The Hindu Business Line : ITC launches Sunfeast biscuit in Kochi market

The company is aiming at a 15 per cent market share in the first year.. The total biscuits sales in the organised sector in the State account for Rs 180 crore with a sale of 36,000 tonnes a year, Mr A.V. Anil Kumar, Branch Manager, Kerala, ITC Ltd, said.

Priced at Rs 7 for 100 gm and Rs10 for 150 gm pack, the products have a distinct value proposition of using cow's milk alone, he claimed. The product will initially be launched in Kochi and later on to other centres in the State, he added.

Of the Rs 4,500-crore total biscuit market in India, the organised sector is estimated to be around Rs 3,000 crore. The market for basic segment such as glucose and Marie is worked out at Rs 1,530 crore and the value added segment is figured at Rs 1,370 crore.

From the value added segment, milk biscuits account for 7 per cent per annum and five per cent in volume, he added.

The key markets for milk biscuits are Tamil Nadu, Bihar, West Bengal, Andhra Pradesh and Kerala, he said.

The company has also plans to expand the category with new flavour variants under Minto and Candyman and plans are afoot to introduce new lines of products to enhance the product portfolio, he said.

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