Bikano has set a target to reach Rs 300+ cr in sales this festive season: Kush Aggarwal

This time of the year marks one of the most crucial periods for businesses. Consumer sentiment is at its highest, and spending patterns reflect the festive spirit. From offers and discounts to large-scale campaigns and personalized engagement, brands explore every avenue to stand out in a highly competitive marketplace. The rise of digital marketing and the increasing role of e-commerce has also intensified the focus on omnichannel strategies, ensuring that consumers are met with consistent messaging across both online and offline platforms.

Adgully’s special annual column, FESTIVE MOOD, delves deep into the intricacies of these marketing activities, offering a holistic perspective on the trends that define this season. From ad spend projections to consumer behaviour analysis, the column covers all aspects of the festive landscape. It highlights how brands are planning to position themselves, what marketing strategies are being adopted, and how consumer sentiment is shaping the promotional and communication tactics being deployed.

In conversation with Adgully, Kush Aggarwal, Head of Marketing, Bikano, speaks about the brand initiatives and campaigns planned for this festive season, expectations in terms of sales and consumer engagement, how Bikano is preparing to meet increased demand, and observations on the overall consumer and market sentiment during the festive season this year, and more.

Could you share details about any upcoming brand initiatives or campaigns that Bikano has planned for this festive season? What are your goals with these initiatives?

This festive season, Bikano is excited to unveil several brand initiatives aimed at expanding our product range and meeting evolving consumer preferences. We have introduced a variety of besan-based snacks, including Loung Sev, Ratlami Sev, and Bhavnagri Ganthiya, to cater to the increasing demand for traditional, authentic Indian flavours. In addition, we’re launching Chatax Soya Sticks, a soy-based snack developed for consumers seeking both flavourful and new options. Along with these new products, we continue to offer a variety of gift packs like Shahi Nazrana, Abhinandan, and Festive Feast, along with sweets such as Royal Gulab Jamun, Kaju Burfi, and Soan Papdi. These gift packs are extremely popular due to the quality and authenticity of our products, the attractive packaging that makes them ideal for gifting, and our reputation for delivering unique, delicious treats that customers trust and love. As leaders in the gift pack industry, we’ve built a strong reputation for offering delightful options that resonate with our customers.

Early in the festive season, we’ve already seen a 25% growth in sales during the first week, largely driven by strong promotions and the high demand for our gift packs and sweets. Looking ahead, we’ve set a target to reach Rs 300+ crore in sales by the end of the festive season, and we’re confident that our new launches and strategic campaigns will help us achieve that goal.

What are your expectations from this festive season in terms of sales and consumer engagement? How is Bikano preparing to meet increased demand?

As already stated, we’ve seen a 25% growth in sales during the first week of the festive season, driven by strong promotions and high demand for our gift packs and sweets. We anticipate this momentum to continue throughout the season, with a significant rise in demand for our popular gift pack offerings.

To meet this increased demand and enhance customer engagement, we’ve expanded our distribution network with a new manufacturing plant in Jewar, ensuring product availability during peak times. Our festive campaigns will showcase our premium gift packs as ideal Diwali gifts, supported by exclusive promotions both online and in-store. Additionally, our digital marketing efforts will include interactive content, contests, and influencer collaborations, all aimed at creating a memorable shopping experience and solidifying Bikano as the preferred choice for festive gifting and traditional snacks.

What are your observations on the overall consumer and market sentiment during this festive season? Have you noticed any shifts in consumer preferences, particularly regarding festive purchases, and how is Bikano adapting to these changes?

During this season, we typically observe a significant uptick in consumer purchasing power, driving higher sales across all product categories. The festive period is crucial for us, often accounting for a considerable percentage of our annual sales, and we are optimistic that this year will continue this trend. We are fully prepared to meet the increased demand with enthusiasm and readiness.

Additionally, we have noticed a distinct shift towards premium offerings among consumers. To adapt to this change, Bikano is expanding its product line to include innovative and quality options that resonate with this evolving preference. By focusing on authenticity while keeping up with market trends, we aim to not only satisfy current consumer demands but also strengthen our position in the market as a leader in traditional Indian snacks and sweets.

How is the rise of quick commerce platforms contributing to Bikano’s sales and brand visibility? What role does it play in your broader sales strategy?

The rise of quick commerce platforms is significantly contributing to Bikano’s sales and brand visibility. By advertising on platforms like Amazon and Blinkit, we are enhancing our reach and making it easier for consumers to discover our products. Quick commerce is particularly important for us because our snacks are often in high demand and needed urgently. Quick commerce channels have prioritised fast delivery which has made the products available to the customers easy. It has definitely changed the graph of sales during peak season as many customers start their buying on the festival day or just one day before.

Our strategy leverages both quick commerce and traditional e-commerce platforms to cater to diverse customer preferences and urgency levels. This dual presence allows us to maximize our market penetration, ensuring that we not only capture impulse purchases but also engage with consumers looking for a comprehensive shopping experience. By effectively utilizing quick commerce, we aim to enhance customer satisfaction, build brand loyalty, and drive sustained growth in our sales.

Given the increasing fragmentation of media consumption, how are you allocating festive ad budgets across different platforms?

Given the increasing fragmentation of media consumption, we are strategically allocating our festive advertising budgets across various platforms to maximize reach and engagement. Our multi-channel approach focuses on digital platforms such as social media and programmatic advertising, allowing us to connect with consumers through visually appealing content and targeted campaigns. A significant portion of our budget is dedicated to influencer partnerships, enabling us to tap into niche audiences and enhance authenticity around our brand.

In addition to digital strategies, we are maintaining investments in traditional media, such as radio and print, particularly in regional markets where these channels remain impactful. By diversifying our advertising spend across various platforms, we aim to create a cohesive campaign that resonates with consumers in their preferred mediums. This strategy not only enhances brand visibility but also enables us to effectively measure and analyze performance across channels for continuous optimization.