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‘Slow Steps, But in the Right Direction’

The Supreme Industries Limited was incepted in 1942 and it has been an acknowledged leader of India’s plastics industry ever since. Pallavi Luthra, Assistant Manager – Marketing Communications of The Supreme Industries Limited shares how the company is working on its growth playbook for its Protective Packaging Division (PPD) brands: Funjoy and FITspree, and also its recent developments in this exclusive interaction with Mommy Baby Times. Excerpts from the Interview:

October 04, 2018

Mommy Baby Times: Please apprise us a bit about Supreme Industries Limited.

Pallavi Luthra, Assistant Manager – Marketing Communications of The Supreme Industries Limited

Pallavi Luthra: The Supreme Industries Limited is India’s leading plastic giant with seven business divisions, offering the widest and most comprehensive range of plastic products in India. In the PPD Division, we have both the B2B vertical of business as well as B2C vertical of business. Under the B2C vertical, we have three brands: Funjoy, FITspree and Decaura. These two extensions: Funjoy is basically kids’ toys products and FITspree is a sports accessories brand catering to kids and adults. We have now shifted our yoga and sports accessories from Funjoy to FITspree because we thought that it would be a good step to make a distinction between sports accessories and kids’ toys.

MBT: Would you give us all an elaborate description about these two extensions of Supreme, i.e. FITspree and Funjoy?

PL: Funjoy consists of a colourful and joyous range of products. Its collection spans from kids’ products like toys, games, stationery, edu-play toys like puzzle mats, puzzles like 3D puzzles, jigsaw puzzles, mind puzzles, baby safety and a lot more interesting products. FITspree is a new addition to the B2C Vertical of PPD division of Supreme Industries. In FITspree, currently, we have just yoga and swimming accessories, however, we’re going to add a lot more products very soon. Under Funjoy, I would like to say that with its products, a child’s experience would be very beautiful as the product range is unique and very appealing because of the lovely colours they are made in and the educational value they carry. The product range caters to children of age group of +6 months to 7 years old. There is a very interesting product called ‘Hopscotch’ with which a mother would also reminisce about her childhood how she must had played this as an outdoor game. This is a part of our ‘fun games’ segment and is a very good indoor game which would keep a child engaged. Furthermore, I would like to add that the products are very safe, non-PVC, non-toxic, skin-friendly and Made-in-India and we’re very proud about that. So, I hope that a child has a wonderful experience playing with Funjoy toys and using FITspree sports accessories.

MBT: With what marketing and distribution strategies, do you plan to takeoff in the business?

PL: Since, we’re very new and are in the nascent stage in the market with these additions, thus, we’re taking slow and measured steps. We’re striving to be present at the exhibitions and marking our presence at a lot of retail outlets. Although currently it’s the BTL way of marketing, however, we soon are going to go by the ATL route as well. We have a digital or online presence as we have a website of Funjoy. I would like to sum up our current marketing strategy as: slow steps, but in the right direction.

MBT: What do you have to say about the current retail presence as well as the growth you intend to achieve with regard to expanding your business across India?

PL: We have a market presence in the North, South and West regions, not in the East as of now. So, in the North region, we’re present in Delhi/NCR, Gurugram, Chandigarh, Meerut, Agra, Varanasi, Lucknow, Alwar, Ajmer; and in the West, we’re present in Mumbai, Pune, Ahmednagar, Nashik, Rajkot, Surat, Raipur. And in the South, we’re present in Chennai, Cochin, Ernakulam, Bangalore, Hyderabad, Vizag. Thus, we pretty much cover a lot of retail outlets and as a tentative aggregate, we’re definitely 3500+ retail outlets. We are also considering towards increasing a lot of new SKUs and you would certainly witness a rise in the number of SKUs. Actually, we started off with 30-40 SKUs and today we stand at about 100 SKUs. Thus, we would definitely be growing by each passing year.

“We’re definitely 3500+ retail outlets. We are also considering towards increasing a lot of new SKUs and you would certainly witness a rise in the number of SKUs. Actually, we started off with 30-40 SKUs and today we stand at about 100 SKUs.”

MBT: Since you had mentioned that you’re Made-in-India product and children-friendly especially with regard to plastic products and with many other products as well; kindly give some insights on the strengths and USP of your company and products.

PL: As I had said earlier, our products are child-safe, skin-friendly, non-toxic and Made-in-India. The products would aid in the advancement and development of not only the cognitive and imaginative skills, but also the fine motor skills (or dexterity). In short, it will lead to a holistic development of a child. As a matter of fact, Supreme never compromises on the quality of the products as far as the quality is concerned. We have an exceptional legacy and we stand by that.

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