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Coimbatore’s Annapoorna to expand food product range

by BQ News Bureau
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Annapoorna Masalas and Spices, a Coimbatore-based 45-year-old brand, on Friday announced ‘Annapoorna 2.0’, a new growth roadmap under a new corporate identity.

At a virtual press meet, Executive Director Vijay Prasad unveiled Annapoorna’s new entity’s logo, tagline, product packaging and marketing collaterals. Mr. Vijay Prasad said the refreshed look and feel with the brand promise of ‘The taste that unites’, signals a new chapter for the company, while retaining its rich heritage and family roots.

According to company officials, in its new avatar, the company plans to expand its current product portfolio of 53 products and 101 SKUs to over 80 products in the next 3 years. Annapoorna will take a hitherto differentiated approach to enable this growth, by not only covering the entire gamut of pure and blended spices but more importantly extending into India’s rich food heritage and culture, to revive recipes that are unique to small regions across the country and widen its offering to new, innovative subcategories. The company’s manufacturing plant in Coimbatore has a capacity of 35 tonnes per day and is well equipped to support the brand’s ambitious growth plans.

Annapoorna is on its way to strengthen its current retail and distribution network to 500 distributors in the next one year. To begin with, it will penetrate its stronghold across the Tamil Nadu market to cover over 50,000 outlets. This will be followed by geographical expansion to other neighbouring States.

Mr. Vijay Prasad said, “ Our new brand identity reflects our rich lineage to cater to future demands. A big part of our plan of action will be to invest in our R&D and products, combined with our people and a strong distributor and retail partner network. We have also put strategies in place and invested in a specialised brand strategy team to initiate brand building activities. Our top-line sales today is worth Rs 40 crore and we look to increase this to Rs 200 crore in the next three years.”


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