight of the brand’s online sales, Jhaveri informs, “The percentage of our online sales, when compared to offline, is low, but it is in the growing stage right now and we see it increasing drastically in future.
Jhaveri says that the COVID pandemic, digital acceleration and increased importance of social media have made the brand increase its digital spends, which were almost negligible 3-4 years back.
The immediate focus for Badshah Masala is to multiply its revenue, work towards its media strategy and make its presence felt in digital as well as print media.