The made-in-India biscuit brand Priyagold has started a new manufacturing unit in West Bengal. The plant has a daily capacity of 100 tonnes and covers the markets of West Bengal, the North Eastern States, and Orissa. It is the 8th manufacturing unit for Priyagold.
The brand is all set to increase its consumer base and cater to their exact snack time requirements.
Manoj Agarwal, Director, Priyagold Group, said that they plan to extend their presence in Tier II and Tier III cities, making their products available to consumers across states. Going by the ethos of giving back to society, the new plant is sustainable and eco-friendly and has a capacity of 100 tonnes.
With the setting up of this plant, Priyagold aims to generate employment opportunities for the people in the Eastern states. The company is planning to enrol 400 people in the first quarter of 2022.”This business move not only puts us on the map yet again, focusing on strong brand recall, but we are also contributing to enhancing the business and employment prospects for the economy and people of West Bengal, respectively,” said Agarwal.
The market for Priyagold is huge, with a turnover of Rs 1500 Cr, and the target consumer is the youth. Hence, to reach out to the target segment, Priyagold has brand ambassadors like Kiara Advani and Disha Patani. Kiara Advani is the brand ambassador for their biscuits and cookies segment, with products like Puff Creme, Butter Bite, Butter Delite, and Marie Lite, to name a few. Disha Patani is the brand ambassador for their chocolate segment, with prominent brands like Hunk Bar and Snakker Choco Wafer. Now Priyagold even plans to enter into the premium chocolate segment and aims to increase modern trade sales.
The company has experienced a meteoric rise to the top of the food sector globally by expanding into cookies, cakes, confectionery, and juices and beverages. It is now available in more than 20 countries and it has firmly established itself as one of the industry’s top players. The popularity of brands like Butter Bite, CNC, Snacks Zig Zag, Marie Lite, Puff Creme, Snakker Choco Sandwich Biscuits, to name a few in biscuits, and Hunk Bar and Snakker Choco Wafer in chocolate, has enabled them to command a sizeable market share in the biscuit and chocolate industries, respectively, despite the fierce competition from well-established players in the industry.