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Purvita Chatterjee

MUMBAI, Dec. 12

TAKING a leaf from international biscuit brands, HLL has made a foray into the `non-conventional' biscuit market by launching its first indigenous fruit-cream biscuit brand under its Kissan franchise.

Staying away from the arena of conventional biscuit offerings from majors such as Britannia and Parle, HLL made an entry into the biscuit market by introducing biscuit sticks with fruity dips under the Kissan brand. Its Kissan `Fruit Cream' Biscuits are unlike any other Indian biscuit offering in the market and HLL's entry into a `new' biscuit category heralds its foray into the segment without competing directly with the big biscuit brands. Under the sub-brand of `Greedy Bistix', its cream biscuits are currently available in two flavours - Strawberry and Choco-Orange and is pegged at an entry-level price of Rs 5 for a 25-gm packet.

The cream biscuits are being manufactured by a Navi Mumbai-based company - Mr. Brown Bakers Pvt Ltd. On the pack, there is a clear message (Dip Bistik in Strawberry Cream/Choco Orange) to indicate the method to be used while consuming the product, considering the Indian consumer is not necessarily familiar with the new `Dip Bistik' offering.

According to Mr Jagdeep Kapoor, Managing Director, Samsika Marketing Consultants, "HLL has adopted the guerrilla route to attack and challenge the big players in the business by hitting them from the side and not head on."

Besides, HLL is trying to create a sub category under biscuits by coining its own name (Bistix) and thereby entering an untapped virgin market under the biscuit segment comprising biscuit sticks with fruity dips.

Adds Mr Kapoor, "Biscuits is a variety market and HLL intends having a substantial portfolio. Today it is entering as a challenger to the biscuit and snack segment by having a low price point as well."

Considering Unilever does not have biscuits in its worldwide portfolio, HLL's entry into the Indian biscuit market is in itself a challenge for the company. Having test marketed its biscuit offerings in pockets of Bangalore and UP, market observers are still sceptical about its success in this category.

States Mr Nikhil Vora, FMCG Research Analyst, at Alchemy Share and Stock Brokers, "Although it is a big and hot segment to enter, Levers does not have the expertise in this segment. It has to get the product right in spite of having the back-end in terms of wheat and oil in its favour."

Last year, HLL spun off two separate umbrella food brands under Kissan and Annapurna. While Kissan would be used to market aspirational food brands for kids, Annapurna would stand for staple foods such as atta and iodised salt. Today HLL's Kissan franchise comprises ketchup, jams, tomato puree, fruit-based drinks and bread spreads.

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