When Spice N Easy appeared among the list of finalists of the Radio Tarana Business Excellence in Marketing category at the Indian Newslink Indian Business Awards Ceremony held on November 14, Directors Sanjay and Vibha Soni did not think much about it because they have been finalists in our previous Awards as well.
But as the Company was declared winner, they realised that Spice N Easy had made it this time.
The Award recognised the commitment shown by the North Shore based company to marketing, proving that it understood the need for accurate market information, effective sales processes and the importance of brand credibility.
The Sonis were greeted by Prime Minister John Key, the then Opposition Leader Phil Goff, then Indian High Commissioner Sureesh Mehta, BNZ Chairman of the Board John Waller and BNZ Partners (Northern) Managing Partner Alan Young and with a thunderous applause by an appreciate audience at the Sky City Convention Centre.
Our independent panel of judges said that the Company won the Award for its ability to obtain customer reaction for its products and services and taking appropriate follow up action.
“There is evidence of market research and customer contact and feedback loops underpin the brand strength the company has built up,” they said.
Hallmarks of success
Rising up to customer expectations and catering to their demand have been the hallmarks of the success of Spice N Easy since its establishment just three years ago.
It all began when the Sonis opened ‘North Shore Super Store’ in Birkenhead (Auckland) soon after their migration from India ten years ago.
Intrigued and enticed by the exquisite taste of Indian food, their customers were keen to learn the art of cooking them.
“Encouraged by the inquiries, we decided to make it easy for customers to make their favourite dishes at home and provided a fool-proof, step-by-step recipe along with the spices and a list of ingredients,” Mrs Soni said.
As the demand for learning the art of Indian cooking increased, the Sonis decided to conduct cooking classes. Interaction with the public enabled them to understand the dishes that were popular, lifting them to the next step in the ladder of success.
Spice N Easy Recipe kits were launched in 2008, aimed to assist people in a hurry to eat good food instantly prepared at home.
Healthier options
“Spice N Easy provides a healthier option to the consumer looking for choices with no preservatives, food colouring, MSG and gluten. The range enables the consumer to control the quantity of oil and salt used in cooking,” Mrs Soni said.
Their clear strategy and well-researched and implemented product offering earned for Spice N Easy the 2degrees Best Small or Medium Sized Business Award, presented to a company (employing up to 25 persons) that exceeds customer expectations.
“This company has impressive financials and great marketing collateral and brand development,” our judges said.
Development of new products and markets entails vision, spirit of enterprise and the ability to take risks, all of which occurred quickly for Spice N Easy, orchestrated by flexibility and adaptability that are unique to small enterprises.
Pricing was an important factor in the success of Spice N Easy products.
“While our spice packets are affordable and easy to use, we have consistently ensured that our products conformed to the stringent standards of the New Zealand Food Safety Authority (NZFSA) and Hazard Analysis and Critical Control Points,” Mr Soni said.
Expanding range
The Spice n Easy range includes vegetarian, meat and seafood recipe kits, rice and lentils, snacks and starters and marinades.
The kits are now available at the supermarket chains of Progressive Enterprises (Countdown, Foodtown, Woolworths) and Food Stuffs Limited (New World, Pak N Save) and other companies.
The Company’s initial offering of four varieties became an instant hit, encouraged by which, the Sonis introduced six more within as many months. The company today markets 14 types at supermarkets, while a total of 40 varieties are available online (www.spiceneasy.co.nz)
With their concept patented and their brand trademarked (in New Zealand, Australia and Canada), the Sonis are planning to export their products to a number of overseas markets.
Inspiring Story
Spice N Easy is an inspiring story of a migrant couple who have built their business from modest beginning not very long ago. Their commitment to customer service and customer satisfaction qualified the Company to win the BNZ Supreme Business Award this year.
The judges said that a number of factors made Spice N Easy an excellent entry to the Indian Newslink Indian Business Awards 2011.
These included excellent selection of quality spices and herbs to complement the home produced natural Indian meal and a strong brand capturing a prime supermarket shelf location in a short time.
“Spice N Easy has made good use of marketing promotion and face-to-face trade events, leading to solid and consistent financial growth. It has excellent commitment to training and process improvement, with a strong focus on sustainability,” the judges said.
Spice N Easy was also the winner of the Westpac Auckland North Business Awards 2010 and 2011.
