Focus East: How 125-year old Keventers is driving brand loyalty among GenZ

Keventers has had a chequered and interesting history in India. The inspiration behind the brand Keventer, which is now over 125 years old, was the man who revolutionised the dairy industry – Edward Keventer. He was a true pioneer in the field of agriculture and animal husbandry, especially scientific cattle breeding, nutrition and pasteurised dairy milk.

In 1890, Edward Keventer was recruited by the British Government to modernise the Dairy industry in India. He soon achieved a business empire of his own, buying the Aligarh Dairy in the United Provinces in 1894. Over the next 50 years, Edward Keventer went to unleash an entire revolution, the effects of which continue to reverberate today. His contributions gave birth to modern Indian scientific, industry-scale dairy farming, processing and marketing of milk and dairy products.

Established in 1986, Keventer Agro Limited acquired the rights of Edward Keventer’s operations. Keventer Agro Limited is a leading fast-moving consumer goods company headquartered out of Kolkata focused on – Dairy & Fresh Food and Packaged Food & Beverages.

The company aims to take the legacy of over 130+ years in FMCG to new heights, while remaining committed to Edward Keventer’s philosophy and beliefs.

In conversation with Adgully, Suparna Mucadum, Head of Marketing and Brand Custodian, Keventer Agro Limited, delves into the current trends in the beverage industry in the East market and more.

Sharing her observations on the current consumer trends in the beverage industry in the East market and the evolution of buying behaviour, Suparna Mucadum said, “One of the beverages that we have seen moving this year is the TetraPak Keventer Lassi. Priced at Rs 20, we have two variants – Rose and Mango – in 180ml packs. These drinks have been in heavy demand this year. One of the reasons we feel is that consumers are moving from unorganized open lassi available in the market into healthy packed beverages. The drinks are nutritious and refreshing. The success of the two flavours Mango and Rose, has led us to research other flavours which will be launched next year.”

Speaking on the focus areas for Keventer in 2024 and its marketing as well as media mix strategy, and the medium in which it is investing more in, Mucadum shared, “Keventer as a brand has always used mediums to communicate to consumers at sale points. As a brand, we have a high recall and affinity with consumers. So, our strategy has been to use local languages and keep our communication simple and to the point for consumers to continue their relationship of trust with our products. Our market medium has always been hyperlocal activities with consumer promotions like sampling, and tasting which will give a feel to the product. This backed by targeted digital promotions has worked well with us.”

Elaborating on how Keventer is leveraging digital media, and technology as well as influencer and social media marketing, she said, “Keventer is strategically leveraging Social Media Marketing and Influencer Marketing to stand out in the market, particularly targeting trending topics and younger audiences. By staying attuned to current trends, Keventer crafts timely and relevant content that resonates with the interests and lifestyles of younger consumers. This includes engaging posts, interactive stories, and eye-catching visuals on platforms like Instagram, and Facebook. To amplify their reach, Keventer collaborates with popular influencers who align with the brand’s ethos and appeal to the younger demographic. These influencers create authentic, relatable content that showcases Keventer’s products in everyday scenarios, making the brand more relatable and desirable. Through this approach, Keventer not only stays relevant in a fast-paced digital landscape, but also fosters a strong connection with a younger, trend-savvy audience, driving brand loyalty and market differentiation.”