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PepsiCo forays into India`s biscuit market |
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PepsiCo India is entering the biscuits market in India after successfully doing business in beverages and chips section.
Last week, Frito Lay, its foods division has launched a baked savoury cracker brand called Aliva. It is an entirely Indian creation as PepsiCo is not present in the biscuits segment anywhere else in the world.
The stakes are high in fact for the Frito Lay India team led by Gautham Mukkavilli. The segment is already crowded with three well-entrenched players Britannia, ITC and Parle - and a huge unorganised sector that has almost 60% market share.
Moreover, Aliva is a premium category and is priced at Rs 12 for a 60-gram pack. And that`s just an invitation price. The printed price on the pack is Rs 14.
Mukkavilli said, "We want Aliva to get as big as Kurkure, the company`s popular snack brand. So what makes the company so confident of success that it has set up a separate plant at Ranjangaon near Pune and plans to spend about Rs 500 crore on marketing Aliva over the next three years? Aliva is an important milestone in PepsiCo`s portfolio transformation journey. With Aliva, we have created a new category altogether."
The company initiated with potato chips between 1996 and 1999. This was followed by the second phase where it focused on products that bridged the gap between western and traditional snacks vis-à-vis Kurkure.
Deepika Warrier, director, marketing, Frito Lay India stated, "This year it has entered the third phase where PepsiCo is looking at bridging the gap between nankeens and biscuits by creating a new baked savoury cracker category, which borrows ingredients and textures from biscuits and flavour from namkeens."
Aliva will be available in four distinct Indian flavours, `Special Bhindi Masala`, `Tomato & Roasted Spices`, `Mint Flavour with Herbs` and `Original Salted`.
(Posted on : 12/06/2009)
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| PepsiCo forays into India`s biscuit market |
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