In a rapidly fragmenting consumer landscape, where premium and rural segments outpace mainstream value brands, consumer trust has emerged as the foundational differentiator between fleeting engagement and long-term brand loyalty. In his ET Retail article dated July 21, 2025, Srideep N. Kesavan—CEO of Heritage Foods—argues that trust is not a soft sentiment but a tangible strategic asset. Brands that blend transparency, authenticity, and consistent quality, while aligning their purpose with measurable action, are better positioned to endure and expand.
Kesavan outlines three pillars of trust-building:
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Purpose with Proof – showcasing real social impact through sustainable sourcing and farmer upliftment.
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Relentless Experience Quality – maintaining consistency across product, delivery, and after-sales service.
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Cultural Empathy and Proximity – staying attuned to local preferences and evolving consumer moods.
In India’s dairy sector—where packaged paneer or curd brands face skepticism over freshness—bridging the trust gap is crucial for conversion, repeat consumption, and category growth. Ultimately, trust emerges as the new bottom line, fueling pricing power, advocacy, and crisis resilience. Kesavan’s message: Earn trust the right way—and your brand becomes the consumer’s default choice.
Industry Insights
1. Trust as a Strategic Moat
Trust is no longer a soft factor—it’s a hard asset that builds loyalty, reduces acquisition cost, and enhances pricing power. Brands that consistently deliver on quality and values create an unassailable position in competitive markets.
2. Purpose That Resonates
Younger consumers demand brands with purpose—but intent alone doesn’t suffice. Heritage Foods exemplifies this by translating mission into action: fair prices for farmers, veterinary services, and digitization programs. This tangible execution builds authenticity, reinforcing trust.
3. End-to-End Quality Experience
Quality is hygiene—but consistency across touchpoints is transformative. A single poor experience can erode years of brand-building. Embracing continuous feedback and Kaizen-style improvement ensures every interaction—from packaging to customer support—reinforces trust.
4. Cultural Alignment Matters
Consumer trust grows when brands reflect local nuances—language, rituals, and regional relevance. In India’s diverse dairy market, brands that tailor their bouquet by district or media habits gain ground. Agility in execution builds proximity and cultural resonance.
5. Trust as Measurable ROI
Survey data shows 75% of consumers switch to brands offering ingredient and sourcing transparency. Trust anchors decision shortcuts in information-overloaded environments. It transforms choices into heuristics—a mental trust anchor where your brand becomes the default.
In conclusion: Consumer trust is not just a moral imperative but a commercial one. Brands that earn it through real purpose, consistent quality, and cultural empathy don’t just survive—they thrive in the competitive marketplace.
Source : Dairynews7x7 July 25th 2025 E Retail by ET – Blog by Srideep Kesavan CEO Heritage Foods Ltd