Saffola Arise-The new Rice !
Recently Saffola came up with a new offering called Saffola Arise.As the name sounds,its a Rice brand.Wheat Atta and Rice have become marketers favourite off late.Rice which is a commodity has been branded premium or luxurios by many Basmati Rice companies.
Now a new brand Arise.What is it ?
Is it Basmati Rice or simple rice ? What is special about it ? These were the questions that came into my mind when i saw the TV Ad for the first time.
Arise is a new type of Rice which has low GI content.As per the Company,Its not just Rice,its active rice.
Carbohydrates are rated from 1 – 100 on a Glycemic Index (GI) and lower the GI, better the carbohydrate.
Saffola Arise, has a lower GI than regular rice, therefore it has a much better chance of being utilized as energy instead of promoting storage of fat in the body like the regular high GI rice which consist of starchy carbohydrates.
The rice is linked to lethargy and sleepiness if taken in lunch.As per the company,Arise doesn’t let that happen.Why ? Again because of its low GI content.
Saffola Arise contains good carbohydrates as compared to the starchy carbohydrates in regular rice. What’s more, it also contains 20% lesser carbohydrates and 20% lesser calories than regular rice. This helps in managing your weight and stay fit.
Special processing conditions used while manufacturing result in higher volume when the rice is cooked. Thus while eating Saffola Arise, lesser amount is eaten and in turn lesser calories are consumed.
The brand has a fully dedicated website which tries to answer all the questions regarding this new type of rice.The offering seems good and is an addition to the ever growing health foods segment.One interesting thing is that you can buy Arise online in 2 SKUs( 1Kg and 4.5Kg).Online Rice purchase ? Strange but true.
The price for Arise is Rs 69 for 1 Kg.Its not very highly priced.Its costlier than normal rice but is well below branded basmati rice.If you buy it online its for Rs 49 per Kg.
Companies are adopting to the changing consumer preferences.Urban Consumer today wants good food but staying fit and healthy is a top priority.Dalda also rebranded themselves to a healthy edible oil rather than being an unhealthy vanaspati which it was for years.Coca Cola and Pepsi are fighting it out in the fruit based and other health drinks.’Calories’ is buzz word these days.Saffola itself started the trend of baked chips Zest which has now been popularized more by Monaco Smart Chips and Hippo.
Coming back to Arise,the Ad is also quite good,it shows the perfect target customer,a young lady conscious of her health.The best thing is that the ad doesn’t talk anything about the good or bad effects of rice.It just says that We know why are you avoiding eating rice even when you want to have it ?
Thats a Bull’s Eye.
I talked to an actual customer who happens to be my class mate,Ankur.According to him,the rice is actually quite good.It tastes as normal rice nothing different.When asked about the effects,calories etc,he replied that he believes that the rice actually had low fat and starch as advertised by the company.
Branding a commodity has always been tough due to the cheap alternatives available.But it has been successfully done in the past.
Today we know brands of water,tea,atta and even Basmati Rice and now we know a brand of a healthy rice.
How Healthy ? Lets Wait !
What Say ?
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Saffola Arise-The new Rice !…
Recently Saffola came up with a new offering called Saffola Arise.As the name sounds,its a Rice brand.Wheat Atta and Rice have become marketers favourite off late.Rice which is a commodity has been branded premium or luxurios by many Basmati Rice compa…
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It may be real break through item/ product, but i have been a somewhat skeptical about the brands brought out by saffola more so the health food items.This has more to do with saffola salt which is low sodium salt. Going back to our high school classes, we all know common salt is NaCl, so lessening sodium would mean changing the whole compound or changing nature.The next thing we know, we will have Butter without Saturated Fat (God knows if its really butter).
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[...] post: Saffola Arise-The new Rice ! | Manmeet Sabharwal's Marketing Blog Tags: a-home–, best, pepsi, the-trend, trend [...]
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An endless number of people who were having obesity problems have benefited after they have started consuming foods that are on the low glycemic index food list. All the foods that release sugar in a slow and gradual manner into our bloodstream are given different index values in the low glycemic food group. But any food item that releases sugar quickly into the bloodstream will have a high glycemic index value.
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Terrific work! This is the type of information that should be shared around the web. Shame on the search engines for not positioning this post higher!
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[...] Recentemente Saffola si avvicinò con una nuova offerta chiamata Saffola sorgere. Come il nome suoni, è un marchio Rice. Grano Atta e Rice si sono marketer preferito off tardi. Rice, che è una merce è stata di marca premium o lussuose da molte società di riso basmati. Ora un nuovo brand Arise. Che cosa è? E 'riso basmati o riso semplice? Che cosa è speciale? Queste erano le domande che mi venne in mente quando ho visto l'annuncio TV per la prima volta. Arise è un nuovo tipo di riso che ha un basso contenuto glicemico. Come per la Società, non il suo solo Riso, riso suo attivo. Carboidrati sono. . . URL articolo originale http://themanmeetsabharwalblog.com/marketing/saffola-arise-the-new-rice/ [...]
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