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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

Topics
Snacks

Vinay Umarji  |  Ahmedabad 

Snacks, waffers, snacks market
Snacks

Two local brands, Balaji Wafers and Yellow Diamond have leveraged their understanding of regional markets to take on large Indian and MNC brands in the national salted 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 has recently signed Salman Khan as its brand ambassador.

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First Published: Wed, December 07 2016. 11:40 IST
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