PepsiCo is set to bolster its presence in India’s packed food market by customizing its offerings to suit the country’s diverse regional palates while banking on innovation and premiumization to fuel double-digit growth. Jagrut Kotecha, CEO of PepsiCo India & South Asia, emphasized the company’s strategy to cater to “multiple Indians,” acknowledging the varied taste preferences across the nation.
The food giant, known for brands like Lay’s, Kurkure, Doritos, and Quaker, plans to significantly expand its snacks business, capitalizing on India’s low consumption rates compared to global markets. With rising urbanization and increasing disposable incomes in a growing economy, Kotecha anticipates a surge in demand for packaged foods. “If you say it’s just one India, I think we are not doing enough justice to it,” he told PTI, highlighting PepsiCo’s approach of dividing India into nine regional clusters to better align with local tastes.
PepsiCo is investing heavily in consumer research to tap into India’s rich culinary heritage, tailoring its portfolio to reflect taste, health, and wellness trends. “You need to design your portfolio keeping those consumers of multiple Indias in mind,” Kotecha said. For instance, Lay’s popular Magic Masala flavor varies regionally—slightly sweeter in Western India, spicier in the South, and distinct in the North. Even cooking oils are adapted, with mustard oil used for Kurkure in the East and sesame oil in the South.
The company’s food segment, which accounts for nearly 80% of its revenue in India, is poised for growth as consumption remains low compared to other markets. PepsiCo is also expanding its manufacturing footprint, with plants currently operational in Mathura (UP), Channo (Punjab), Ranjangaon (Pune), and Sankrail (West Bengal). A new facility in Assam is slated to open this year, with two additional Greenfield plants planned, including one in South India to meet rising demand.
In the competitive oatmeal category, PepsiCo’s Quaker brand continues to lead in base oatmeal, despite challenges from local players like Marico’s Saffola, which dominates flavored varieties. “Health and wellness is a good trend to grow,” Kotecha noted, citing Quaker’s consistent double-digit growth.
PepsiCo’s innovation extends to its supply chain, collaborating with 27,000 potato farmers across Punjab, Gujarat, West Bengal, Madhya Pradesh, and Assam to source over 400,000 tons of chip-grade potatoes annually. Its agro R&D facility in Zahura, Punjab, supports potato breeding efforts to ensure quality.
As India’s snacking landscape evolves, PepsiCo aims to stay ahead by blending regional authenticity with global expertise, positioning itself for sustained growth in one of the world’s most dynamic markets.