Mars Wrigley eyes expanding rural reach with affordable pricing

Mars Wrigley Confectionery looks to further boost growth in the rural market, which contributes almost 40 per cent to its overall sales, by offering more products at affordable price points, a top company official said.

Mars Wrigley, which recognises India as a "key accelerate market", is ramping up its distribution network and plans to launch more brands here from its global portfolio.

The company, which has brands such as Snickers, Mars, Bounty, M&M, Doublemint, Boomer, Orbit, Galaxy and Twix, is also introducing India-specific innovations in the market as per its strategy of being a "global brand with an Indian twist".

The company expects India to be among its top 10 markets in the next five to ten years, Mars Wrigley Confectionery General Manager - India Andrew Leakey told PTI.

Asked about the rural market, he said, "Yes, we would see growth. For us, rural growth is strong. You are seeing more global brands at affordable price points to bring people into those brands."