One of the most prominent brands of beverage and snacks, PepsiCo India has decided to bring Lay’s Crispz and Twitz, two sub-brands with INR 5 entry-level packs to take the brand to the masses competition from regional snack makers. Over two years ago, the company had started talking to buy Gujarat-based salty snacks major Balaji Wafers, but due to some reasons, it breaks out on valuation.

Mr. Partho Chakrabati, PepsiCo India’s vice-president stated,

“Last year, we took Lay’s premium with Maxx. Now, we’re taking the brand mass with this differentiated potato-based snack”.

Both the snacks will be sold at INR 5 and INR 20 mainly through general trade. Later on, the company will introduce both the products in tier-II and III town and cities.

By introducing these, Pepsico India is targeting to increase the market and also get new users. Apart from these, the company also manufactures Pepsi cola and Slice mango drink that again scaling up it’s $1-billion-plus. INR 8700 Crore is the overall salty snacks market in India, characterized by the large presence of unorganized players. Some regional players are also operating on lower prices, which are completely based on localized flavours.