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How Tops Became A Leading Indian FMCG Brand & Competed With International Companies Like Nestle & Maggi

| Published on November 16, 2020

Journey & Success Story of Tops- India’s leading brand.

Founded in the year 1984, G.D. FoodsMfg. (India) Pvt. Ltd. is one of the leading FMCG companies in the processed Food Products Segment in India. But the story of how the brand became a prominent name in the market is worth a read.

The 80s was the time when food processing brands saw a boom. When Tops was launched, the same year Nestle and Maggie were launched in India too. For a local company, it was a challenge to compete with international brands but Tops overcame all the obstacles.

The Seth Family

GD Foods was founded by B.M. Seth, who wanted to honor his father’s memory, wanted to start a business that contributes to the upliftment of the countrymen. The company has stayed true to its vision and has been providing livelihood to many women. In Rajasthan alone, it employs 400 women.

B.M. Seth entered the family business in 1996 just after finishing his class 10 exams as his father was the only one working for the newly set up entity. He continued his studies through an open learning system and completed his graduation from Symbiosis University.

The company’s big jump came in 2003 when it launched different sauces. Australia is the top-performing market for the company, which is all set to spread wings to Dubai and the UAE utilizing the capacity of its existing plants.

Tops Sucess Worldwide

The brand today caters to more than 1.5 lakh retail touchpoints. In fact, 90 percent of the revenues come from India while the rest from exports and e-commerce sales. It has a widespread menu: from breakfast to every meal for kids and adults, Tops caters to every palate. Currently, it is exporting to 44 countries across six continents.

The company has been selling internationally at chains such as Walmart. Talking about the business, Nitin Seth, Vice-chairman of GD Foods, said, “We are all set to take the vision of being among the top three food and beverage companies in India. The aim is to take the company from Rs 300 crore to Rs 1,000 crore turnover.” Going forward, the brand is all set to make larger announcements for new products.

Tops story

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Strategies That Assured Tops Succes

The company has always made sure that it was managed by professionals that worked for the growth and development of the brand.

Tops have always been strategic behind the launch of all its products. Jams are always launched in winters, whose demand actually grows in summers, and sauces are always launched in summers, whose demand scales up in winters. Seth has explained the reason behind this, he said, “We are always able to see the response for the product in the opposite season and work accordingly when the peak season arrives.”

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