PepsiCo launches'Made in India' Doritos
By Nabamita Chatterjee | Vjmedia Works | June 14, 2017
Doritos will be marketed across India through a mix of large format retail chains, online channels and neighbourhood stores.
PepsiCo India recently announced the launch of Doritos- the nacho chip brand in India. The company has set-up a new manufacturing line at its state-of-the-art Snacks manufacturing facility in Kolkata, West Bengal. PepsiCo India will be procuring corn, the main ingredient in producing Doritos entirely from India. Speaking at the launch, Niteen Pradhan, VP Supply Chain & Operations, PepsiCo India said, “PepsiCo has been making in India since 1989 through its network of Company owned and Partner manufacturing facilities across 62 locations. Our goal has been to develop local ecosystems and produce locally to address consumption needs of India. Manufacturing of Doritos in India is testament to our commitment and our support for the Government’s ‘Make in India’ vision”.
Doritos, present in over 55 countries globally, will be the third Master brand in PepsiCo India snacks portfolio introduced after Lay’s and Kurkure. The Nacho chip brand is targeted at Indian consumer in the 16 to 24 year age bracket in the urban and semi-urban centres. Doritos will be available in two existing flavours Nacho Cheese and Sweet Chilli and will be available in 3 price packs worth INR 25, 50 & 100. Doritos will be marketed across India through a mix of large format retail chains, online channels and neighbourhood stores.
“Nachos is the fastest growing category in the Indian salty snacks segment today^ and Doritos is well poised to address this robust demand by using locally sourced ingredients, to create savoury experiences for our Indian customers. Furthermore, with the two made in India flavours- Nacho Cheese & Sweet Chilli, we are confident of making Doritos-the Nacho chip choice amongst consumers.” said Jagrut Kotecha, VP- Snacks Category, PepsiCo India.
A 360 degree marketing plan will follow the launch of “Made in India” Doritos. The campaign will run across TV, digital and will see aggressive consumer sampling.
*Source: Euromonitor International Limited; Packaged Food 2017ed; nacho chip as per Tortila chip definition, in retail value rsp terms, all retail channels, 2016 data
^Source: As per Nielsen full year 2016, 2015