Mars Wrigley to Indianise some of its products to suit the Indian palette

Mars Wrigley, the chocolate maker and confectioner, will be Indianising some of its products.

The company will add flavours to suit the Indian palette and modify price points to make inroads into the Indian market.

Ritesh Gauba, Director, sales, Mars Wrigley India, said, “The company, which has launched a Rs 10 SKU (stock keeping unit) and the almond variant in its flagship product Snickers, has recently introduced a Rs 25 variant of Bounty, in addition to its Rs 50 variant. Skittles would also be available at Rs 10.”

“Indians are price-sensitive consumers. Introducing lower-priced SKUs will make them test the product and once they are satisfied with the taste, they will move on to the higher-priced variants. Besides prices, Indian flavours have also been introduced. For instance, Snickers has almond and double mint has a paan flavour that will capture the Indian taste buds,” he added.

Mars Wrigley is also planning to increase its rural push through these initiatives.