Last updated : January 23, 2019 7:42 pm
Doritos will be marketed across India through a mix of large format retail chains, online channels and neighbourhood stores.
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