Brands
Japan’s Kikkoman taps manga magic to introduce soy sauce to Indian consumers
MUMBAI: Global Japanese brand Kikkoman has introduced its signature soy sauce to India’s food tapestry by distributing it to more than 1.5 million restaurants through the cultural exports manga. They launched a new series Varun & Pramod – Their Secret Ingredient for the campaign.
Kikkoman’s soy sauce is not just limited to the big food owners of India but is also accessible for junior chefs, cooks, and culinary school students to add a robust flavour to their platter. It is tapping into India’s manga fanbase to spice up the country’s culinary scene. The campaign using manga series showcases Kikkoman’s creative approach to establishing a foothold in India and influencing the country’s dynamic cuisine.
Using the manga approach to its marketing goal it uses its pivotal character Pramod- a young chef who learns that his job is in threat after changing the restaurant’s menu solitarily. However, his destiny led him to meet Varun who is a renowned restaurant owner’s heir. The two bond over their shared love for cooking and mutually agree to open a restaurant under their belt.
They aim to use this movement to change the dynamics of the food industry by using their secret ingredient- Kikkoman Soy Sauce.
Indian Federation of Culinary Associations and Kikkoman India Industry advisor Chef Manjit Gill complimented this campaign narrative as nostalgic and an enjoyable marketing approach.Talking about the campaign he said, “I strongly believe that Kikkoman’s message will resonate with many chefs in India. There are said to be more than 200,000 chefs in the organised sector alone.”
“I was fondly reminded of my own younger days – when the hero was trying hard, making all possible efforts to make dishes more delicious – using the best ingredients. I look forward to this story reaching out to a wide audience, making a real impact in India. In fact, I’m waiting impatiently for the next episode of this interesting Kikkoman Manga,” Gill added.
Currently, Kikkoman India is directly engaging with top chain restaurants and large format restaurants, gradually increasing its brand recognition and adoption. Given their fresh presence in India its recognition among restaurateurs and the country’s culinary experts is yet to be determined.
This campaign aims to familiarise the Kikkoman brand with Indian chefs who might be unfamiliar with it, encouraging them to experiment with its soy sauce in their recipes, including Chinese cuisine, and ultimately increasing its adoption in the Indian food industry. With this innovative creative strategy Kikkoman’s manga project hopes to leverage their storytelling method to make their sauce as an important ingredient to the recipes in the Indian market.
To make it accessible for all, the Kikoman manga will be available in English, Hindi, Tamil, Bengali, and Marathi.
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
