Lemon rice and Lay’s wafers: Pepsi hits a spice spot in South India
- Lay’s Wafer Style mimics the crunchy papad to turn into a ‘meal must-have’
- Lay’s will be adding to a long list of traditional South Indian snacks like murukku, banana chips and tapioca chips
- They recently launched Kurkure Masala Munch with gingelly oil which is used in South India
Pepsi has decided to put more muscle into marketing and innovating in a growth market like India. This is one of the few markets for the global major, with ‘double digit’ growth, Pepsi said in its annual report. The company does not provide nation-wise growth numbers. Overall, the snacks business has been growing at 5% for the cola major, contributed heavily by growth in India and China.
Tea-time to meal-time
In South India, the market is wider and better. Everywhere else in the country, snacks are a tea-time affair but being an integral part of every meal can increase their volume and also regularize sales. Their latest venture is to supplant a traditional fried and homemade pappadam, and integrate into South Indian meals.
“Lay’s Wafer Style will prove to be the perfect companion to their traditional Sambhar rice (lentil stew rice), Rasam Rice (soupy rice), Dal Rice (lentil rice), Curd Rice, Lemon (flavoured) rice, or Palak Pappu Rice (Spinach lentil rice),” said Gandhi. This product has been launched across a range of salt and chilly flavours.
Many states, many flavours
For this global player, these new products are a step in that direction, competing with the price and taste of a multitude of localized players. Pepsi claims that their products have been received well in this market. They have recently launched Kurkure Masala Munch with gingelly oil which is the most used oil in South India. The American food and beverage company has managed to identify a sweet spot common across the five states of Southern India.
This strategy of customizing their products to suit local tastes across this diverse country, is not limited to South alone. They will be taking up more such products deep into the various flavours across India.