Kolkata: ITC is planning to premiumise its biscuit and cake business. As part of this strategy, the company has added a new category in its range of biscuits — ‘egg and milk’. Ali Harris Shere, COO of the biscuits and cakes cluster at ITC, told TOI on Wednesday that the new category would help the company expand its market share in the premium range of the $3.2-billion biscuits market in India.
With the new category of egg and milk biscuits, the FMCG major is aiming to expand its consumer base in east and south India where around 95% of addressable consumers are non-vegetarians and consume eggs, said Shere.“Our consumer research has shown that mothers prefer to get egg and milk products for kids when they are outside home. We worked it out with product development teams and brought the two essential food components together in the form of biscuits,” he added.
The FMCG major has been experiencing an increase in demand for its cakes and biscuits, mostly from the rural areas, said Shere.