Re-branding salt for greater social impact and profitability. Chaitrali Bhide
As part of the Impact Edge : Salt of the Earth project at the Srishti Institute of Art, Design and Technology 2015.
Introduction
What makes this salt unique? The salt produced by the Agariyas is • Unadulterated • Harvested by hand • Made from inland(underground) brine • Raw • Rugged
Little Rann of Kutch, a place of exceptional beauty and character encompasses a sanctuary, the last known refuge of the Asiatic Wild Ass. It has also been home to the Agariya community, who work in the pans for 8 months of the year in harsh weather conditions to hand-harvest salt. The salt harvesting process is very labour intensive and this community has been toiling for generations in the salt-pans, without sufficient protective gear – for the salt that we all consume.
Each crystal is like a snow-flake ‑ natural, irregular & unique - which adds to its beauty & appeal.
Their salt is an artisanal gourmet product.
Conclusion Being the final term project, I am thankful to have had this opportunity to explore various aspects of designing a business & building a strategy, along with the challenges of bringing a new product to the market. It has given me a different perspective besides acquiring know-how about product design, which I have pursued in previous projects. It has been my goal to be able to apply the past four years of design education in a sustainable, socially responsible manner. This project has given me a chance to do just that in a real-life context. Hence, it gives me great pleasure to know that I have played a small part in this socially impactmaking endeavour.
Niche Marketing Strategy Salt Market Current market share in India is monopolised by big corporates that are highly competitive and well established. The salt they sell is machine harvested and contains several additives. The Gourmet salt market in India is small but has immense potential. Catering to the right market segment would be highly profitable. The dilemma here was about how to make an ingredient that we take for granted such as salt, into a desirable gourmet product.
SABRAS
In order to adopt a Blue Ocean Strategy, the product needs to appeal to the ‘early adopters’ market segment, such as the connoisseurs, the balanced foodies, and the appreciators of hand-crafted products. The strategy would be implemented by: Making the product an Object of Desire. So people want it and will strive to get it. Using the Product, Distribution, and Availability as a Branding tool.
Exclusivity that leads to yearning due to the exotic source and limited access. Cultivating Mystery.
Sabras Processing and Marketing (Pvt.) Ltd. has been established to improve the quality of the Agariyas by increasing their access to credit, market and technology. • Responsible for selling & installing several solar panels and water pumps (substantial saving over diesel pumps cost) • Has enabled Agariyas to raise the selling price of the salt from Rs. 70/-. to Rs. 250/- per tonne.
Strategy Scenario
The Agariyas hold 74% equity of SABRAS. The Agariyas currently earn Rs. 250/- for 1 tonne of salt. Mr. Rajesh Shah (CMD of S.A.V.E.) • Aims to create awareness about Agariyas’ arduous life • Uplift them by bringing recognition to their efforts through the sale of their artisanal salt.
Due to excessive exposure to salt, their feet do not burn when they are cremated.
As a Designer My role as a student of this design for this project has been to: • Explore value addition through packaging, branding, communication, and designing flavoured salts • Estimate and validate size of market • Develop marketing strategies, channels, and strategies for product placement • Business model, business plan in phases and financial projections to raise investment.
The Golden Circle To garner respect and dignity, to uplift the artisans who toil the land which results in adding flavour to our food. By providing a sustainably harvested product that benefits the artisans, the consumers as well as the environment. To provide an enhanced gastronomic experience through a consumer social responsibility movement.
• A couple is seated in their favourite restaurant. • A bottle of crystal earth salt with a grinder cap is at their table. • The product is an artisanal salt made in Kutch. • They are eager to try this new aesthetically appealing product. • Upon trying, the burst of flavour to their food impresses them. • They also see an informative tent card placed on their table. • The hand-harvested gourmet quality of the salt appeals to them. • The couple is excited that it also comes in various flavours. • Eager to know more, they learn that it is currently an exclusive product - Being sold to and in gourmet restaurants only. (Not available in grocery stores). • This strategy builds on the uniqueness of the artisanal earth salt, And creates a sense of mystery and exclusivity about its availability and use.
http://www.divadandi.com/save/sabras.html http://asset.visitcanberra.com.au/atdw/0001/04/thumb_3665_atdw_small.jpeg