March 11, 2021
As sales of snacks surge and are growing in double digits, PepsiCo India brings actor Kartik Aaryan on board as the first brand ambassador for its snacking brand Doritos.
The endorsement will also help consumers in tier 2 – tier 3 markets familiarize with the brand and accelerate growth,” a PepsiCo spokesperson said. The company has also introduced Rs. 10 price points of the tortilla-based snack brand to drive consumption in smaller markets.
The endorsement comes at a time when Doritos is looking to expand the tortilla chip category and drive growth for the brand. The tortilla chip industry size in India is estimated at US $37 million and is one of the fastest-growing categories within the salty snacks category.
Growth of snacks has escalated with a surge in home consumption last year, and industry executives said Indians are snacking much more than before the pandemic and preferring snacking over meals, with restaurants, malls, schools and offices shut down for much of last year.