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.
In the rush and rigour of life where family usually ends up on the back seat of our priorities, few are more neglected than grandparents. All those long hours spent by our bedside telling us stories, protecting us from mom’s anger and indulging us when nobody else would spare a minute are qui... (more)
