In an exclusive interview with Mr. Shrenik Ghodawat, Director of the Sanjay Ghodawat Group, we explore the expansive domain of Ghodawat Consumer Limited (GCL). . He outlines the company’s diverse product lineup, stringent quality control measures, advanced manufacturing technologies, and commitment to safety standards. Mr. Ghodawat also highlights GCL’s strategic initiatives in the competitive FMCG sector, the impact of achieving a 1,600 Crore brand status, effective marketing campaigns, and the efficiency of its rural and urban sales networks.
Could you provide an overview of Ghodawat Consumer Limited and the range of products you offer? What makes your product portfolio diverse and appealing to consumers?
Ghodawat Consumer Limited is a key division of the Sanjay Ghodawat Group, operating as a fast-moving consumer goods (FMCG) company. The company started its operations in the year 2003 to provide premium quality consumer products that enhance their daily life while incorporating sustainable and environmentally friendly practices. The company started its journey by manufacturing edible oils. With increasing consumer acceptance, trust, and notable success, the company was encouraged to expand and diversify its product portfolio to include staples, impulse, home care, and personal care categories. The diversified product range includes ‘Star’ brand atta, edible oil, pulses, rice, salt, snacks, diverse namkeens, water, and ‘To Be Honest’, a healthy snack made with real fruits and vegetables. Besides this, the company produces beverages which are Fizzinga (carbonated drinks), Frustar (fruit drinks), and Coolberg (non-alcoholic beer). GCL has focused on constant product innovation, customer-centricity, affordability, and quality, creating a unique brand identity.
How does GCL ensure the quality of its products? What advanced technologies and production methods are utilized in your manufacturing facilities?
At GCL, we prioritize the quality of our products. We have created sophisticated Quality Management Systems (QMS) and Food Safety Management Systems (FSMS) to oversee every stage of production. This begins with the thorough selection of raw materials and packing materials, and continues via rigorous incoming quality control and in-process monitoring, all the way to final product testing and clearance. Compliance with legal standards, such as those established by the FSSAI and legal Metrology, is essential for us to ensure that our products fulfill stringent quality and food safety criteria. Furthermore, our certifications, such as BRCGS V9 and FSSC 22200, certify the effectiveness of our systems and procedures.
Our manufacturing techniques prioritize quality and food safety, following industry standards and utilizing cutting-edge equipment. For instance, in our Oil division, we utilize Alpha Laval equipment, while Buhler Equipment is employed in rice processing. In addition to our regular unit quality assurance laboratories, we have built the Ghodawat Analytical and Research Centre, which is committed to supporting and validating the quality of our units. Our central lab is equipped with advanced testing equipment such as Gas Chromatography with FID and ECD detectors, ensuring rigorous product and packaging testing while keeping our dedication to excellence.
What measures are taken to maintain the safety and hygiene in your production processes? How do you ensure that your products meet these standards consistently?
To ensure safety and hygiene in our manufacturing processes, we adhere to intense procedures and follow Good Manufacturing Practices (GMPs), Operational Prerequisite Programmes (OPRPs), and Critical Control Points (CCPs). We ensure that our products meet the highest hygiene and security standards by continuously monitoring them. Our processes are carefully designed to prioritize product hygiene, using controls such as micron filters and metal detectors. These efforts are part of our commitment to providing consumers with the highest quality and safest products possible.
In the fiercely competitive FMCG sector, what strategic initiatives does GCL employ to maintain a competitive advantage? How has attaining a 1,600 Crore brand status influenced your market positioning?
In the highly competitive FMCG market, GCL executes strategic efforts to maintain a competitive advantage. Our diverse product line meets a wide range of customer needs and is supported by a solid distribution network throughout western Maharashtra and Karnataka. Brand building and marketing initiatives are critical, utilizing our 20-year tradition supported by significant Indian business giants. The Ghodawat’s management provides excellent leadership, assuring strategic direction and operational excellence. Furthermore, our commitment to sustainability and ethical standards strengthens our market position. Achieving 1,600 Crore brand status strengthens our market visibility and impact, assisting us in maximizing the opportunities and preserving a competitive edge amidst industry changes.
How do you effectively market your products, and which promotional campaigns have yielded the most success? Could you elaborate on your sales network and its efficacy in penetrating both rural and urban markets?
We market our products effectively using targeted campaigns and strategic pricing, with a focus on providing value for money. Our sales network is extensive, serving both rural and urban areas effectively. We maintain competitive pricing and emphasize value for money in our brand positioning, which resonates effectively with customers. We prioritize adherence to government quality standards and invest in research labs to assure product quality.
Our strong sales network enables us to efficiently access a wide range of market segments. We work with social media influencers, maintain a strong presence on e-commerce platforms, and sponsor both local and national events to increase brand awareness. In addition to our marketing efforts, we provide lucrative incentive plans to our channel partners through Ghodawat. For example, our most recent plan, Star Sarvottam, awarded the top-selling channel partner with a trip to Dubai. Our marketing strategies include traditional and modern approaches, such as bus branding, wall painting, and using cutting-edge manufacturing facilities. This holistic approach allows us to efficiently market our products while maintaining a strong market presence.
GCL has achieved significant growth recently. What key factors have driven this success, and how have you managed to expand your production capacity and distribution network to meet increasing demand?
GCL’s recent expansion can be attributed to several major aspects that have fueled our success. Partnerships and acquisitions, such as those with Coolberg and TBH, have been critical in increasing our product portfolio and market presence. Our customer-centric strategy has been critical in driving our efforts to meet changing consumer preferences and needs effectively. By prioritizing customer satisfaction and adapting to market trends, we have strengthened our position in the industry.
With ongoing success and a commitment to sustainability, what are GCL’s plans for future expansion and innovation? How do you envision achieving your goals of becoming plastic-neutral and carbon-neutral by 2030?
With a strong commitment to sustainability, GCL is actively seeking future expansion and innovation in line with our ESG (Environmental, Social, and Governance) objectives. We have begun our journey to carbon neutrality and have created a strategy to achieve it by 2030. We have already taken substantial measures towards sustainability, such as installing solar and wind energy systems at our facilities. In addition, GCL complies with Extended Producer Responsibility (EPR) standards and responsibly recycles the various plastics used in our packaging. This ensures that we reduce our environmental impact while working towards a circular economy.
