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Godrej Nature's Basket unveils new brand promise–“Daily Food Delights”

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Godrej Nature’s Basket (GNB), India’s leading food chain, launched its transformation strategy aimed at redefining India’s freshest and finest food experience. The company’s transformation is centered on being the go-to place for the customer’s ‘Daily Food Delights’. Geared towards being a quality fresh neighborhood store, the brand aims to meet both special and daily food needs of consumers. In line with this transformation, the Managing Director, Avani Davda, unveiled a refined and refreshed brand identity.

GNB has charted a thoughtful growth plan with a target of Rs 1000 crore in revenues by Financial Year (FY) 2022 at a CAGR of 31%. The business is also looking at aggressively expanding its footprint to 60 - 70 stores within this time period, with 6 - 8 stores being added by the end of FY 2018. GNB will achieve this through a strong focus on sourcing the freshest and finest, penetrating deeper in the South and West regions and nurturing its own brands like Healthy Alternatives, L’Exclusif and Nature’s.

Tanya Dubash, Executive Director and Chief Brand Officer of Godrej Group, said that this marked a huge step forward in the brand’s journey. “Godrej Nature's Basket is a pioneer in the food and grocery space and we are committed to continually redefining the food retailing experience in India. Godrej Nature’s Basket is an exceedingly strong brand with immense potential and this transformation will ensure accelerated growth in a sustainable and innovative manner. The refreshed brand identity centered around the promise of “Daily Food Delights” is an expression of this transformation.”

Speaking about the company’s new value proposition, Avani Davda, said, “We embarked on our transformation journey a year ago and towards this, the business has invested significantly behind talent development at all levels and in technology to uplift employee experience by creating a cultural transformation. The other key areas included strengthening a robust world-class supply chain, creating enduring customer experiences and leveraging tech capabilities for enhanced retail processes.”

Avani further added, “Godrej Nature’s Basket has and continues to be an iconic and much loved brand, owing to the strong brand loyalty and equity among our customers. Our new brand promise manifests itself across various levels and will help us offer a more wholesome experience to our customers. As a part of this, in our vision to be a neighbourhood store for daily food needs, we will be focusing on specific categories, which have the potential to accelerate our growth story. One that we have identified is the ‘Fresh’ category, which contributes to over 40% of our revenues. We expect this to increase to 50 to % by FY18.”

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