How Godrej Jersey's ‘3×3 Leapfrog Strategy' drove brand growth: Shantanu Raj, head of marketing, Godrej Jersey, explains
A renowned name in the Indian dairy sector, Godrej Jersey, is achieving milestones as a brand. With the recent acquisition of a 100% stake by Godrej Agrovet in Creamline Dairy Products Limited, the brand is implementing strategic initiatives that are driving growth and positioning it as a standout success in the market.
In this conversation, Shantanu Raj, Head of Marketing at Godrej Jersey, shares insights into the brand's marketing strategies, core vision, and what makes its hero product, Badam Milk, a consumer favourite.
1. With Godrej Agrovet now increasing its stake to 100% in Creamline Dairy Products Limited, what strategic shifts or new business strategies will the company implement to drive growth?
The recent acquisition of a 100% stake by Godrej Agrovet in Creamline Dairy Products Limited marks a transformative milestone in our journey.
Aligned with our ambitious 3x3 Leapfrog Strategy for FY26, this move underscores our commitment to redefining market expansion and consumer engagement.
The strategy focuses on three flagship products—Badam Milk, Paneer, and Curd—which form the cornerstone of Godrej Jersey's vision to lead the value-added dairy portfolio in South India.
Our growth plan is anchored on three key objectives:
1. Increasing household penetration
by driving trials for value-added products in Andhra Pradesh and Telangana as core geography, strengthening our presence in the markets.
2. Expanding market reach for high-potential products
like Badam Milk and Paneer to unlock deeper regional adoption and consumption.
3. Driving continuous product innovation
to stay ahead of evolving consumer preferences and deliver superior value-added offerings with distinct benefits.
To execute this effectively, we are scaling our distribution network across general trade, modern trade, e-commerce, and quick commerce platforms while increasing the number of distributor points and an improved tech-led route to the market.
This comprehensive approach, supported by strategic investments and partnerships, positions us to drive consumer trials, accelerate growth, enhance product offerings, and solidify our leadership in these critical sunrise categories.
2. How does Godrej Jersey plan to use its 3x3 Leapfrog Strategy to expand market penetration and strengthen its product portfolio in Andhra Pradesh and Telangana?
Our strategy focuses on expanding the value-added products portfolio by increasing household penetration and market reach.
Over the next year, we aim to intensify advertising efforts in Andhra Telangana (APT) while extending our distribution network to 50,000 outlets in Telangana to boost awareness and drive product trials.
Badam Milk, where we already hold market leadership in APT, continues to be a key growth driver. We are capitalising on the shift from aerated to milk-based beverages by strengthening our multi-channel presence and amplifying awareness and visibility through an impactful campaign featuring Rana Daggubati.
As a prominent figure in Telugu cinema, Rana perfectly embodies the brand's values, helping us connect deeply with consumers and reinforce Badam Milk's position as a trusted and preferred choice of refreshment.
Curd, with its premium consistency and home-like quality, offers significant growth potential in this moderately penetrated category. Its thick, creamy texture and no water separation—qualities highly valued by APT consumers—position it as an authentic and trusted choice for households.
Paneer is another critical growth area, where we are addressing consumer challenges, particularly the lack of awareness about how to cook with Paneer. To empower consumers, we have introduced innovative 200g single-use packaging that retains softness during cooking and features QR-coded recipes by Chef Teja. His culinary expertise adds value by guiding consumers to explore versatile and easy-to-make Paneer dishes.
As the second-largest Paneer player in APT, we see significant growth potential in this low-penetrated category in South Indian households.
By combining data-driven consumer insights with an omnichannel approach, we aim to expand our physical footprint while building a robust ecosystem that ensures Godrej Jersey remains the trusted choice for quality dairy products across South India.
3. Badam Milk, a key hero product under the 3x3 Strategy, is set to become a ₹100 crore brand. What strategies will you deploy to achieve this and enhance its market appeal?
Badam Milk, a cornerstone of our 3x3 Strategy, is pivotal to our growth in APT.
To achieve the ₹100 crore milestone, we are leveraging the rapid growth of the taste-nutrition balanced milk-based beverages and the evolving consumer preferences.
