Kikkoman Corporation, a popular heritage brand based out of Japan has been a popular name among consumers globally for delivering one of the finest soy sauces in the markets across the globe. Today, the brand is confident of increasing its presence in the Indian Market through its products, which it considers as one of the biggest emerging markets for businesses spanning across the globe.
In this exclusive conversation with Claus from Food Infotech, Harry Hakuei Kosato, Director & India Representative, Kikkoman India discussed about Kikkoman’s recent efforts in promoting and distributing their famous product, Kikkoman Soy Sauce in the Indian Market, including their plans for expansion in the Indian Market in the days to come and much more.
Edited Excerpts Below:
Q Would you please begin by letting us know what’s Kikkoman been recently working on for the Indian Market?
Kikkoman is initially working to facilitate the introduction of the Kikkoman brand to the HORECA market. Together with the rise in popularity of Chinese food in India, we are aiming first off to be the No.1 brand in this category. India has a rich and diverse history, with a deep and complex food culture and all consumers are passionate and particular about their food. Therefore, by enlisting the support of the top chefs in India, we think it is imperative to consolidate the status of Kikkoman as “the” authentic – naturally brewed – soy sauce. To create the understanding that Kikkoman Soy Sauce is indeed the preferred soy sauce brand for professional chefs, we have first entered the HORECA market.
In addition, Kikkoman launched an educational program “Kikkoman Honjozo Authentic Soy Sauce Experience” for the Food Service Industry in 2022. “Honjozo” is the traditional brewing method stipulated by Japanese law which Kikkoman uses to produce its soy sauce. The Honjozo Experience movement comprises three elements: developing talent and fostering exchanges among chefs; educating everyone on the use of soy sauce through cooking sessions and contests; and learning about the contribution Kikkoman Soy Sauce can make by experimenting through R&D in food culture. Kikkoman hopes to promote a deeper understanding of soy sauce and the creation of new dishes in India through this program. For example, in February 2023, Kikkoman first held a cooking contest in India in which 13 groups of culinary school students and 9 groups of professional chefs participated and presented creative and innovative dishes using Kikkoman Soy Sauce in all courses. Kikkoman will continue to contribute to the creation of new dishes in India by conducting programs for Indian chefs and the Food Service Industry.
Q How is Kikkoman Soy Sauce different from chemically made soy sauces that are already available in Indian Market and what makes you feel that this condiment is set to become popular in the Indian Market in the days to come?
There are three major differences between Kikkoman Soy Sauce and chemically manufactured soy sauce.
The first is the production method. Kikkoman Soy Sauce is produced using “Honjozo”, the traditional brewing method known as Naturally brewed. In Honjozo, the activity of microorganisms plays an important role and Kikkoman Soy Sauce requires several months and great effort to produce. Contrarily, soy sauces made by chemically breaking down raw ingredients have a short manufacturing period and do not require much time or effort.
The second is the difference in colour and aroma. One characteristic of Kikkoman Soy Sauce is its clear and bright reddish-brown colour that stimulates the appetite and imparts vividness to each dish. Furthermore, its aroma is created from a blend of what is said to be over 300 aroma components. On the other hand, the colour of chemically-manufactured soy sauce is not transparent and the taste of such soy sauce itself is directly felt on the tongue and its sharp smell often penetrates the nostrils.
The third is the difference in raw materials. Kikkoman Naturally Brewed Soy Sauce has only 4 basic ingredients – soybeans, wheat, salt and water. On the other hand, there are products that are not brewed but rather made in a short time and without much effort and there are also products that use various additives for brewing. For example, umami or savoriness is one of the characteristics of soy sauce taste. To artificially infuse this, MSG (mono sodium glutamate) and yeast extract are added and syrup and white sugar are also added to impart flavour and sweetness to the taste. Many other additives may also be used.
Kikkoman Soy Sauce has a clear reddish-brown colour, which is also naturally produced during the brewing process, but there are products that use colourants, such as caramel to deepen the colour.
