Elephant Atta
Understanding new settlers in the UK and their perceptions of Elephant Chakki Gold
challenge
Elephant Atta faces the challenge of understanding how the habits and motivations of New Settlers evolve over time and differ from 1st, 2nd, and 3rd-generation consumers. They aim to validate their hypothesis that New Settlers, initially loyal to familiar brands, may shift preferences after two years due to community influence.
OUR APPROACH
As a research provider, we conducted a product exposure, focus group and ECG product review with 9 new settlers in the UK for 90 minutes each to gain a better understanding of this group and understand their perception of Elephant Chakki Gold (ECG) and other competitor brands.
THE INSIGHT
Those who are using Elephant atta, valued for its ability to make soft, digestible rotis, parathas, and puris, with multigrain atta appreciated for its health benefits. Freshness, texture, and the absence of additives are key priorities. Practicality drives packaging preferences, with plastic favoured for durability, while brand familiarity fosters trust, especially with associations to family traditions.
THE IMPACT
The research provided valuable insights into new settlers atta preferences, highlighting the importance of softness, freshness, and health benefits. It identified key consumer segments, guiding targeted marketing strategies. Findings also emphasized the need for the digital public transport advertising over traditional billboards to reach the right audience effectively.
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