Prataap Snacks Ltd., an Indore-based leading Indian snack foods company has penetrated the category of sweet snacks market with the launch of its new brand ‘Rich Feast’. The company has also launched its first product ‘Yum Pie’ which is a sweet snack treats with a fruity twist. Talking with Retail4Growth, Subhashis Basu, Chief Operating Officer, Prataap Snacks Ltd. shares the company’s strategy and future plans for Rich Feat and its promotion at store level.

Brief us about ‘Rich Feast’, the new brand from the house of Prataap Snacks Ltd.

We have marked our entry into the category of sweet snacks market with the launch of ‘Rich Feast’. As there is huge untapped growth opportunity into sweet snacks category and we are intended to grow the Rich Feast brand fast with a number of new launches in the coming time.

What is special about Yum Pie? Whom you are targeting?

Yum Pie, a light-on-pocket yummy snack targeted towards kids in the age group of 4-14. It is yummy as it is a sweet snack with a fruity twist with three layers including sponge cake, flavoured jam and chocolate for kids to savour. We aim to give the maximum value to the customers and launched Yum Pie as a 100% vegetarian product at an affordable price of Rs. 5.

Do you have any special plans or strategy to promote your ‘Rich Feast’ at store level?

Apart from the air space, we are also planning to get into counter top with our sweet snacks and retailer shelves with our namkeens. We are also making our entry into modern trade category shelves also.

What is the importance of in-store marketing for Prataap’s snack products?

Most of our products are impulse purchase products. Hence, visibility in store definitely plays an important role in generating demand. Most of the sales come through Rs.5 which are available in strips and are hung in front of the outlets; this gives us the huge advantage of visibility. We have a wide presence across the country that is equally spread in metro cities and urban clusters as well as in rural areas and Tier 2 and 3 cities and towns. The products are available at independent grocers and small retail stores in the lanes and by-lanes of its key markets and it is now building up its presence in supermarkets, hypermarkets and modern trade outlets.

Tell us more about Pratapp Snacks Product Portfolio.

Prataap Snacks is one among the fastest growing companies in the organised snacks industry. Incorporated in 2009, it offers various variants across categories of Potato Chips, Extruded Snacks, Namkeen under the brand name Yellow Diamond. It operates 5 manufacturing facilities including 3 company owned facilities in Indore, Assam-1 and Assam-2 and 2 contract manufacturing facilities in Kolkata and Bangalore. Its distribution network includes 218 super stockists and more than 3,500 distributors which allow extensive reach across the country. Moreover, our all our products are present across 27 states in India to offer deep value to consumers through a variety of pack sizes at attractive price points.