Unconventional Marketing Strategies of Balaji Wafers Vs Gopal Snacks

If you’ve ever found yourself reaching for a packet of crispy snacks at your local store, chances are, you’ve come across Balaji and Gopal Snacks a lot. Their visibility is very high in the market. Plus, you are so used to their taste, you cannot pick any other brand. 

But how did they build such strong customer loyalty in the Indian market where customers are The answer lies in their unique marketing strategies, brand positioning and constant innovation. In this case study, we’ll break down the journey of Balaji and Gopal, comparing their marketing approaches and see what lessons we can learn from their success.

 Let’s get started!

Table of contents

• Balaji v/s Gopal Overview
• Balaji v/s Gopal Brand Positioning
• Balaji v/s Gopal Marketing Strategies
• Balaji v/s Gopal Standout Campaigns
• In conclusion
• Frequently Asked Questions

Balaji v/s Gopal Overview

Balaji Wafers

Chandubhai Virani thought of starting his own snack business while working running a canteen at a theatre. The chips he made at home were getting sold out quickly week after week. Noticing this, Chandubhai was convinced that he could make a strong business out of this. So, that’s what he did. He started Balaji Wafers, selling chips from a small room in Rajkot.  Later his brothers joined him in this venture of adventure. They hustled hard, loaded up their wafers, on their cycles and went out in the world selling their chips. The quality and taste of the chips started garnering appreciation, so much that their chips became the talk of the town. The brand initially catered to the local demand for savoury snacks, particularly its signature wafers and quickly built a loyal customer base. Today, Balaji stands as one of India’s largest regional snack brands, with a strong presence not only in Gujarat but across many states. Their ability to maintain consistency in taste and quality has made them a household name.

Gopal Snacks

Gopal Namkeen began its journey in the early 1980s as a small regional player specialising in traditional Indian snacks. Founded in Rajkot, the founder’s vision was simple— to bring the tasty snacks made by them to every Indian home. The founder focused on two things from the beginning: “Hum Khana Pasand Kare Wahi Dusro ko Khilao” and “ Zyaada paisa kamana hai to dam nahi business badhao.” Perhaps that’s the reason why Gopal’s snacks are affordable. 

The brand’s unique selling point has always been its affordable pricing, combined with a deep understanding of Indian tastes. Over the decades, Gopal has expanded its product portfolio, offering different types of packaged snacks with a consistent focus on quality and taste.

Balaji v/s Gopal Brand Positioning

Balaji

Balaji’s brand positioning revolves around providing affordable yet high-quality snacks for the masses. The brand has always focused on taste, consistency and affordability, making it a go-to snack for individuals across income groups. Balaji has successfully carved out a space as a brand that prioritises the Indian palate with a mix of regional flavours, making it deeply relatable to the middle-class consumer. Their messaging “Wafers Zyaada, Flavours Wah Wah” focuses on how customers get more quantity with incredible flavours. It’s a direct jab at their competitors who give less chips and more air in the packet. We won’t take names but you know it right?   

Gopal

On the other hand, Gopal’s positioning centres around affordability. You might have never seen advertisement for Gopal’s traditional snacks like those frymes in aeroplane shapes. But you still know the brand. That’s because their distributor’s and retail network is strong. Plus, the snack appeals to rural audience more who is highly price sensitive. So the price is enough to convince them to buy Gopal Snacks. One more thing to note about their positioning is that they have introduced new products for urban consumers with a messaging that appeals to millenials and GenZ.

Balaji v/s Gopal Marketing Strategies

Balaji Wafers

1.Word-of-Mouth Marketing

Balaji didn’t rely on traditional advertising methods but focused on creating a product so well that customers talked about it. They heavily rely on word-of-mouth marketing. It’s only now that they have started creating commercials and have an active presence on Instagram and Facebook.

2.Regional Marketing and Localisation

One of Balaji’s strongest strategies is its ability to localise its products and marketing for Indian taste which global brands have still not cracked. Its safe to say that the Taste is their USP. By tailoring its products to regional preferences, Balaji creates a sense of connection and relevance with consumers.

3.Social Media Marketing

Balaji has tapped into the power of digital marketing, especially social media platforms like Instagram and Facebook.  The brand’s social media strategy mainly revolves around promoting its products in a visually appealing way, video ads cross-promotion and topical days and festivals. They also do engagement campaigns.

