In­dian con­sumers have re­cov­ered their taste for tra­di­tional snacks such as bhu­jia and nam­keens

Progressive Grocer (India) - - Expert Speak -

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.

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