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Local brands Balaji Wafers, Yellow Diamond crack the taste test in India

Local brands in the salted snacks market are taking the game away from big global labels; say 'Indianness' has helped them expand their market share

Vinay Umarji  |  Ahmedabad 

Two local brands, Balaji Wafers and Yellow Diamond snacks have leveraged their understanding of regional markets to take on large Indian and MNC brands in the national salted snacks market. Having established their sway over a few states to begin with, the two brands are pushing up their advertising and marketing budgets to create a national impact and footprint. Rajkot-based Balaji Wafers is present in five states and has set aside a hefty budget for branding and marketing for the coming year while Sequoia-backed Prataap Snacks has recently signed Salman Khan as its brand ...

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Local brands Balaji Wafers, Yellow Diamond crack the taste test in India

Local brands in the salted snacks market are taking the game away from big global labels; say 'Indianness' has helped them expand their market share

Local brands in the salted snacks market are taking the game away from big global labels; say 'Indianness' has helped them expand their market share Two local brands, Balaji Wafers and Yellow Diamond snacks have leveraged their understanding of regional markets to take on large Indian and MNC brands in the national salted snacks market. Having established their sway over a few states to begin with, the two brands are pushing up their advertising and marketing budgets to create a national impact and footprint. Rajkot-based Balaji Wafers is present in five states and has set aside a hefty budget for branding and marketing for the coming year while Sequoia-backed Prataap Snacks has recently signed Salman Khan as its brand ... image
Business Standard
177 22

Local brands Balaji Wafers, Yellow Diamond crack the taste test in India

Local brands in the salted snacks market are taking the game away from big global labels; say 'Indianness' has helped them expand their market share

Two local brands, Balaji Wafers and Yellow Diamond snacks have leveraged their understanding of regional markets to take on large Indian and MNC brands in the national salted snacks market. Having established their sway over a few states to begin with, the two brands are pushing up their advertising and marketing budgets to create a national impact and footprint. Rajkot-based Balaji Wafers is present in five states and has set aside a hefty budget for branding and marketing for the coming year while Sequoia-backed Prataap Snacks has recently signed Salman Khan as its brand ...

image
Business Standard
177 22