The Indian milk beverage market is projected to grow at a CAGR of 21.8% from CY 2023 to 2032, with South India contributing 30%, driven by rising health consciousness, disposable incomes, and demand for ready-to-drink (RTD) milk-based beverages. These trends align with Godrej Jersey Badam Milk's positioning as a healthier alternative to aerated drinks.
Our high-impact campaign featuring Rana Daggubati amplifies this narrative, enhancing reach and reinforcing Badam Milk's appeal. Alongside, we are strengthening our multi-channel presence across general trade, modern trade, e-commerce, and quick commerce while deploying promotions, in-store activations, and sampling to encourage trials and repeat purchases.
Looking ahead, we aim to meet evolving health-conscious preferences by exploring innovative pack sizes and formats, including no-sugar, low-sugar, high-protein, and nut-infused variants, while building newer platforms.
This growth strategy underscores our commitment to staying ahead of market trends while solidifying Godrej Jersey's leadership in the ready-to-drink milk beverages category across South India.
4. What role will marketing investments, including celebrity endorsements, play in strengthening Godrej Jersey's brand presence in its focus markets?
Marketing investments, including celebrity endorsements, play a pivotal role in strengthening Godrej Jersey's brand presence and driving deeper connections with our consumers in focus markets like Andhra Pradesh and Telangana.
Our collaboration with Rana Daggubati is a key driver of this strategy. His credibility and influence, particularly within the South Indian film industry and Telugu-speaking audiences, make him an ideal ambassador for Godrej Jersey Badam Milk. By aligning him with the core messaging of Badam Milk as the perfect refreshment for today's hectic lifestyles, we aim to enhance brand recall, trustworthiness, and consumer engagement.
For the paneer category, we've partnered with Vismai Food and Chef Teja, trusted culinary influencers with strong resonance among our target audience. Research reveals that 8 out of 10 consumers recognise Vismai Food as a reliable source for culinary inspiration. Leveraging this trust, we are addressing a key consumer insight: many Hyderabad-based consumers are unfamiliar with how to cook with paneer. To bridge this gap, we are launching a digital cookbook, featuring paneer recipes curated by Chef Teja and Vismai Food, making cooking easy and accessible for all.
These marketing initiatives are designed to deepen consumer awareness and engagement, boost brand loyalty, and strengthen our regional leadership, which is already supported by APT, contributing nearly 60% of our revenue. Together, these efforts will drive market share growth and category expansion, cementing Godrej Jersey's position as a trusted choice in these crucial markets.
5. Being one of the key players in South India, what is your perspective on the overall A&M landscape in the region?
South India's advertising and marketing (A&M) landscape is evolving rapidly, with a strong shift towards language-first strategies and culturally resonant content.
Recent studies show that 90% of Indian consumers prefer brands that communicate in their local language*, highlighting the power of vernacular messaging in building trust and engagement. This trend has driven a 2x increase in engagement rates for hyper-local advertising, especially in Tier 2 and Tier 3 cities.
*
Cities like Hyderabad and Bangalore are emerging as key hubs for performance and influencer marketing.
The influencer marketing sector in India is projected to grow at a CAGR of 18%, reaching ₹3,375 crore by 2026, with regional influencers playing a vital role in connecting brands to local audiences.*
At Godrej Jersey, we embrace these trends by rooting our marketing strategies in regional insights. From leveraging vernacular content to collaborating with local influencers, we create authentic connections that resonate deeply with South Indian consumers.
Our campaigns reflect the traditions, values, and aspirations of the region, enhancing brand recall and driving stronger consumer engagement.
The future of A&M in South India is undeniably regional in flavour, digital in execution, and emotional in impact. Brands that align their strategies with these trends are well-positioned to lead in this dynamic market, and we are proud to be at the forefront of this transformation.
*According to exchange4media reports.
Disclaimer: This article has been produced on behalf of Godrej Industries Limited by Times Internet's Spotlight team.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
India.com
20 minutes ago
- India.com
Bollywood's richest family has no superstars, still richer than Bachchans, Kapoors, Khans, Chopras, once sold fruits, now worth Rs..., they are..
