UK's Weetabix launches ops in India

Britain's The Weetabix Food Company is all set to launch its wholegrain breakfast products in the $20 million-plus Indian market, and is talking to Reliance Retail and  Fortis Healthcare for marketing tie ups.

"We shall be having presence in 35 cities to begin with and shall tie up with 4000 stores to market our products. As of now, we have no plans to set up standalone stores of Weetabix," Beth Langley, international market manager (Asia Pacific) told PTI.

Weetabix will be facing a strong competition from companies like US' Kellogs and Post and Indian Baggry.

Langley said that Weetabix will have an advantage as all its products are wheat wholegrain based and that will also reflect in company's promotion especially wholegrain wheat's advantages.

Weetabix has a $780 million turnover from its operations worldwide and has five manufacturing facilities in United Kingdom besides North America and Africa.

Asked about Weetabix's plans to set up a plant in India, Langley said, "it will be my ambition to set up a plant here."