Mondelez India takes on biscuit rivals, targets mass market segment

Eyeing a bigger bite, Mondelez India has 1.6% of the biscuit market in India, according to industry estimates

With the chocolate market secure in its pocket, Mondelez India is aiming to take a bigger bite of the estimated $5 billion (around Rs 35,000 crore) biscuit market in the country. The company’s strategy rests on two pillars — one, push Oreo as a popular option in the premium end of the market and two, make two-year old Bournvita biscuits and its recently launched variant Bournvita Shakti, snacking choices in the mass market segment.
 
It is not uncommon for mass players to climb the ladder of aspiration and hope to be bracketed with premium products; but Mondelez