Unibic launches biscuits, targets Rs 40 crore

Unibic, one of Australia's speciality buiscuit manufacturers, announced the launch of two of their cookie brands in India "� ANZAC and Bradman.

Unibic Biscuits India, which plans to launch more biscuit varieties over the next six months, is targetting sales of Rs 40 crore in the first full year of operations with a five year target of Rs 100 crore.

"We are not in the mass or volume market and therefore do not see ourself as competitors to Britannia, Parle or ITC. We are in the niche or premium segment and we intend to be only in metros and semi-metros. Our products will be available only in around 50,000 outlets across the country when we go national by the end of the year," said D D Saxena, MD of Unibic India.

The company has set up a Rs 15 crore manufacturing facility in Bangalore, around 40 per cent of whose output will be exported to markets including US and Europe.

Saxena added that the facility's products will be used to enter new markets like South East Asia and the Middle East. The facility is the only one outside Australia.

"Our marketing programme includes a trial and sampling programme covering 2 million audiences for ANZAC and Bradman brands in south India, Maharashtra and Goa. Apart from this, we will be doing outreach programmes with schools, pack promotions and contents to build excitement around the brand," said Saxena.

Unibic India will contribute 3 per cent of the proceeds of ANZAC sales to Indian jawans which will be used for prosthetic limb replacements and war widow training.

Unibic India will also donate 2 per cent of the sales of Bradman cookies to causes working for the welfare of underprivileged children. The funds will be routed through a soon to be formed ANZAC Foundation.

On the cost differences between Australia and India, Saxena said, "It is almost 40 per cent cheaper to manufacture our cookies in India than in Australia. The cost difference touches many areas including infrastructure, labour, utilities, ingredients and packaging."

He added that almost all the ingredients were being sourced from within the country, the one excpetion being oats for ANZAC cookies.

The ANZAC and Bradman cookies will be available in several packs ranging in price from Rs 5 to Rs 150.

Unibic Australia was formed around 50 years ago and has a turnover of close to Rs 200 crore. The company aims to increase this to Rs 500 crore in the next three years.