Quality is the best business plan, period” - John Lasseter. This is the principle which has driven Kamal Malpani, Group Chairman, Yashoda Group of Industries, to build a quality-focused food brand – Yashoda Foods. Growing at a CAGR of more than 8 percent, the food and beverages industry in Nepal is witnessing a transformation driven by the prominence of quality. Consumers are increasingly seeking organic and hygienic products. This has led to a rise in certifications like ISO and HACCP among the food producers. At the same time, there is a need to meet the expectations of Generation Z. Hence, there is a demand for a quality-focused brand that can also appeal to the adventurous nature of young people.
Kamal Malpani has developed a modern facility with a highly skilled R&D team and a laboratory. In the process of launching a new product or flavor, different customer segments such as students, office employees, dealers, and associates are involved to make sure that feedback is received from all the segments. These groups are given samples to get immediate and honest feedback on the product to be able to make changes to the product based on the feedback. The packaging is also tailored to appeal to Gen Z by being colorful and vibrant from the get-go to grab their attention. Today, the company is one of the leaders in the field of premium range of noodles and snacks in Nepal.
One of the product’s advantages is the use of ‘Dalle Khursani/ Akbare Khursani’ chilli grown in the hilly areas of Nepal. This chilli not only brings out the spiciness but also helps in digestion. Farmers had to sell the produce at Rs.200 per kg and failed to make profits. The company has created a demand for its produce and goes on to buy the whole produce in advance, causing an increase in the price from Rs.200 per kg to Rs.500 per kg in seven years.
“We are a dominant player in the premium noodles and snacks segment in Nepal and export to many countries, thus contributing to the GDP of Nepal,” says Kamal Malpani.
Commitment to Innovation
Research and development is at the core of Yashoda Foods, and a team of highly qualified people and facilities are the driving force behind innovation. Kamal is a perfectionist who pays close attention to every detail of the manufacturing process – from raw material procurement to the delivery of the finished product. This commitment has ensured that the firm has a large and loyal customer base both in the domestic and international markets. Continuing to keep a close eye on the changing consumer tastes and trends, he is always eager to meet the demands of the customers and predict the future trends. The recent entry of the company into the health-conscious category is a perfect example of his dedication to fulfilling consumer expectations.
Focus on Quality
To achieve the highest quality, the company’s equipment and technologies are sourced from the best companies in the world. Likewise, the raw materials they purchase come from multinational companies and reliable suppliers, which reflect Kamal’s commitment to creating sustainable value. In the organization, he has focused on having a highly trained workforce and the best facilities. This helps the company maintain the competitive advantage and continuously improve its products.
In line with the changing consumer demands, they seek to incorporate the most recent trends and flavors into their products. Today, the company offers 12 different flavors of cup noodles, making it the brand with the largest number of SKUs in Nepal. This customer-centric strategy drives their ability to stay competitive and adapt to the evolving market. It ensures that they are able to maintain quality in every aspect of their operations from the acquisition of raw materials to the final stages of packaging and delivery. High standards are kept to guarantee that their products are genuine.
Sustainability Initiatives
Yashoda Foods has taken a strategic decision to use rice husk as a fuel instead of coal under the leadership of Kamal Malpani. This unique strategy entails the use of a rice husk processing plant in the company to provide the company with its fuel and hence reduce its carbon footprint. Further, Kamal has incorporated other local ingredients such as raagi and buckwheat in some of the products like the buckwheat chips that have ensured that the supply chain also supports local agriculture and farmers in the area.
Kamal Malpani has also played a key role in the packaging sustainability at Yashoda Foods. He has introduced a recycling program that reprocesses the waste wrappers into granules for other industries. This initiative ensures that plastic waste is used in the most efficient way possible.
Yashoda Foods has been a great contributor to the community under the leadership of Kamal Malpani as it has employed nearly 2,000 people in Nepal. His approach towards inclusive employment is also reflected in the fact that most of the workers in the factory are women. This emphasis on community development also reflects his commitment to building a positive and viable business climate.
We are a dominant player in the premium noodles & snacks segment in Nepal & export to many countries, thus contributing to the GDP of Nepal
Global Expansion & Adaptation
Through the leadership of Nitesh Malpani, the CEO of Yashoda Foods India, and Arjun Bhandari, Director of International Trade and Relations, Yashoda Foods has been able to penetrate various markets around the world and has been received with open arms in most countries. To meet the needs of different regions, Nitesh has also led the company’s efforts to develop products for individual countries or regions. Realizing that the tastes of consumers differ from country to country, he has spearheaded the introduction of a wide range of flavors that have been able to meet the needs of consumers adequately. This strategic approach has helped Yashoda Foods establish its presence in the international market and be relevant.
Working from a landlocked country also poses some challenges with regard to logistics and supply chain management which Arjun has managed to overcome. He has developed strict plans to control supply cycles so that Yashoda Foods’ products are never out of stock in any market. He has mitigated the risks of stock-outs by preparing subsequent consignments in advance; this has ensured that the supply remains constant and customers are not disappointed.
“We realized the potential of using the Nepali diaspora to expand the business beyond Nepal. We have taken advantage of the fact that a large number of Nepalese people are working in different countries to ensure that the brand has a steady customer base. This strategic move has not only helped Yashoda Foods to expand but also to establish its operations in new and potential markets,” says Nitesh.
Community & Sports Engagement
Kamal Malpani is aware of the importance of supporting local farmers and he is willing to pay for the services in advance and buy the entire harvest from the farmers. This also contributes to sustainability and enhances local communities. He has been in the business for seven years and has undertaken many initiatives that have helped improve their effectiveness, such as sponsoring local sports clubs such as Butwal Lumbini Football Club (BLFC). They sponsor sports activities as a way of ensuring that their community is healthy and also marketing their brand.
Kamal’s emphasis on product development shows his determination to improve the products and keep up with the changing needs of the customers. A perfect example of his vision is the entry of buckwheat chips. He saw an opportunity to produce a unique product and support local farmers at the same time, since there is an abundance of buckwheat and raagi in Nepal. This initiative is a good example of how he is committed to sustainability and community development.
In the future, Kamal Malpani intends to continue his efforts to expand the reach and enter new countries and territories where Yashoda Foods is not yet available. He believes that with these initiatives he is taking the company in the right direction towards its strategic goals. His dedication to the customers and his vision for the future has ensured that the company is on course to further expansion and prosperity in the global market.
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