This Indian start up of gourmet nachos is changing the way we eat snacks
Suchayan MandalDec 14, 2016, 10.37 AM
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In the popular market of calorie-high potato chips, largely dominated by multi-nationals, bringing in a virgin idea of healthy nachos wasn’t easy for
At the time of launch, a packet of Cornitos was priced at Rs 100, whereas you would get a Lays or Uncle Chips for Rs 10. No doubt, the packaging looked premium. “While launching Cornitos, the focus has been on entering an uncontested space where competitors were yet to step in, reduce our entry costs and getting better value. Even as I decided to give consumers a differentiated and value product, I decided against offering low price – Rs 5 and Rs 10 Products.
Staying gourmet isn’t on cards
“After we started we wanted to reach masses with message of Healthy Snacking and not remain limited to Gourmet. We have been selective in our approach in giving our product to the right distributors ensuring that it is put into the right places. Over the years, we have expanded to Tier-I and Tier-II towns. Currently we are available across 300 cities with 30000 plus retailers. Also to create awareness around the product, we undertook a lot of sampling at schools, modern trade stores and general trade ensuring that the product was being tasted by consumers. We also launched more flavours with the aim to cater to the maximum number of people,” said Agarwal, while speaking exclusively to Business Insider.
Cornitos is big on product innovation. Moreover a longer shelf life helps retailers to avoid issues related to expiry of products.
It’s not corn papad
Corn Papad was the notion harboured by people when Cornitos initially entered the market. In the
A strong consumer focused approach has helped to create awareness around these products.
Just too much competition these days?
Ever since people started cutting on potato chips, the market leaders of the field have introduced similar corn chips in the market led by Cornitos. First Parle and then Pepsico’s Doritos are attempting at penetrating the Rs 60 crore market. However with 60% plus share in the sector, Cornitos is a hot favourite.
What actually worked?
Agarwal claims gluten free, zero cholesterol and zero transfat have evidently contributed to the growth of corn chips.
“We are taking the product centric approach maintaining the product quality and increased the Marketing spend on electronic media. We have recently given a face to much-loved Nachos category. The mascot is named Mr. Crispy and he elucidates the brand ethos of premium quality and 10 Exotic Flavours. With the unveiling of our maiden mascot Cornitos unfolds an exciting new chapter in its growth trajectory,” explained he.
Cornitos has entered the markets of the USA and China as well. And the response has been quite overwhelming, claimed Agarwal.
The spicy chilli flavour,