Indian food brand Patak’s is finding success with shopper programs based around simplicity and authenticity.

Natalia Goderich, who heads up marketing for Patak’s and its Indian pastes, sauces and spices, tells strategy that shopper assets are often merchandised alongside fresh meat, a natural pairing with its product line. Aisle can be a difficult placement, she admits, but the brand gets adjacencies where it can.

Authenticity is key to its messaging at point-of-sale, Goderich says, with descriptors like “Grandma Pathak” and the generational aspect of what makes the curry “perfect.” Also important is the fact that sauce is an easy cooking solution, because it is an entry point to the category for many shoppers, especially younger ones.

Santiago Correa, regional sales manager at parent company Associated British Foods, tells strategy that prominent point of sale materials are important for a category with relatively low household penetration, at only around 20%, a much smaller share than say, the near-universally popular water and snacks, which occupy much of the available space.

Correa notes that Patak’s sometimes gets prominent end cap displays across Loblaw divisions, based around availability.

According to Correa, Patak’s has the mainstream consumer in its sights, not just the ethnic consumer market; however, the latter played a big part in its growth, particularly second generation consumers looking for quick and easy recipe solutions. In fact, Indian occasions like Diwali and spring harvest festival Vaisakhi represent a huge investment for shippers and end caps.

Jared Kligerman is president of Toronto agency The Think Tank, which develops, designs and executes omnichannel marketing campaigns for CPG brands.

Kligerman notes that he likes Patak’s bold, solid colours disrupting the customer journey in centre aisle, right by the meat, and that the displays have strong appetite appeal.

Also, what Kligerman finds appealing about Patak’s POS messaging is the “authentic Indian in 3 simple steps” call to action, which makes it simple for consumers to see what they can create for dinner.

Demand for Patak’s has fluctuated of late. In 2021, the company says its business was boosted by cooking-at-home trends, then it dipped with a return to restaurants, and now with an inflationary environment, it is seeing a clear distinction between conventional and discount channel demand.

Patak’s is a “small lean team” and works with PrinexMedia and Waterloo’s Lesley Warren Design Group on its marketing.

This year, Patak’s went on national television along with social for a “breakthrough campaign,” which ended in March.