They focused on their core product, which was jam, and decided to introduce new flavors and packaging. They also invested in advertising and marketing to reach a wider audience. The company launched new flavors like mixed fruit jam and mango jam, which became popular with consumers.
Kissan Jam is a beloved brand in India that has been providing delicious fruit preserves and spreads for more than 80 years. Its journey from India before independence to a modern-day icon is a story of dedication, creativity, and a focus on quality.
Let’s explore the journey of Kissan Jam from pre-independence India to the modern-day icon it is today.
The history of Kissan jam in India dates back to the early 1930s, when the United Trading Company (UTC) was established in the city of Bombay (now Mumbai). At that time, the company was importing and selling various food products from different parts of the world. However, during the British colonial era in India, there was a lack of local brands that could cater to the needs of the Indian population.
Kissan jams and squashes were first introduced in 1935, targeting British colonists in India. Once Kissan jam was introduced to the Indian market, it quickly gained popularity due to its high quality and delicious taste. The initial range of Kissan products included a variety of fruit jams and marmalades, which were packaged in small jars and targeted towards the middle-class population.
During the 1940s and 1950s, Kissan continued to expand its product range and introduced new flavors of jam and marmalade.
The first fruit and vegetable processing plant in India was established in 1947 in Bangalore by the Mitchell brothers of the United Kingdom. In 1950, Kissan was purchased from Mitchell Bros. by the United Breweries (UB) group, which was owned by the late Vittal Mallya. The brand also started advertising aggressively, using catchy jingles and slogans that appealed to the masses.
During the 1960s and 1970s, Kissan emerged as a household name in India, thanks to its innovative marketing campaigns and commitment to quality. The brand's iconic taglines were always creatively written around its basic USP: "Wherever there is fruit, there is Kissan." This rapidly pushed the brand to become synonymous with the idea of healthy and delicious food.
In the 1980s, Kissan further expanded its product line to include tomato ketchup, fruit squash, and pickles. The brand also introduced a new range of spreads, including chocolate, peanut butter, and hazelnut spread, which were popular among kids and teenagers.
Revival of Kissan Jam
In the 1990s, the company decided to rebrand and revamp its operations. Kissan Foods was acquired by Hindustan Unilever (HUL) in 1993. HUL is one of the leading FMCG companies in India, and the acquisition helped Kissan Foods reach a wider audience. With the backing of a global FMCG giant, the company continued to expand and innovate. They focused on their core product, which was jam, and decided to introduce new flavors and packaging. They also invested in advertising and marketing to reach a wider audience. The company launched new flavors like mixed fruit jam and mango jam, which became popular with consumers. They also introduced packaging in small sachets and bottles, making it convenient for people to carry and use.
One of the significant changes that Kissan Foods made was to its recipe. They reduced the sugar content in their jams and used natural flavors and colors. Kissan Jam was now a healthier option than it used to be, and it appealed to health-conscious consumers.
By the early 2000s, Kissan Jam was once again a leading brand in India. The company had reestablished its reputation for quality and taste, and people trusted its products. They had a robust distribution network and were available in almost every store in India.
Why Kissan Jam is So Popular
One of the reasons for Kissan's success is its commitment to quality. The brand uses only the freshest and finest ingredients in its products, ensuring that every jar of jam or bottle of ketchup is packed with flavor and nutrition. Kissan also uses sustainable and eco-friendly packaging, which is a testament to its commitment to the environment.
Another reason for Kissan's popularity is its connection with the people of India. The brand has always understood the pulse of the Indian market and has adapted its products and marketing strategies accordingly. Whether it is the catchy jingles, the bright and colorful packaging, or the delicious taste of its products, Kissan has always been able to connect with the hearts and minds of the Indian people.
Modern-day Kissan Jam
Today, Kissan is one of the largest FMCG brands in India, with a range of products that includes jams, spreads, ketchup, and pickles. The company has also expanded its operations to other countries, including the UK, Canada, and the Middle East.
Kissan's journey from pre-independence India to becoming a modern-day icon is a testament to the power of innovation, commitment, and quality. Over the years, the brand has captured the hearts of millions of people in India and around the world, and it continues to be a favorite among both young and old. With its delicious and nutritious products and its unwavering commitment to the environment, Kissan is a brand that will continue to inspire and delight for generations to come.