Rise and fall of a brand

It was in 2002-03, that I came across a wet flour brand called “Thaayaar”.  Traditionally, south indian households grind their idly or dosai flour at home or get it ground at shops that provide the facility.  I remember taking the rice and dhal mix to a shop near our home in lloyds colony and picking the ground flour after a couple of hours.

There were also some resourceful and enterprising ladies who sold wet flour in plastic packets near temples in mylapore but that was the maximum stretch.  Nobody that I knew attempted to retail branded wet flour until Thayaar came along.

The pricing was ok at around 12/-, the packaging very ordinary but neat, the quality decent and the availability was good at all nearby shops.  Thus it addressed all the elements of marketing mix adequately.  There was not much of advertising (in fact none that I can recall) but the satisfied users like us became repeat customers.

Things started to look up when that organization got an ISO certification to tone up its systems and dramatically improved its packaging with an attractive colour scheme.  The quality of material and the sealing used for packing also improved.  At this time, we moved from Mylapore to T Nagar but we continued to patronize this brand.  While there were other brands that had come up, none could challenge the supremacy of “Thaayar.

Somewhere mid 2007, I noticed some early signs of a decline such as increased pricing, unreliable quality and also poor availability in the neighbourhood stores.  And then suddenly it vanished from the shelves of a super market near our residence.  The store keeper recommended another brand that was not only cost-effective but also was of good quality.

When I asked the shop keeper about “Thaayaar”, he said that  they have become overconfident and arrogant.  The  person who would deliver the bags would leave them strewn near the entrance of the shop rather than arrange it properly inside the fridge.  And when the shopkeeper told me that the HLL sales person who supplied materials worth a few thousands a week to his shop, took pains to stock it properly and display the materials in an attractive manner, the analogy stuck with me.

Perhaps, the management of “Thaayar” brand got complacent and lost focus of their immediate customer the shop keeper as well as the end customer like me.  Or possibly, they have much too business than what they can handle!  For their sake, I hope it is the latter!!

I no longer look for the earlier brand and now pick up the second brand by habit, possibly until they too become lazy.

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1 Comment

  1. Ravi said,

    February 29, 2008 at 6:30 am

    i cant fully take up this comment,as thaayar one of the leading brand in wet batter,even know we get proper service,if we have any customer complaint on there quality not more then 24hrs you will have a representative from thaayar to attned your issue,i have experienced it..shop keepers point of view they will suggest the brand which is giving them high margin and stock merchandise inside the store by vendors is not recommendable for any retail outlets ,starting from small kirana shops to super market,as we have a possibility of vendor reducing the other company facing display.


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