South Korea’s food company, Orion enters the Direct-to-Consumer (D2C) space in India

One of South Korea’s leading food companies, Orion, has entered the $ 44.6 billion Direct-to-Consumer space in India.  With the launch of its website the company has announced its readiness to ride on its digital success with eCommerce which so far contributes about 25 per cent of its annual sales.

This move comes within a year of Orion’s India launch and ties in with its digital-first approach. The aim is to further strengthen its presence in the country through its online store, as it expects to cater to the rising demand for Orion products across India, including cities it is yet to foray into, said Orion in a statement.

A leading logistics solution provider and fulfilment centre have been roped in as partner for a quick and seamless delivery experience. The company expects the order volume to grow by 100 per cent month-on-month during the festive season.

Saurabh Saith, Orion India CEO commented on this new development “Digital will continue to play a key role in this ‘new normal’ as the company looks at various ways of engaging with consumers, especially around the festive season”.

He also added that “We are in an exciting growth phase where we continue to chart new growth areas, and our entry into the Direct-to-Consumer space within just a year of our India launch is a prime example of it”.

The company-owned online store has already clocked in 500 – 1000 visitors per day in the pilot phase and expects a traffic surge during the festive season giving consumers a chance to buy their favourite Orion snacks. India is Orion’s 10th overseas production base with an investment of Rs 200 crore. Orion believes that the owned online Commerce will help it scale better and introduce innovations as per Indian preferences.

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