Pepsi goes the regional route yet again to launch Poppadoms in South India

The world famous cola giant, PepsiCo does it yet again and has now launched ‘poppadoms,’ a hand-made, fried or roasted homemade side eaten widely in south India with the traditional sambhar-rice and rasam, under its brand Lay’s. The item has been launched in Tamil Nadu, Karnataka, Andhra Pradesh and Kerala.

Pepsico goes the regional route with Lay's

Pepsico goes the regional route with Lay’s

“Lay’s has always been at the forefront of innovating with new formats and variants and our regionalisation strategy is a demonstration of our efforts to build a closer connect with our consumers,” Dilen Gandhi, senior director, marketing for foods category at PepsiCo India, said. “With this launch, we have gone one step further by identifying everyday meal occasions as per regions and coming with a product that compliments the existing tastes and palates.”

South India is one of their key areas and biggest markets as they keep launching new snacks over there. They had earlier launched Kurkure with gingelly oil as it is a widely used oil in the south of India and this is seen as a regionilaization strategy on their part, amid their western snacks.

They are the second largest prodeucers of snacks in India after Haldiram’s but inspite of that they are still the biggest in the South.

“Despite having strong R&D capabilities, parent’s support and deep pockets, Pepsi has not been able to crack the Indian namkeen market owing to high level of regional preference and taste,” said a recent investor note by Edelweiss Securities.

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