It was Harry Hakuei Kosato’s long-standing dream to introduce Indians to authentic and affordable sushi; something he mulled over at length after coming to the country in 1995.
When he started ‘Sushi and More’ in 2011, he decided to use the choicest ingredients to ensure that every morsel tasted perfect. This included using Kikkoman soy sauce at all seven outlets of the restaurant chain across three cities, which together serve up 80,000 meals.
Is it any surprise then that when the heritage Japanese soy brand planned its Indian foray, it chose Kosato as its Director and India Representative? After all, having used the sauce in ‘Sushi and More’ kitchens, he knew just how to educate chefs about what set it apart from the competition.
“We will initially target restaurants in hotels as well as chain restaurants and top end eateries in metros and tier-one cities. The plan is to focus on those that offer Indian, Chinese and Asian cuisines, which can be prepared with Kikkoman soy sauce,” Kosato explained.
By pursuing at least a few thousand outlets in the beginning, he hopes to get the major F&B players to appreciate the worthiness of Kikkoman soy sauce. It is prepared using the traditional ‘Honjozo’ naturally brewing method, with four ingredients – water, soybeans, wheat and salt. The fermentation process lasts several months, resulting in a distinctive bright reddish brown colour.
Kosato wants to change the perception in India that dark soy sauce is the only relevant condiment. To do this, the company plans to conduct product trials for the food service and hotel industry. Kosato is confident that after they try the sauce, and see the substantial difference in the dish they prepare, many chefs will shift to Kikkoman soy sauce gladly.
Kikkoman India has already engaged several well-known chefs in the country, who will act as its Brand Ambassadors, to spread word about the product and establish its presence. Once the foundation is laid in the food service industry, it will introduce Kikkoman soy sauce and related products into the retail trade, so that it reaches most Indian households.
The Japanese organisation will strengthen its initiative for the HoReCa sector by providing recipe ideas and a range of marketing and promotional activities for the trade. Though it might take some time, Kosato is confident these steps will yield the same results as the company saw in the US. When it entered the States 60 years ago, there was little awareness or appreciation for Kikkoman soy sauce. Currently, close to 60% of American households use this product.
The pandemic and subsequent lockdowns has debilitated the F&B revenues of most hotels and restaurants. While they are seeing some traction with food delivery orders, social distancing norms continue to affect their dine-in business. At a time when their F&B budget continues to be under strain, how likely is it that these establishments will opt for a premium product like Kikkoman?
While agreeing to this, Kosato pointed out that hotels across India witnessed strong recovery in the past couple of months, due to pent-up demand. In fact, he believed that recent sales at some food service outlets and hotel restaurants was more than what it was pre-COVID, which points that a recovery is well underway.
“Also, we are no more expensive than other products imported from China or elsewhere. We will soon be developing a range of attractive and reasonably-priced sauces to deliver the right product at the right pricing. Our strategy is to develop the soy sauce market and the Asian sauce category as a whole,” Kosato stated.
Initially, Kikkoman India will work with authorised distributors in Delhi, Gurgaon, Mumbai and Bangalore to import the products. It is engaging a total logistics company, which will manage warehousing and delivery throughout India, starting with metro cities and also tier-2 and -3 cities. And as sales volumes grow rapidly to meet demand, the company might even contemplate shifting production to India.
While he fortify Kikkoman India’s business on one hand, Kosato is clear that he will also continue to manage ‘Sushi and More’ and oversee its growth, quality, and consistency. In fact, he hopes that both brands will collaborate well to create culinary wonders. After all, one can’t trade their first love for all the soy sauce in the world!
