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PepsiCo India Holdings Pvt. Ltd. wants to capitalise on the popularity of its cheaper pocket-sized snacks as the cola-to-chips maker continues to expand its food portfolio in India.
To do so, it will focus on the Rs 5 and Rs 10 price points, said Ahmed El Sheikh, president of Pepsico India. Sales of such products generates nearly 70 percent of the business of the company’s foods unit.
That’s not all. El Sheikh also said the emergence of e-commerce has increased the need for companies to get the right mix of stock-keeping for the emerging channels. “While smaller packs sell better in most part of the country through general trade, typically through mom-and-pop stores, consumers prefer larger packs when they shop at hypermarkets or online.”
The company is aligning its product launches with the strategy. It recently introduced a range of baked snacks under the Twistkeen brand and is expanding its range of Tropicana juice range.
“Technology right now is important, and you need to think, 50 percent of your time, how consumers will buy in India in the next 5-10 years,” El Shiekh said. “Otherwise, someone will come and disturb the market and you will be left behind.”
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