Impact Feature | Priyagold Evolution: Embracing Future With Second And Third Generation Marvels

Good teamwork is one of the critical components that leads a business to success. Good brands or organisations require a high-performing team that can communicate clearly to achieve business objectives. A dynamic team can be an asset for the organisation, which can help in accomplishing tasks and achieving business objectives. A strong team can help assemble complementary skills from its team members to help perform tasks that one could not do alone. People invest their efforts, time, and hard work in building a successful brand, and even generations work harder to heighten their brands. One such brand whose second and third generations lead the brand with digital transformation and leadership qualities is Priyagold.

Priyagold Biscuits is an Indian food processing company that produces high-quality biscuits, chocolates, juices, and other snack items. Established in 1992 by B.P. Agarwal in Uttar Pradesh, India, the company has become a prominent player in the Indian food industry. The brand has a global presence, which is available in more than 20 countries.

Shri. Ballabh Prasad Agarwal and his sons Shri. Manoj Kumar Agarwal, Shri. Navin Kumar Agarwal & Shri. Shekhar Agarwal established Surya Food & Agro Ltd. in 1992 under the umbrella brand Priyagold. With several years of experience and expertise in the industry, baking runs deep in their genes. With time, the Agarwal family kept joining hands with new people who have become today's valued customers. The Agarwal aspiration to provide good quality to the masses is reflected in its brand's slogan, "Haq Se Maango" (Demand it Right), which means that everybody is entitled to get good quality products at the correct prices. This policy has driven the company to achieve heights and develop a base as strong as Priyagold's.

Second Generation Leadership:

The company's growth since its founding has been greatly aided by the leadership of B.P. Agarwal and his sons, Manoj Agarwal, Navin Agarwal, and Shekhar Agarwal. Manoj Agarwal brings his managerial expertise to manage all the company's manufacturing units along with his younger brother, Navin Agarwal. In addition to assisting his older brother in supervising the manufacturing process, Navin Agarwal manages the company's sales. Shekhar Agarwal has had a significant role in managing the company's finances, sales, and marketing. They all worked extremely hard in the management and marketing departments majorly. Developed different strategies to enhance sales and finances; with all these efforts, Agarwals brought a positive transformation to the company.

Digital Transformation and Third-Generation Leadership:

As the third generation joins the company, Priyagold evolves from a conventional family-owned enterprise into a cutting-edge corporate structure. The third generation is bringing in new policies and procedures in the entire organisation to make it more professional. The new leadership is implementing digital initiatives, such as ERP systems, DMS, SFA, and data collection advertising campaigns. The company is now focused on Modern Trade Retail, E-commerce, and Quick Commerce channels to adapt to shifting consumer trends around direct-to-consumer (D2C) approach. Mr Mannas Agarwwal, stated, “By being aware of emerging technologies and market trends, we can identify gaps in the market and develop new products or services that meet our customers' needs. Emerging technologies are more than just instruments; they are the hues of creativity on a canvas that depicts the future. With the advancement of time and technologies, we can identify new opportunities for growth and innovation, make better decisions, build our professional network, position ourselves for success and achieve our goals.” He further added, “New technologies and opening up new markets can minimise risks and maximise the chances of success.” He also emphasises bringing the entire supply chain into a single digital ecosystem. The third generation enters with the mindset of transforming the company digitally. They are using various digital devices to ease work efficiency and improve their online presence.