Bagrry’s looking at ₹100-cr turnover by fiscal year-end

Home-grown brand Bagrry’s is eyeing growth by taking oats beyond the breakfast table. The company, which aims to have a turnover of about ₹400 crore by 2020, will focus on strengthening its presence in the breakfast cereals segment as well as new categories.

The company expects to touch the ₹100-crore mark by the end of the current fiscal after it clocked about ₹77 crore turnover last fiscal year, growing at about 30 per cent year-on-year.

Multi-products firm “This year, we are focussing on scaling up our core categories of breakfast cereals. We hope to take the nascent category of Muesli to the next level as well as focus on growing the oats category. In the long term, we want to be a multi-brand and multi-products company,” said Aditya Bagri, Director of Bagrry’s India.

The company believes that oats has the potential to be among the top three staple grains in the country after wheat and rice given the growing concern around lifestyle-related ailments.

“‘Oats for India’ is a range through which we are taking oats beyond the breakfast table with products like Oats Atta, Oats Sooji and Oats Poha,” he said.

The “Oats for India” range is available in the top ten metros and the company will expand its distribution, at the same time add products like Oats Rice and the Oats classic daliya version.

Ad spends “We are also ramping up spends to build awareness and grow the Muesli category backed with deeper distribution,” he added

Bagrry’s sells its products through 50,000 outlets across over 150 towns. “Now, we will look at increasing the presence of our products in double the current number of outlets,” Bagri said adding that the company is also tapping the e-commerce channel through tie-ups.

It is also eyeing new categories that offer synergies with its core competencies. “We have products at various stages of development. We are looking at bringing in products in the convenience foods and snacks categories,” he said. The company, for instance, recently got into the masala oats category and has launched innovations like the “muesli on the go” which has muesli blended with milk and requires just addition of water for consumption.

Meanwhile, the company has also entered the branded Atta segment through its other brand Lawrence Mills. “We have launched our branded Atta in the Delhi-NCR region. We plan to take this to other parts of the North and will also look at variants with healthy additives like wheat bran and oat bran in future,” Bagri added.