Peacock shows exceptional growth

Dr Dhananjay Datar, chairman and managing director, Al Adil Group.

Peacock, the leading spices and masala brand, has exceeded the sales targets for the first half of this calendar year.
According to Dr Dhananjay Datar, the brain behind Dubai's leading retail outlet chain Al Adil Trading and the brand custodian of Peacock, the brand has seen an increase of over 40 per cent in sales in this highly competitive market.
"Peacock is one of the largest brands in the spices and masala category. Peacock began in a modest manner few years back with a small range of spices. Today, Peacock brand comprises of spices, pulses, flours, pickles, mukhawas, papads, nuts and dry fruits, etc."
"The Peacock brand stands on the core pillars of health, taste and value for money propositions. The product range helps to bring out the real taste of food at the same time ensuring that there are no artificial elements thereby making food light and easy to digest. All our products are pure and are hence the ideal choice for people looking for a healthy lifestyle. The wide range of Peacock products help to meet the lifestyle requirements of the varied customers that we have in this market," added Dr Datar.
From its inception in early 80s, the Peacock brand now encompasses over 160 products and plans are on to add more. Dr Datar is in the process of making Peacock as an umbrella brand to cover a wide gamut of food category so that whatever a housewife wants in the kitchen is available under the Peacock brand name.
"The GCC is a very fast growing market and we are launching products that are suitable to meet the varied tastes of customers in different countries. Quality and consistency are the key aspects that will ensure repeat purchase. To add to this, we have also worked out innovative sales promotion tools to enhance brand penetration. We have planned a series of strategies that will not only help to enhance brand visibility but will also motivate consumers to buy the varied range in the milieu of fast-changing consumer preferences and increasing popularity of regional cuisines. The promotions will offer a wide range of benefits to the consumers with attractive discounts and special offers. This will also induce trials in certain categories leading to brand adoption and usage," he pointed out.
"It is very important to note that when it comes to cooking ingredients trust plays a major role. Over the years we have gained the trust of our consumers. Moreover, people are also looking at the home-taste when it comes to their food. We have been able to establish the fact that Peacock branded products help to bring in the homely taste for all dishes cooked using the Peacock range. It is also important to note that the home maker is busy with her career. At the same time she wants to ensure that she serves tasty food to her family. That is where the Peacock product range has the edge. We also ensure that the products are kept in the shelves in such a manner that the freshness is retained. This has helped us to expand our customer base from B2C to B2B also. I am extremely pleased with the growth of my Peacock brand and I am sure that we will be able to register a still higher growth in the coming months. Moreover, Al Adil is on a major expansion spree. As part of our expansion plan, we will be opening 3 more outlets within the next two months thereby enhancing our presence to 37 outlets across GCC," said Dr Datar.