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Priya gold emerging as a national brand


I was just flipping some business magazine for Indian top 10 food brands. What stuck me was Priya gold s entry into the top 10 . In span of 10-15 years Priya golds growth has been spectacular .Its brand recall has amazed many trade pundits .

Priya gold now has market share of 12% for bakery market with britannia(38%) and parle(42%) as the leader of the pack .

It all started in year 1993 .Shri B. P Agarawal established a biscuit plant in noida and started manufacturing biscuits . With products like classic , butter bite becoming popular in short period .Below are the reasons for its popularity

ADS AND PROMOTION

It has establsihed it self as low cost premium product plank and with a popular ad campaign which ran for years was "" HAQ SE MANGO "' with Priya tendulkar as their lead personality for ads .She was popular with middle class for her role as rajni in tv serial rajni who stood for middle class rights.Now of course they have enrolled Karisma kapoor for makeover of image on upmarket image . Priya gold ran promos for it products.declaring prizes on it products.Priya gold focused on rural and tier 2 and tier -3 towns markets with great success .

PACKAGING

One of the most innovative thing surya foods did was introducing ""family pack ""where you have pack of 400-300gms .Normal packs are of 100g , 150g , 75g packs .
When every one was launching sachet or ""tikipacks"" ie small packs of 3-4 biscuit a pack. Surya food went ahead with family packs and it was instant hit . Indian middle class lapped it up . Others had to follow but by the time Priya gold had its customer base .

PRICE AND DISTRIBUTION

Pricing was done keeping with competition it placed it self on low price premium product plank.They delivered directly to dealers from there godowns with better margins to retailers who pushed their products for better sale.

Surya food now produces 23 varieties of biscuits with tonnage up to 150000 p.a. Popular products are Butter bite ,Marie lite ,Classic cream,Boss,CNC ,CheezeBit

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