Confectioneries jostle for shelf space with sweets

One distinct feature during the past few Diwalis is the confectioneries, fruit juices and carbonated drinks, wrapped in eye-catching festival gift packages, jostling for shelf space with traditional gift items such as sweets and dry fruits.

Cadbury, Britannia, Priyagold, Pepsi are some of the major names which have come up with attractive gift packs this Diwali, offering a range of products.

According to trade estimate, the packaged food products market during Diwali is estimated to be Rs 450-500 crore and is growing fast every year.

Surya Foods and Agro, which manufactures biscuits under the Priyagold brand, is targetting a four-fold increase in its sale at Rs 15 crore this year on Diwali.

"This is the second year in running when we are offering some attractive gift packages of our products including biscuits, juices and carbonated drinks," said Priyagold's Director Sekhar Agarwal.

He said the products are being offered in the range of Rs 50-200 per pack keeping in mind the customers' affordability.

"We want that every one should be able to purchase the packet so the prices have been kept at as low as Rs 50," he said, adding the offer would continue till Bhaiya Duj, a Hindu festival held two days after Diwali.

Agarwal said the company is witnessing increased demand for its products as people, for a change, are looking at other alternatives besides sweets and dry fruits. He felt that rise in prices of sweets are helping in the shift in preference.

Priyagold is offering two glasses with its newly launched carbonated drinks 'Fresh Fizzy' as Diwali offer.