PepsiCo has said it believes its international tortilla chip brand Doritos can be a success in India, where the snacks giant has just launched the snack.
The company is initially selling a nacho cheese Doritos line in five cities – Delhi, Mumbai, Pune, Bangalore and Hyderabad – through modern outlets, traditional stores and online. Two SKUs are available a 40g packet at INR25 and a 150g bag at INR100.
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PepsiCo said the market for tortilla chips in India was small but the company has confidence there is demand for the snacks.
“Within snacks in India, tortilla chips represent a nascent but fast growing category and the consumer response to our recent launches gives us reason to believe that there is a definite market for such products in India,” the company told just-food. “Doritos is a powerful global brand in PepsiCo’s portfolio and its addition to the India snacks range is part of PepsiCo India’s strategy of building out strong master brands. Lay’s and Kurkure are examples of two master brands today in the India snacks portfolio that straddle different formats and consumption occasions.”
The Doritos to go on sale in India are made at a PepsiCo site in Saudi Arabia. Asked if local production is planned, the company said: “Right now we’re focusing specifically on the successful launch of Doritos back into India. Future production will be addressed in due course.”
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By GlobalData
