Thaindian News

Kolkata, May 3 (IANS) Britannia Industries would be targeting women, especially housewives, to boost sales of snacks to maintain its leadership in the cracker segment, a top company executive said Thursday.

The company, which enjoys 28 percent market share in the country’s Rs.27 billion cracker segment, has brands like Time Pass, 50-50 and Little Hearts in its portfolio.

“Our aim is to maintain our leadership in cracker category. Fourteen percent to 15 percent is the market growth in the category. We are eyeing to grow ahead of the market,” Shalini Degan, category director, delight and lifestyle, told reporters here.

“Our historic growth is 20 percent (in cracker). So we want to maintain it,” Degan said.

The company, which has very good presence in south India in the segment, want to increase its presence in north and east and is targeting housewives to boost its sales.

“Housewives will be our target customers as fifty percent of the snack shopping are done by them,” Degan stated.

She said “Little Hearts”, the only sweet snack in the snack category, clocked a 40 percent sales growth in the last fiscal.