Last updated : June 14, 2018 10:20 am
Bagrry’s, the 25-year-old FMCG brand, is expanding rapidly through MT, GT and their own QSR chain. Point-of-Purchase talks to Aditya Bagri, Director, Bagrry’s India Limited, on MT-centric packaging, developing new brand for GT distribution, new product innovation and shopper marketing initiatives for both the retail channels.
Currently, we have a total number of 62 SKUs and the number is increasing. We have about 10 different variants in our muesli category including some variants that are not available with any other brand. Oats is another important category for us and we added two more variants last year. Cornflakes is a category that we started only 1.5 years back and we currently have three variants in this category.
Among the retail channels, which one is your prime focus and how are you strengthening it?
Our product categories are omni-present in MT and hence, it’s an important
Tell us about your product line development.
Continuing our focus on GT, we have developed another cost-effective and healthconscious brand, Lawrence Mills. This affordable range will build much more quantum of POS in GT in coming years.
Would you like to share any interesting case study in terms of effective shopper marketing?
What are your expansion plans for the product line?
We are expanding and soon will go beyond oats and cornflakes. We are getting into kids cereals category along with our own organic line with products like quinoa and chia.