In this interview, Dr. J. K. Tandon, Chairman of A & Z Exports International, shares insights into the company’s legacy and its unique approach to the FMCG and consumer durables markets. Established in 2001, A & Z Exports International is a globally recognized name under the A & Z Group, a 150-year-old powerhouse in international trade. With a presence in over 120 countries, the company has carved a niche by sourcing premium products from around the world, delivering everything from essential commodities to luxury items for the Indian market.
Give us an overview of A & Z Exports International’s journey and the vision behind its inception in the FMCG and consumer durables sectors.
A & Z Group is 150 years old company. In 1952 we established our own family unit. We have 34 companies in A UNIT OF A & Z GROUP having different activities and different Portfolios. We are dealing in almost the entire Globe in each and every trade in other words from Needle to Airplane. A & Z Exports International was established in 2001 and it is responsible for the Import-Export of Food & Beverages all over the globe. A Unit of A & Z Group is an International trading house established in 1952. This is currently the 4th Generation (Family Unit). We have a presence in over 120 countries. We are known for our commitment to sourcing and delivering only the top quality premium products are it commodities, food items, consumer durables, engineering products, telecom and other services.
Having our own team globally spread out, we have access to and understanding of different governmental regulations, social preferences and cultural influences on product choices. We invariably are buyers as well as sellers in the same markets and therefore understand the finer nuances of individual markets and products. We are looking for premium products for our unique end users. We always prefer to launch new products exclusively in India with a Guarantee of Volume of Business.
As a group, we are strong in the HORECA and RETAIL segments. We cover all regions of India. We are dealing mostly in HORECA and Modern Retail through our own sales force while for other segments; we go through the distribution channels. We import & export from all over the Globe from needle to aeroplane but for more than the last 12 years, our main focus is on Food & Beverages. Overall, the most successful items are Cookies; Chocolate; Snacks; Candies; Fresh Fruits & Vegetables; Dry Fruits; Olives; Olive Oil; Canola Oil; Jams; Honey; Frozen Food; Juices; Water; Non-Alcoholic Beverages; Tea; Coffee; Spices; Organic & Natural Food, Non Alcoholic Beer, Green Energy Drinks, Savoury Snacks etc. The group has the flagship company A & Z and a large number of sister and associate companies which have been floated for specific purposes. A & Z is committed to bringing only authentic products in their original packaging from the manufacturer straight to our premium consumers.
You also introduced Maltese non-alcoholic beer and VICHEEZ to the Indian market. What inspired this focus on Maltese products, and how do you envision their reception among Indian consumers?
As Malta is the most beautiful and the smallest island of Europe. CISK is the world-renowned and Gold Winner of The International Brewing Award – which has brought the joy of beer without the alcohol. It has been produced since 1929 by the nearly 150-year-old Farsons Group of Malta – a member of the European Union, CISK is known for its exquisite taste. If we talk about VICHEEZ, which is Malta’s most-loved snack, known as Twistees in Malta. We have imported this product under our private label as “Vicheez”. These are delicious baked crisps and savoury snacks made of rice and cheese. As both of them are healthy products, which are truly loved by Indian Consumers as well. Both of our these products are one of the oldest and leading ones in the Maltese Market. These products in the Indian Market are growing, and people are not only liking rather loving these, as their demand is increasing day by day.
Green energy drinks are an emerging trend in the FMCG market. What’s unique about the green energy drink you are importing from Malta, and how does it align with the current consumer demands in India?
If you analyse the Indian Market, we agree that the Indian Market has a variety of brands of energy drinks. But none of them offers what GO & FUN has. GO & FUN is the first Green Energy Drink introduced in the Indian Market. It has Natural Ingredients which are extracted from Guarana, Mate, and Green Tea. It has a refreshing flavour that is completely different from other energy drinks. Our panel tests show that 84% who try the product start buying it. It is Gluten-free, NO Taurine, NO Glucuronolactonene, NO Preservatives.
You import a wide range of products from various countries. What is your approach to sourcing premium international brands, and how do you ensure they cater to the diverse tastes and expectations of the Indian market?
We are importing a variety of commodities from needles to aeroplanes from 82 different countries. We are not limited to any specific trade, but as food & beverages is the biggest market in the entire globe, thus we laid our main focus on it and serving India with the best from every country. We always try to launch Premium Products in Indian Market with EXCLUSIVITY AGREEMENT. After a survey on the taste and demand of the Indian Market, we always focus on the best quality products of the local market by our expert team, we always dedicate our best efforts to launch them at a big scale by organizing Soft Launch Events across India.
Do you also assist overseas companies entering the Indian market? Could you elaborate on these services, and what role your organisation plays in facilitating smooth market entry for foreign brands?
We always welcome overseas companies for the Indian Market as a collaborator. We not only assist, a rather, guide and build good business relations with them by being their Exclusive Business Partners for PAN India.
Looking ahead, what are your plans for expanding your portfolio? Are there any upcoming product categories or international partnerships that you are particularly excited about?
We feel proud to continue with the addition of more new products with multiple categories for serving India with quality products across the globe not only for humans but for their lovable pets too. We have a plan to import a variety of Pet Food Products from a Maltese Company – “Pet Nutrition Pvt. Ltd.”. Also, we have potential collaborators from the United States of America and Canada for the launch of our new plants/ setups in India.
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