We catch up with Sanjeev Giri, Business Head, RCPL Staples, as he outlines the key pillars that have gone into the making of brand ‘Independence’
The brand is clearly moving in a healthier direction, with the expansion into healthy & premium alternatives such as Makhana, Jaggery, and poha. Does the brand speak a different language when selling “health” versus selling “indulgence”?
As Brand Independence, our core philosophy is delivering global quality products at affordable prices, anchored in three pillars — quality, health, and taste. While indulgence in staples differs from snacks or confectionery, our brand language remains consistent; we adapt the health and taste cues based on the category.
Our goal is to elevate everyday staples through meaningful improvements without compromising on quality & trust, ensuring families always feel confident about the food they consume.
India changes taste every 100 kilometers. As you expand North, how does Independence manage to be a national brand while catering to such specific, regional palates?
Independence has been able to scale as a national brand by building strong regional relevance. Whenever we enter a category, we tailor our offerings to local tastes and consumption habits rather than taking a one-size-fits-all approach. For example, we offer region-specific oils and rice variants, and products like Sharbati-blend Atta designed for North Indian preferences. This balance of national brand strength with regional customization has helped us build salience and acceptance across markets.
“Khaane me samjhauta nahi, Acha khana shuruaat sahi” is a strong hook that speaks to consumers. How is the brand embodying this philosophy?
The philosophy of “Khaane mein samjhauta nahi, Acha Khana Shuruaat Sahi” is embedded in how we build our portfolio & connect with the consumers.
As Indians, we consider food is for the ‘Being’ and not just for the mouth or stomach. It should be eaten with purity and respect as an offering to the godly fire within. We honour that by never compromising on quality. It starts with right sourcing and stringent quality controls, and extends to offering added benefits in nutrition, taste, and overall product superiority. So, the promise isn’t just communication-led; it’s product-led. We ensure consumers get food that is both trustworthy and meaningfully better for their everyday consumption.
