P R I VAT E L A B E L

GODREJ NATURE’S BASKET

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COMPANY PROFILE

• Godrej Nature’s Basket – a retail venture of Godrej group and is today India’s foremost retail destination for fine foods from across the world.

• Started in 2005 as a single fresh food store, it has today morphed into a 29 store chain of premium gourmet stores at high street locations in Mumbai, Delhi/NCR, Pune, Hyderabad and Bangalore.

PRODUCT DEPTH

• Products ranging from the international brands to national premium brands

• Private labels are also on offer

PRODUCT OFFERINGS

PRODUCT

Private brands : 1) Healthy - Groceries 2) L’exclusif – Sauces, Munches, Roasted seeds 3) Real good – Chicken

PricePricing is in between the international products and the national brands offered in the store

GIFT HAMPERS

PROCUREMENT

• All the products under private label are procured from a manufacturing plant in Mumbai• Other products are procured from the

distributors in the city• Replenishment of stock is done at the end of

every week• Natures Basket Ltd.Gate No. 4, Pirojshanagar,Vikhroli (East) ,

Chicken Procured from:Baramati Chicken

PRIVATE LABEL V/S BRANDS

Private Label30%

Other Brands

70%

Contribution to monthly sales

PRIVATE LABEL V/S BRANDS

Private Label50%

Other Brands50%

Contribution to monthly prof-its

PRIVATE LABEL V/S BRANDS

Private Label6%

National Brands4%

International Brands

90%

Shelf Space ratio

PROMOTION

• For Private Label done through mailers and sms campaigns• For other brands no special activity is

carried out• Inside the store, no separate promotion for

private labels

Questionnare

Respondant

1. What is the shelf space ratio of National to Private label brand?R: 5-6% Private Label, 4% National Brand, Rest International Brand

2. What is the % contributions of the following to your monthly sales- Private Label Brands ?

R: Private Label Brands: 30%

3. What is the % contribution of Private Label brands to your monthly profits?

R: 50%

4. How do you promote a private label brand?R: Mailers, SMS Campaigns, International Brands through Point of

Displays

5. What kind of Pricing Strategy do you follow for PLBs?R: Premium Pricing

6. How do you promote loyalty among customers purchasing PLBs?

R: We dot promote separately as such, customer comes with a prior knowledge of the quality and the product.

7. From where do you procure PLBs?R: From the manufacturing plant at Vikhroli Mumbai.Replenishment: Every weekChicken & Eggs: Baramati Agro pvt ltd.

THANK YOU