Confectionery market to see more action

Posted: Monday, Sep 11, 2006 at 0000 hrs IST
Updated: Monday, Sep 11, 2006 at 0000 hrs IST

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Mumbai, Sept 10: As Godrej Beverages & Foods Ltd (GBFL) is revamping its new acquisition Nutrine’s product portfolio, ITC Foods is drawing up a three -pronged strategy to gain a competitive edge in the Rs 1,500 crore Indian confectionery market. Competitor Parle Products Ltd is also sharpening its focus on rural markets to pump up volumes.

In a bid to rejuvenate the confectionery market which has been stagnating for the last two years, major players in this impulse sector is drawing up fresh strategy, according to analysts. “This sector is too fragmented for growth. As compared to other categories, the visibility of the sugar-boiled confectionery is less in mass media channels,” added analysts.

On the company’s strategy, A Mahendran, managing director, GBCL said, “We are relaunching the entire portfolio of Nutrine. Also, we are revamping the communication strategy for Nutrine brands. We have just introduced a new product ‘Maha Maha Lacto’ in Chennai.”

Recently, GBFL has appointed Mudra to handle the advertising Nutrine’s brands, which include, Nutrine Eclairs, Nutrine Superstar and Maha Lacto. It was three months ago that GBFL forayed into the sugar-boiled confectionery sector by acquiring the Nutrine brand.

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Confectionery market

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