AB Mauri to promote bread eating habit

Chennai-based AB Mauri India Private Limited, a wholly-owned subsidiary of associated British Foods UK, is launching a three-month 'Bread 4 Life' campaign in the country from September this year.

According to Binu Varghese, the company's South and West Asia director (marketing and business development), the entire Indian bakery industry is going to take part in the campaign aimed at promoting bread eating habit among the people.

The Rs 4-crore advertisement campaign has been conceived as per capita bread consumption in India is very low when compared to countries like Sri Lanka and Vietnam.