4.Strong Distribution Network

Balaji has established an extensive distribution network that ensures its products are available in even the remotest corners of India. The brand’s focus on penetrating rural markets with affordable products has played a significant role in its growth. Balaji has ensured that its snacks reach all corners of the country by ensuring availability through kirana stores, small shops, and even larger retail chains.

Gopal Snacks

1.Affordable Pricing

One of Gopal’s strongest selling points is its affordability. The brand understands its target audience well and ensures its pricing remains accessible to a broad spectrum of consumers, especially in price-sensitive markets like India. By offering high-quality traditional snacks at reasonable prices, Gopal strikes a balance between value and quality. This strategy not only helps it compete with larger brands but also builds trust among budget-conscious customers who crave authenticity without overspending.

2.Stand-Out Packaging

From the beginning, Gopal’s roots have been deeply tied to traditional Indian snacks, and this heritage is reflected in its packaging. Initially, the designs were simple yet nostalgic, evoking a sense of tradition and homeliness. However, as Gopal introduced newer products and expanded its range, its packaging evolved to cater to modern aesthetics while still holding onto that traditional charm. For instance, their newer snack packs feature vibrant colors and bold typography that appeal to younger audiences while still maintaining a visual connection to their roots. This dual approach ensures they stay relevant without alienating their core customer base.

3.Introduction of a Human Brand Mascot

To enhance brand recall and create a lasting impression, Gopal Snacks introduced a human mascot for its ‘Cristos’ brand. This strategic move was designed to establish a cohesive brand identity across all product lines and resonate with consumers on a personal level. 

4.Product Promotion on Social Media

Gopal has embraced social media as a powerful tool to connect with its audience. Their presence on platforms like Instagram and Facebook revolves around visually appealing product promotions. High-quality images and videos showcase their snacks in a way that triggers cravings – from close-up shots of crispy namkeens to reels featuring snack spreads at traditional Indian gatherings.

The brand also uses festive occasions to its advantage, creating posts that tie their products to cultural celebrations. This consistency in posting and aligning with cultural sentiments helps Gopal stay top-of-mind for its audience.

Balaji vs Gopal Standout Marketing campaigns

Balaji Wafers and Gopal Snacks have given us some unconventional marketing campaigns, increasing their brand presence throughout India. Let’s decode these campaigns.

Balaji Wafers

1.Quite  Guerrilla Marketing

In its early days, when Balaji Wafers was far from the household name it is today, the company faced significant challenges as sellers were reluctant to stock their products. To tackle this, Balaji launched a clever grassroots marketing campaign to create demand. Their approach? Representatives visited local stores and repeatedly inquired about Balaji Wafers, despite the product not being available. This went on for an extended period, leading shopkeepers to believe there was considerable demand for the brand. So, when salespeople eventually approached these stores, the shopkeepers readily agreed to stock Balaji Wafers, convinced of its popularity.

2.Kum Hawa Wafers Zyaada Campaign

Gopal Snacks

1.Cristos Mexican Wafers Campaign

In a significant push to promote its Mexican-flavoured potato wafers under the brand ‘Cristos,’ Gopal Snacks launched a campaign featuring six digital films and introduced a human brand mascot. This campaign aimed to create a distinctive brand identity and appeal to a broader audience by leveraging the popularity of Mexican flavours.

In Conclusion

Balaji and Gopal prove that thriving in the competitive snack market takes the right mix of focus, flexibility, and a drive to keep innovating. While Balaji wins hearts with its mass appeal and unbeatable distribution, Gopal stands out by embracing its roots and evolving with its audience. Both brands remind us how crucial it is to align marketing with what your customers value most.

You must also adapt your marketing and embrace social media marketing like these brands are doing. And if you think you don’t have time for it — you can outsource it to a digital marketing agency. This way you can use your time for more valuable tasks while the agency sorts marketing and execution for you. If you’re interested in partnering with our digital marketing agency reach out to us at hello@florafountain.com 

Good luck! 

Frequently Asked Questions

Vasim Samadji

Vasim Samadji is a partner at Flora Fountain, where he leads the Business and Marketing Strategy divisions. In a world where everyone is used to sugarcoating, his directness is often considered rude. But that shouldn't be a problem if you like the no-nonsense approach. Because he is a seasoned professional...