Since the marketing and distribution costs are at a minimum, these products are priced much less in comparison to other products. These products cover a wide variety of essential household food products and cleaning aides just to name a few.
Keells identified the potential that carrying a range of ‘Own Label’ products at attractive prices can provide a substantial saving to customers and provides affordability to anyone by providing products at an entry level price point whilst ensuring the right level of quality. This journey of own label products commenced in 2012 and the full product portfolio now consists of over 350 products.
The range consists of essentials such as rice, brown sugar, wheat and atta flour, dhal, chick peas to other pulses, the entire range of spices, curry mixes, noodles, brown eggs, tea, coffee to biscuits, jams, sauces and much more grocery items. Some have become instant best sellers, such as the range of biscuits from marie biscuits, wafers, cream crackers, chocolate to custard cream biscuits.
There is also an extensive range of household items which include dish wash liquid, detergents, paper products and cleaners. New additions include toiletries such as men’s and unisex shampoos and Tea tree and Kohomba Kaha face washes. Packed in attractive and bright colours synonymous with the Keells brand these products are easy to find on the supermarket shelves at Keells.
Head of Private Label and Direct Imports at Keells Supermarkets, Ranella Jayasuriya said, “The range of Keells products are priced at 10% lesser than regular branded products of comparable quality. These prices are valid every day and not for a promotional period thus providing customers a significant saving every day.” She further added that this saving unlike other promotions is continuous and available any day anytime someone shops at Keells offering an ‘Every Day Low Price”.
At a time where all households are feeling the strain on the home economy, there is an even bigger need to stretch the cash one has in hand. Similar to the saving that own label products offer, Keells also has introduced a budget pack named “Wasi Malla” with key essentials priced at Rs.1199 and continuing to offer great prices for fresh produce, 25% off on selected essential items for Nexus members, total bill and discounts on essentials, groceries and fresh for range on credit cards to also offering essentials at controlled prices. Customers can now shop with the assurance that they can buy everything, every day at Keells at affordable prices.