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Post-COVID consumers will look less towards convenience and more towards value: Vikram Agarwal, Managing Director, Cornitos

Friday, June 12, 2020, 10:04 Hrs  [IST]
Asmita Mukherjee | Hyderabad

In this time of crisis, there is an increasing demand for FMCG products, particularly that of non-perishable items. Cornitos is taking several measures for sanitation and hygiene, as the brand witnesses an increasing demand across its global and domestic markets. Asmita Mukherjee spoke with Vikram Agarwal, Managing Director, Cornitos to know more about their evolving business strategy to tap into the increasing demand. 


In this time of crisis, we have seen an increasing demand for FMCG products, particularly that of non-perishable items. As a snack brand, do you have a new business plan to cater to the growing demand? According to you, what will be the post-COVID FMCG scenario in the Indian market?

After the lockdown is over, we will see a revival of demand, so we need to focus on establishing new benchmarks, and new strategies with long term planning. Home deliveries from grocery shops to nearby areas and online sales will increase drastically, and for that, we have to ensure the availability of our products to boost sales. As a brand, Cornitos will now focus more on driving home consumption and making consumers aware of our product range as well as the hygiene precautions adopted during our production process.

Post-COVID, consumers will look less towards convenience and more towards value. It will take at least another 4 months for consumer confidence to go back to the pre-outbreak level. Consumers are aware that the outbreak is not only threatening their health, but also their financial security. The lack of secure feelings will push them to be more prudent in their everyday spending.

With the looming shortage of labour force, how is the brand coping up with increase in production?

We are anticipating a rise in demand both in global, as well as, domestic markets for Cornitos products. To cater to that, we are planning process automation, as well as, skill development of the existing workforce to cope up with increasing demands. We are moving ahead with a positive frame of mind and know that where there is a will, there is a way. Cornitos production unit will bring process efficiency at the micro-level through process automation, ensuring breakdown prevention and increased production efficiency.

What sanitary measures are you adopting before and during the packaging process?

Cornitos products are manufactured by Greendot Health Foods Pvt. Ltd. in Roorkee, after taking all necessary COVID 19 precautions, as notified by FSSAI. Every working manpower mandatorily goes through sanitization procedures like thermal scanning, hand washing, sterilization of hands, wearing a cap, apron, hand gloves and separate footwear before entering the production area. The process line is cleaned, fully sanitized and production starts only after quality inspection and line clearance by the Quality department.

In this time of increased awareness regarding social distancing and self-isolation, there seems to be a growing focus on e-commerce platforms and contactless home deliveries. Are you planning to focus on these channels? 

Cornitos products are already available on home delivery and online ordering e-tailers, which has helped us to reach our customers. Our spend on online promotions and advertising on social media sites is going to increase during and after lockdown. We will try to ensure that the full Cornitos range is available on Bigbasket, Grofers, Flipkart grocery, Amazon pantry, Swiggy, Milkbasket, Suprdaily and other e-grocery platforms. Cornitos is reaching out to delivery partners like Dunzo, Zomato, Delhivery, and exploring tie-ups with regional e-grocery platforms for better reach and presence in the market.

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