Mondelez India Foods Pvt Ltd, known for its Cadbury chocolates and Oreo biscuits, plans to enter entry-level segment, according to a senior company official.

Speaking to media persons during the launch of Oreo variant Golden Oreo, Chella Pandyan, Associate Director – Marketing, Biscuits India and Kids Fuel AP, said the company continuously evaluates business opportunities and is on the lookout for foraying entry-level market.

Biscuit market in India accounts for about ₹25,000 crore and premium category accounts for about ₹3,000 crore. The premium market is growing at 7 per cent annually, as opposed to 20 per cent between 2010 and 2013.

Pandyan said the market witnessed new innovations and additions in the category in the last two years. With many options available, consumers seek products that give them value for the money increasing the pace of launch of premium brands in the country.

Despite the dip in growth, the country provides a huge potential for biscuits, especially in the ₹5 and ₹10 category. “This presents a good growth opportunity in this category,” Pandyan said. He added that the company is looking at mid-priced products as well, though they might not experiment with its current product portfolio.

Mondelez India first launched Oreo original in 2011 and is a market leader in the premium biscuit category with over 10 per cent market share. Following the success, the company launched Bournvita biscuits two months ago, for which according to Pandya the response has been good. The company has two manufacturing facilities — Punjab and Bengaluru — and produces close to 20,000 tonnes annually.

For the ₹5,000-crore Mondelez India, chocolates and beverages are the major revenue generator and biscuits’ contribution is still small. Pandya said: “But it is continuously growing and we are expecting double digit growth in the coming years.”

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