Bollywood's richest family has no superstars, still richer than Bachchans, Kapoors, Khans, Chopras, once sold fruits, now worth Rs..., they are.. From Kapoors to Chopras, the Hindi cinema has seen few prominent wealthy families that have ruled the Indian cinema, and are responsible for launching stars and producing blockbuster films. Yet, none of them are as rich as this family, who once started as fruit vendors, now amass extravagant wealth without backing of any big superstar. It is none other than the Kumars, owners of T-Series, the family who has surpassed net worth of Khans, Bachchans and Chopras, according to the Hurun Rich List. The latest edition of Indian list from Hurun released last year, and revealed Bhushan Kumar's family, the richest in Bollywood, with net worth at $1.2 billion (over ₹10,000 crore). The tag, which was once claimed by the Kapoors, having net worth of Rs 2000 crore, is now ultimately shifted to the Kumars. The second on the place after Kumars is Yash Chopra's family, with combined reported net worth of Rs 8000 crore. Shah Rukh Khan, Bollywood's wealthiest actor, his familial net worth is Rs 7800 crore, according to Forbes. Well, The Kumars journey to success started with humble earnings. Just one generation ago, Gulshan Kumar, father of Bhushan Kumar, was a fruit vendor in Delhi. His career transformed in the 1970s when he began business of selling music cassettes. From there, the family launched their own record label, Super Cassettes, which later developed into T-Series. Currently, Bhushan Kumar leads the family business, as the chairman and managing director of T-Series. Supported, by his uncle Krishan Kumar, who manages the company's operations, he has two sisters- Tulsi and Khushali Kumar, who are involved in the entertainment sectors. While Tulsi is a well-known playback singer, Khushali is an actress. His wife, Divya Khosla Kumar, producer and director, also holds shares in the company. The Kumars draw a bulk of income from T-Series, one of India's biggest music labels and production companies. According to Industry insiders, Bhushan Kumar hold 80% of family's collective net worth. Meanwhile, his sisters Tulsi and Khushali Kumar reportedly own Rs 250 crore and Rs 100 crore net worth. Well, T-Series also has several other subsidiaries and an acting school in Noida.
Mint
25 minutes ago
- Mint
Indian stock market: 8 key things that changed for market overnight - Gift Nifty, US jobs openings to crude oil prices
Indian stock market: The domestic equity benchmark indices, Sensex and Nifty 50, are expected to open higher on Wednesday, following upbeat global market cues. Asian markets rallied, while the US stock market ended higher overnight led by gains in tech stocks. On Tuesday, the Indian stock market ended sharply lower amid growing concerns over stretched valuations and foreign capital outflows. The Sensex dropped 636.24 points, or 0.78%, to close at 80,737.51, while the Nifty 50 settled 174.10 points, or 0.70%, lower at 24,542.50. 'There is no outcome yet on the global trade settlement involving major economies, which is creating a lot of uncertainty amongst the investors and prompting them to slash their equity bets at regular intervals. Also, with no solution yet to the conflict between Russia & Ukraine, the risk-off sentiment continues with the investors,' said Prashanth Tapse, Senior VP (Research), Mehta Equities Ltd. Here are key global market cues for Sensex today: Asian markets traded higher on Wednesday following a tech stocks-driven rally on Wall Street. Japan's Nikkei 225 gained 0.83%, while the Topix index rose 0.47%. South Korea's Kospi index rallied 1.57% to hit a 10-month high, while the Kosdaq surged 1.06%. Hong Kong's Hang Seng index indicated a weaker opening. Gift Nifty was trading around 24,730 level, a premium of nearly 55 points from the Nifty futures' previous close, indicating a positive start for the Indian stock market indices. US stock market ended higher on Tuesday, led by gains in technology stocks and optimism over trade talks between the United States and its trading partners. The Dow Jones Industrial Average gained 214.16 points, or 0.51%, to 42,519.64, while the S&P 500 rose 34.43 points, or 0.58%, to 5,970.37. The Nasdaq Composite closed 156.34 points, or 0.81%, higher at 19,398.96. Nvidia share price rallied 2.9%, Broadcom stock price gained 3.2% to hit a fresh record high, Tesla share price rose 0.46%, Wells