There are two main reasons why Kikkoman Soy Sauce will be popular in the Indian Market. The first is the popularity of Asian cuisine, especially Indian-Chinese cuisine is expected to grow significantly in India and our naturally brewed soy sauce, with its complex aroma and umami taste made from only four ingredients will meet the needs of Indian consumers who are particular about seasonings and cuisine.
The second reason is that Kikkoman Soy Sauce is also known as an “all-purpose seasoning” and is used in more than 100 countries worldwide. It goes well with a variety of cuisines, including Western, Asian, Chinese and Indian. For example, Kikkoman Soy Sauce has recently been used as a secret ingredient in French cooking. This is because it adds depth (umami) to the flavour of the dish. Additionally, in the U.S., this sauce is one of the most preferred brands in Chinese restaurants, because of its complex aroma and the fact that this aroma does not disappear even when stir-fried over high heat.
We believe that our Kikkoman Naturally Brewed Soy Sauce made from only four ingredients, with its complex aroma and rich flavour will enhance Indian cuisine and be widely used in the Indian Food Service Industry and in Indian kitchens.
Q Currently, which are the cities that you’ve targeted recently to expand your presence in the Indian Market?
We are conducting sales activities mainly in the Tier 1 cities of Mumbai, Delhi and Bangalore. The Food Service Industry we are targeting, especially Chinese, Indian Chinese and Asian restaurants is centered in these Tier 1 cities and as such we are focusing our approach on these three cities to start.
Q Can you tell us some of the processed foods/dishes in which addition of a dash of Kikkoman Soy Sauce can enhance the consumer experience?
Kikkoman Soy Sauce is called an all-purpose seasoning and the reason for this is not only the deliciousness of the soy sauce itself, but also its characteristics that make various foods more delicious.
For example, Kikkoman Soy Sauce goes well with meat and fish. This is because it contains a lot of the aroma components which are released when meat is grilled. By this, the savory aroma produced when grilling meat becomes deeper, making the meat taste more delicious. Also, organic acids, which are abundant in Honjozo soy sauce have a significant effect on its compatibility with fish. These organic acids neutralize the substances that cause the fishy smell and the soy sauce is able to mask this odour. The rich aroma of Kikkoman Soy Sauce also plays a role in imparting an appetizing flavour to fish dishes.
In addition, the amino acids and sugars produced by fermentation in Honjozo soy sauce impart umami and sweetness, adding complexity, richness and depth of flavour to dishes. The taste becomes much more authentic, as if many spices were used and its flavour is elevated to professional levels.
The umami in Kikkoman Soy Sauce has also been shown to contribute to the reduction of salt in cooking. Experiments have shown that replacing some of the salt used in soups and dressings with Honjozo soy sauce can reduce the sodium content by approximately 30% while maintaining the same delicious taste. By using this sauce, it is possible to reduce salt content without sacrificing flavour.
Q Can you name a few of your products that are currently being sold in the Indian Market?
Kikkoman currently sells 2 types of products, Kikkoman Soy Sauce and Kikkoman Oyster Flavoured Sauce. Kikkoman Soy Sauce sold in India officially is produced in Japan and exported from Japan to India. Kikkoman Oyster Flavoured Sauce is produced in Thailand and exported from Thailand to India.
Q Finally, please tell us about your future plans for the Indian Market?
In 2023, Kikkoman plans to continue introducing the Kikkoman brand to the HORECA market. Our long-term goal is to promote Kikkoman’s Naturally Brewed Soy Sauce as a natural fit for Indian food as well and have it in every Indian household for use in Indian home cooking too. To achieve this, our first goal is to become the No. 1 brand in the Asian sauce category.
We need to have a strong presence in the Indian-Chinese category. We aim to become a brand that is endorsed by professional chefs in the Food Service industry, where IndianChinese food is widely popular. We believe it is important to establish the position that the Chinese as well as Indian Chinese cuisine can be prepared using Kikkoman Soy Sauce and we plan to continue our sales and marketing activities that underpin this position in the Food Service Industry during 2023.
