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Mars Wrigley launches Doublemint and Orbit at Re 1 to expand the rural reach
March 17, 2021 In a strategic move to expand its rural reach, Mars Wrigley India has decided to launch Re 1 price variants of its premium confectionery brands Doublemint and Orbit .
The company said this was a significant step to strengthening its India portfolio by increasing category penetration and widening its presence.
Kalpesh R Parmar, General Manager, Mars Wrigley, India, said, “As a part of our regionalisation strategy and our continued effort to expand our portfolio, our aim has been to make our products accessible to all. With the new Doublemint and Orbit variants at Re 1, we are not only strengthening our connect with our consumers by offering a variety of choices of their favourite products, but also expanding our reach to the rural audience.”
February 12, 2021
Rajesh Ramakrishna, Managing Director, Perfetti Van Melle India×
Focussing on the right price-pack architecture, rural expansion
Perfetti Van Melle India, known for brands such as Center fresh, Alpenliebe and Happydent, said that business is now almost back to pre-Covid levels due to higher in-home consumption trends visible even in impulse purchase categories. The confectionery major is strategically focusing on deepening its presence in rural regions and at the same time launching new products with a differentiated proposition to meet the evolving consumer needs.
Rajesh Ramakrishna, Managing Director, Perfetti Van Melle India, said that the impulse purchase categories, such as confectionery, were more adversely impacted than other essential product categories in the initial months of the pandemic as out-of-consumption channels were hit.