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Our Bureau

Chennai , April 20

ITC today launched its `Sunfeast' range of biscuits here.

Company officials said that the aim was to capture 10 per cent of the biscuit market in Tamil Nadu in the first year of launch.

Sunfeast's launch was on the heels of a launch in other parts of the country last year.

ITC's Chennai Branch Manager, Mr Sambit Sathapathy, said the timing of the launch was dictated by the importance of the market. Tamil Nadu is the third largest market for biscuits in the country, and the company had wanted to get its supply chain ready before hitting the market.

According to Mr Sathapathy, the company would distribute the biscuits through 20,000 outlets in Chennai. Of the outlets, about half are those which sell the company's cigarettes, while the remaining were developed over the last year, he added. Mr Sathapathy said the annual value of biscuits bought from "organised players" in Chennai was Rs 82 crore, while that of entire Tamil Nadu was Rs 320 crore. He said the State accounted for 9 per cent of the country's consumption.

The biscuits offered under the Sunfeast brand are of glucose, orange Marie and cream varieties. Company officials said the products would be advertised largely through regional television channels.

More Stories on : New Products & Services | Food & Dairy Products | Tamil Nadu

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