Parle launches Musst Chips to take on Fritolay’s Kurkure
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Title: Parle launches Musst Chips to take on Fritolay’s Kurkure

Essay Details:

Subject: Business
Author: Aaron A
Date: March 1, 2013
Level: University
Grade: A
Length: 2 / 326

Essay text:

We have introduced these products in parts of Maharashtra like Pune, Nagpur, Nasik and Mumbai. The call on the national rollout will be taken in a period of three to six months depending on the feedback." The company had earlier rolled out a product Musst Bite, in the flavoured cheeselings segment but Musst Sticks and Musst Chips will directly compete with the likes of Kurkure and Bingo! The company has made an initial investment of Rs 10 to Rs 15 crore for the new snack brands and will dedicate 10 per cent of their sales to below-the-line promotions. The organised snack market is worth over Rs 2,000 crore and has two big players in the form of FritoLay India with brands such as Lays, Kurkure etc and ITC with its Bingo! brand...

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