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Mutti focuses on BTL, print & OOH for India foray

27-April-2012
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Mutti focuses on BTL, print & OOH for India foray

Mutti, a leading Italian manufacturer of tomato-based products, has entered the Indian market with the launch of its pizza and pasta sauces. The initial foray is in the Delhi NCR market, to be followed by launches in top metros.

Speaking about the launch, Arvind Tomar, Executive Director, Mutti India told exchange4media, “Our whole approach is to build and grow the pasta and pizza sauces market in India which is very small. We believe it is on the verge of explosion and our expertise and legacy will play vital role.”

Mutti India has tied up with Future Group’s DY Works for brand communication. The company is focusing on BTL, print, and outdoor campaigns till it goes pan-India with its launch. “Once we launch pan-India, we will have a strong presence on TV to drive consumer awareness,” Tomar added.

Though he refused to divulge details on the marketing and advertising spends, Tomar shared that Mutti had a substantial budget parked for advertisement spend during the launch period and post market launch for each town, as well as huge allocation for the national launch.

Meanwhile, as a test market launch in Noida and Sahibabad, Mutti has already started several BTL activations, live cooking demonstrations and outdoor campaign.

On entering India at this point in time, Tomar said, “Italian cuisine is the third largest and fastest growing after Indian and Chinese food. Pasta and pizza is very well established out of home food segment in India. Households are now trying their hand at pasta and pizza in their own kitchen. It is therefore the right moment for us to enter India and bring our unique Italian cuisine experience that differentiates us from rest.”

Mutti is a leading brand in Italy and Europe and has more than 110 year-old brand heritage. The Indian sauce and ketchup market is worth over Rs 550 crore, while the pizza and pasta category is set to grow to around Rs 50-60 crore in the next two years, according to Tomar.

In a release issued, Francesco Mutti, Managing Director, Mutti Worldwide said, “After exploring the food market across the world, India was the most awaited destination. The pasta and pizza that we are introducing here under the brand Francesco Mutti has a special Indian touch which is mildly spicy as per the Indian palate, but this is done without having to sacrifice true Italian authenticity and values.”

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