FNB News - "The company is expecting 20-30% growth per annum"

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INTERVIEW

"The company is expecting 20-30% growth per annum"

Monday, 12 October, 2015, 08 : 00 AM [IST]

Cornitos, a brand known for snack offerings, was established in 2009 under the GreenDot Health Foods Ltd banner. The company has pan-India presence, with its products hitting the stores in all major cities. The brand is available across major FMCG stores such as Foodhall, Spencer's, Easyday, Nilgiri's, More, HyperCity, Auchan, and Big Bazaar. Further, it has presence in major multiplexes, airports and cafe's. Cornitos Nacho Crisps are available for onboard sales in Air Asia, SpiceJet, IndiGo, GoAir and Air India. The products are exported to USA, China, Nepal, Singapore, South Africa, the Middle-East, Hong Kong and Sri Lanka. Pawan Mishra, national sales head, GreenDot Health Foods Ltd, in an email interaction with Libin Chacko Kurian shares details on the growth in the Indian snacks industry and his company’s plans for the sector. Excerpts:

Brief us about the company and the brand Cornitos.
Cornitos is a healthy snacking alternative that promises to bring about a revolution in the Indian FMCG market. It is the leading nachos manufactured in India, established in 2009 by GreenDot Health Foods Ltd.

How was the journey of Cornitos from 2009 in the FMCG sector?
Cornitos has established itself as one of the leading brands in the Indian snack market within a short span of five years. Cornitos nachos are available in major retail outlets, multiplexes, airlines and airports. Cornitos started with five flavours and now has 10 lip smacking flavours. Cornitos has recently launched Pop N Crunch range in Delhi NCR. It is another product range under healthy snacking umbrella after nacho crisps. Under Pop N Crunch range comes coated green peas in two delectable flavours - Wasabi and Hot & Spicy. The individual packing is in 26 g pouches and nine pouches in a gift box. Now company aims to add new products under Pop N Crunch range.

What makes Cornitos different from competitors in the snacks sector?
Unique packaging, international quality and good range of authentic flavours are key differentiators of Cornitos. We use 100% non-GMO corn. We use natural colour and nature- identical flavouring only. It is trusted by customers and institutions world over because of its unique differentiators.

Which are the varieties of Cornitos that are more in demand and where?
Cornitos most popular flavours are olive and herbs, sizzlin jalapeno, cheese and herbs, tomato Mexicana, Thai sweet chili and tikka masala as per sale volume. Sea salt and lime and mint are liked by the hospitality sector. Barbeque and Wasabi are appreciated by people with continental taste. Each flavour is unique and has separate fan following.

What is the share and expected growth of Cornitos in snacks market?
Cornitos is ready to grow at a steady pace and would continue to hold major share under nachos category in the snacks market. The company is expecting 20-30% growth per annum.

Tell us about the health aspect of your products, with respect to ingredients used.
The nachos are made by using high quality non-GMO corn kernels. Nacho crisps are cooked in healthier corn oil and have 40% less oil than potato chips. They have 0 g trans fat, zero cholesterol, no MSG and are gluten-free. No artificial colour or flavours are added to crisps.

Tell us about your manufacturing process and packaging.
Cornitos nachos are produced in the most modern manufacturing facility spread across two acres located in Roorkee, Uttarakhand.

Untouched by hand, the flavoured nachos are packed in a high-tech packing machines to ensure hygiene and longer shelf life. All Cornitos nacho crisps are nitrogen flushed during packing to maintain freshness till they are consumed.

What is the role of advertising and packaging in positioning Cornitos?
As Cornitos changed the packaging according to international standards, there has been gradual increase in the sales as it attracts consumer attention. Cornitos BTL advertising campaigns and social media marketing is helping the brand to reach consumers.

What are the challenges Cornitos is facing in the snacks industry in India?
Distribution was the major hurdle initially and later the brand has seen organic growth propelled by consumer trust in the product.

What are the future plans of Cornitos, in terms of products and market?
The snacks market promises good growth encouraged by growing demand due to changing urban lifestyle. The company focus would be on providing more options to consumers in healthy and nutritious snacks category. The company will run youth-dominated awareness campaign for promoting its all natural and high quality snacks.