Top Story


Home >> Marketing >> Article

PepsiCo slated to launch Doritos in India this week

Font Size   16
PepsiCo slated to launch Doritos in India this week

PepsiCo has announced that it will be adding a mega brand to its snacks portfolio after a gap of over a decade. The leader of the domestic salty snacks market and worth Rs 8,700 crore, PepsiCo will be introducing its nacho chips ‘Doritos’ to Indian stores this week.

Doritos is PepsiCo’s third largest snack brand in the world, and the only national player in the flavored tortilla chip category in the US. In 2013, it clocked 39 percent market share according to Euromonitor International.

Doritos, which is positioned as a premium high-margin brand, will compete directly with homegrown Cornitos by Greendot Health Foods Ltd and other imported brands like Pringles and Snacka Lanka. With the launch of Doritos, PepsiCo plans to consolidate its premium snacks portfolio after receiving positive feedback for its Lays Maxx and higher end variants of Tropicana earlier. Currently, the company is witnessing relatively higher growth within the snacks segment than beverages, which has dropped to single digit numbers. Although, PepsiCo is still on top of the snacks market in India, it is facing competition from regional players like Balaji Wafers and Haldiram’s which are steadily challenging its market share.

Though the company has not revealed the price points of its new product yet, the online food portal Gourmet Food India retails it for Rs 395 for a pack of 195 gms. The pricing point will also be influenced by PepsiCo’s strategy of fuelling volumes and widening its distribution footprint.  However, it will be interesting to see PepsiCo’s marketing strategy including celebrity brand engagement for Doritos, given their past association with Bollywood mainstream actors like Ranbir, Saif Ali Khan and Parineeti Chopra for Lays and Kurkure.

The triangle-shaped Doritos, the New York-based firm's third largest snack brand after Lays and Cheetos, will be imported initially till the local production capacity is put up in place.

Tags PepsiCo

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...