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Breaking Through India’s Snack Product Clutter Is No Easy Task For Start-Ups

December 15, 2021: 12:00 AM EST
Food industry analysts in India say sustained profitability is tough for snack start-ups, but there is a demand-supply gap that new companies can leverage. There are plenty of packaged and healthy snacks on the market, so new brands try to rise above the clutter by straddling the indulgence-versus-health marketing message: “no chemicals or preservatives,” “baked instead of fried.” and “no added sugars” have become the buzzwords that attract buyers. Entry-level pricing also plays a role in luring consumers. “We want to democratize the better-for-you category with healthier snacking at an affordable premium positioning,” says Anuj Krishan, co-founder of Forbidden Foods. Other marketing ploys include free sampling at stores and alternate consumer outreach channels, like partnering with local sports, cultural, and lifestyle events.
Ratna Bhushan, "Snacking more during WFH? You're not alone", Economic Times (E-Paper Edition) , December 15, 2021, © Bennett, Coleman & Co. Ltd
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