Fargo shares rose 1.2% and Dollar General stock surged 15.8%. Kenvue stock price dropped 6%, Reddit share price fell 1.1%, while Pinterest shares rose 3.8%. US job openings increased in April, but layoffs picked up. Job openings, a measure of labor demand, rose 191,000 to 7.391 million by the last day of April, the Job Openings and Labor Turnover Survey, or JOLTS report, showed. Data for March was revised higher to 7.200 million open positions instead of the previously reported 7.192 million. Economists polled by Reuters had forecast 7.10 million vacancies. New orders for US-manufactured goods dropped sharply in April. Factory orders fell 3.7% after an unrevised 3.4% jump in March. Economists polled by Reuters had forecast factory orders declining 3.1%. They rose 2.0% on a year-on-year basis in April. Japan's service-sector activity growth slowed in May on weaker demand. The final au Jibun Bank Japan Services purchasing managers' index (PMI) fell to 51.0 in May from 52.4 in April, although it was higher than flash 50.8. The US dollar drifted lower on Wednesday. The dollar index, which measures the currency against six other counterparts, was flat at 99.159. The dollar was down 0.09% at 143.82 yen and the euro was up 0.13% at $1.1385. Crude oil prices fell after two days of gains. Brent crude oil prices fell 0.17% to $65.52 a barrel after closing at a three-week high, while the US West Texas Intermediate (WTI) crude futures declined 0.20% to $63.28. (With inputs from Reuters) Disclaimer: The views and recommendations made above are those of individual analysts or broking companies, and not of Mint. We advise investors to check with certified experts before making any investment decisions.
Time of India
25 minutes ago
- Time of India
Can rising EPS estimates restore investors confidence despite tariff uncertainties?
Mumbai: Investors may have a reason to cheer amid elevated uncertainties over the fallout of tariffs in the near term. Analysts have increased the earnings per share (EPS) estimates of most large companies following the March quarter, reversing two straight quarters of downgrades. Of the companies on the Nifty 500 index tracked by at least five analysts or more, 315 saw EPS upgrades in the fourth quarter compared with the December quarter, according to data from Eikon. EPS estimate upgrades signal improving earnings outlook, boosting investor confidence and often driving stock prices higher. "After two consecutive quarters of disappointing earnings, we've now seen some early rounds of earnings upgrades from analysts across selective companies following the fourth quarter numbers," said Aniruddha Sarkar, chief investment officer and portfolio manager at Quest Investment Advisors. "Government capex picking up sharply in the last four months is largely responsible for the same, along with a pickup in consumer spending." Analysts had moderated the earnings outlook in the previous two quarters after profits slowed to single digits amid concerns over an economic slowdown. The EPS growth of Nifty 50 was at 4.1% in the June quarter and 8.9% in the September quarter from the year-ago periods. In January-March, EPS grew at 10.9% from the same period a year ago. The EPS growth for FY25 was at 9% year-on-year. Live Events Agencies Slowing corporate earnings and the resultant downgrades by analysts were reasons for the sell-off in Indian equities between September-end and March, as investors found stock valuations rich in the face of the squeeze in profitability. Money managers expect further recovery in earnings in the quarters ahead. The Nifty's EPS is expected to grow at about 13% on a compounded basis between FY25 and FY27, up from 10.9% in the fourth quarter, supported by a lower base of FY25, accommodative monetary policy, and continued government spending , said Nikhil Rungta, co-chief investment officer - equity at LIC Mutual Fund. "Banks benefited from improved asset quality, while the auto sector saw steady domestic demand and successful new launches," he said. "Government-led capex supported infrastructure and real estate, and a rural demand revival boosted consumption." The pace of upgrades will be crucial for determining the direction of the market. "We believe the first quarter of FY26 could see some more modest upgrades but the pace of upgrades across the broader market could pick up from Q2 onwards as the low base of FY25 will come into play," said Sarkar.
