Introduction
For over a century, a leading Asafoetida (hing) manufacturer in India has been a pioneer in the 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.
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.
