Orion Nutrition

Background

Orion Nutrition, a leading player in the Indian FMCG sector, sought to capitalize on the festive season and expand the reach of its popular Orion Chocopie brand. In addition to boosting sales of the existing Chocopie range, they aimed to successfully launch new flavors—Mango & Orange—along with introducing Turtle Chips to the market.

Challenge

Orion Nutrition needed a strategic partner to scale its business during the critical festive period, drive penetration for new product launches, and strengthen its position in modern trade channels. With the aim to increase market share and recover channel spends, Orion needed a solution to ensure optimal product visibility, inventory management, and sales growth across India.

Objectives

• Scale business and drive GMV during the festive period.
• Penetrate modern trade with the launch of new flavors: Mango & Orange Chocopie and Turtle Chips.
• Recover INR 3.5 Cr in channel spends and optimize spend efficiency.
• Improve brand visibility across 3,000+ modern trade stores.

Solution

Growthmate devised and executed a comprehensive strategy focused on driving sales, increasing market penetration, and improving channel efficiencies.

Festive Season Sales Drive:

Growthmate supported Orion in scaling its existing Orion Chocopie business and managed the penetration of new products through targeted marketing campaigns, digital promotions, and localized offers tailored to festive season demand.

Market Penetration for New Products:

The new Chocopie Mango & Orange flavors and Turtle Chips were strategically launched with promotional activities in key modern trade accounts, leveraging in-store visibility and sampling campaigns to generate excitement and build awareness.

Channel Spend Optimization:

Growthmate reconciled Pan-India Modern Trade accounts to identify and recover channel spends amounting to INR 3.5 Cr, ensuring more efficient spend management and better ROI.

Brand Visibility & Shelf Share:

Growthmate ensured the maximum share of shelf space for Orion products by executing visibility campaigns across 3,000+ modern trade stores, focusing on high-traffic locations during the peak festive season.

Results

• GMV of INR 24 Cr achieved during the festive period.
• 2.5x Monthly Recurring Revenue (MRR) growth, showcasing a significant scale in business operations.
• +2.3% market share gain in key Modern Trade accounts, strengthening Orion Chocopie’s presence.
• Recovery of INR 3.5 Cr in channel spends through effective reconciliation of Pan-India Modern Trade accounts.
• Enhanced brand visibility across 3,000+ stores, resulting in a dominant share of shelf in the category.

Conclusion

The strategic partnership between Orion Nutrition and Growthmate successfully scaled the Orion Chocopie brand and introduced new products into the market with significant impact. Growthmate’s data-driven approach not only drove substantial sales growth and market share but also optimized channel efficiency and brand visibility across the country, positioning Orion for continued success in modern trade.