The Kolkata Mail correspondent Priyanka Dutta caught up with Mr Harshil Agarwal, Marketing President, Sona Biscuits Ltd (Sobisco) in an exclusive conversation. Excerpts..

How is Sobisco maintaining its freshness and still relevant, especially for the youth and Gen Z, with its foray into the bakery business, launching Sobisco Fresh?

Mr Harshil Agarwal- Sobisco Fresh, from the House of Sobisco, was launched in the year 2024, taking the legacy of Sobisco, which spans more than two decades, forward.

It is present in nine locations in Kolkata: Alipore, Thakurpukur, Shyamnagar, Lake Town, Tollygunge, Bagbazar, Kasba, Kankurgachi, and Taratala.

Sobisco has been delighting consumers with its delectable biscuits, combining great taste with nutritional goodness. We are known for our commitment to wholesome goodness and quality, earning the trust and love of millions over the years. We have been inventing and reinventing our goods to cater to the evolving tastes and preferences of the consumers, including Gen Z and the youth, with our digital-first approach. Our latest venture, Sobisco Fresh, reimagines the brand in a renewed way with a newfound freshness that aligns with the likes of Gen Z. With a refreshing and unique décor in all of our outlets along with innovative and healthy products such as Yum Yum noodles and Double Treat Chocolate Milkshake at affordable prices, we aim to position ourselves as the go-to place for spending quality time with friends, family members or even solo dates given the spacious area in our outlets and the refreshing ambience that creates a beautiful as well as a memorable experience for the consumers.

What is the thought and vision behind the introduction of Sobisco Fresh?

Mr Harshil Agarwal- With an elegant décor, a vibrant ambience, a comfortable seating area and a friendly staff, Sobisco Fresh has been launched with the vision to deliver an authentic and fun experience for consumers when they visit any of our outlets, with each of our products cooked with passion, precision and in an utmost healthy way, designed to transform every occasion into a celebration. At Sobisco Fresh, every bite is a celebration and a moment to rejoice, whether it is an anniversary, birthday, or a cosy gathering with loved ones. In Kolkata, Sobisco Fresh is the one-stop destination for premium and healthy baked goods that are bound to put a smile on your faces.

What is the USP of Sobisco Fresh, and what differentiates it from its competitors?

Mr Harshil Agarwal- Sobisco Fresh offers freshly baked goods, including pastries, cakes, patties, and puffs, besides our established range of packaged cakes and biscuits that are carefully curated to deliver unmatched quality and taste. From everyday treats to special occasion cakes, it serves every purpose, providing a wholesome snacking experience, being more than just a cake shop, and offering both savoury and sweet items. We utilize superior quality ingredients which are prepared carefully, establishing trust with the consumers, and offer healthy savoury and confectionary goods at very affordable prices. We aim to offer value-for-money products, starting at as low as INR 30, which offer nutritional value and a memorable Instagram-worthy experience at their outlets.

What is the influencer marketing strategy of Sobisco Fresh, and what is its festive marketing strategy?

Mr Harshil Agarwal- As a brand that relies heavily on delivering nutritional value to the consumers, Sobisco Fresh has targeted especially Gen Zs and the youth, catering to the local and regional tastes & preferences of the consumers. Our influencer marketing strategy is driven by organic and natural storytelling that is relatable to the youth and the daily households in Kolkata, creating moments that they can find joy in and cherish. Organic and personalised storytelling forms a huge part of our influencer marketing strategy.