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United Biscuit buys SSFI in Himachal Pradesh


Finally UB ( United Biscuits ) ,UK has bought a SSFI unit in Himachal Pradesh to launch its product in India . Earlier in my blog I have reported news on United Biscuits moving into India and launching its product . It has been busy with building a team and time has come to translate into manufacturing .UB has got popular brands like McVities Hoola Hoops and Jacobs Cream Cracker .
United biscuit would test launch its product from this facility in first quarter of 2010 . The brands it would go in for world famous Digestive biscuit McVities . The Indian operations is headed by Jayant Kapare . For last year it has been scouting for manufacturing unit and now its has finally taken oven this biscuit manufacturing plant in Himachal Pradesh .
UB would have to face tough competition from already entrenched players like Britannia , Parle and ITC . UB has to work it out a recipe compatible with Indian taste and to market aggressively for brand recall.As history shows that Foreign brands could not make much headway in Indian biscuit market .
Product like Britannia Digestive , Marie Gold , Nutri Choice and ITC s Marie lite would give to tough competition . Indian biscuit market is worth Rs 6000.00 crore and fiercely competitive with dozens of local players apart from the BIG 3 ,namely Cremica , Priya gold , Dukes and Bisk farm.It would be interesting to see how Indian players respond to UB s McVities.

United Biscuits is owned by private global investment firm Blackstone and European private equity firm PAI .

Source ET
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