Magazine
Growing awareness, easier access, and changing lifestyles have been the key growth drivers for the FMCG sector today. The gradual shift in consumer behavior and preferences due to the changing environmental and economic situation has restricted consumption to essential purchases, aimed at better health and immunity. For instance, bakery products demand is growing rapidly as it is something which is being liked by all the family members irrespective of their age group. The bakery items are considered good for health as compared to other ready-to-eat munching options.
Notwithstanding the accelerated growth of the market, some challenges remain pertinent throughout the industry as India is steadily adapting to organic food. The segment is heavily fragmented, owing to its fledgling status. Awareness is still an issue that greatly affects consumption. Also, there is a misbelief that organic food is only affordable to the affluent class. Furthermore, while India is developing in terms of disposable income, the mindset of spending on products that are essential for health still hasn’t developed yet. Storage and preservation capability still needs to be augmented, while the distribution channel needs to be strengthened. As the focus has shifted towards health consciousness, it has become imperative for brands to pivot their strategies and adapt to the new normal.
Understanding these needs and expectations of the market, Bonn Group of Industries is one of the best bread and bakery brands in India delivering quality, healthy and tasty baked food items. Their wide varieties of bread cater to the diverse belt of consumers, keeping in mind the economy, taste, flavor, indulgence as well as health imperatives. The ability to deliver unadulterated food experiences to the Indian palate from the bakery unit directly to the consumer is where they have positioned themselves today. And to top it off, their well-organized distribution structure with its very own fleet of more than 500 vehicles that travel around 40,000 kilometers a day gives them an edge in today’s market.
“We are poised to drive constant innovation in food services, cemented by the fact that we are the only bread maker to have a line of no added preservative products. We are market leaders of bread in North India in terms of pricing strategies, distribution channels, and a variety of products. As the market leader, we take responsibility for being innovative as well.
We are now penetrating deeply with other categories as well like Biscuit, Rusk, Cake, and Cookies. This expansion will help us in meeting consumer’s needs, giving them new and alternative products to choose from, which in turn will benefit our company by having more potential for growth,” highlights Amrinder Singh, Director at Bonn Group of Industries.
Food Products Which Guarantee Health & Safety
Bonn has an extensive repertoire of products that range from bread, biscuits, rusk, cakes, cookies to gift packs. In the bread segment, they have a vast bread portfolio which has brown bread, white bread, sandwich bread, whole wheat bread, multi-grain bread, and garlic bread. Along with that, they have premium La Americana Gourmet bread, being the only gourmet bread that does not use artificial preservatives.
In the biscuit portfolio, they make a range of high-quality, and tasty biscuits and cookies made from the finest ingredients, loaded with butter, chocolate, and nuts under the name of Bonn & Americana biscuits. These biscuits include the popular Americana Butter cookies and Choco-nut cookies. Apart from that, they offer Americana Healthy Marie, Americana Digestive biscuits, Americana Coconut cookies, Americana Thins, and Americana Tomato Tangy in the range.
“We have recently launched a new range of Americana thin biscuits in our elaborative biscuit and cookies portfolio. These are available in five flavors containing superfood ingredients (sesame, chia and quinoa) & flavors from the regular biscuit category (milk, chocolate and salty) and are available across the North Indian states of Delhi, UP, Haryana, Punjab, and Himachal Pradesh. In bread, we have premium La Americana Gourmet bread, which is the only gourmet bread that does not use artificial preservatives,” explains Amrinder Singh.
Its Americana banner includes Americana Thins, Americana Mexican Veggie Cracker, Americana Multigrain Cracker, Americana Digestive, and Americana Atta Cookies. The Americana Mexican Veggie Cracker is loaded with the goodness of vegetables, herbs, and Mexican flavored spices. While Americana Multigrain Crackers are made up of black til, sunflower seeds, linseed, etc.; it is not only good for health but also a feast for your taste buds. Americana Digestive is another premium biscuit range packed with full of nutritional fibers specially created for people who seek a healthy lifestyle.
Journey towards Excellence
In the last 35 years, the brand has come a long way since its inception in 1985 by great visionary Mr. Manjit Singh. Starting off as a single traditional unit in Ludhiana, it established the first automated food processing unit in North India in Ludhiana in just 9 years. With the increasing demand for its products, a second automated food processing unit was incepted with a capacity to produce 50,000 loaves of bread per day by 2002. In the same year, they started the production of cookies on an industrial scale. After two years, Bonn started the production of biscuits and keeping the people’s health in mind, in 2016, they launched a new segment by the name of Americana biscuits. They broaden their horizon and even entered into the bakery product segment. In 2018, their premium brand La Americana Gourmet and NuHealth was introduced which took over the bread and bakery industry by storm. The brand even roped in Bollywood celebrity Karishma Kapoor to endorse the newly-launched segment. In 2020, the brand launched immunity booster herbs and seeds bread along with thins biscuits to woo their health and fitness-conscious clientèle.
We are poised to drive constant innovation in food services, cemented by the fact that we are the only bread maker to have a line of no added preservative products
Staying ahead of the Curve
The world is progressing faster than ever before, and companies are realizing to go to the next level and staying ahead of the curve to stay ahead of the competition. Continuous consumer research to understand the need gap in terms of consumer expertise and state-of-the-art manufacturing system, the R&D team must be strong so that without any glitches they should be able to do their work. Staying parallel to this, Bonn Group of Industries has been utilizing advanced technology to fetch and monitor retailer data; which significantly helps them reach new levels and develop robust marketing strategy keeping the brand image in the right direction. They are constantly looking after their existing customers by targeting new markets and offering extremely valuable and useful shipping options to reach for the same.
Robust Vision and Mission
The Bonn Group has been on a constant mission in providing the best quality products and creating joyful moments for its consumers. They also believe in being recognized as the best partner through innovations and unprecedented business growth; providing better returns by executing excellence and best-in-class corporate governance. Furthermore, they have been strict with their vision to be the best food brand by delivering quality-driven products safely and sustainably to ensure the brand’s presence in every Indian household. To support these visions and missions, the company has state-of-the-art food processing units and one unit producing packaging material in the name of Bonn Nutrients Private Ltd., Ludhiana, S.S. Food Industries, Ludhiana, Choice Agro Private Ltd., Kapurthala, Prime Packaging, Ludhiana, and Bakanan Foods Pvt Ltd.
“Company quality policy guides our actions in ensuring the quality and food safety. Our quality management system guarantees food safety by staying compliant with every quality standard, thus, creating value for consumers. All our products comply with FSSAI guidelines and legal metrology, to ensure that we provide the best to our consumers. The international standards like HACCP and GMP are followed as well,” states Amrinder. “Good manufacturing practices and Food Safety: Internationally recognized HACCP and GMP standards are also followed to ensure quality and food safety, which cover all aspects of manufacturing, standard operating procedures, people management, equipment maintenance, and material handling,” he adds.
Awards and Recognition
The Bonn Group is the winner of the National Award for Quality Products awarded by the government of India. It has certifications like HACCP by ‘DNV’ (a certificate body of the Netherlands) and ISO 001:2000 certifications by ‘DNV’. It is also approved by the Bureau of Indian Standards and has also got BRC Certification. The company has 11 manufacturing plants spread all over North India and an in-house setup for developing product packaging.
“We would want to tap into the exciting developments of the baking industry. Bonn has a host of new plans lined up for the upcoming years. First is the strategic push towards the South to expand the reach of our biscuit category, being an uncharted territory. A barrage of investments in new capacity building has also been made, which reflects in the portfolio of new products to be launched. We also have plans to acquire or tie-up with existing manufacturing units across India,” concludes Amrinder.
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