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“We focus on premium quality & differing variety of products”
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Monday, 21 July, 2025, 08 : 00 AM [IST]
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 temp_src="/ArticleImages/2025/7/19/HarshilAgarwal.jpg ">With over two decades of legacy in the Indian biscuit industry, Sona Biscuits Ltd, popularly known for its brand Sobisco, has now entered the fresh bakery space with its new venture – Sobisco Fresh. Launched in 2024 in Kolkata, this initiative is a strategic move to diversify into healthier, high-quality, and experiential bakery offerings that resonate with modern consumer demands. In an exclusive email interaction with Abhitash Singh, Harshil Agarwal, marketing president, Sona Biscuits Ltd, delves into the details about the inspiration behind Sobisco Fresh, key market trends, expansion strategies, and how the brand aims to redefine indulgence with health. Excerpts:
What inspired the launch of Sobisco Fresh, and how does it complement your legacy biscuit business?
Sobisco Fresh from the house of Sobisco, the legacy biscuit brand, spanning more than two decades, has been launched in 2024. It has the vision of delighting the consumers with delicious bakery products where every bite feels like a celebration. We want to offer healthy and tasty products to the consumers, in alignment with our tagline which is ‘The Taste of Good Health’. The brand was introduced in the city of joy – Kolkata under our retail expansion plan for building a strong local presence and offer an unique experience to our consumers at our nine outlets in Kolkata, going beyond our usual biscuit range, which is still a favourite among households.
What key consumer trends or gaps did you identify before entering the fresh bakery space?
Consumers, nowadays, are highly seeking healthy, fresh, high quality and sustainable products as well as they look forward to fresh and unconventional experiences, which break the monotony of everyday life. They prefer healthier options, plant-based alternatives as well as locally sourced ingredients with regional flavours. They like nostalgic flavours with a modern twist. The gap exists in balancing indulgence and health, which can be reduced by offering a variety of products that cater to dietary preferences and needs, while still delivering on taste. Consumers are also seeking more mindful baking options such as eggless, refined sugar-free, gluten-free food options.
How is the brand positioned differently from existing bakery chains in terms of product and pricing?
Our products are meticulously created with healthy ingredients offering nutritional goodness and at very affordable prices, starting at as low as Rs 30. We offer unique products such as Yum Yum Noodles and Chocolate Milkshake which are exclusive to our outlets in Kolkata. All of our outlets have comfortable seating areas, where consumers can come, sit alone or with their friends, loved ones and have a quality time. Delivering an exceptional customer experience is one of our objectives.
What is the marketing strategy for the brand in Eastern India, especially Kolkata?
Our marketing strategy is focussed on leveraging the already existing brand recognition of Sobisco and expanding our reach further in the fresh bakery segment. We have partnered with major retail chains and quick commerce platforms. We are also implementing effective influencer marketing strategies to reach a wider audience in Kolkata and in Eastern India. We focus on premium quality and a differing variety of products, which contributes to nutritional goodness and improved health outcomes.
How are you leveraging influencer marketing and digital platforms to build the brand?
Our target group of consumers are people of all age groups, especially the Gen Zs and the youth. Besides we are catering to the regional and the local tastes and preferences of the consumers. The influencer marketing strategy implemented by us is largely driven by organic and natural storytelling where we strive to create joyful and relatable moments for the youth and the daily households in Kolkata.
How do you view the current state and growth potential of India’s organised bakery market?
In India, the bakery market is fast emerging with the revenue in the bakery and bread products market reaching US$210.13 bn in 2025 according to Statista. Within 2025-2030, the market is further estimated to grow annually at a CAGR of 6.83%. Thus the future looks promising for the bakery products market in India and we plan to tap onto this growth potential.
Are there any tie-ups with retail chains or cloud kitchens planned for wider reach?
We are actively expanding into the urban and metro markets through tie-ups with major retail chains such as Reliance, Spencer’s, Metro as well as regional outlets such as Apna Mart and Arambagh.
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