IMC

SWADESHI VIP

INTRODUCTION
Company Overview:
SwadeshiVIP India Private Limited, incorporated in 2024, is a growing brand that specializes
in organic dairy products, including A2 milk, ghee, paneer, and other traditional dairy items.
The brand emphasizes health, purity, and sustainability by sourcing from grass-fed,
antibiotic-free, and cruelty-free desi cows. Their product lineup is free of chemicals,
pesticides, and toxins, offering a healthier alternative to conventional dairy products.

Mission & Vision:

SwadeshiVIP's mission is to deliver 100% organic, nature-friendly A2 products across India.
The company is rooted in the philosophy of "Swadeshi," meaning self-reliance and support
for local production. This mission aligns with promoting healthier consumption habits and a
sustainable environment. The brand also seeks to revitalize traditional Vedic farming
practices, ensuring that their operations are eco-sustainable and adhere to high ethical
standards.

Company Persona:

Company persona is built on the principles of the Swadeshi movement, which emphasizes
economic freedom through the use of indigenous resources and rejection of foreign goods,
aligning with India's broader vision of "Aatmanirbhar Bharat" (self-reliant India).

Unique Selling Propositions (USPs):

1. A2 Cow Products: A focus on A2 milk and related dairy products from pure-breed
desi cows, considered healthier than A1 milk.
2. Sustainability: Eco-friendly practices such as cruelty-free cattle care and toxin-free
fodder for cows, contributing to the brand's green credentials.
3. Health Focus: Emphasis on chemical-free, antibiotic-free, and pesticide-free
production, marketed as beneficial for reducing cancer risk and managing diabetes.
4. Ethical Farming: Cows are grass-fed and nurtured in an environment of care and
comfort, and the company promotes cruelty-free and pesticide-free dairy production.
5. Eco-Friendly Delivery: Use of sanitized glass bottles for milk delivery, further
enhancing the brand’s eco-conscious image
 Impact on
Force Description Swadeshi
Ghee

- Low barriers to entry in the organic

1. Threat of New
food market, particularly with small, Moderate
Entrants
regional producers emerging.

- However, Swadeshi Ghee's focus

on traditional methods and A2 cow
milk adds a level of differentiation.

- New entrants need substantial

branding and distribution networks
to compete effectively.

2. Bargaining - High dependence on quality raw

Power of materials (A2 cow milk) limits High
Suppliers supplier options.

- Suppliers of organic and high-

quality A2 cow milk have strong
bargaining power due to the niche
nature of the product.

- Health-conscious buyers are willing

3. Bargaining
to pay premium prices, but they
Power of Moderate
have many options in the organic
Buyers
market.

- Brand loyalty and differentiation

are key to maintaining buyer power.

- High price sensitivity may exist for

non-premium buyers.

- Alternatives such as regular ghee,

4. Threat of Moderate to
plant-based oils, and vegan butter
Substitutes High
exist.
 Impact on
Force Description Swadeshi
Ghee

- Growing trends toward veganism

and plant-based diets can pose
threats.

- However, Swadeshi Ghee's

positioning as a health-oriented,
premium product helps reduce direct
substitution threats.

- The ghee market is fragmented

5. Industry with several competitors, ranging
High
Rivalry from local brands to larger
commercial producers.

- Established brands with larger

marketing budgets could pose
challenges.

- Swadeshi Ghee’s differentiation

through A2 milk and traditional
methods helps create a niche,
reducing direct rivalry.

SWOT Analysis for Swadeshi A2 Cow Ghee

Category Analysis

- Premium Quality: Made from A2 cow milk, a key differentiator offering

Strengths
health benefits.

- Traditional Production Methods: Hand-made, using the bilona (churning)

process, appealing to health-conscious and culturally connected consumers.

- Organic and Natural: Chemical-free, preservative-free, and additive-free,

catering to the rising demand for pure and organic products.

- Cultural Relevance: Strong connection to Indian traditions, used in rituals

and cooking, enhancing its appeal to culturally-driven buyers.

- Growing Health Consciousness: Ghee is gaining popularity due to its

health benefits, especially in the wellness and fitness communities.

- Higher Price Point: Swadeshi A2 Cow Ghee is priced higher than mass-
Weaknesses
produced alternatives, which could deter price-sensitive consumers.

- Limited Brand Awareness: As an underrated brand, Swadeshi Ghee

lacks the widespread recognition of more established players.

- Dependence on Limited Supply: Reliance on A2 cow milk, which is more

difficult and expensive to source, limits scalability and flexibility in
production.

- Limited Distribution Channels: Smaller reach compared to mainstream

brands; may not be easily available in all retail stores or regions.

