Subhash Chandra-backed Pan India Paryatan, the holding company of EsselWorld and Water Kingdom, is firming up its plan to get into the bottled water and wafers category.
The company expects the two products to contribute about ₹5-7 crore by 2017-18.
Good responseThe Zee-owned company, which had launched the two products as a private label at its amusement park to tap into its captive audience, is now planning to commercially roll it out by November in Mumbai.
“We had introduced the chips and bottled water at EsselWorld. The response has been phenomenal. Now we are looking at commercially launching in Mumbai first and later in the western region. We will look at a national roll-out only after seeing the product’s growth in this market,” Shirish Deshpande, CEO, Pan India Paryatan told
“Initially, we will be looking at modern trade and supermarkets to launch the same,” he said, adding the potato chips will have five variants to begin with.
The company said it will finalise a name for the brand in a fortnight’s time.
Pricing issue“We had a partnership to sell these products at our amusement park. However, now we are going alone.”
Asked about the pricing, Deshpande said the wafers will be priced at least 25 per cent premium to its nearest competitor.
The company is still working out on the pricing for the bottled water.
The snacks category is dominated by PepsiCo’s brands Lays and Kurkure which are ₹1,000 crore plus brands.
Other brands which dominate the savoury snacks market include home-grown brand Haldiram, Balaji Wafers and Prataap Snacks.
Salty snacks marketAccording to an IMRB research, branded Indian salty snacks account for 63 per cent of the overall snacks market, while branded western salted snacks such as potato chips account for the remaining 37 per cent.
The bottled water, on the other hand, is growing at a faster pace than carbonated drinks in India, according to Euromonitor research.
Leading brandsinclude Ramesh Chauhan's Bisleri, PepsiCo's Aquafina and Coca-Cola's Kinley.