Vikas Panjabi, writes about the gifting market that is giving a boost to food products.
The food gifting market is increasing rapidly, with a growing number of people opting to send gift
baskets containing treats for special occasions. Chocolate players have expanded their
portfolios targeting the gifting segment with new offerings in line with the evolving
consumer trends Gift baskets are a practical, easy to ship, and aesthetically appealing way
to send treats to someone who cannot be visited in person.
In India, giting is part of our culture, heritage, and social customs. Be it business or personal
occasions, we are truly passionate about giving and receiving gifts. Increased marketing
activities by brands and gift shops coupled with personalization and customization in gift
products are some of the biggest drivers. At The Chocolate Room (TCR) stores, creative
packaging, personalized notes, boxes with special engravings all contribute to a seamless buying
experience and have significantly boosted the sales of gift hampers at outlets. Two major
influences on the chocolate gifting markets are social media and lifestyle trends. Online gift
delivery has also increased rapidly during the pandemic when in-person gifting became difficult,
holidays, events and parties were cancelled, and more-and-more customers found online
gifting solutions an easy and accessible solution to show appreciation and spread joy..
At TCR, we recognised that our greatest strength in the gifting market was that we can deliver
across India as we have outlets in many major cities from Pune to Patna. As most chocolates and
sweets are very temperature sensitive, this geographical spread is a big advantage that we have
leveraged. We are able to cater to every serviceable pin code in the country with gift baskets of
truffles, pralines, bars and gourmet products.
While TCR was metro-focused in the past, sales records depict that buyers in tier-2 and
tier-3 cities are some of the biggest consumers in the gifting sector, with e-commerce
enabling this growing phenomenon. Millennial buyers possess a high spending power
and are ruling the entire consumer market. They have a greater preference for gifting
hampers and are tapping social media as the first source of information. Gifting
hampers can be a beautiful, happy and comforting experience, especially in instances
where a gift is more than just a gift. It could be a peace offering, a token of gratitude, a
farewell gift, a profession of love, a get-well soon comforting gift or a gift for employees
to reward performance.
A gift is typically part of celebration and any celebration is incomplete without
chocolates, and so we took the initiative to develop the chocolate gifting culture in India
making baskets containing truffles, pralines, bars, buttons, baking chocolate, almond
rocks, snacking bars, cookies, and so forth.
Unfortunately, for some customers gifting can be a cause for anxiety and stress rather
than the happy experience it should be. Closer to the holidays or other special
occasions, some people feel overwhelmed even just thinking about what to give and
how much they should spend on a gift basket.. At TCR, our salesperson understands
the budget of the sender and the need of the receiver, and then give them solutions
accordingly to select there hamper..From Rs 299 to Rs 10000, we have prepared
hampers for each budget, From Rs 299 to Rs 10000, we have prepared hampers for
each budget.
DIY gift hampers can also serve as practical gifts. For example, filling a hamper with
food or groceries can mean so much to the receiver, whether it a baskets of treats to eat
while watching a match on television, chocolate gift boxes given to people on birthdays or
festive occasions or food items sent home to someone who is not well and so cannot cook on
that day, a welcome present for a loved one who has just returned from a long trip, a
“pamper hamper” for a new mother, a “get well soon” hamper for anyone who is unwell.
We have options in various packaging materials – cardboard, wood, metal, acrylic,
glass, depending on what the customer selects. The hamper is packed in front of the
customer so he or she can add a card and any items to the basket. For event
managers and corporates, we can have 50 hampers designed, curated and decorated
on the same day as we have enough material at each of our outlets.
Future plans are to open around 25 new Luxury chocolate gifting stores on high streets
across Pan India starting from Ahmedabad, by giving it a different brand name but
powered by the chocolate room by 2023. We are also becoming more aggressive in
ensuring our products’ presence at supermarkets and gourmet stores, as well as
leading e commerce platforms. We are also planning on opening chocolate boutique
gifting stores on highways across India. We will continue intensive research to keep on
launching new chocolate variants not seen before in the industry together with new
gifting solutions as well.
TIPS FOR TAPPING THE GIFTING MARKET
* Draw attention to products with interactive digital catalogs.
* Help customers shop by creating gift guides.
* Entice shoppers with holiday imagery.
* Offer exclusive deals through email and applications regularly
* Engage audiences with giveaways and offers to get them attracted to take
* advantage of good deals.* A coupon giving discounts on the customers’ next purchase.
* Help people in selecting special-occasion gifts at online and offline stores.
* Develop an e-commerce website with exciting offers from time-to-time.
* Offer Referral Programs.
* Give Free Samples.
ABOUT THE AUTHOR
Vikas Punjabi is the Managing Director, The Chocolate Room Franchise, The
Chocolate Room India Pvt. Ltd.