- Growing Demand for Organic and Natural Products: Consumers are

Opportunities shifting towards organic, clean-label foods, which plays into Swadeshi
Ghee's strengths.

- Expanding Digital and E-Commerce Presence: Opportunity to expand

sales through direct-to-consumer online platforms, subscriptions, and
partnerships with health retailers.
Category Analysis

- Health and Wellness Trends: Increasing awareness about the health

benefits of A2 cow ghee, such as better digestion and higher nutrition, can
drive demand.

- Export Opportunities: Rising global interest in traditional Indian foods and

organic products opens opportunities for international expansion.

- New Product Development: Potential to diversify into new health-focused

products, like ghee-infused supplements or other A2 cow milk products.

- Competition: Intense rivalry from both large brands with bigger marketing
Threats
budgets and small, local artisanal producers.

- Price Sensitivity: Higher costs might limit market penetration, particularly

among consumers who are not willing to pay a premium for health benefits.

- Substitutes: Alternatives such as regular ghee, plant-based oils, and

vegan products could appeal to segments of the market that do not prioritize
A2 cow milk.

- Supply Chain Risks: Fluctuations in the availability of A2 cow milk and

potential disruptions in the supply chain could affect production capacity.

1. Segmentation

Demographic Segmentation:

● Age: Families with children, health-conscious adults, and elderly individuals.

 ● Income: Middle-class to upper-middle-class consumers who can afford premium
products.
● Occupation: Both working professionals and homemakers.

Geographic Segmentation:

● Region: Urban and semi-urban areas in India with a preference for high-quality,
traditional foods. Focus on regions where A2 cow ghee is valued.
● Climate: Regions with a strong tradition of using ghee in daily cooking.

Psychographic Segmentation:

● Lifestyle: Health-conscious individuals, those interested in traditional and natural

foods, and people with a preference for organic products.
● Values: Consumers who value authenticity, purity, and support for indigenous and
traditional practices.

Behavioral Segmentation:

● Usage Rate: Regular consumers of ghee, especially those who use it for its health
benefits and traditional value.
● Benefits Sought: Health benefits, taste, purity, and authenticity.
● Brand Loyalty: Customers who prefer premium and traditional products.

2. Targeting

Primary Target Market:

● Health-Conscious Consumers: Individuals seeking the benefits of A2 cow ghee,

known for its superior nutritional value and digestibility.
● Traditional Food Enthusiasts: People who value traditional cooking ingredients and
are looking for authentic, high-quality ghee.
● Families: Particularly those in urban and semi-urban areas who prefer natural,
wholesome ingredients for their cooking.

Secondary Target Market:

● Organic and Health Stores: Shops that cater to customers interested in natural and
organic products.
● Cultural Communities: Areas with a strong cultural preference for traditional foods
and values associated with A2 cow ghee.

3. Positioning

Positioning Statement: "Swadeshi A2 Cow Ghee provides the purest form of traditional
Indian ghee made from A2 cow milk, renowned for its superior health benefits and rich taste.
For families and health-conscious individuals seeking the highest quality, Swadeshi A2 Cow
Ghee stands as the authentic choice, embodying purity, traditional craftsmanship, and
nutritional excellence. With Swadeshi A2 Cow Ghee, enjoy the essence of health and
heritage in every bite."

Key Positioning Elements:

● A2 Milk Benefits: Emphasize the health benefits of A2 milk, such as better

digestibility and nutritional value.
● Purity and Authenticity: Highlight the traditional methods used in making the ghee
and its purity.
● Health Benefits: Focus on the nutritional advantages, including vitamins and healthy
fats.
● Cultural Heritage: Connect with consumers by showcasing the cultural significance
and traditional production methods.

This STP approach helps Swadeshi A2 Cow Ghee effectively target and appeal to its ideal
customers, leveraging its unique attributes to stand out in the market.

Here are the 7P's of Marketing for Swadeshi A2 Cow Ghee, aligned with the STP
approach:

1. Product

 A2 Cow Ghee: Premium, hand-made ghee from A2 cow milk.

 Key Attributes: 100% pure, traditional methods, rich in health benefits, natural, and
chemical-free.

2. Price

 Premium Pricing: Reflecting the high-quality, traditional production methods, and

health benefits.

 Value for Money: Justified by superior nutritional content and purity.

3. Place
  Urban & Semi-Urban Distribution: Focus on cities and towns with a demand for
premium, organic products.

 Online Presence: E-commerce platforms (own website, Amazon, health-focused

online stores).

 Retail Presence: Premium supermarkets, organic and health food stores.

4. Promotion

 Health Benefits: Emphasize digestibility, Omega-3s, and traditional healing

properties in marketing campaigns.

