Soy sauce maker Kikkoman leveraging its rich heritage for expansion in India

With a history spanning over 100 years, across 100 countries, Kikkoman has been making one of the world's most preferred soy sauces, bringing exceptional food experiences to people through its authentic and naturally brewed soy sauce which has more than 300 aroma components. Kikkoman has recently officially introduced their product portfolio to the Indian market. Osamu Mogi, Director and Executive Corporate Officer, Kikkoman Corporation, Japan, in an interaction with Bizz Buzz outlines the company's plans for India

To expand the market, in line with the growth, we plan to gradually introduce and expand our range of items in India. The most important thing here is that our main product, Kikkoman soy sauce, is introduced in the home. This is our goal, and our entire product line-up will be developed with this in mind, in fact the introduction of all other products will support the Kikkoman soy sauce as the main product for us

Over 300 professional chefs in India have in just a few months quickly understood and started to use Kikkoman soy sauce in not only pan-Asian, Chinese, and Japanese dishes, but also Western and Indian dishes. Some have even added Kikkoman to their bakery items, others have made unique cocktails, so that start has been exciting and promising

What was the rationale for launching in India?

India's large and increasing population means big opportunity for us. Although, it is not so easy to penetrate the Indian market with Kikkoman soy sauce, our research in the last few years has led us to understand and believe that the potential acceptability of Kikkoman soy sauce in India is indeed high. To reach and be closer to our Indian customers, we have established Kikkoman India Private Limited.

How is the brand faring in India?

We are very pleased with the initial and very positive results in India since launching in February. For us, growing a business which will be here for 100 years and the next 100 years and beyond, based on our 350 years of history, is all about making sure that we build solid business foundations, step by step. Over 300 professional chefs in India have in just a few months quickly understood and started to use Kikkoman Soy Sauce in not only pan-Asian, Chinese, and Japanese dishes, but also Western and Indian dishes. Some have even added Kikkoman to their bakery items, others have made unique cocktails, so that start has been exciting and promising.

I think having full control in all aspects of a business and charting the future with our teams across the world and on the ground in India have been important as we accelerate our growth. We have already seen the well-established four-decade old Chinese and Pan-Asian chain restaurant brand Berco's switch to use Kikkoman soy sauce for all their outlets. Additionally, Lite Bite Foods is announcing shortly that it will be the first multi-brand QSR and restaurant business in India with over 100 outlets, to have selected Kikkoman naturally brewed all-purpose soy sauce for use across all their brands and formats.

Furthermore, 5-star hotels like Accor's Novotel Hotel Juhu Beach have completely switched to use Kikkoman not only in their Chinese and Pan-Asian restaurant Sampan, but all their cuisines. These early adopters in India join millions of chefs and restaurants around the world, who understand the value of adding Kikkoman to make their dishes more delicious. We are really excited and encouraged by the progress to date, and we see accelerating growth in the coming weeks, months, and years in India.

What is the USP of the brand?

Kikkoman soy sauce is made through a natural fermentation process controlled by sophisticated and unique technologies that is well known to the world today. It consists of no added colours. Moreover, the Honjozo, the traditional brewing method helps to create the aroma of the product. The characteristics of Kikkoman soy sauce are its clear and bright reddish-brown colour that stimulates the appetite and imparts vividness to each dish. As well as its complex flavour that makes the most of a variety of ingredients and brings out the characteristics of cuisine. Furthermore, its aroma is created from a blend of what is said to be over 300 aroma components. Lastly, is the exquisite balance of its colour, flavour and aroma.

Unlike locally available products in the country, Kikkoman soy sauce does not have any taste enhancers or preservatives. Kikkoman soy sauce is naturally brewed and not chemically processed like some of the local products sold in India.

Which cuisines is your product popular with?

Kikkoman soy sauce is popular not only in Japanese and Asian cuisines, but also in various world cuisines such as western and Indian cuisines. In recent years, we have seen in the key metropolitan cities, the rapid development of Indian Chinese (arranging Chinese cuisines with Indian flavours) cuisine restaurants. Most use soy sauce, and soy sauce is also starting to be used in many restaurants and Indian households as well. We wish to introduce new flavours and new deliciousness, as using Kikkoman will ensure this.　

What dishes are regularly used in your product?

Kikkoman's 300 aroma components producing soy sauce has been preferred for over 100 years, in over 100 countries. Kikkoman soy sauce is a great seasoning because it adds a special, full-bodied flavour to meat, fish, sauces and vegetables. The sauce is versatile as it works well with all kinds of Japanese, Asian, western and Indian dishes. What makes it stands out is that the naturally brewed soy sauce can be used not only as a seasoning but also for salad dressings, cooking, glazing and marinades.

Which other products are in the pipeline?

To expand the market, in line with the growth, we plan to gradually introduce and expand our range of items in India. The most important thing here is that our main product, Kikkoman soy sauce, is introduced in the home. This is our goal, and our entire product line-up will be developed with this in mind, in fact the introduction of all other products will support the Kikkoman soy sauce as the main product for us.

What is your distribution strategy?

Kikkoman's strategy is to initially reach its consumers through the hospitality and restaurant sector, followed by the launch of its other retail range of products. I am (Representatives from Kikkoman India) meeting with industry executives in India to educate them about the benefits of using Kikkoman's naturally brewed soy sauce.

As we plan to make the product available to the food service industry first our goal is to connect with pan Asian/Chinese, Japanese hotels, chain of hotels, standalone restaurants from top tier regions such as Mumbai, Delhi, etc. We also intend to bring the product to people through top retail chains.

How are your products priced?

Basically, we shall set the prices which will be acceptable for Indian households. It shall be affordable pricing. We shall deliver value above and over the reasonably priced products to be offered. Our vision is that every household in India will be able to enjoy Kikkoman soy sauce. We believe that all Indians will be able to buy Kikkoman products with confidence in the price and value that they feel right for them.

What is the plan of production in India?

First and foremost, I believe we wish to prioritize our efforts to concentrate on developing the market for Kikkoman products for all consumers in India. To tap Indian market we plan to build a factory in India.

Globally in which countries is your brand available?

With a history spanning over 350 years and based in Japan, the current Kikkoman corporate entity was established through merger of 8 families in 1917. The company's internationalization strategy began some 60 years ago, with the entry into the United States market. In fact, Kikkoman products are now found in the majority that is over 60 per cent, of households in the United States. Kikkoman has become a global business, expanding to over 100 countries, with 10 manufacturing facilities worldwide that distribute its products all over the world to millions and millions of customers.