For over a century, a leading Asafoetida (hing) manufacturer in India has been a pioneer in the spices industry, trusted for its uncompromising quality and extensive distribution network. However, in recent years, counterfeit products infiltrated the market, damaging the brand’s reputation, eroding customer trust, and causing significant revenue losses. Despite initial attempts to address the issue using in-house and third-party solutions, the problem persisted. The company turned to Acviss to implement a cutting-edge anti-counterfeiting solution, which revolutionized its operations and restored its market leadership.
The Challenge: Fighting Counterfeiting in FMCG
The company faced a rising tide of counterfeit products, a problem exacerbated by an alarming increase in fake goods across India's FMCG sector. Counterfeit cases in the industry spiked by 63% in 2019, with 24% directly impacting the brand. These fake products undermined customer loyalty, diluted brand value, and caused substantial revenue losses.
Initial efforts to combat counterfeiting, including an in-house solution and partnerships with market-available anti-counterfeit technologies, failed to provide the desired results. It became clear that a more robust and scalable solution was needed.
The Acviss Solution
Acviss designed and deployed a tailored anti-counterfeiting solution for the company, incorporating advanced technologies to ensure the authenticity of its products.
- QR Code Integration
- Each Asafoetida product was equipped with unique, tamper-proof QR codes, enabling instant verification by stakeholders and customers.
- The codes allowed the company to track and authenticate every product across its supply chain, cutting off counterfeit sources effectively.
- Comprehensive Deployment
- The solution was seamlessly integrated into the company’s existing production and distribution workflows, ensuring minimal disruption.
- End-to-End Traceability
- By leveraging the QR codes, the company could monitor their products from the manufacturing stage to the end customer, ensuring complete visibility and accountability.
Implementation: A Streamlined Approach
The implementation process was swift and efficient, aligning perfectly with the company’s operational needs.
- Manufacturing Facility Adaptation
- Acviss collaborated with the company to integrate the QR code technology into their production lines. The solution was deployed across multiple manufacturing hubs, including facilities in Chennai, Kumbakonam, and Mumbai.
- Training for Stakeholders
- Acviss provided comprehensive training to ensure the smooth adoption of the solution. Employees at various levels were taught how to generate, implement, and scan QR codes, empowering them to identify and prevent counterfeit activities.
- Ongoing Support
- Post-implementation, Acviss offered consistent support to address any technical challenges and refine the solution as per evolving market dynamics.
The Impact: Redefining Success in the Asafoetida Industry
The results of Acviss’s intervention were nothing short of transformational:
- Counterfeit Elimination
- The company successfully eliminated 99% of counterfeit products from the market. By tracking the sources of fake goods, they not only curtailed the problem but also prevented future counterfeiting attempts.
- Enhanced Brand Value and Revenue
- Post-implementation, the company witnessed a significant increase in both brand value and revenue. Customers, reassured by the authenticity of their purchases, returned to the brand, boosting sales and restoring trust.
- Widespread Adoption
- Over 172 million products were protected through the solution, with major coverage in Chennai (84 million), Kumbakonam (54 million), and Mumbai (33 million).
- Customer Testimonial
A company representative shared their experience:
“Acviss’s solution has not only helped us protect our products but has also restored the trust of our customers. We’ve never seen such an effective system in action before.”
Key Learnings from the Deployment
The success of this initiative underscores the importance of adopting advanced technology to safeguard brands in the FMCG sector. Key takeaways include:
- Leveraging Unique Identifiers: QR codes provide an efficient and scalable way to authenticate products.
- Training and Support: Ensuring employees and stakeholders understand and adopt the system is critical for success.
- End-to-End Traceability: Visibility across the supply chain is essential to cut off counterfeit sources and enhance operational transparency.
FAQs
1. How big is the counterfeiting problem in the Hing (Asafoetida) industry?
It’s bigger than most people think. Fake and adulterated Hing is flooding the market, reducing quality, cheating consumers, and even posing health risks. Counterfeiters use synthetic resins, starch, and other fillers instead of pure Asafoetida, making it tough for consumers to differentiate.
2. How does fake Hing affect the industry and consumers?
Fake Hing not only damages a brand’s reputation but also affects the entire industry’s credibility. It disrupts fair pricing, causes revenue loss for genuine manufacturers, and can lead to health hazards due to chemical adulteration.
3. How did Acviss help this Hing brand fight counterfeiting?
Acviss introduced smart packaging solutions with QR-based authentication that allowed customers to verify product authenticity before purchase. This also helped track counterfeits in the supply chain and eliminate fake products at the root.
4. Why is Variable Data Printing (VDP) important for Hing manufacturers?
VDP ensures each product has a unique scannable code that cannot be replicated. This means every pack of Hing has its own identity, helping consumers, retailers, and brands instantly verify if the product is real or fake.
5. Can consumers easily check if their Hing is authentic?
Yes! Acviss’s system allows customers to scan a QR code on the packaging using their smartphone. If the product is authentic, they get instant verification. If it’s fake, they can report it right away.
6. What happens when a fake Hing product is found?
When a consumer reports a fake product, the brand gets alerted, allowing them to track where the fake Hing entered the market. This helps remove counterfeits and take legal action against fraudulent suppliers.
7. How does Acviss's solution benefit retailers and distributors?
Retailers and distributors can use Acviss’s technology to avoid stocking fake products, reducing customer complaints and boosting trust in their supply chain. It also helps in tracking sales data and identifying high-risk markets.
8. Will anti-counterfeiting technology increase the price of Hing?
Not necessarily. Acviss’s solutions are designed to be cost-effective, ensuring brands can protect their products without passing on significant costs to consumers. In fact, protecting the supply chain leads to higher sales and trust, making it a win-win for everyone.
9. What other industries use Acviss for brand protection?
Apart from Hing, Acviss has helped industries like pharmaceuticals, agrochemicals, FMCG, and luxury goods combat counterfeiting with smart authentication and tracking solutions.
10. How can other Hing manufacturers adopt this anti-counterfeiting technology?
Any Hing brand can integrate Acviss’s solutions into their packaging process with minimal changes. All they need is to start using QR codes, digital verification, and track & trace solutions. It’s the future of brand protection in the Hing industry! 🚀
Secure Your Brand with Acviss
Counterfeiting is a growing challenge for FMCG brands, but it doesn’t have to be a losing battle. With Acviss’s innovative anti-counterfeiting solutions, you can protect your products, secure customer trust, and boost your brand’s market value.
Download the Full Case Study or book a call with us today.
Let’s build a future where authenticity and trust define your brand.
