This namkeen brand from FritoLay India is one of the two largest selling brands in its portfolio in the domestic market.
NEW DELHI: Kurkure is going places. This namkeen brand from FritoLay India is one of the two largest selling brands in its portfolio in the domestic market and is already available in many countries around the world in small numbers through exports. But it will now be manufactured and sold in neighbouring Pakistan ahead of spreading wings to other countries.
Says Manu Anand, managing director of FritoLay, PepsiCo’s snack food division: “The Kurkure brand is our lead product in markets outside India. It will make a beginning with Pakistan since the taste preferences in that country are similar to those in India.”
But the FritoLay growth story doesn’t end here. Present in India for more than 15 years, PepsiCo’s snack foods business has cornered anywhere between 40% and 50% of the organised namkeen market which stands at about Rs 1,800 crore.
The company has six brands under its portfolio: Lehar, Kurkure, Lay’s, Cheetos, Uncle Chipps and the recently launched Quaker Oats. And each brand appears to be on a growth trajectory.
Take for example the Lehar brand of namkeens, which already come in “less oily” variants. FritoLay today launched an entirely new range, called Lehar Lites, comprising roasted namkeen to cater to the growing health consciousness. Anand says depending on the consumer response to Lehar Lites, this concept could well be extended to all other brands.
He says the company has been addressing consumer concerns on quality and health issues and low-fat namkeen launch is a part of this process. “About a year ago, we made sure none of our products contain MSG (monosodium glutamate) after consumer complaints and then, even though it wasn’t mandatory, we began nutritional labelling on our packs. Now fat is a big concern and we are addressing that as well.”
Then, the two potato chip brands - Lay’s and Uncle Chipps - also seem to co-existing peacefully, with Anand asserting that there are dedicated consumers for Uncle Chipps so the brand is unlikely to be axed. But Lay’s continues to be the big money spinner; Kurkure and Lay’s together account for almost 80% of the company’s domestic sales.
And in a bid to expand its portfolio, FritoLay recently entered the breakfast cereal market in India with Quaker Oats.
FritoLay has three manufacturing facilities in the country with total installed capacity of 80,000 tonnes and Anand said the company has recently invested Rs 200 crore in capex to cater to demand growth of high double digits.
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