UK breakfast cereal group Weetabix is launching its product range in the US$20m Indian market in partnership with two local distributors.
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“We have formed a partnership with two top-class distributors, based in Delhi and Mumbai, who will be launching our product range in India,” Andy Harris, international commercial manager, told just-food.
Weetabix, whose worldwide operations generate a turnover of $780m, is targeting modern retail channels in India’s 40 largest cities. The company anticipates speedy market penetration, reaching 4,000 stores within the modern grocery trade, Harris said.
The company is targeting India’s rapidly growing urban middle class, relying on the Weetabix brand name and the health credentials of its product portfolio to generate sales.
“With the huge growth of India’s urban middle class and the desire to buy into Western brands, we are eager and excited about the upcoming launch,” Harris revealed. “We will be investing in above- and below-the-line communication to promote the benefits of wholegrain goodness on which our product portfolio is founded.”
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By GlobalDataWeetabix is not the first international cereal manufacturer to enter the Indian market. US-based Kellogg is the market leader and operates a manufacturing facility in India. Weetabix will also be facing stiff competition from Indian companies such as Baggry, which boasts the popular Crunchy muesli and SoHealthy brands.
