Shakti Bhog's Brown Marie

Shakti  Bhog  India's leading food processsing co  with  popular brand like  Shakti Bhog Atta  has been  trying  to get  into biscuit segment through its  Divss  brand  and have been launching  all different categories of biscuit on regular interval from cream biscuits  to glucose biscuit . Its has now launched  Marie biscuit with name " Brown Marie " . Competition comes from Britannia , ITC , Parle and United Biscuits .

Shakti Bhog Divss Comes Out With Atta Glucose Biscuits

   Owner of  popular  flour (  wheat )  brand   Shakti Bhog  had announced  launch of  DIVSS brand of biscuits last year . It make sense as biscuit production  would help in forward  integration  of  their  flour business thus  having  some cost advantage over competitors .

Having  declared their intention  to join  the biscuit market  it took some time  for Shakti  bhog  team to  launch these biscuits . Even  before launch of   biscuit   we had seen  aggressive  media advertisement  from Shakti  bhog. Along with  advertising we could  also   see HR  drive  to hire  sales team all across India.
Divss  biscuits  are produced  at their  Haridwar  manufacturing unit .


We now  can see the products  on retail shops in Delhi .  Product. which  I could get  was tikki packs  of  DIVSS Glu Coco  and  Shakti  - AG   priced Rs 2/-  for  40 g .

DIVSS   biscuits   are trying  to  place it self  on the healthy  biscuits segment where one gets biscuits  of  ATTA  ( whole grain )   instead of MAIDA  hence  they  are using   AG  (  Atta  Glucose biscuits )  as tagline    for  their glucose biscuits .


It  would  be interesting to see consumers  response to these atta biscuits  . Parle s   PARLE G  and  Britannias  TIGER  are main competitors in  mass glucose  segment .

Shakti - Bhog to enter biscuit market

Shakti bhog foods India major branded wheat flour manufacturer which sells its product by the name of "shakti bhog" has decided to enter Indian biscuit market by launching healthy biscuits with brand name of 'Div'. Organised Biscuit market is estimated to Rs 9000/- crore . The dominant players are Parle , Britannia , ITC , Pepsico and Priya Gold .

Shakti Bhog foods natural extension would have been bakery products and with decision to go for biscuits they have started commissioning its plant at Haridwar with investment of Rs 75.0 crore . The focus of the company will be on “health biscuits”, with the primary ingredients being wheat, fibres, oats and multigrains, according to Shakti Bhog Foods Managing Director K K Kumar.
They expect Rs 250.0 crore annual turnover from biscuits .They roped in Karisma Kapoor for the ad campaign worth Rs 15.0 crore .

Shakti Bhog is famous brand for wheat flour and have share upto 60% market share in Northern region of India . Shakti bhog group turnover is approx Rs 2000/ crore .

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