TT Asafoetida : A Heritage Brand Celebrating 125 years.

 Brand: Tasty Tasty Asafoetida
Company: Mahesh Value Group

Brand Analysis Count: # 600

The trigger to this post is a television ad of TT perungayam ( Asafoetida) I saw recently. A quick search found something interesting and new to me so thought of putting this as my 600th brand analysis. The most interesting fact about this brand is history. This brand born in 1895 is celebrating 125 years of existence and it is something to be celebrated. In this ever-changing world, how many brands, big or small can boast of such a history? 

This brand is not from a glamorous industry but from a commodity - common asafoetida which is an integral ingredient of South Indian cuisine. This brand may have survived this long because of this close connection with culture. In marketing, we learn about the interaction of culture with the choice of products. Most likely, these brands have become an integral part of the kitchen. 

It is not that the brands selling these products are not promoted. Brands like TT, LG are promoting heavily in their respective regional markets. In fact, a search for asafoetida ads can throw up a lot of brand advertisements in this category. Another interesting information was regarding the brand name TT stands for Tasty Tasty. 

Although TT as a brand is famous for asafoetida, it had launched brand extensions like appalam ( pappad) and also into the highly competitive spice masala market.

To commemorate the 125 years, the brand has recently upped its promotions across various channels. The brand is focusing on the health benefits of asafoetida as its USP. As we know about the commodities, its very difficult to find and establish a sustainable point-of-difference since the characteristics or benefits are common for all marketers of these commodities. However, TT is trying to own the health benefits platform through its claim that the product is made from the natural first extract of the latex from the plant. 

These brands will remain as long as there is a major shift in consumer preference from traditional food choices. Some brands are blended deeply with the culture which is often enduring. The challenge comes when these ingredients become a part of a package and customers need not buy these ingredients separately. Till that time, these brands will be around.

Related Brand

LG Asafoetida

LG Asafoetida : Branding a Commodity

Brand : LG Asafoetida
Company : Laljee Godhoo & Co

Brand Analysis Count : 263

Laljee Godhoo (LG) Asafoetida is yet another offbeat heritage brand . You may have never seen an advertisement of LG asafoetida in any of the media. But check out your kitchen, there is a chance that a pack of this brand has been there for a long time.

LG brand is almost 110 years old. The company started its operations in the year 1894. Today this brand of asafoetida commands a market share of over 70% in the Indian market.
Asafoetida is a a resin like gum extracted from the dried stem and roots of a herbaceous perennial plant Ferula Assafoetida found abundant in Iran. Laljee imports the raw latex from Afghanistan and prepares the compounded Asafoetida which is adding spice to the popular dishes across the country. Asafoetida is a popular spice used in many Indian dishes.
For ninety years, LG was selling Asafoetida in the lump form later, the brand began selling the powder form of asafoetida. This is a brand which became a dominant player through word of mouth. Asafoetida was earlier selling as a commodity. LG differentiated by a unique package and the emphasis on quality. More over this was the first brand to bring this product in the powder form which increased the popularity of the brand.
But the brand faces certain issues because of the commodity nature of the business. The major issue that this brand faces is the counterfeit threat. There are innumerable brands which mimic the logo and package of this brand. Since it is a commodity , many a times customers take other brands which looks similar to this brand. The second threat is from the private labels. Now most of the organized retailers have their own Private Label brands of spices. Since LG has not developed any point of differentiation, there is a chance that its share will get hurt by private labels.

For a heritage brand like LG asafoetida, the future offers lot of challenges. The brand has never invested in brand building except for occasional ads cautioning customers about counterfeits. The threat from private labels is real and huge. The brand has no option but to spent more in reinforcing its equity built over these years.