- Mehran Spice & Food Industries takes pride in offering top-tier products with social media triumphs
- Direct connection with consumers creating a sense of community and loyalty around the Mehran brand
Interview with Mr. Gul Muhammad Lot — Chairman, Mehran Spice & Food Industries
PAGE: Tell me something about yourself, please:
Gul Muhammad Lot: I was born in the Diplo area of Thar District in Sindh. I inherited a profound legacy in the food business from my late father, Mr. Ghullam Muhammad Lot. I joined his business during 1980s, after completing my Bachelor’s. I earned Master’s degree in political science from the University of Sindh, Hyderabad. My journey took a turn into politics, culminating in my tenure in the Senate in 2015, driven by an unwavering commitment to national service.
Assuming the role of Chairman at M/s. Mehran Spice & Food Industries, I steered the company towards global prominence. In few years, Mehran has become a leading exporter to over 50 countries worldwide and standing as a world leader in quality rice, powered by rice processing technology from Germany.
Venturing into the local market in 2011, Mehran swiftly secured a substantial share, witnessing remarkable growth in both local and export sales over years. As an ISO 9001 & ISO 22000 certified leader in the quality food business, Mehran Spice & Food Industries is on a mission to be a consumer-oriented company, prioritising quality, consistency and authentic taste, supported by state-of-the-art technology.
The recognition garnered by Mehran Spice & Food Industries includes prestigious awards such as the Best Exporter Award from FPCCI for an impressive 37 consecutive years, the Presidential Award twice, the Prime Minister Award twice, and the Businessman of the Year Award six times, solidifying its status as a business leader with a visionary business mind.
PAGE: What are three top brands/products of your organisation? Please elaborate with details:
Gul Muhammad Lot: Mehran Spice & Food Industries takes pride in offering an extensive range of top-quality products, with a special focus on Recipes, Sauces, and Desserts. These items stand out as our Top Selling (SKU), providing a convenient solution for both special occasions and everyday meals, making life easier for housewives. Among our diverse product line, Recipes hold a significant place, boasting a collection of 40 distinct recipes that bring together a harmonious blend of spices like cardamom, cinnamon, and cloves. Crafting the perfect proportion of these spices is no simple task, and Mehran recognises the challenge faced by every homemaker. It takes years of dedication to refine the taste of our recipes, and our Research and Development team is tirelessly committed to enhance the flavour of our Recipes, ensuring that it delivers the best possible taste.
The meticulous attention to detail in the production of Mehran’s top products is evident in our Sauces and Desserts. These items not only complement various cuisines but also cater to the diverse taste and preference of consumers. The R&D department continues its ongoing efforts to elevate the taste profile of our sauces and desserts, ensuring a delightful culinary experience. As a result, Mehran Spice & Food Industries stands as a reliable choice for those seeking not just convenience but also an exceptional and authentic taste in their culinary endeavors.
PAGE: Could you share your experience of working on the top brands and sustaining them in the cutthroat competition in the industry?
Gul Muhammad Lot: Mehran Spice & Food Industries stands tall with a wealth of experience in handling top brands and successfully navigating the fierce competition within the industry. The backbone of our resilience lies in Research and Development (R&D) and Quality Control department. Through the dedicated efforts and extensive experience of our teams, we confidently confront industry challenges. This commitment extends to sourcing the finest quality raw materials at competitive prices, giving us a strategic edge to offer top-notch spices at a compelling price point. Mehran’s product not only meets but exceeds customer expectations, making us a formidable contender in both domestic and international markets.
Mehran Spice & Food Industries continues to distinguish itself in the market by emphasising quality and continuous innovation. The dedicated team’s hard work and experience contribute significantly to our ability to face the challenges posed by cutthroat competition in the industry. By focusing on securing high-quality raw materials at optimal prices, Mehran not only sustains its competitiveness but also ensures that our products resonate with customers worldwide. This commitment to quality, affordability, and innovation positions Mehran Spice & Food Industries as capable of thriving in the demanding industry.
PAGE: Quality does matter. However, how much role does advertising play in promoting a brand?
Gul Muhammad Lot: Mehran Spice & Food Industries takes pride in delivering top-tier products as evidenced by its ISO 9001 & ISO 22000 certifications, attesting to the company’s commitment to quality. Mehran is dedicated to being consumer-oriented, ensures a seamless blend of quality, consistency, and authentic taste in every offering.
Advertisement plays a pivotal role in promoting Mehran’s products, and our comprehensive strategy includes television, billboards, radio, and a strong focus on social media. Utilizing these platforms ensures a widespread reach to consumers. Social media, in particular, has emerged as a powerful tool, allowing us to directly connect with our audience. By actively engaging on social platforms, we gain valuable insights from customer feedback, enabling us to continuously enhance product quality. Moreover, social media serves as a dynamic avenue for creating awareness, facilitating a direct line of communication with consumers, and fostering a community that appreciates and support Mehran’s brand.
PAGE: Marketing a brand has morphed in the wake of social media and digitisation. What is your take on it?
Gul Muhammad Lot: In the evolving landscape of marketing, especially with the influence of social media and digitisation, Mehran Spice & Food Industries recognises the transformative power of these platforms. Social media has become an indispensable tool for brand promotion, providing an interactive space to engage with our audience. The immediacy and vast reach of platforms like Facebook, Instagram, and Twitter allow us to connect directly with consumers, fostering a sense of community and loyalty around the Mehran brand.
In leveraging social media for marketing, Mehran Spice & Food Industries goes beyond conventional approaches. We conduct unique competitions that not only engage our audience but also serve as a means to understand their preferences better. By offering gifts and incentives, we encourage customers to share their experiences and opinions on the taste of our spices. This two-way interaction not only strengthens our relationship with consumers but also enables us to refine and enhance our products based on direct feedback.
Mehran Spice & Food Industries has recently rolled out an appealing promotion to captivate consumers, an added bonus of complimentary sachets inside our recipe packets. The overwhelming positive response from consumers on social media speaks volumes about the success of this enticing offer.