India is one of the biggest emerging markets for global businesses and a key driver of growth in Asia. Now, a new brand called Kikkoman has decided to explore its potential in this market. Kikkoman Soy Sauce is a leading world-class soy sauce brand with users in over 100 countries.
Reports from FICCI indicated that the foodservice industry would grow to Rs 5 lakh crore by 2022. The Covid-19 pandemic may have affected the momentum, but technology, innovations, and retained interest from consumers could help the industry grow. India’s table sauce market also provides a healthy outlook with a predicted market increase at a CAGR of 18 percent over the next six years.
“In our long history of the global expansion of Kikkoman Soy Sauce to foreign markets, we are now certain that Kikkoman Soy Sauce integrates well with all local cuisines wherever we introduce our product, assimilating well into the local food culture. India has a long and rich history, celebrated as one of the most complex and interesting food cultures in the world, and we are excited about how Kikkoman Soy Sauce will play a pivotal role in making all dishes served in India more delicious, inspiring a generation of chefs with new ways of enjoying food,” Osamu Mogi, Director, Senior Executive Corporate Officer, International Operations Division, Kikkoman said.
“Further, household cooking follows trends of foodservice restaurants, this is how cuisines develop and mature over time. In this respect, there is huge potential for both the foodservice and household market, as more customers will be able to experience Kikkoman in India as we progress our business,” he added.
India: An Important Growth Market
The Indian retail industry is one of the fastest-growing in the country and in the world. It has emerged as one of the most dynamic and fast-paced industries due to the entry of several new players. In anticipation of the next 100 years of Kikkoman, it is the most important market for the brand.
“The next few years for Kikkoman India, numbers are not as important, but rather the true development of human resources - our India subsidiary core team members - to create a solid management business foundation; what we do to develop the substance of the business is the most important,” Mogi stated.
“In the near future, India will be the nation that has the largest population in the world. As such its sheer scale makes it one of the most exciting markets in the world for Kikkoman. “If we think in terms of the next 50 years or 100 years, we believe sales from India will become one of the most important markets in the world, as we progress into the future,” he further asserted.
Marking Presence
Kikkoman Soy Sauce brand will be expanding through HoReCa in India. It will also accelerate its presence at both modern retail and general trade outlets in the country so as to heighten its presence in these channels.
“There is no doubt that online presence is critical for our retail strategy. However, consumers are not yet aware of Kikkoman Soy Sauce which is naturally brewed and all-purpose, made with the traditional authentic Honjozo method. As such, physical presence is most important at retail store-level,” Mogi stated.
Brand Positioning
Kikkoman Soy Sauce is a versatile all-purpose seasoning that can be used for all cuisines, including cooking Asian, Western, and Indian dishes. Composed of only four ingredients – Soybeans, Wheat, Water, and Salt, Kikkoman’s naturally brewed soy sauce is brewed using the Honjozo method. “Our positioning is for consumers to understand that using Kikkoman Soy Sauce is key and necessary for preparing authentic Indian Chinese dishes. We shall introduce products in the retail market that encourages consumers to perceive this fact,” he said.
Currently, the brand has 4 SKUs of naturally brewed all-purpose Kikkoman Soy Sauce. It is soon planning to launch 2 SKUs of Kikkoman Oyster Flavoured Sauce.
“As we have seen in households worldwide, we believe many more people have started to challenge themselves to cook at home. Access to our recipes online is a testament to this trend. We shall therefore be developing not only more products here in India but work on “soft solutions” for our customers, which will be increasingly more important, such as recipe development which add value for all our customers,” Mogi noted.
READ MORE: QSRs Rule the Food Service Industry
Road Ahead
One of Kikkoman’s goals for India is to make soy sauce an important seasoning within Indian households, a vision successfully implemented in the US, and eventually become No.1 in the Asian sauces category by first becoming the No.1 choice of soy sauce brands in the country.
