Our deep understanding of consumers and cluster-wise patterns helps us to customise our portfolio and cater to different consumer tastes and preferences. Kissan Ketchup continued its focus on sharper activations based on differentiated consumer insights and further cemented its market leadership in the segment. Likewise, fundamental consumer understanding, right price points and targeted communication has been instrumental in the strong growth curve seen by Taaza.
We continue to invest behind our brands and drive penetration in nascent categories like Jams and Soups. The success of our Ketchup business has been led by the communication aimed at market development, for example, the iconic advertisement on ‘Kissan roll’, wherein ketchup makes the tiffin box interesting. Even in the highly penetrated category like Tea, we continued our efforts of developing nascent segments of Green Tea and Naturals with Lipton, Red Label and 3 Roses Natural Care.
We are curating innovations to specifically cater to the retail and e-commerce channel. The Unilever Food Solutions Professional business is also an interesting channel opportunity for us.This year, we launched Lipton Matcha Green Tea on e-commerce to capture the growing health and wellness trend amongst millennials and the urban population that are over-indexed on such e-commerce platforms.