Research and development:

R&D efforts around developing safer, smarter and sustainable products with focus on consumer needs, premiumisation and differentiation.

Procurement:

Establishing long-term strategic relationships with the suppliers and digitising the different aspects of procurement for better efficiency and visibility. Encouraging Make-in-India initiative with higher proportion of sourcing from domestic suppliers.

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Product development:

Ensuring high-quality and efficient product development supported by vertically and horizontally integrated manufacturing, complete inhouse operations and leveraging technology and digitisation.

Sales and marketing:

Driving brand affinity through national advertising, regional brand ambassador associations, celebrity engagement, digital campaigns, brand shops, in-shop advertising, trade show participations, etc.

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Supply chain and logistics:

Adopted omni-channel distribution strategy supported by modern technology, SKU rationalisation and calenderising recurring and planned events to ensure faster movement of goods and stock replenishment.

Manufacturing:

Building manufacturing capabilities to ensure maximum inhouse production, thereby achieving higher quality, better control and clear product differentiation.

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After sales service:

Ensuring high quality of services, whilst ensuring consumer delight in everything we do. Leveraging technology and people engagement to establish long-term relationships with the customers.