To boost sales and profits during the IPL cricket extravaganza, Bikano – a popular snack and packaged food manufacturer in India – has launched family or ‘jumbo’ packs of its Chips, Crunchy Munchy, and Chatax.
These snacks come packed with unique flavours and are made using new technology machinery to minimize human hand interference. The Chips, Chatax, and Crunchy Munchy offerings are enriched with the goodness of potato, rice flour, chickpea flour, and a variety of spices.
The Indian snack market is predicted to reach USD 23.69 billion by 2028, growing at a CAGR of 12% from 2023 to 2028. Bikano’s introduction of family or ‘jumbo’ packs of Chips, Crunchy Munchy, and Chatax is significantly contributing to this growth. With IPL providing a vast audience pool, it offers new avenues of engagement and growth for FMCG brands.
Manish Aggarwal, Director, Bikano, Bikanervala Foods Pvt Ltd, said, “Every Indian family values togetherness. And over the years, watching the IPL on TV has been a popular medium for reinforcing this togetherness. We have acknowledged the power, which is why we have strategically chosen to introduce our crispy savouries of Chips, Chatax, and Crunchy Munchy in 100-gram packs. These snacks are not only popular among kids but are consumed by adults as well, making them a favourite snack for the whole family. Moreover, post-Covid-19, consumer preferences have evolved. They prefer snacks that offer better quality, taste, and hygiene. This also has led to a shift in the Indian snacks industry from unpacking and open selling snacks to packing and selling snacks.”
FMCG products such as chips and munchies thrive on impulse buying and family packs serve as a key driver for such categories. The trend of offering family packs is global, and it presents a significant opportunity for brands to expand their sales without compromising on margins, especially during events like IPL. As a result, many companies are now adopting this strategy to boost their sales during this exciting period.
Commenting on the launch, Kush Aggarwal, HOD Marketing at Bikano, said, “This is the best time to introduce family packs to consumers seeking value for money. It makes sense. From a retail perspective, making big packs leads to savings in manufacturing, packaging, and transportation costs. Buying a family pack is a win-win situation for the consumer too. On average, big packs are about 20–25% cheaper than regular packs, making the price-sensitive buyers happy.”