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Purvita Chatterjee

Mumbai, Jan. 11 General Mills India is bringing in its export range of frozen Indian flat breads under its flagship Pillsbury brand into the domestic market. Currently, the MNC is testing out a range of rotis, parathas and naans and has positioned them as ‘Authentic Indian Cuisine’. Adding variety are fillings such as aloo masaledar, paneer, gobi, spring onion and peas.

Ms Gayatri Yadav, Marketing Manager, General Mills India, said “At the moment we are experimenting with the Pillsbury range of Indian frozen breads. For the Pillsbury brand to remain relevant to Indian consumers, we cannot help but make it local.”

Currently, General Mills is in the process of test marketing its export range of specialised Indian range of products which it has been supplying to countries such as US, Singapore, UAE and the UK. Restricting the availability of its frozen breads to the Mumbai market , Pillsbury is treading the same path as HUL did with initial test launch of Annapurna ready-to-eat chappatis a couple of years ago.

In fact, the Pillsbury brand has been all about ‘empowering mothers’ and has been extended to other segments such as vermicelli and custard powder as well. Pillsbury has also tried to segment the atta market with Punjabi atta in certain markets where it has pitted itself against the local players. “Our entire model has been based on segmentation and we intend bringing out differentiated products under Pillsbury,” said Ms Yadav. It has been addressing the health segment by bringing out a range of Nature Valley granola bars and has even entered the kid’s segment with its Dip Trix brand of cookies and cream dipping snack.

In fact, it is now launching India-specific initiatives to create excitement for its international offerings. For instance, the Dip Trix brand is launching a new initiative — Birthday in a Box. Apart from containing the product, the box would comprise birthday party related products such as banners and take- away gifts.

Adds Ms Yadav, “We have launched the Birthday in a Box initiative for the Indian market which has not yet seen such a product. We are running this product as an experiment and it would be made available at the modern trade outlets across three metros.”

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