From the outlying districts and the countryside to the bustle of the metropolis, a rich, diverse culture and a wide variety of distinctive cuisines constructed over centuries encompass this nation. Prevalent across the borders of Bangladesh and its culinary traditions, mastering the blend of spices is a work of art. Each spice has its own distinctive flavor, color, and aroma while playing an integral part in Bangladeshi households. With robust and fragrant flavors deeply rooted into our culture, the market for pure spices is formidably dynamic, estimated at Tk. 12 billion per year.
Since the commencement of their journey, Radhuni, the flagship brand of Square Food & Beverage Ltd., has emerged as the leading spice brand in Bangladesh due to their uncompromising commitment towards quality and purity. The brand proactively explores new segments of the market to cater to the implicit demands of the consumers. From field to fork, Radhuni ensures the intrinsic quality of their hygienic food products.
Square Food and Beverage Ltd. began its journey in 2,000 as a concern of Square Group. Several brands such as Ruchi, Chashi, and Chopstick were introduced that, along with Radhuni, soon gained popularity before inevitably becoming top contenders in the market. With a product range enriched with pure spices and ready mixes, Radhuni’s diligence towards sustaining quality, innovative products, excellent customer service and reasonable price are the wheels that drove the brand towards unparalleled success.
The Consumer Conundrum
Consumption is the sole purpose of all production, and consumer feedback is undoubtedly the most vital ingredient in the recipe for a successful brand. Radhuni, being a customer-centric business, extraordinarily maintains the quality of their products by regularly interacting with their consumers. Detailed surveys, along with product sampling and thorough research are held regularly in order to attain invaluable customer insights. Furthermore, a call center has been set up, through which consumers are able to connect with the brand in order to share feedback, complaints, and suggestions. In addition, Radhuni’s active Facebook page also tends to consumers’ queries on a regular basis and holds various online engagement campaigns so that the brand is always just a click away from its most important stakeholders. They now have over 200,000 followers on Facebook.
Healthy Bodies and Expanding Minds
One of the biggest growth challenges faced by a big part of Bangladesh is the consumer’s obliviousness in regards to the fatal health effects of the consumption of open spices. A substantial part of Bangladesh’s population still depends on open/loose spice for cooking, unaware of the health hazards associated with this purchase. In an attempt to overcome this challenge, Radhuni has taken the initiative to educate thousands of consumers on healthy alternatives through a door-to-door campaign trail. During this procedure, brand representatives provide valuable information to consumers on the importance of educated eating habits using electronic tablets through a documentary.
In recent times, globalization has melted borders, exposing customers to a vast array of cuisines. With the flow of international brands and restaurants entering the food industry over the years, the food palates of the general population have undergone significant changes. From a progressive marketing viewpoint, Radhuni has persistently acknowledged their consumer’s transitional taste. Hence, Radhuni has introduced an impressive range of ready food mix products that have gone beyond their existing rich, local options. Varying from Biryani and Chicken Tandoori to Firni and Falooda, Radhuni’s Ready Mix category currently consists of 14 options for consumers to devour.
Grinding Stereotypes: The Kitchen is not a Place for Gender
Alongside providing home cooking solutions, Radhuni continually strives to shatter archaic social perceptions. With the introduction of their ready-mix range, Radhuni advocates an underlying message; anybody can cook, regardless of gender. This ethos is reflected in their advertisements, as they show men and women alike availing their easy-to-use products to prepare delicious meals. While such standpoint was somewhat unexplored in a Bangladeshi context, Radhuni aligned itself with the global initiative for gender neutrality, establishing itself as a dynamic brand.
Furthermore, the company has unfalteringly acknowledged women’s role in society and recognized their talents and accomplishments by conducting several initiatives. For over a decade, on the eve of the International Women’s Day, ‘Radhuni Kirtimoti Shommanona’ has been honoring women in the fields of journalism, social welfare and entrepreneurship. Another initiative is ‘Shera Radhuni’, a reality show running for over 12 years that promotes home cooks while encouraging women entrepreneurship.
Hand-picked Secrets Behind Quality
Driven by their vision to be the world-class food products manufacturer of the country, Radhuni ensures a careful assortment of the finest raw materials from selected sources. With the help of quality products, excellent customer service, state-of-the-art technologies and motivated employees, Radhuni strives to touch people’s lives and play an important role in revolutionizing the food and beverage industry in Bangladesh. Additionally, from a socioeconomic marketing point of view, the company has introduced small sachet packs in order to provide quality, affordable products to the masses. The experience that Radhuni wants to create for its consumers is well translated into their brand tagline: “Pure Quality, Pure Taste.”
Standards Set in Stone
By supplying quality food products at a reasonable price, Square Food & Beverages Ltd. has strengthened its export operations and secured their position as a competent contender in the global market. Since complying with international phytosanitary requirements, Radhuni is currently exporting their products with international standards to more than 30 different countries around the world.
Technical capabilities in processing, post-harvest handling, maintaining Good Manufacturing Practice (GMP) and modern grinding technology have given Radhuni a strong competitive edge in the industry. Among numerous accolades, the company was awarded No. 1 Spice Brand of Bangladesh for six consecutive years (2012-2017); No. 1 Local Brand of Bangladesh by for the year 2014 & 2016, and No. 3 among all brands in Bangladesh for the year 2014 & 2016 by Bangladesh Brand Forum.
