Pico Sauces to strengthen its distribution plans and in-store activations

Nilgai Foods is planning to take its brands of sauces and chutneys ‘Pico’ to 3000 stores in Delhi-NCR and Mumbai by next year along with some innovative promotional plans – both in the stores and outside. Launching before Diwali, Pico is currently being distributed through 3 channel – GT, MT and HORECA. Launching just before Diwali and the festive season in India, Pico has been aggressive in in-store sampling and in terms of visibilities and partnership with various events and summits relating to food sector.

Pushkar Nath Srivastava, Vice President – Key Accounts, Nilgai Foods, explained, “Pico is currently available in Delhi-NCR and Mumbai and Metro outlets in Ludhiana and Chandigarh. Same goes with our unique coconut water brand Cocofly. We are planning to take both these brands to tier-II cities. We give focus on our R&D and following that, we want Cocofly to be the cheapest and purest packaged coconut water available in Indian market by the brand’s second summer since its inception.  We are also planning to launch various flavours of Cocofly by forthcoming summer.”

Nilgai Foods is also planning to launch Food Trucks around market areas and jogging tracks to promote Cocofly as a health drink and the uniqueness of Pico sauces. “Indians are well aware of international fares of sauces like Tabasco and Piri Piri but they are oblivious of the variety and exclusivity of Indian sauces and chutneys. Out in-store and other promotions will revolve around changing that concept.” Pico will soon start fun games like “Dead and Alive” around their sauce variant Bhoot Jholakia in GTs and MTs.