Mumbai: Launched in 2009, Cornitos is one of the largest brands in the nachos crisps category in India. The brand portfolio includes Crusties along with nachos crisps, tortilla wraps, DIY kits, taco shells, chunky salsa dips, cheesy dips, roasted premium nuts - cashews & almonds, long peanuts, pumpkin seeds, natural sunflower seeds, super seeds, party nut mix, corn nuts, coated green peas and pickles - jalapeno peppers & gherkins.
In a confab with Indiantelevision.com, Greendot Health Foods managing director Vikram Agarwal chats about the brand journey, its advertising and marketing strategies, the overall corn snacks category, the brand’s international presence and more.
Cornitos has a state-of-the-art fully automated, food processing unit at Roorkee (Haridwar). It has an extensive distribution network across India. The complete range of products is available in retail, e-retail and modern trade stores. The brand also takes up institutional sales across airlines, Horeca, multiplexes and cafes. Cornitos products are exported globally, to over 30 countries - US, UK, Canada, Australia, New Zealand, Africa, Middle East, and South East Asia to name a few.
Agarwal runs his business with passion and a firmly practical approach and is emerging as a well-known name in the FMCG sector in India. He is a strategic leader with a vision to bring agro-based healthy snack manufacturing process lines into the country. He is a firm believer in the blue ocean strategy – creating innovative products - quinoa nachos and veggie nachos for the snack market. He has been able to create space for Mexican snacks in India through Cornitos nacho crisps.
Edited excerpts:
On Cornitos being a more than a decade-old brand and its brand journey
The philosophy of the Cornitos brand is to offer high-quality, wholesome, and delicious snack products. Initially many obstacles came as we developed the Cornitos brand, but gradually overcame them all to become the leading nacho crisps brand in India.
The Cornitos brand has grown over time and now includes Crusties baked snacks, roasted nuts & seeds, taco shells, tortilla wraps, dips etc. in addition to nachos. Earlier our products were only available through offline channels but gradually we created our presence online and now products are available through the Cornitos e-commerce website. Keeping sustainability to the forefront, we have installed solar panels in the recent unit that manufactures Crusties baked snacks.
Cornitos has focused on positioning itself as a premium snack brand, using high-quality ingredients, unique flavours, and distinctive packaging to differentiate itself from other brands in the crowded snack market. The brand has won several awards and accolades over the years.
Overall, Cornitos' brand journey has been focused on consistent innovation, quality, and differentiation, combined with an expanding distribution network and a strong digital presence.
On the nacho market in India and the rate at which it is growing
We generally go as per reports available in the public domain - the Indian nacho market was valued at approximately US$40 million in 2018 and is expected to grow at a CAGR of around 18 per cent during the forecast period of 2019-2024. However, market size and growth rates may vary depending on various factors and are dynamic.
The increasing popularity of nachos and other Mexican-inspired snacks in India is contributing to the growth of the overall savoury snacks market. Nachos have become a popular snack option in India, with several local and international brands offering a range of flavours and options to consumers. As more consumers seek out convenient and tasty snack options, the demand for nachos is expected to continue to grow.
On Cornitos’ market share
In terms of the nacho category specifically, Cornitos has a dominant share. If we talk about the snacks category, the market share depends on the specific geographic region or market being considered. In some markets, Cornitos is a dominant player in the snacks category, while in others it may have a smaller presence.
Market share fluctuates over time as the competition and consumer preferences change, so it’s difficult to accurately reflect the current state of the market. The Indian snacks market is highly competitive and fragmented, with a wide range of local and global players offering various types of snack products. Cornitos emphasizes the brand's commitment to using natural ingredients and its focus on providing healthy, tasty snack options for consumers.
On being ahead of competitive brands such as Doritos etc.
Cornitos' business plans for staying ahead of its competition and maintaining a competitive advantage are many and few mentions can be made.
Cornitos will continue to innovate and introduce new flavours, packaging, and product formats that differentiate its products from those of its competitors. Cornitos always maintains a focus on using high-quality ingredients and ensuring that its products are consistent in terms of taste, texture, and overall quality.
Cornitos will continue to invest in its brand identity and marketing efforts, using various channels to reach its target audience and build brand awareness. We will explore new distribution channels and partnerships to expand its reach and increase its customer base. Cornitos Customer service will continue to build strong relationships with its customers and create a positive brand experience.
On the evolution of corn snacks as a category and making their place in the snacks market in India
Corn snacks have come a long way since their introduction in the Indian snacks market. Earlier, corn-based snacks were limited to popcorn, which was available only in movie theatres or at home. However, with the introduction of corn-based snacks like corn chips, cheese balls, and flavoured popcorn, the category has evolved significantly.
