I am from Madhya Pradesh, and belong to a typical Marwari family, my father supplies wheat, soyabean to ITC and Ruchi soya etc. One of my uncle runs a flouring mill and supplies flour to ITC (Aashirwaad) and sells the same in local market as well.
To sum up we Purchase best quality wheat, do flour processing and packaging and sell it to ITC. ITC sells and distribute it pan India. We are not he only suppliers there are 50-60 suppliers like us. Now i have told you the background.
I want to introduce a new atta brand.
Target consumers are upper middle class and above. And i want to sell it in tier 1 cities through modern trade or big Kirana stores only.
My question to you is should I introduce it at Aashirwaad’s price point or at a lower rate. Will you buy same content with an unknown brand at a lower price or will you prefer if i spend money on Marketing and promotions and introduce it at same price point as Ashirwaad and others. And start competing with best brands in market. Also our product will be best quality Sharbati wheat atta. You can say our product is like tupperware’s (quality) in plastic material minus the brand.