As Indian Chinese gathers pace in popularity in the foodservice sector, this shall further permeate into Indian households, and in this process, Kikkoman shall be the most preferred brand for consumers both at foodservice level and thus has direct appeal with end-customers in households - this is its India strategy.
For marketing, the brand is trying traditional methods, it is sampling its authentic soy sauce, and this year Kikkoman initiated two major plans. It introduced for the first time 100 multi-cuisine recipes in collaboration with India’s top chefs. Also, another unique concept of the “Meet Use Experience” activity for the HoReCa market, a first of its kind, is the largest sampling of Kikkoman Honjozo Authentic All-Purpose Soy Sauce in India. 15,000 bottles of Kikkoman Soy Sauce will be distributed to the largest Indian cities.
“We will focus on getting the basics right and shall continue to review our work accordingly. We believe what is important is to work to see our business steadily take shape based on following these basics,” Mogi concluded.
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Subway, the global leader in freshly made, customizable sandwiches, has achieved a significant milestone in India by opening 100 new stores in 2024. This expansion underscores the brand’s rapid growth trajectory in one of its fastest-growing international markets. With a renewed focus on modernization, localization, and customer-centric innovations, the brand is strengthening its position in India’s highly competitive Quick Service Restaurant (QSR) industry.
India’s dynamic and evolving food industry has presented a lucrative opportunity for Subway to expand its footprint. With the opening of its 100th store in Lokhandwala, Mumbai, Subway now boasts a formidable presence of over 900 stores in more than 160 cities across India.
“Reaching this milestone of 100 new stores in a year is a testament to our customers’ trust in the Subway brand. This marks a significant chapter in Subway India’s growth journey, reflecting our unwavering commitment to delivering fresh, high-quality, and made-to-order sandwiches to our discerning customers,” said Tarun Bhasin, CEO of Culinary Brands, the exclusive master franchisee for Subway in India, Bangladesh, Sri Lanka, and other countries.
The brand’s aggressive expansion in 2024 is driven by the increasing consumer demand for freshly made, healthy, and convenient food options. As lifestyles change and urbanization accelerates, Subway is strategically positioning itself as a preferred choice among India’s young and working population.
The remarkable success of Subway’s expansion in India can be attributed to multiple key strategies:
While Tier I cities remain key markets, Subway is aggressively expanding into smaller cities to tap into their growing disposable income and rising demand for global QSR brands. Establishing outlets in high-footfall locations such as malls, airports, and highways ensures greater brand visibility and accessibility.
“At Subway, we recognize that every market has unique preferences and challenges. That’s why our menu innovation team continuously researches and adapts offerings to suit regional tastes while maintaining our global standards,” Bhasin explained.
The brand has also introduced new product lines to cater to India’s evolving taste preferences. Recent additions include the Hot & Cheesy Signature Subs and Breakfast Specials.
“Consumers love our Hot and Cheesy Signature Subs. They are the perfect indulgence during winters, offering 1.5x filling, extra cheese, and served piping hot. Options include Cheesy Paneer Tikka, Mexican, American Barbecue, Chicken Tikka, and Lamb Pepperoni,” said Bhasin.
Subway’s Breakfast Specials are another hit, offering fresh, made-to-order sandwiches that cater to professionals and early risers. “It’s a perfect fit for morning meals, and customers can walk in or order online in metros and mini-metros to relish these sandwiches, best paired with hot coffee,” he added.
Subway is harnessing technology to enhance customer experience, streamline operations, and support its rapid expansion. Key tech initiatives include:
“Technology has been an anchor for multiple departments at Subway. Various specialized tech tools are leveraged to support retail expansion and drive decision-making in the supply chain, quality, and operations,” Bhasin noted.
Looking forward, Subway has set an ambitious goal of becoming India’s largest QSR chain over the next decade. This vision is built on key pillars:
“We recognize that achieving our goal requires strategic planning and agility. However, our unwavering commitment to fresh, high-quality food and a robust expansion plan will drive Subway’s growth and success in India,” Bhasin concluded.
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