How Prasuma Momos is Using Digital Media to Drive Awareness and Advocacy for the Brand

Prasuma products are available across 40 cities, with major traction coming from top metro cities like Delhi, Mumbai, Kolkata, and Bengaluru.
How Prasuma Momos is Using Digital Media to Drive Awareness and Advocacy for the Brand
Lisa Suwal

Lisa Suwal, Chief Growth Officer, Prasuma Momos spent a major chunk of her childhood at boarding school and has the greatest memories of snacking with friends. Her family has been in the food business with Prasuma for over 3 decades, but all her friends have always loved her homemade momos. 

In fact, they discussed launching Prasuma Momos almost 10 years ago, and have been working towards this ever since. Dumplings are the world's favorite street food and she has never understood why no brand has launched ready-to-eat momos in India yet. With Prasuma Momos they have innovated on their own family recipe as they believe that some traditions can still be relevant in today's modern world. 

“Prasuma Momos are, thus, entrenched in childhood snacking, friendships, and modernizing traditions. Two distinct factors led to the inception of Prasuma Momos. Coming from a Himalayan family, momos were always central to our family nights and all occasions. Then, about a decade ago, my father came across amazing frozen stuffed Ravioli while he was in Italy. These tasted as good as fresh ravioli even after cooking and this sowed the seeds for frozen momos,” asserts Lisa Suwal, Chief Growth Officer, Prasuma Momos.

“Prasuma’s USP lies in its perfect combination of a thin covering, fresh veggies, and juicy filling. At Prasuma, we mince our own meat which is freshly sourced daily and minced on site in the factory. We source fresh veggies every morning to ensure that only the freshest and highest quality ingredients are used in our fillings. Finally, we knead our dough 3,000 times and make it 0.8 mm thin. The result is the most glorious, fresh, high-quality, thin-skinned, juicy Momos you can ever experience. Moreover, we are the foremost and only brand to introduce the frozen momo category in a bouquet of tantalizing variants to suit every taste,” she adds.

Retail Strategy

Prasuma products are available across 40 cities, with major traction coming from top metro cities like Delhi, Mumbai, Kolkata, and Bengaluru. 

“We have partnered with several D2C platforms including Meatigo.com, Nature’s Basket, Walmart, and Bigbasket to name a few to reach our target audience across key geographies. We are at a stage where we are driving consumer awareness for the brand within our TG across all the geographies where distribution is being driven. We are using a mix of digital and traditional media to drive awareness and advocacy for the brand,” she states. 

“We will follow the consumer wherever they go and the consumer’s journey is omnichannel,” she further adds.

How Prasuma Momos is Using Digital Media to Drive Awareness and Advocacy for the Brand

Product Range

The brand has received much love for its momos with fresh, juicy fillings and our thin wrappers. Its product portfolio consists of Original Chicken, Spicy Chicken, Pork, Original Prawn, and Veg Momos. 

“Given the rave reviews and consumer demand, we recently launched Classic Mutton and Desi Chicken Momos. Going further, we are planning to introduce more Veg Momos as well, adding to our list of Momos that are bursting with flavor,” she shares.

Future Plans

Prasuma has been growing at a healthy clip with a 90 percent-plus market share as per modern trade stores. With a repeat customer base of 92 percent, the brand is confident in the trust and belief stemming from customers. 

“Prasuma products are currently available across 70 cities, with major traction coming from the top 12 metro cities. However, we are also seeing incremental demand arising from Tier II and Tier III markets. We are gearing up to expand our presence to 140 cities by March 2022 and then to 200 cities by the end of next year,” she concludes.


 

Lisa Suwal
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