INTRODUCTION

Kissan Jam is a flagship product of the Indian

conglomerate Kissan Group. The company was
established in 1934, was owned by UB Group. In
1993 it was acquired by Brooke Bond India and is
an integral part of Hindustan Unilever Limited.
Kissan makes fruit juices, jams, squashes and other
canned products.
STRENGTH

Popularity with target segment

 Focus on core product
 Consistent Communication
 Sustainable Procurement
 Kissan Recipes
WEAKNESS

 Excessive Popularity of Mixed Fruit Jam

 Poor Innovation

 No Product Launch
OPPORTUNITY

 Demand

 Busy Lifestyle
THREAT

 Competition

 Local Manufacturers

 Increasing Health Awareness

EXISTING POSITION
 Kissan has the largest market share in jams with Rs. 176 crore
 Kissan mixed fruit jam is extremely popular all over India
 The Kissanpur campaign won over 35 awards in India and across
the globe is considered to be a replicable model to build brand
love

FUTURE STRATEGIES
Kissan believes that the journey towards a bright tomorrow starts with
enjoying today. So, to fulfil every consumers’ taste buds, the brand has
pioneered flavours and variants that compliment every snack, base and
occasion. Kissan jam has an exciting combination of flavors too. The pulp of
eight fruits are blended to make the popular Kissan Mix Fruit jam and real
Alphonso mangoes are blended to make the Kissan Mango Jam, making
breakfast a yummy treat. The latest Blast jam range offers a quirky blend of
sweet and tangy flavours in the Berry, Strawberry and Orange variants.
Kissan squashes are also available in an array of flavours from Mango to Lime
for a refreshing experience. The brand always comes up with new concepts
and innovations with not just the products but also the packaging and
advertising.
FUTURE STRATEGIES
 Pioneered different flavours and variants in
products
 Distinguished brand presence through
advertising
 New concepts and innovations with
packaging
 Easy availability in terms of cost for all type
of customers
REFERENCE
All the informations retrieved from
• https://www.hul.co.in/brands/food-and-drink/kissan.html
• https://www.kissan.in/our-story.html
• https://brandyuva.in/2018/09/the-success-journey-of-kissan-brand-it
s-not-only-a-ketchup-brand.html