 Cultural Storytelling: Highlight traditional methods and cultural significance in

advertising.

 Digital Marketing: Use social media, influencer partnerships, and wellness blogs to
reach health-conscious and traditional food enthusiasts.

5. People

 Brand Ambassadors: Partner with nutritionists, health experts, and influencers who
advocate for traditional, healthy foods.

 Customer Service: Provide education on the benefits of A2 ghee through the

brand’s online and retail presence.

6. Process

 Artisanal Production: Highlight traditional bilona (churning) process and small-batch

production.

 Transparency: Emphasize ethical sourcing, the welfare of A2 cows, and the purity of
the production process.

7. Physical Evidence

 Premium Packaging: Use eco-friendly, elegant packaging that reflects the purity
and traditional roots of the product.

 Brand Identity: Maintain a consistent visual identity across all touchpoints (logo,
packaging, website) to convey authenticity and heritage.

This 7P's approach complements Swadeshi A2 Cow Ghee’s premium positioning and helps
communicate its value to the target market.

OUR CAMPAIGN
Campaign Concept: “SwadeshiVIP Farm Days”

1. Experiential Marketing - Farm Visit Packages:

Concept: SwadeshiVIP can organize farm visit experiences, where customers visit a
SwadeshiVIP farm. These “Farm Days” would allow customers to see how cows are raised,
observe the traditional ghee-making process, and experience the rural lifestyle while
engaging with the brand.

Activities:

Live Ghee-Making Demonstrations: Visitors can see the process of transforming milk into
SwadeshiVIP Desi Ghee using traditional methods.

Cow Feeding: Guests can interact with cows and learn about their care, emphasizing the
cruelty-free aspect of the brand.

Cultural Activities: Include traditional games, folk music, and local cuisine cooked with
SwadeshiVIP Ghee, mirroring the fun and relaxed atmosphere of Pratapgarh Farmhouse.

Implementation: Collaborate with local farms in Delhi-NCR and the surrounding areas to host
monthly or seasonal events. Promote these events through social media, email newsletters,
and partnerships with wellness and health influencers.

2. Social Media Campaign - “From the Farm to You”:

Concept: Parallel to the on-ground events, launch a digital campaign showing the daily lives
of the farmers and cows at SwadeshiVIP farms. Highlight the personal stories behind every
jar of ghee.

Visual Content: Post short videos, reels, and stories showcasing behind-the-scenes content
from these farms, featuring the natural and sustainable production methods.

User-Generated Content: Encourage visitors who attend the farm experiences to share their
photos and videos using a branded hashtag like #SwadeshiVIPFarmDays.

3. Farm-to-Home Subscription Box:

Concept: Offer a subscription service inspired by the farm visit experience, where
subscribers get a “Farm-to-Home” box. Each box could include a jar of ghee along with
artisanal products made on the farm, like traditional pickles, honey, or hand-made soaps.

Personalized Notes: Each box would come with a story or letter from the farm, giving
customers a deeper connection to where their products come from.

Implementation: Promote this through the farm visits and social media, highlighting the
exclusivity and premium nature of these boxes.

4. Collaborations with Schools & Educational Institutions:

Concept: Partner with schools to organize educational trips to the SwadeshiVIP farms. The
objective would be to teach children and their families about organic farming, sustainable
practices, and the health benefits of A2 Desi Ghee.

Implementation: Work with local schools to include farm visits as part of their educational
curriculum. Post-event, the children can be given a small SwadeshiVIP product as a
takeaway, which they can bring home and use with their families, creating brand awareness.

5. Seasonal “Farm Day” Promotions:

Concept: Organize seasonal events that coincide with traditional festivals, such as Lohri or
Baisakhi, and tie them to SwadeshiVIP Farm Days. These could feature special promotions,
where participants receive discounts on ghee products if they attend farm events or
purchase products at these events.

Implementation: Align with key festivals in the local calendar to make the experience
culturally relevant and engaging.

Key Benefits:

Authenticity: By inviting people to the source of SwadeshiVIP Ghee, customers can witness
firsthand the traditional and ethical production methods, strengthening trust and loyalty.

Engagement: Farm visits and hands-on activities allow for deeper customer engagement,
making the brand memorable and emotionally connected to the consumer’s lifestyle.

Storytelling: The campaign ties in with modern consumers' interest in knowing the origins of
their food, making the brand’s cruelty-free and natural values more tangible.

Community Building: By involving families and schools, SwadeshiVIP can build a community
of loyal customers who not only use the product but also advocate for it.

This campaign integrates the values of SwadeshiVIP with an engaging, tangible experience,
inspired by the success of the Pratapgarh Farmhouse model but adapted to a smaller-scale,
health-focused brand.