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

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

The campaign, featuring brand ambassador Farhan Akhtar, exhorts consumers to showcase their achievements through the walls of their homes.

We list a few important stories that you may have missed in the week gone by

The campaign takes the narrative forward to persuade prospective investors to invest in mutual funds