Pepsico is expanding its snacks product range at a time when Indian market has turned difficult, particularly as compared to other Asian markets
It's 'Make In India' time for Pepsico.
The global beverages and snacks giant is starting local manufacturing of its globally popular snacks brand Doritos at its plant at Dhulagarh in West Bengal, where it makes Frito-Lay range of snacks.
The company is also making additional investments for the brand which was so far being imported to India.
Doritos, Pepsico's fastest-growing snacks brand globally, would now be manufactured locally at its Dhulagarh Food Park at Sarkail in Howrah near Kolkata, sources said.
Being described by Pepsico as an "important manufacturing milestone" and part of its 'Make in India' initiative, a formal announcement for the same is expected by Pepsico India officials on Friday.
The flavoured tortilla chips, getting increasingly popular in India, would help the company to further the premiumisation of its snacks offerings in the country, which started with the launch of variants like Lays Maxx.
Pepsico is putting in a fresh investment of about Rs 100 crore in its existing facility at Dhulagarh, which was established in 2004, primarily to manufacture chips made from potato sourced locally and also extruded snacks foods like Kurkure.
Pepsico started importing Doritos sometime in December 2015, and in 2016, decided to go in for local production with the gradual premiumisation of Indian chips and nachos markets, growing beyond the popular Rs 5- and Rs 10-a-pack offerings.
The tortilla chips market has been growing exponentially and several Indian brands like Cornitos launched by GreenDot Health Foods have seen healthy growth.
Pepsico is expanding its snacks product range at a time when Indian market has turned difficult, particularly as compared to other Asian markets.
"Snacks volume grew 7%, reflecting double-digit growth in China and the Middle East and high-single-digit growth in Pakistan. Additionally, India experienced low-single-digit growth and Australia experienced mid-single-digit growth," Pepsico said in its 2016 annual report while talking about its Asia, Middle East and North Africa markets.
MUNCHING ON
- Several Indian brands like Cornitos launched by GreenDot Health Foods have seen healthy growth
- Pepsico is expanding its snacks product range at a time when Indian market has turned difficult
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