Speaking on the new plant setup, Manoj Agarwal, Director, Priyagold Group, stated, “We plan to extend our presence in Tier II and Tier III cities, making our product available to consumers across states. Going by our ethos of giving back to society, the new plant is sustainable and eco-friendly and has a capacity of 100 tonnes. With the setting up of this plant, we aim to generate employment opportunities for the people in the Eastern states. We are planning to enroll 400 people in the first quarter of 2022. This business move not only puts us on the map yet again focusing on strong brand recall, but we are also contributing to enhance the business and employment prospect for the economy and people of West Bengal respectively.”
The market for Priyagold is huge, with a turnover of Rs 1500 Cr and the target consumer is youth. Hence reaching out to the target segment, Priyagold has brand ambassadors like Kiara Advani and Disha Patani. Kiara Advani is the brand ambassador for their biscuits/cookies segment with products like Puff Creme, Butter Bite, Butter Delite, Marie Lite to name a few. Disha Patani is the brand ambassador for their chocolate segment with prominent brands like Hunk Bar and Snakker Choco Wafer. Now Priyagold even plans to enter into the premium chocolate segment and aims to increase modern trade sales.
The company has experienced a meteoric rise to the top of the food sector globally by expanding to cookies, cakes, confectionery, and juices/beverages. It is now available in more than 20 countries and it has firmly established itself as one of the industry’s top players. The popularity of brands like Butter Bite, CNC, Snacks Zig Zag, Marie Lite, Puff Creme, Butter Delite, Snakker Choco Sandwich Biscuits to name a few in biscuits and Hunk Bar and Snakker Choco Wafer in chocolate has enabled them to command a sizeable market share in biscuit and chocolate industries respectively, despite the fierce competition from well-established players in the industry.