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ITC targets Marie biscuit market, to capture 25% share
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Tuesday, 01 March, 2005, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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According to Ravi Navare, Chief Executive, Foods Division, ITC, consumer research had revealed the demand for a more nutritious and crisper version. Of the Rs 4,000 crore biscuit market, the Marie category accounts for Rs 600 crore, of which Tamil Nadu's share is Rs 120 crore. Tamil Nadu, Maharashtra and Uttar Pradesh are major markets for biscuits.
ITC would launch more products under the Sunfeast brand in the next couple of months. It was concentrating on completing the range to include cookies and crackers, Naware said.
Talking about the ad campaign, Naware said, " It portrays how things have changed for the better in the lives of a newly married couple, signifying the change in Marie from the conventional to the modern.
Recently, the company had launched in the metros of Mumbai, Delhi and Bangalore an entirely new category, Fruit and Spice Conserves, under the premium Kitchens of India brand. It is in four variants priced at Rs 70 for 300-350 gm. In the ready-to-eat segment, four or five items are being added.
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