Mars Wrigley Expands Its Portfolio With Doublemint(R) And Orbit(R) In ₹1 Category

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New price variants by Mars Wrigley as part of its regionalization strategy aimed at penetration in smaller markets

Mars Wrigley announced the launch of a new price variant of DOUBLEMINT® and ORBIT® at INR 1. This is a significant step towards strengthening the company’s India portfolio by increased category penetration with brands that are loved by the consumers across the country.

The new price variants aim to widen the presence in the freshness category. With this launch, DOUBLEMINT® will now be available across various price points – from ₹1 to ₹100, and ORBIT® at price points of ₹1 to ₹150. The variants have been launched with the aim of providing more options to the consumers in terms of price points and consumption occasions.

Talking about the launch of the new price variants, Mr. Kalpesh R Parmar, General Manager, Mars Wrigley, India, said, “As a part of our regionalization strategy and our continued effort to expand our portfolio, our aim has been to make our products accessible to one and all. With the new DOUBLEMINT® and ORBIT® variants at INR 1, we are not only strengthening our connect with our consumers by offering a variety of choices of their favorite products, but also expanding our reach to the rural audience.”

“Over the years, our consumers have loved DOUBLEMINT® in its many formats – mints, gums, and Chewy mints, ORBIT® for its many diverse flavours and its benefits of being a sugar free gum. The launch of the new price variant demonstrates our commitment to constantly bring better experiences and products for our consumers.”, he added.

DOUBLEMINT®’s new variant in a ‘one-rupee chota pack’ has been creatively woven in to create a music video with famous singer Shaan lending his voice alongside the sought-after music entrepreneur and composer, Gaurav Dagaonkar. Social media star Vishal Pandey who enjoys a massive fan following and Sonarika Bhadoria, best known for playing outstanding roles in South movies and Goddess Parvati in much acclaimed TV show, Devon ke Dev..Mahadev have been paired for the song. You can view the music video here.

DOUBLEMINT® and ORBIT® will now be available for ₹1 at traditional and modern trade outlets across the country. Consumers can also order their favourite Mars Wrigley products from the Mars Wrigley Treats Store.


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