Following its stake buyout in 2009 of traditional snacks marketer Garden Namkeen, CavinKare (CK) now is on the lookout for an agency to handle its creative business.
There were no official confirmation on the pitch call, but a highly placed source has confirmed the development. It is understood that CK officials have been in conversation with some creative agencies and are in the process of shortlisting a few for the final round of the pitch, which is being held out of Mumbai.
There was no creative partner on board prior to the pitch. As for the media business, it could not be ascertained whether the group would also be looking at a media agency for the Garden Snack business. However, it is understood that CK might continue to have its current media agency MEC India as its media AOR on board.
It may be noted that in 2009 CavinKare had acquired Garden Namkeens Pvt Ltd, a Mumbai-based FMCG company engaged in manufacture and sale of a range of snacks/ namkeens and sweets under the brand name ‘Garden’.
In the snacks category, where Haldiram’s and Bikanervala have spearheaded the traditional namkeen and farsan segment, they have been staving off competition from Frito Lay’s Lehar Namkeen, Lehar Kurkure and western potato chips offerings such as Lay’s as well as ITC’s Bingo. Parle Product’s Musst Chips and Stix have further intensified the competition in a market that is increasingly skewed towards Indian-flavoured snacks in the branded chips segment and is witnessing extensions into baked snacks as well.