• Home
  • Global News
  • Marketing Strategies That Helped Prataap Snacks To Become A Rs 1000 Crore Company
Marketing Strategies That Helped Prataap Snacks To Become A Rs 1000 Crore Company
Global  
marketingmind

Indian snack market is growing at a good rate and it is expected to reach Rs 35,000 crore by 2020. The good news is that a lot of local brands are taking the advantage of this growth and are giving tough competition to MNCs in the same industry.

 

The man behind Prataap Snacks
 
 
Prataap Snacks has achieved big heights in a very short period of time. A big credit of this goes to the CEO and one of the three founders, Amit Kumat. Amit completed his master degree in the US and came back to India searching for a job in 1992. After some time, he started helping his father in his clothing business which helped him to know about Indian customers. Seeing the good response of clothing business, Amit wanted to expand in other areas too. For this, he tried multiple new ideas which ended up in a loss and the family was in debt.
 
Early days
 
Amit decided to invest Rs 15 lakh in snack industry and started importing cheese balls manufactured from Lucknow, and selling them in Indore and other parts of the country. This idea clicked and Amit along with Apurva Kumat and Arvind Mehta started a snack offering named Yellow Diamond under Prataap Snacks.
 
Expansion
 
With the launch of Chulbule in 2006-07, Yellow Diamond became a homegrown challenger to rivals such as PepsiCo and Parle and Haldirams. Seeing the success, Sequoia Capital approached them for investments in 2009 and after a long wait, the company raised $30 million investment. The company that started with only 3 workers now has over 3000 employees.
 
Marketing strategies
 
Packaging
 
 
Most local brands in India don’t achieve big profits because either they lack taste or they ignore packaging and supply network. Pratap Snacks knew this and they came with modern packaging and quality Indian taste which is a perfect combination for Indian customers.
 
Adopting market trends
 
 
Yellow Diamond was quick to diversify its product portfolio and launched a variety of rings, chips, namkeen, and sweet snacks according to consumer preferences and market trends.

 

Market research
 
Prataap Snacks doesn’t do research like other companies, instead, they try to keep in touch with the market by getting feedback from the consumers they meet in daily life. Kids have always been the target audience for this company and they promote and design products to attract kids.
 
Value for price
 
 
Diamond has never increased the price of its products because kids usually spend Rs 5-25 to buy snacks in our country. Around 99 percent of their products are in the Rs 5 to Rs 10 range. Yellow Diamond attracted customers by giving more quantity which made people try their products.
 
Strong distribution network
 
Prataap has a very strong distribution network and its products are available in rural areas too. Sellers prefer to sell products of Diamond as they get better margins as compared to other reputed names.
 
 
 
 
 
 

 
 


 
 


 
More in Global
New species of bone-eating worm discovered eating alligator carcass de...

A new species of bone-eating worm has been discovered by scientists during a study in which they dropped alligator carcasses into the Gulf of Mexico to investigate ...

Recently posted . 13 views

Burger King's "Part-Time" Offer To Prince Harry Is A Hit On Twitter

One user called Burger King "savage" for the idea, while another declared that the fast food chain had "won" the Internet.

Recently posted . 8 views

An Earth-size planet in the habitable zone? New NASA discovery is one ...

HONOLULU — When scientists search for alien planets, they get a special thrill when they find one that seems to reflect our own world back to...

Recently posted . 4 views

Over 5,000 Feral Camels Shot Dead in Five Days in Drought-hit Australi...

Aboriginal leaders in South Australia state said extremely large herds of the non-native camels had been driven towards rural communities by drought and extreme hea...

Recently posted . 8 views

World's First 'Living Machine' Created Using Frog Cells and Artificial...

Scientists used computer algorithms to "evolve" an organism that's made of 100% frog DNA — but it isn't a frog.  

Recently posted . 6 views

 
 
 

Prashnavali

Thought of the day

Too many of us are not living our dreams because we are living our fears.
Les Brown