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Faisal Mubin Ganatra

COO

Shan Foods was established in 1981. They started off in the recipe mixes business, and then expanded into the plain spices category. Recently they have launched Delve Desserts.

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Kindly brief us on the history of Shan foods.

Why has Shan foods expanded into the desserts market specifically?

Could you please elaborate on Delve; its positioning, target market, USP, product line – current and future, price range, reasons for launch timing?

How do your prices compare with your competitors?

Why has Shan Foods not retained its brand name for dessert mixes, creating a brand extension, instead of diversification? What is the strategy behind it?

In an industry where the concept of rejoicing family moments and celebrating together is at the core of advertising for desserts, which is mainly Rafhan’s trend, how do you plan to register Delve in the minds of consumers through your advertising? Will you be taki

How do you plan to promote your products internationally?

What experience does Delve offer its consumers?

You must have gone through an extensive research to observe the industry favorability before launching Delve. Any interesting findings that you can share with us?

Any other promotional tools that you plan to apply, like promotional schemes with distributors?

Is Delve as widely available as Shan spices, locally and internationally also? Any reasons if the availability is limited?

What has been the consumer response so far? How supportive and appreciative have they been?

You have recently launched a new salt by the name “ Taest” , can you please elaborate on this ?

Is Shaan used internationally only by ethnic groups or is it also used by foreigners? What associations or brand image do they have of Shaan as a Pakistani product ?

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Faisal Mubin Ganatra

COO

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