Del Monte banks on the sachet ketchup route

Bharti Del Monte India Pvt. Ltd, a joint venture between Bharti Enterprises and DMPL India Ltd (a subsidiary of Del Monte Pacific Ltd.), is getting aggressive in the sachet ketchup market.

“We are planning a tiffin box-style pack of 20 sachets that will soon be launched. It is currently under packaging development,” says Yogesh Bellani, COO, Del Monte.

He said the sachet market was growing anywhere between 20 and 25 per cent annually. The company claimed to be selling close to 30 million ketchup sachets every month.

Free advertisement

“Sachet is a great tool to merchandise the brand through sampling. The amount of ‘

samosas’ and sandwiches that get sold, come with a ketchup sachet and is free advertisement for us. With out-of-home consumption increasing manifold, our B2B business is actually fuelling our retail business,” adds Bellani.

Del Monte services to quick service restaurants (QSR), hotels, low-cost airlines and cafes in 90 cities pan India and some QSRs in Asia Pacific.

Heena.k@thehindu.co.in