Kissan – a HUL food brand

Kissan is a food brand that was acquired by HUL in 1994 from the UB Group. Following products are offered under this brand: ketchup, other sauces, jams, squashes and ready-to-drink products.  The main target segment for the brand is the growing kids and the positioning is: ‘deliciously wholesome products for kids to grow up’. Consequently, most Kissan ads show kids eating foods only when Kissan jam or ketchup is applied to it.

The different products under the Kissan brand are as follows:

Kissan Jam
Kissan Jam

Kissan Juice
Kissan Juice

Kissan Tomato Ketchup
Kissan Tomato Ketchup

Kissan Tomato Ketchup
Kissan Tomato Ketchup

Kissan Jam Squeeze Green Apple
Kissan Jam Squeeze Green Apple

Kissan Jam Squeeze Mango
Kissan Jam Squeeze Mango

Kissan Jam Squeeze Pineapple
Kissan Jam Squeeze Pineapple

Kissan Jam Squeeze Strawberry
Kissan Jam Squeeze Strawberry

The most popular product under the brand is the tomato ketchup and recent tagline of the same is: ‘Just Lagao, Kuch Bhi Khao’. As per HUL website:

“Kissan acts as a catalyst, easing stressful moments at the dining table. With Kissan, good food is loved not shoved!

Kissan wants to be the brand which will help dissolve tension between mother and the family during informal good food moments. Kissan acts as a catalyst, easing stressful moments at the dining table. With Kissan, good food is loved not shoved!”

This entry was posted in Marketing Practice and tagged , , , , , by Dr. Angshu. Bookmark the permalink.

About Dr. Angshu

Dr. Angshu is the founder and owner of TNMG: The Next Marketing Guru. He is a PhD and MBA in Marketing from XLRI Jamshedpur. Currently he is leading large scale marketing, research & analytics projects as part of Strategy & Insights team at Star India, India’s no. 1 Media & Entertainment company. In his last job, he was heading Consumer Insights function for Spice Group. Earlier he has worked for Wipro Technologies and managed IT projects for marketing division of a Fortune 100 company. Dr. Angshu is a Visiting Professor at XLRI and IMT Ghaziabad. He has published multiple research papers on marketing, social media and luxury consumption. Recently he has published a book titled “Influence 2.0: How Social Media WOM Influences You" published by reputed international publishing house Lambert Publishing. Other than work and academics, he is a social media addict, big foodie and amateur pianist. You can contact him by: Gmail | Facebook | LinkedIn

5 thoughts on “Kissan – a HUL food brand

  1. saw your ad “who will be the opener”in a class room and the bat goes to a boy who bribes the captain with a roti roll filled with Kissan jam.I feel this ad spreads the feeling that you can win a position by bribing instead of securing a post by your ability.Being a principal of a school I feel this Ad is giving a wrong message.So many ideas can be based on school or class room.Like a child”s lunch box falls down and a friend sharing a roti roll with him brings a smile in his face or on a sharing day all children open their lunch boxes to find all had kissan rolls etc

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