Premium Staples Face Their Next Growth Test

SUMMARY

• Premium staples are winning first-time buyers. Can brands turn sampling into a monthly habit?

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Atta, oil, ghee, salt. These are staples that no one really considers twice before buying. Yet a growing crop of brands is asking Indian households to reconsider what they are buying, and many are going back to the roots to do that. 

The pitch for these staples brands rests on familiar products made differently, such as freshly milled flour, cold-pressed oil or ghee made using traditional methods. For the buyer, the question is straightforward. Does that difference justify a higher grocery bill or is shopping in the regular aisle still the way to go?

Pretty much everything earns a place in the modern kitchen because of taste, health quotient or a trusted source. A household may experiment with one brand for a month, but making that a habit is hard. And this is particularly true for staples, because most people do not tinker with the basics and the foundation of their kitchen. 

This is the biggest challenge for brands such as Anveshan, Barosi, Gramiyaa, Two Brothers Organic Farms, Khetika, Akshayakalpa Organic, Sid’s Farm, KisaanSay and others that are looking to change the equation. 

There’s a big gap between customers trying something and sampling a new brand and becoming loyal to one brand. Bridging this gap is central to the next phase of growth. 

Many of them have found buyers on quick commerce and other modern trade channels. Their bigger ambitions now depend on getting more households to keep choosing them.

The money backing those ambitions is substantial.