Marketing Strategies of Kissan brand – It’s not only a Ketchup brand!

Kissan – It’s not only a Ketchup brand!

The Kissan journey dates decades. This very loved Indian brand is not only known for its ketchup but also squashes and jams.

A very popular brand for moms and kids, this has been around from the year 1935!This brand has a great history. It was introduced by the British settlers in India, and was acquired by the late Vittal Mallaya under the UB Group in the year 1950 from Mitchell Bros.

In the year 1993, Hindustan Unilever acquired the brand from UB Group and has been with them since.

The brands worth was close to 400 crores in the millennium year and was a market leader in jam, ketchup and squash category. The brand has seen many downs from being a market leader to some struggles but has always come back as a winner.

The strategy of Kissan has always been very innovative. The brand always comes up with new concepts and innovations with not just the products but also the packaging and advertising.Kissan sources its raw material from locals and agriculturists from various parts of the country and hence they are very fresh and of superior quality.

As of today, Kissan has an annual revenue of 7 million USD and employs around 7,300 people in its facilities which are housed in various parts of India.


» Products by the brand – Kissan

› Kissan Ketchup

Kissan manufactures 5 variants in the ketchup category:

  • Fresh Tomato Ketchup
  • No Onion No Garlic Sauce
  • Sweet & Spicy Sauce
  • Chilli Tomato Sauce
  • Chatakdaar Ketchup

Kissan Ketchup which is available in numerous types of packaging like bottle, pouches and squeezy primarily appeals to children and most of their other products like squashes, and jams also cater to this group. Some features that kids love about Kissan Ketchup is the rich taste, right ingredients and the slice of life advertisements which has helped them connect to their target segment very strongly.

The core products of this brand are jams and ketchups and it has given sole importance to them for a very long time. With so many variants in the ketchup category, Kissan has always focused on need based product line up and caters to specific group of customers as well.

Kissan has also targeted the use of ketchup as a supplement for various other dishes and not just burger, sandwiches or French fries. With the concept of ‘Kissan Recipes’ this brand has focused on how you can use the Kissan Ketchup with Indian food items as well.


»Advertising by Kissan Ketchup


#Kissan Tomato Ketchup – Ungli Ghumake Bol

This TVC was made by ketchup to promote its rich taste and usage of the ketchup in an Indian dish. This also promoted the fact that the ketchup is loved by kids and everyone enjoys the food made by using Kissan Ketchup.


#RealTogetherness campaign by Kissan

This campaign was made by the brand showcasing a bond between a kid and his grandfather. This campaign was received very well by the audiences because of the idea behind it. The brand focused on producing and using fresh tomatoes for its ketchup which was depicted very well.


#Kissanpur – Real Joy of Togetherness

This campaign is 4 years old but is still remembered by many of us. A beautifully created TVC, have a look and go down the beautiful memory lane!


#Aao Banaaye Samose / Pakode Behtar

These campaigns were released by the brand when they completed 50 years. They’re extremely fun to watch and memorable ads by the brand which were perceived very well by the audiences and are still remembered.



» Kissan Jam 

Kissan is the other name for Jam in India. Sourcing the best raw materials from all over the country the taste and variety of jams made by this brand is excellent. Available in various sizes and options, you can choose from whatever suits your taste buds.  It is a current favorite for the kids and a market leader in this category.


The brand makes 7 jam variants:

    • Mixed Fruit Jam
    • Mango Jam
    • Pineapple Jam
    • Orange Marmalade
  • Blast Series:
    • Strawberry Blast
    • Berry Blast
    • Orange Blast


» Advertising by Kissan Jam

The advertising of Kissan Jam has always been very mother and children centric. The brand promotes kids having fun with food made by using Kissan jams and finiship their food in no time.


Kissan Jam – Yummy Taste of 8 Fruits

This is the latest campaign by the brand which promotes the usage of fresh 8 types of fruits which are used to make the most popular jam in their kitty ‘Mixed Fruit Jam’.


#Kissan Blast Series

This campaign was launched last year to promote 3 types of berry flavored jams in the ‘Berry Series’ of jams by Kissan. These jams are packed differently and are slightly premium than the other regular jams made by the brand.


» Kissan Squash

Amongst all, this is the least promoted product. Kissan squashes have been in the market for a long time but have failed to become a household name like their ketchup and jams.

Kissan makes 7 variants in this category:
  • Mixed Fruit Squash
  • Mango Squash
  • Pineapple Squash
  • Orange Squash
  • Grape Squash
  • Lemon Squash
  • Lime Cordial


Kissan Squash Ad Campaign

This brand hasn’t promoted this category as much. However, in 2017 they created a TVC for this product.

Kissan has been a big player in these 3 categories ruling the jam market for a long time. Nestle’s Maggi Tomato Ketchup has been its competition from the longest time and is till the no. 1 brand in that category in India.

However, because of its innovations like ‘Kissan Squeezo’ and various options of ketchups, jams and squashes to choose from, it is here to stay for a long time!


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