Fast moving consumer goods (FMCG) companies that buy the sweetener in bulk account for 70% of local sales of sugar. The April June quarter contributes more than 40% annual sales of the Rs.14,000 crore industry.
Crispz and Twitz, which are being rolled out as a pilot in some big cities in north India, will be sold at Rs 5 and Rs 20 mainly through general trade. The company plans to introduce them in tier-II and III town and cities later.
Wider distribution and on-ground visibility provided further traction, he said. An email to Nielsen remained unanswered until the publication of this report.
A PepsiCo India spokesperson confirmed the development and said Harsh Rai, CEO and MD of NourishCo Beverages (a Tata PepsiCo JV), will take over the reins from Pota.