Mumbai, 21st March 2022: The world’s leading producer of naturally brewed soy sauce, Kikkoman Corporation, today announces the launch of the “Meet-Use-Experience” initiative as part of its ‘Kikkoman Honjozo Authentic Soy Sauce Experience’ that started in October 2021.
A first of its kind, it is the largest sampling of Kikkoman Soy Sauce – Honjozo Authentic All-Purpose Soy Sauce – in India. 15,000 bottles of Kikkoman Soy Sauce will be distributed to the largest Indian cities – namely, the following seven Tier I cities – Mumbai, Delhi NCR, Bangalore, Kolkata, Chennai, Hyderabad and Pune.
The ‘Meet-Use-Experience’ initiative will launch and run on an accelerated basis for another six months.
This initiative involves distributing 10,000 bottles of 500 ml Kikkoman Soy Sauce to 10,000 restaurants in the HORECA market for the first time. As per Zomato India, these 10,000 outlets where Kikkoman will distribute these free samples represent 1 in every 10 restaurants in the largest seven metro cities.
Every restaurant outlet thus approached will have the opportunity to ‘meet, use, and experience’ Kikkoman Soy Sauce for the first time ever, and join millions of restaurants around the world already using Kikkoman Soy Sauce in their kitchens. This initiative plans to rapidly accelerate the distribution and recognition of Kikkoman Soy Sauce across the largest cities in India.
This initiative will not be limited to reaching out to working chefs, but also will approach up-and-coming chefs – students – to have them become more aware of Kikkoman Soy Sauce’s potential, early in their careers. 5,000 bottles of Kikkoman Soy Sauce will be provided to top culinary institutes and catering colleges in these same seven cities. An estimated 2 million Indians are studying to be chefs and hospitality professionals – the next generation of the culinary and hospitality industries – and these students will have a chance to gain awareness about the versatility of Kikkoman Soy Sauce and its power to elevate any dish from the simplest to the most sophisticated.
Kikkoman’s initiative to work with top culinary institutes started with an online seminar back in May 2021 where an on-line session was held with over 100 students from OCLD (Oberoi Centre of Learning and Development). Sampling these 500 ml bottles to students represents Kikkoman’s investment in the next generation of up-and-coming professional chefs.
Kikkoman believes that there is immense potential for Kikkoman Soy Sauce to become an essential seasoning in every Indian home and restaurant kitchen. The time frame for the Indian market is over the next 100 years and beyond. Kikkoman has many plans for the years ahead, but the first step is to familiarise professional chefs and student chefs with how Kikkoman Soy Sauce can enhance any dish, to create new deliciousness.
