India’s leading packaged snacks brand Bikano has announced the launch of six new masala-based products ahead of the upcoming festive season to further boost its product portfolio through an aggressive product-line expansion. The brand is expecting a sales surge of up to Rs 75 crore with the addition of the new masala range aimed primarily at consumers in the northern Hindi speaking belt.
The new range of products includes multiple spice-based flavors to augment Bikano’s presence in the rapidly growing ‘traditional snack’ segment. With the launch of its new range ‘Aloo Bhujia-Lemon Chaska’, ‘Chutney-Sev’, ‘Chatpata Mixture’, ‘Manpasand Mixture’, ‘Lajawaab Mixture’, ‘Daal Mixture’ and ‘Dry Fruit Mixture’, Bikano expects to earn an additional revenue of Rs 75 crore. The brand is already worth over Rs 1,000 crore.
The launch comes ahead of the festive season and aims to capitalize on the expected demand surge during Holi including that of festive gifting.
Manish Agarwal, Director, Bikano, said, “The salty snacks market in India has witnessed a remarkable evolution and growth in recent years. With a wide proliferation of Indian-flavored packaged snacks, we have witnessed the introduction of multiple new product segments and diverse ethnic flavors. The bhujia category and mixture category are two of the most rapidly growing salty snack segments in India and our new product line aims to leverage this market trend. Offering new products on regular basis has been the prime focus of the brand. Apart from this, the new range is expected to give us a sales surge of up to Rs 75 crore in the coming fiscal.”
The packaged food segment continued to witness impressive growth in the post COVID period as demand for packaged food items grew particularly in urban areas. With a mass vaccination programme offering hope of normalcy and an economic rebound, the sector is optimistic about buoyant demand this year.
“With the Holi season upon us, the demand for in-home snacks is bound to increase as people socialize more and experiment with new savories. Gifting of packaged salty snacks is another area that has gained prominence in recent years and we are also expecting to capitalize on the festive gifting season to boost the sales of our new product range,” Agarwal added.
With an eye on the Hindi-speaking market in the initial phases, the company has made these products available through the country-wide network of GT outlets. Except for Lajawaab Mixture, each of these products comes in a Rs 5 and Rs 10 pack. Lajawaab Mixture has been priced at Rs 10 (40g), Rs 109 (500g), and Rs 55 (250g).