Home >> Marketing >> Article

Eveready enters confectionery market through its brand Jollies

08-January-2018
Font Size   16
 Eveready enters confectionery market through its brand Jollies

Eveready Industries India Limited (EIIL), market leader of dry cell batteries now enters the Rs 9,000 crores plus confectionary market through its brand "Jollies”. In the first phase, Jollies will be launched in the fruit chew segment. This segment is estimated to be around Rs. 400 crores and is growing at a rapid pace.
EIIL believes that the fast growing fruit chew segment will double in the next 3-4 years and expects to become a significant player in this segment by making this under-penetrated category available across urban and rural India through its robust deep distribution network.
The Company is working on an asset light model and believes it can add significant turnover and profitability with entry into this segment.
Speaking on the occasion, Mr Amritanshu Khaitan, Managing Director, EIIL, stated, “Jollies is the first step to scale up our FMCG portfolio of products. We believe that priced at Re.1, Jollies Fruit Chew will be an attractive offering to Indian consumers who prefer healthier choices. The product being launched has a high percentage of natural fruit pulp, making it a preferred healthier option to pure sugar candy. Candies are a mass market product and can be carried in the Eveready vans reaching a million outlets. This brings in a major competitive advantage for us and we believe we can become a major player in the fast growing confectionery market in the next 3-5 years with only investments required for branding.”
With extensive distribution, being one of EIIL’s key strengths, confectionary would provide an opportunity to not only compliment the current basket of products and give an opportunity to offer value added products to the Company’s vast up-country distribution, Jollies will also provide a quality offering to rural consumers who have limited access to branded confectionary and are dependent on unorganized and often poor quality products.

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

This comes after the government has deemed Whatsapp’s reply to the first notice sent to the IT Ministry as unsatisfactory, according to reports.

Guest Column: From expecting the unexpected to the importance of team work, Sharma explains what PR professionals can learn from the football world cup

At the debut edition of D-CODE, 13 Industry champions will crack the code on the best performing digital campaigns