Pickles Journey so far…

With a background of the success in shampoo sachet business, it was time the organisation took its learning to other categories. It was but natural to extend the success in consumption categories. In 2003, Chinni’s revolutionized the pickle market by introducing single serve packs with a price point per unit of 50p. Chinni’s Pickle was an instant hit with consumers as it unearthed the basic habit of convenience, variety, top-quality at a phenomenal price value proposition. The first phase of pickles launch was in south & west markets where Chinni’s pickle catered to all the diverse regional taste preferences by offering a wide variety of variants

Soon the learning was extended to other markets across India that currently Chinni’s pickle in available in close to a million outlets across India.

Breaking the conventional norms, Chinni’s introduced the concept of eating pickle as a side dish with every meal. Chinni’s made this strategic shift in positioning from ‘just a pickle’ to the only side dish you need for your meal’. The initial communication was very well-received by the consumers.

The ad campaign, featuring the legendary actress & director Ms.Revathy, capsules the story of the brand in a distinctive & mouth-watering ways where a well cooked meal is complete ONLY when its consumed with its best combination – Chinn’s pickle

It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change. Charles Darwin

In keeping with the change in consumer habits, the brand believed & unearthed insights to arrive at a strategic benefit positioning of making everyday food exciting. The ad campaign in 2010, featuring the most popular regional celebrity Ms.Sneha, takes the communication to the next level with a clear insight that consumers look out for continuous excitement in their everyday food.

Current communication highlights this insight & delivers the brand theme with a tag line – make your everyday meal exciting!

Chinni’s Pickles provides its consumers who earlier had no option but to settle for locally made, hand-packaged pickles, with a delicious alternative that is hygienically packed. Further development and innovations that are guaranteed to follow will surely keep the Chinni’s promise of providing its consumers with healthier, tastier and better options in pickles.