A ‘Self-made’ Food Products Brand
Kochi: It was in 1972 that brand Saico was born as the idea of Beeran, a coffee powder vendor, who decided to launch his own firm by doubling up as the owner, marketing professional and the salesman. Within a few years, his dedication paid off and what began as a one-man firm became an established brand in the coffee and spices powder segment. That sums up the journey of Saico, the Kozhikode-based food products and spices manufacturing company.
“My father was an employee of a coffee works company and he used to sell coffee powder at various places taking it on a bicycle. When the company shut down, he and two others joined hands to revive the business by taking it over. For the first few years, the company was run by all the three partners,” recalls Moideen, the Director, adding that Saico Spices became independent in 1987 under a single owner with own building and processing unit for producing curry powders. From 45 employees, the employee strength has crossed 350 over the years.
Moideen is the eldest of Beeran’s six children. Growing up watching his father’s business skills, Moideen naturally got attracted towards the running of Saico and joined the firm in 1994 to learn the ropes. “In three years, business became my full-time involvement. The products portfolio also was widened over the years to include rice and wheat products, squashes, jams, vinegar and pickles. More than 90 products from Saico are now sold all over Kerala, especially in the Malabar region,” he adds.
By exploring both local and national markets, and putting premium on quality and purity of products, Saico grew into one of the most trusted food products brands under the leadership of the second generation entrepreneurs, Moideen and his brothers. The company registers an annual turnover of Rs. 7 crore to Rs. 10 crore.
“Team work plays a great role in our success. All employees, be it salesmen, workers, marketing professionals or managers, consider the company as their own and do their best to ensure quality,” he says.
Saico’s next plan is to strengthen its sales across Kerala, maintain quality and brand trust. “Our aim is to touch a business of Rs. 25 crore in the next two years,” he says.