As part of its efforts to expand its product portfolio in the foods division, ITC is planning to launch new varieties of cookies, sweet and salt crackers and a number of other differentiated products. The company has signed up Tamil film actor Surya as the brand ambassador for its biscuit brand 'Sunfeast' in Tamil Nadu. | |
| Devarajan Iyer, brand manager, ITC Ltd (Foods Business), said Tamil Nadu was one of the largest markets for biscuits in the country and the biscuit market in the state was valued at around Rs 550 crore. The entire southern market was worth about Rs 2,000 crore. The company plans to capture a market share of 20-22 per cent in the state in a year's time, according to a press release. |
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| While Britannia and Parle were market leaders in this segment due to their presence in the market for decades, Sunfeast which entered the market just about 18 months ago, could capture a market share of 9-10 per cent in the state, he added. |
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| Commenting on the company's plans to establish its own manufacturing facilities rather than using franchisee manufacturing route for producing biscuits, Devarajan said the company's biscuit unit at Bangalore was under construction at an investment of Rs 20 crore and the work is likely to be completed in about 5-6 months. |
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| Another biscuit factory would come up in Uttaranchal at an investment of Rs 15-16 crore, he added. |
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