Parle Products eyes 20% share in traditional namkeen market

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In a bid to strengthen its share in the traditional namkeen (savoury snacks) market, biscuit and confectionary manufacturer, Parle Products, is all set to launch ‘Parle Namkeen’ in kirana and modern retail stores across India. The company is aiming to capture 20 per cent market share in this category, by the end of this financial year.

Parle Namkeen was launched by the brand last year and test marketed in Uttar Pradesh and Madhya Pradesh but now the company is nursing plans of a pan India presence. B Krishna Rao, Group Product Manager, Parle Products said, “After test marketing the product mid last year, we have received tremendous response from both consumers and the traders. We would like to maximise this opportunity by reaching out to more consumers across markets in India.”

The product will be available at different price points of Rs 5, Rs 10 and Rs 20 per pack in different sizes of 25g, 50g and 100g, respectively. The company also claims the packaging of the product to be vibrant and clutter breaking. In terms of flavours, the product will be available in three categories, which include mixture, bhujia and dal.

To induce trials the company will be offering 25 per cent extra on each packet. “Looking at the positive demand in the market, we are aiming to capture 20 per cent market share by end of this financial year,” divulged Rao.


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Neeta Nair

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