Future Group blitzes in with commodity brand

In a bid to expand its presence as a private brand and generate additional revenues, Kishore Biyani-promoted Future Group on Thursday launched new commodity brand Ektaa. The company expects Ektaa to become a Rs 300-crore brand in two years. HT reports.

In a bid to expand its presence as a private brand and generate additional revenues, Kishore Biyani-promoted Future Group on Thursday launched new commodity brand Ektaa. The company expects Ektaa to become a Rs 300-crore brand in two years.

HT Image

"The big idea here is to capture at least 20 per cent market share in all categories that Ektaa will be launched in,” said Ashni Biyani, director, Future Ideas, Future Group.

Under the Ektaa brand, the company will roll out rice, spices, cereals, flour, pickles, regional snacks, and other products.

"The pricing will be at a slight premium and the products will be sourced from our group company Future Agrovet and so there will be no compromise on quality. This is a big step for our private brands in the country,” said Devendra Chawla, head- private brands, Future Group.

Future Agrovet will enter into sourcing tie-ups with millers in various areas.

Ektaa products will be available in all Big Bazar, Food Bazar and Aadhaar outlets across the country. The company refused to divulge the initial scale it was looking at. The company is likely out Ektaa products through other traditional retail format routes as well.