Page 68 - Images Retail January 2018

DYNAMICS

quality masalas and staples. Besides the market for
From the other categories packaged snacks, there
we have Sudanta which is a is a strong potential in
non-fl uoride toothpaste, an the genre of ready to eat/
anti-acne range of Face wash, ready to use category as
immunity builder Shakti well. Th e 2-minute noodles
Drops and healthy herbal phenomena is fading,
juices.” giving way to packaged
Shankara, a luxury brand pohas, upmas etc. Sanjana
of the company, off ers an Desai, Head of Business
array of all-natural skincare Development, Desai
products and they are
currently available online at
www.shankara.in.
The Market Dynamic for
Snacks and Ready to Eat
/Cook
To further delve into the
segment of niche food
products, nachos have gained
quite a bit of fan following
in India. Cornitos is one the brand has managed to Brothers Ltd. – Food Division
leading brand off ering nachos OVER THE YEARS have across the country, he (Mother’s Recipe) says, “Over
in various fl avors. Vikram shares, “Our complete range the years we observed that
Agarwal, director of Greendot WE OBSERVED THAT of products are available in culinary skills are diminishing
Heath Foods Limited, CULINARY SKILLS retail, e-retail and modern among the youth. Th e pride
Cornitos shares, “Th e journey ARE DIMINISHING trade stores. We also have of cooking resonates mainly
has been good with our AMONG THE institutional sales across with the older generation.
fl agship brand, Cornitos with YOUTH. THE PRIDE through airlines, HORECA, Today’s younger consumers
sales increasing annually. OF COOKING multiplexes and cafés. Mom have grown up seeing their
Cornitos not only commands and Pop Stores accommodate mothers use RTC products.
a sizeable share in the Nacho RESONATES MAINLY products that are in demand, Th ey are okay with the even
Crisps market but has also WITH THE OLDER smaller in size, premium more convenient ready-to-eat
kept pace with the evolved GENERATION quality but for budget (RTE) products. A change in
taste of healthy India. Initially customers. Cornitos range lifestyle – rising dual-income
Nacho Crisps was launched in – Sanjana Desai, preferred by them includes families, diminishing culinary
Business Development, Desai
Delhi, Chandigarh, Mumbai, Brothers Ltd. Nacho Crisps 30g Packs, skills and numerous food
Bengaluru, Chennai and Taco Shells, Specialty Sauces, delivery apps – has triggered
Kolkata. Over the years, it been equated with papad. 30g Packs of Roasted Nuts a transition from the RTC
has expanded to Tier II & III A strong consumer focused – Cashews, Almonds and to the RTE segment. Th is
towns.” approach has helped us Pumpkin Seeds, 26g Packs shift in consumer behavior
Th e brand is growing at create awareness around of Coated Green Peas and off ers huge market potential
the rate of 20 percent YoY these products. Consumer Pickles - Jalapeno Peppers & for RTC, RTE and instant
and commands more than preference and choices are Gherkins.” mix categories. Having said
70 percent market share in changing slowly. Th is is With a pan-India presence, that, the penetration of
Nacho Crisps Category in the evident from the fact that Cornitos products are this category is limited to
country. It is interesting to earlier Cornitos products available across 300 cities urban markets, and even
take note of the challenges were displayed alongside with over 30,000 retailers. Sale in the urban scenario, the
Agarwal and his team faced international gourmet contribution is 40 percent consumption patterns are not
to make inroads in the taste products by modern trade from modern trade, 55 very consistent.”
palate of Indians. channels such as Eazy Day percent from general trade Recently, the brand
Revealing the same, he and Spencer’s. Now this has and 5 percent from export launched ‘mom’s style poha
shares, “Initially, we have changed, and our products sale. Cornitos is one of the on the go’ pack. Apart from
faced diffi culties in gaining are displayed alongside few brands exported not only this, in the paste category
wide consumer acceptance domestic chips and other to the US but also Australia, they have revolutionised
for these products. Our snack products.” China, Singapore, the UAE the packaging by launching
products at times have even Elaborating on the reach and South-East Asia. convenient tub jar packaging

68 | IMAGES RETAIL | JANUARY 2018