Pidilite forays into packaged food market

Pidilite Industries is entering the snacks market with the launch of branded chikkis - Chikkers. This is the company's first venture into the packaged foods segment.

"Unlike the chikkis available in the market our product is crunchy. We have a unique production technology and our products are produced in hygienic conditions," said Nitin Sawale, marketing head, food and fabric care, Pidilite.

The company has also launched this product in north India. "The response in Punjab and Delhi is good as the food item is seasonal and it is well suited for winters," Sawale said.

The company has introduced chikkis in three flavours - peanut punch, coconut crunch, and sesame.

The company has opened a production unit in Gowandi area in Navi Mumbai with a production capacity of two tonne a day. It will produce these products through out the year.The company also sees good potential in Mumbai and Pune.

Chikkers are available in the packs ranging from Rs 5 to Rs 25 in 25 gram to 100 grams packs, packets sized of 5 gm are also available.

"We also have plans to bring more food items in future but for the time being our main focus is on Chikkers," said Sawale. Chikkers are also available at all food bazaar outlets, malls and A-class shops in Mumbai.