Frito-Lay gets Gujarat specific, launches new Kurkure flavour
Our Regional Bureau / Mumbai/ Ahmedabad March 09, 2006
If you thought the huge appetite of Gujarat was confined to the plethora of restaurants and roadside larries, here is something that might defy it. Last year alone, the state consumed Kurkure worth at least Rs 2 crore. To continue the trend, FritoLay India launched Kurkure Solid Masti’s ‘Masala Twist’ — a Gujarat specific variant, to target the state market. Gujarat accounts for more than 60 per cent of Kurkure sales in the country.
The company on Tuesday launched its new tea time snack Kurkure Solid Masti, which will target elderly people.
"Gujarat is our major market. The state accounts for more than 60 per cent of our Kurkure sales and therefore, we are coming up with a twisty Masala twist. This is a sign of our commitment to the market," Brajesh Bajpai, vice-president marketing (west) told Business Standard.
The company is also coming up with outdoor promotion and marketing campaigns in all the major cities of Gujarat. Further, it will conduct various activities in bid to strengthen its market presence. Bajpai said the company controls about 50 per cent market share in the country's Rs 2,000 crore snacks market. He added that the company has decided to launch Kurkure Solid Masti, after market researched showed customer wanted heavier snacks during tea time.
"Our research showed that 40 per cent of snacks are taken during tea time. Consumers wanted more heavier snacks that could sustain them till dinner, hence we decided to come up with this products. We are especially targeting elderly people as this product is meant for household consumption, " he added.
The company plans to add-up more 10-15 per cent in sale of Kurkure’s volume. Company’s brand ambassador Juhi Chawla will be marketing this product too.
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