Despite the common practice in the food industry to use preservatives to make food products retain a longer shelf life, DNV Food took a different path to bring preservative-free, high-quality products on the table, at affordable prices. With over 80 years of experience and a portfolio consisting of over 100 products, the company is one of India’s fastest-growing Spices & Food products companies. Leveraging its extensive expertise, DNV has cultivated a nationwide distribution network spanning both General Trade and Modern Trade channels.
A Comprehensive Product Basket
‘‘We, at DNV Food, have an extensive range of over 200 SKUs and 100+ products, catering to the diverse tastes of our consumers. Our offerings comprise everyday home staples known for their exceptional quality and competitive pricing,” says Harsh Jain, CEO, DNV Food Products Pvt Ltd.
DNV’s spice category encompasses a rich variety of whole spices such as Cumin, Coriander, and Black Pepper; powdered spices including Turmeric Powder and Chilli Powder; and an array of blended spices like Badshahi Garam Masala, Chaat Masala, Alu Dum Masala, Sukhto Masala, and more. Each spice undergoes rigorous quality control via a double-checking system. The spices undergo machine cleaning followed by manual inspection to ensure the absence of any foreign particles.
Strategy and Recipe for Market Success
India’s spice market is massive, with projected growth to INR 2 lakh crore by 2030 from INR 87,000 crore currently. While branded packaged spices are on the rise, loose spice sales still hold 60% of the market. The challenges include geographic diversity and customizing spices for regional tastes, which DNV Foods has been able to accomplish.
To enhance its brand presence and accessibility, DNV Foods has adopted a straightforward market strategy rooted in the old saying, “Joh dikhta hai woh bikta hai”
‘‘If you have a great product offering but it is not widely available in the market, then you will lose out on the sales. So, the strategy is very simple – Increase the visibility across the bandwidth of Modern and Online Retail,’’ says Harsh.
The brand has forged partnerships with leading names in the retail space for offline distribution, including Reliance Retail, Spencer’s, Metro Cash & Carry, and More Supermarket. Moreover, the brand has cultivated a strong online presence through e-commerce platforms such as Amazon, Flipkart, and Big Basket, among others. Notably, DNV’s products are now listed on the Open Network for Digital Commerce (ONDC), to further expand its reach.
Industry Leadership and Recognition
In addition to its expansive distribution network, the brand currently commands a market share valued at INR 150 crore. It aims to maintain this share in the future to bolster its distribution network and solidify its nationwide presence.
The brand’s achievements have garnered widespread industry recognition, including being named among Fortune Super 30 companies in 2021, receiving the Distinguished Industry Leader Award in 2022 from the International Chamber of Commerce, and attaining a Certificate of Excellence – Future Forward Star Brand – from India Food Forum in 2022.
Future Blueprint and Expansion Plans
In the future, the brand aims to become a national-level player. Over the next 2-3 years, DNV Food intends to consolidate its presence in Eastern India before progressively expanding into other regions across the country.
