History of Kissan:
Introduced primarily for British settlers in India, Kissan has been present in India since 1935. The UB group, under the Late Vittal Malya then, acquired Kissan from Mitchell bros in the year 1950. However, in 1993, Hindustan Unilever Limited took it over from the UB group.
Since its launch, innovation has been the main approach. The brand introduced new formats of food, such as canned fruits and vegetables, baked beans, and the like. Over time, Kissan evolved to become the first ever fruit and vegetable brand in the country. From there onwards, the journey has been focussing primarily on real ingredients, fresh vegetables and fruits. Till date, this is the backbone supporting the brand. Kissan pruned its portfolio to focus on core products, ie; Jams & ketchups. Transformations around the core were based on ingredients. Trust, natural goodness, health, versatile and sweet taste were the core of all communications. The brand has always been associated with the colour red. As of today, Kissan, is more than a bottle of jam, ketchup and squash. It’s equivalent to kids loving what they eat and growing up happily. Brimming of natural goodness, Kissan keeps mothers and kids happy and smiling. The reassurance to mothers is that with their kids eating Kissan’s products, they will not have to worry about their kid’s growth. Apart from that, Kissan has always supported and continues to lend its support to mothers in making healthy, wholesome and delicious food items for kids. This takes us back to the roots of Kissan that are strongly built on the fact that growing up is an eventful and adventurous journey.
Kissan’s Sustainability Programme
Kissan is not just about jams, ketchups and squashes, but they also play a vital role in the growth of raw materials, and to help small farmers. HUL was the lead company and the first to implement a WEF led Public Private Partnership (PPP) in Maharashtra, for farm gate sourcing of sustainable tomatoes from small holder farmers for the reputed brand. With HUL taking the lead, the project was rolled out in Nasik district & Kissan successfully partnered with small holder farmers, tomato paste processor, Maharashtra government and the agri-input supply companies. Tomato paste sourced from this initiative is now being used in Kissan’s Ketchups. This PPP was a first of its kind for food procurement and was started from scratch. The intention was to deliver a significant advantage over competition, which were import dependent for their tomato paste needs.
How did Kissan achieve this?
In order to build on the credentials of being natural and real, Kissanpur was born. The root philosophy was to give users a chance to fall in love with nature and experience it first-hand. This simple thought turned kids into farmers; urging them to get their hands dirty in soil and grow their own tomatoes. With tomato seeds packed neatly inside the caps of Kissan bottles, Kissan brought kids and moms to not just enjoy growing the plant together, but also take part in many activities. Digitally driven, all activities and picture submissions are directed to the website – www.kissanpur.com The strategy of Kissanpur is three fold –to inspire, to engage and to reward. This campaign has been a phenomenal success in the past and has unlocked growth for Kissan, making it the biggest selling brand in its category.