The evolution of corn snacks as a category has been driven by changing consumer preferences, affordability, availability, and innovative flavours. With the increasing demand for healthy snack options, corn snacks are likely to continue to be a popular choice among Indian consumers.
On people preferring to buy a pack of Cornitos as compared to other snack savouries
People may prefer to buy a pack of Cornitos because of its healthier ingredients, variety of flavours, gluten-free nature, convenience, affordability, brand reputation, and taste.
On exploring new categories
Cornitos will continue to expand. The brand will explore new snack categories, as well as introduce new flavours and packaging formats to cater to changing consumer preferences. We keep updating Cornitos’ website and social media channels for the latest information about our product portfolio and any upcoming launches.
On the advertising & marketing strategy to be implemented in the Indian market
Cornitos will use a combination of advertising strategies to reach its target audience in India and build brand awareness and loyalty. Firstly, Cornitos will use digital channels such as social media, search engines, and e-commerce platforms to reach its target audience in India. Secondly, Cornitos will sponsor and participate in events to reach its target audience and showcase its products.
On tailor-making your product offering for overseas markets
To tailor-make product offerings for overseas markets, we take into account several factors, such as the local taste preferences, regulatory requirements, and cultural nuances of the target market.
Cornitos takes a localised approach, considering the unique characteristics and preferences of each market. By doing so, we are able to offer products that meet the needs and expectations of its target consumers in different countries.
On the differences and similarities between the Indian market and the international market
The Indian market for nachos is similar to the international market in terms of the taste and texture of the snack, but there are some differences in the way it is consumed and marketed.
One of the main differences is in the way nachos are consumed in India. In the international market, nachos are often eaten as a snack or appetizer with dip, while in India, nachos are served with chutneys or dips made from yogurt or tamarind, and they are topped with chaat-style ingredients such as sev and chopped onions.
In terms of marketing, nachos in India are often positioned as a fun and indulgent snack, marketed towards young people and families. In the international market, nachos are often marketed as a convenient snack that can be eaten on the go or at home while watching sports or movies.
On the advertising & marketing strategy for the international market
To succeed in the international market, we implement a comprehensive advertising and marketing strategy that takes into account the unique characteristics of each target market. Firstly, Cornitos marketing tries to leverage social media platforms such as Facebook, Instagram, and Twitter to reach potential customers. Secondly, participate in local events and festivals to promote its products and build brand awareness.
On national and international expansion
Cornitos is looking at both national and international expansion to increase its market share and revenue. In terms of national expansion, the brand is looking to expand its presence in existing markets, as well as enter new regions of the country.
With regard to international expansion, we are looking to enter new markets where there is growing interest in snack foods and a trend towards healthier snacking options. Cornitos expansion strategy is focused on both national and international markets, with a goal of increasing its market share and becoming a leading global brand in the snack food industry.
On the trends and innovations in the Indian snacks market
The Indian snacks market is a dynamic and diverse industry that is constantly evolving to meet changing consumer preferences and trends. With a growing focus on health and wellness, consumers in India are increasingly seeking healthier snack options. Snack companies are responding to this trend by offering products that are lower in calories, fat, and sugar, and that feature healthier ingredients such as whole grains, nuts, and seeds.
Consumers in India are increasingly willing to pay a premium for high-quality, gourmet snack products that offer unique flavours and ingredients. Snack companies are responding to this trend by offering premium products that feature high-quality ingredients.
On the trends and innovations have you noticed in the international snacks market?
The international snacks market has seen several trends and innovations in recent years. Plant-based snacks have become increasingly popular as consumers look for sustainable and environmentally friendly food options. This has led to an increase in demand for vegan, vegetarian, and plant-based snacks.
Consumers are becoming more interested in international cuisines and are looking for authentic flavours and ingredients in their snacks. There is demand for functional and grab-and-go snacks. Consumers are driving these changes as they are health-conscious and leading active lifestyles.
On your vision and way forward for the brand Cornitos
Cornitos will continue to capitalize on the trends in the snack market by expanding its product line to include healthier and plant-based snack options, as well as innovative and functional snacks. Cornitos will expand its reach to new markets and demographics.
To stay competitive in the snack market, Cornitos will invest in packaging innovation and branding to create a unique identity and increase brand recognition. The brand will focus on providing an exceptional customer experience by ensuring quality products, efficient distribution, and responsive customer service.
Cornitos has a strong foundation in the snack market, and with the right strategy and execution, the brand will grow and evolve to meet the changing needs of its consumers.
