Posts Tagged ‘standalone product’

If you have sweet tooth and love cupcakes then you can get your very own designer cupcakes at Cake it Away, Marine Drive, Mumbai

Watch out for Cake It Away, Near Marine Lines Railway Station

 Or call 9820951925 to order a sweet indulgence.

USP: 100% vegetarian cupcakes (eggless).

Known For: Regular, Mini & Designer Cupcakes

When to Order? 

• Just like that…who says you need a reason to indulge?
• Special Occasions…cupcakes are great for kids birthday parties or even celebrating birthdays for grownups simply because the portions are small.
• Theme Parties…They can create Designer Cupcakes especially for you.

The Rates: Regular (min 6): Rs 35 each. Mini (min 12): Rs 15 each. Fancy (min 12): Rs 45 onwards.

Timings:  10:00 AM to 10:00 PM (Closed on Sundays)

Image Courtesy: http://www.freedigitalphotos.net/images/view_photog.php?photogid=2038

Is a wide range of products a precondition for business success?  While most people would say “yes” my answer to that question would be an emphatic “no”. 

 The first thing about business is simplifying things…your product/service/business model/production methods, pricing and promotion…all become very simple when you have a standalone product.  That’s because your marketing mix revolves around just the one thing.  The result?  Business is uncomplicated and fun!  Let me tell you how…

A case in point…Tamarind Candies.  Yes, you read that correctly.  I am talking about a candy made from tamarind pulp.  Marketed under the brand name “Mili candy”, the ingredients of this sweet n sour temptation are tamarind pulp, sugar, salt and green chillies.  The USP (Unique Selling Proposition) is that there are no artificial flavors, no preservatives, no additives and no artificial colors added.

Mili Candy is manufactured in a facility that generates employment for women of the Maujgarh farming area during the off season.  About 100 women work at the unit at peak hour and are involved right through the manufacturing process from cleaning the tamarind to packing the candies. 

Sandeep Jakhar and his brother Ajay Veer Jakhar are the men behind the venture.  The idea for  “Mili Candy” came from Madisa Shastri, a family friend who brought the recipe for these candies with her from Thailand.  Later she turned to spirituality and offered the recipe to the Jakhars to start a cottage industry.

If you are wondering how the Jakhars manage to have air travelers on major airlines literally eating out of their hands it is all about a very strong product at the core of their marketing plan.  The reason why tamarind candies are a runway hit (pun intended) is that tamarind is known to be good for digestion and is an important source of Vitamin C.  Valued as an antidote to heat stroke it prevents mouth and throat infections and reduces airsickness. Getting the first order of 400 pounds from Jet Airways was not easy (that too for a small cottage industry) but there has been no looking back ever since.

Transcending boundaries from local to global was not difficult, with people from all parts of the world biting in to the candy and loving it exports to South Africa, France (under the name Bon-Bon) and now Canada are hardly surprising. 

What is a journey without roadblocks?  Mili Candy has had its share of those too, the biggest one being the recent recession.  A tough time for airlines signaled little/no orders but the Jakhars explored the retail market and tied up with Aidtya Birla’s More, Bharti’s Walmart, HyperCity, Tesco and the WH Smith outlet at Delhi Airport Terminal 3.

Who says you need a bagful of products to carve your niche?  Mili Candy managed to do it with just the one product…so can you!

 Image Courtesy:

Image: Filomena Scalise / FreeDigitalPhotos.net