KOCHI: It seems like Make-in-India is indeed the new mantra or that is what the recent figures prove. Much to the dismay of foreign FMCG’s (Fast Moving Consumer Goods), all the lure of quality and trust cannot rival the desi charm which is invading the Malayali market. A recent survey of 20 edible and non-edible brands, conducted by a Kochi-based startup, True Code, in Kerala, shows an upward surge in preference for brands like Merriboy, founded in God’s Own Country, who are beating their international counterparts. And they are doing it, not only in quality but taste, smell, freshness, colour, packing, pricing and availability.
According to Louis Isaac, managing director of True Code, samples of the products, without revealing the name of the brand, were handed over to various customers across Kerala. “We decided to conduct the survey because, as data analysts, we were aware of the upsurge in the market for these products. And the results were very good,” he shares.
Merriboy, one of the pioneers in bringing a local touch to icecreams in Kerala, including products like jackfruit, and coconut varieties, stands as the No. 1 choice for young children and grandparents.
Not far behind is the Kochi-based Tierra Food India Pvt Ltd’s tapioca product ‘Kappo’. This brand has managed to earn the fondness of the Malayalee consumer and is giving quite a competition to older brands. “In the taste factor, Malayalees feel that other brands are very good. However, Kappo holds the edge, in terms of packing and pricing,” said Jose Paul, Chief Marketing Officer.
National Vs International
It’s a beauty conscious world out there and the average Malayalee looks like he is ready to pay good money for a nice product. So, if they need to go for a fresh brand, which has good smell and quality, the Bangalore-based Himalaya, a personal-care product company, seems to be the top shelf product for a Keralite. A large percent of the respondents said they prefer Himalaya for its smell and freshness. It is also way ahead in terms of affordability. And who would dare to forget Parle Agro India’s Frooti which still holds a special place in the heart of Malayalees even though there has been stiff competition from other international brands? “Though it is not leading in preference in terms of smell, it is nearly neck-to-neck in terms of quality and taste with just a very slight point percentile difference,” said Louis.
About True Code
True Code was started by a bunch of students from Rajagiri School of Business Studies in Kakkanad. The company aids government and private organisations to procure reliable data through properly monitored surveys using their web-based platform. True Code is incubated at ‘Le Cocoon’, Rajagiri Centre for Business Studies, Kakkanad.
Sample-based survey
According to Louis Isaac, the founder of True Code, samples of the products, without revealing the name of the brand, were handed over to various customers across Kerala. Merriboy, one of the pioneers in bringing a local touch to icecreams in Kerala, including products like jackfruit, and coconut varieties, stands as the No. 1 choice for young children and grandparents.
The local flavour
A survey of 20 edible and non-edible brands reveals that local products are being favoured for not only quality but taste, smell, freshness, colour, packing, pricing and availability.