Bikano, India’s favourite snack and packaged food manufacturing company, has introduced family or ‘jumbo’ packs of its Chips, Crunchy Munchy, and Chatax to push sales and profits by offering consumers value deals during the highly exciting times of the IPL cricket extravaganza. Packed with unique flavours and new technology machinery to reduce human hand interference, the Chips, Chatax, and Crunchy Munchy offerings are loaded with the richness of potato, rice flour, chickpea flour, and spices.
As the Indian snack market is expected to reach USD 23.69 billion in 2028 and expand at a CAGR of 12% from 2023 to 2028, the mega packs are contributing immensely to this growth. Since IPL has been the foundation for an exceptionally rich audience pool, it provides new avenues of engagement and growth for FMCG brands.
“Every Indian family values togetherness. And over the years, watching the IPL on TV has been a popular medium for reinforcing this togetherness. We have acknowledged the power, which is why we have strategically chosen to introduce our crispy savouries of Chips, Chatax, and Crunchy Munchy in 100-gram packs. These snacks are not only popular among kids but are consumed by adults as well, making them a favourite snack for the whole family. Moreover, post-COVID-19, consumer preferences have evolved. They prefer snacks that offer better quality, taste, and hygiene. This also has led to a shift in the Indian snacks industry from unpacking and open selling snacks to packing and selling snacks,” said Mr. Manish Aggarwal, Director, Bikano, Bikanervala Foods Pvt Ltd.
Family packs are essential for impulse categories of FMCG products like chips and munchies. For brands, it is a big opportunity for growth as family packs are a global trend. Now, all the companies are resorting to it to push sales without compromising on margins during IPL.
“This is the best time to introduce family packs to consumers seeking value for money. It makes sense. From a retail perspective, making big packs leads to savings in manufacturing, packaging, and transportation costs. Buying a family pack is a win-win situation for the consumer too. On average, big packs are about 20–25% cheaper than regular packs, making the price-sensitive buyers happy,” added Mr. Kush Aggarwal, HOD Marketing at Bikano.