Indian consumers have recovered their taste for traditional snacks such as bhujia and namkeens
India has a traditional snacking culture and its prevalence is driving the growth of the snacks market. India’s snacks market grew at a significant pace over the last decade, and is forecast to grow at a CAGR of more than 11% during 2018 – 2021. The contributory factors in this growth story are the rising disposable income of Indians, growing urban population, and aggressive marketing strategies and planning by companies.
Indian consumers have recovered their taste for traditional snacks such as bhujia and namkeens, which has helped our brand Munchhonn to post impressive growth at a time when multinational players are struggling. As a snack company, we have introduced many regional flavors, which is helping us grow our market in the country. For instance, in the packaged namkeen segment, home-grown brands like ours are gaining market share from western snacks such as potato chips and finger sticks. Our competitive pricing, product quality, use of the finest ingredients and state-of-the-art plant processing are the other important consumption drivers of our products.
Today, consumers are correlating healthy food with something inherently Indian and are starting to favor brands like ours that use ingredients commonly found in Indian kitchens. Once the consumer is satisfied with the quality of the product, they remember the brand identity well. That is helping us expand our customer base and I believe that our loyal customers will help turn Munchhonn into a National snacking brand and a name to reckon with in India’s namkeen and snacks market. Our future strategy is to sew up deals with supermarket stores, marking the brand’s entry onto supermarket shelves. The goal now for Munchhonn will be to increase its footprint and visibility at the outlet level. As a company, we understand the Indian palate well and that will come in handy when launching our new products.
Consumers are correlating healthy food with something inherently Indian and are starting to favor brands like ours. — Manoj Gupta Executive Director, AFP Manufacturing Co. Pvt. Ltd.