Cornitos, an Indian brand synonymous with nachos, has big plans for the next six months. This includes increasing their growth rate by 30% during the festive season through innovation, strategic expansion, and catching on consumer behavior. Vikram Agarwal, Managing Director of Greendot Health Foods Pvt. Ltd., shares their exciting roadmap and the strategies behind their anticipated growth.
“We are well-prepared for the upcoming season. We have conducted extensive consumer surveys. Based on these insights, my team and I have made all the necessary preparations. Our consumers can look forward to products that meet their expectations. We are confident in our offerings and are aiming for a growth rate of at least 30% over the last year within the next six months,” asserts Agarwal.
According to him, Cornitos have a strategic plan in place to achieve this target. “With the strategic steps we are taking, we are very optimistic,” he says.
Product Range Expansion
Cornitos, founded in 2009, has been a leader in introducing innovative products with distinct flavors. However, Agarwal explains that Cornitos has always been cautious about expanding its product lines to maintain the brand’s status as a premium brand.
“We want to restrict our brand as a premium brand and to towards specialization… consumer comes to us to experience something within that category,” Agarwal explains.
Recently, Cornitos ventured into the nuts category, offering non-competitive flavors like Wasabi Peas and Party Mixes. Other offerings, such as Corn Nuts and Crack Pepper Cashews, are also unique in the market.
“We are focusing on expanding our existing product ranges. Nuts category is a significant addition for us. While we may not have as many SKUs as the major nut brands, which can have over 50 or 60 SKUs, we have about 20 SKUs. We’ve deliberately chosen to limit our range to the most popular and unique products. We pride ourselves on not copying others. Our focus is always on originality and providing our customers with something new and distinctive,” he says.
Cornitos plans to emphasize convenience and quality with their products. Agarwal refers to their new product, the nacho tray, as an exciting innovation. “The tray has a very convenient way of presenting… you will always enjoy it,” he shares.
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Embracing Quick Commerce
With quick commerce becoming a growing trend in the retail industry, Cornitos recognises the need of having a strong online presence across all channels as part of the company’s strategy.
“I’ve also noticed a significant growth in quick commerce, where delivery times are as short as 20-30 minutes. We have nearly 30% growth over here, so that’s the trend we are catching on,” he says.
Agarwal believes, presence on quick commerce platforms and investing in marketing and other activities, especially for product launches, is critical to capture this growing market. However, he advocates maintaining offline presence in the age of quick commerce.
“Offline or mom and pop stores are the reality, the fact of India… that will never die in India,” Agarwal asserts. He believes that while quick commerce is growing, especially in urban areas, the traditional retail market will continue to dominate.
“For our snacking category, which relies heavily on impulse buying, this loyalty to local stores is significant. People want their snacks immediately, and they don’t want to drive to a distant store just for a deal,” he adds.