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Nilanjan Sarkar

Brand Manager | 10 Sep 2003

"50% of the confectionery market lies in rural areas, and the market is growing at a rate many times more than the urban market."

ITC's adult confectionery brand 'Mint-O' won a silver Effie at this year's EFFIE Awards. Initially, the brand was seen as a "me too" to Polo. Not any more. Buoyed by success, ITC Foods has launched 'Candyman' (hard-boiled sugar candy) in addition to 'Mint-O' (compressed mint).
ITC's venture into garments, foods and confectionery was earlier considered 'surrogate' activity. One couldn't be more wrong. The categories are doing pretty well independently, both in terms of building brand image and generating revenues.
Ritu Midha of exchange4media spoke to Nilanjan Sarkar, ITC Confectionery on the growth of the confectionery market, ITC's plans in the category and the role various 'Ps' of marketing play, when it comes to an impulse purchase, and small ticket category like 'confectionery'.

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