1. THE MARKET
10.0% CAGR in terms of value and a 3.7% CAGR in terms
of volume over the period FY’2007-FY’2013
Competition
Everest, MDH and MTR
Local Players: Orkla and McCormick

2. Rahasy
a
Ek baar jo chak le, Kahbi na
chode
Rahasya Masale
Masala

3. JINGLE

4. TG
Women
Self cooking Bachelor men
Age: 24-40 F
21-35 M
SEC: B,C, D, E2, E1
Want to make it big, want to impress guys/husbands with
their cooking

5. PRODUCT MIX
PURE GROUND & BLENDED
Chaat masala
Mirch
Garam masala
Hing
Chicken
Turmeric
Meat
Pepper
Fish
Coriander
Pav Bhaji
Chole
Sambar
Biriyani

6. MARKETING MIX
Quality Product with wide product range
Affordable pricing
Local availability
Innovative/experience promotions

7. LIVE COOKING WITH RAKHI
Mall activation activity with an opportunity to cook with rakhi
using our brand of spices

8. MAGAZINE
INNOVATION
Using the burn highlights on the previous pages to show the
spiciness of the product (Red chili)

9. SO SPICY IT WILL BLOW …YOUR MIND
AWAY

10. SAMPLING
Small SKU’s of Rahasya to be distributed through cooking
magazines and other mediums

11. STRATEGIC TIE UP
Tying up with frozen chicken and meat brands to promote
the chicken masala category

12. DABBA WALA

13. PRODUCT PLACEMENT AND USAGE
Using TV cooking competitions like ‘master chef’ to promote
the product by showing the use of the product on the show
Also using subtle placement of the product through other
mediums

14. HOME MINISTER COOKING COMPETITION
Trying to target housing societies
Using our spices as the core ingredient to make dishes

15. RURAL
Tum tums
Melas
Place spice powder packets covering loose product ranges

16. ADVERT
Rakhi serves food in traditional clothes
After eating the food the guy imagines rakhi in modern
(less) clothes dancing around him
End with the tagline spice up your life (hindi)
Different emotions to match different product ranges

17. THANK YOU