Bikano, a well-known brand in India for snacks and packaged food, has recently unveiled an exciting addition to its product line-up: “Magic Bhujia.” This new flavor aims to meet the increasing demands of customers while expanding the range of offerings. Magic Bhujia offers a unique blend of spices that sets it apart. It will be available in three different pack sizes: 18g, 38g, and 200g, priced at INR 5, INR 10, and INR 59, respectively. With this new flavor, Bikano aims to provide a delightful snacking experience to its valued consumers.
According to agency reports, the salty snacks market in India is currently valued at 47,000 crores and is expected to witness a compound annual growth rate (CAGR) of 10% from 2023 to 2028. This rapid expansion signifies the flourishing state of the snack industry in the country. Capitalizing on this upward trend, Bikano plans to capitalize on the growing demand and achieve a significant 20% growth in the Bhujia category. The introduction of their latest offering, the “Magic Bhujia” flavor, is strategically aimed at attaining this growth target. By tapping into the market potential and catering to evolving consumer preferences, Bikano aims to strengthen its position in the competitive snack industry.
Manish Aggarwal, Director, Bikano, Bikanervala Foods, said, “Bhujia is a highly popular snack in India due to its crispy, crunchy, and delicious texture, making it a favourite among customers. For Indians, bhujia is not just a snack but a food mood and a top contender in the Indian namkeen category. Bikano understands and values the love for bhujias, which is why we have introduced a new and unique flavor to meet the changing demands of customers and provide them with a unique taste experience. This new product launch represents Bikano’s commitment to innovation, even in a seemingly basic product like bhujia.”
With the launch of its new product, Bikano has shifted its primary focus towards the North Indian market. The company aims to cater specifically to individuals aged between 15 and 35 years. By targeting this demographic, Bikano seeks to tap into the preferences and snacking habits of young consumers in the region. This strategic approach allows Bikano to tailor its marketing efforts and product offerings to meet the needs and preferences of the target audience, thereby maximizing its market penetration and potential for growth in the North Indian market.
“Bikano aims to establish a new category within the salty snacks industry with the launch of “Magic Bhujia.” The company is confident that this new product will be well-received by consumers and will be a significant step towards achieving its goal of becoming a leader in the salty snacks business. After the successful domestic launch of “Magic Bhujia,” Bikano plans to expand internationally with this product. The company intends to utilize all available marketing channels, including ATL, BTL, and digital platforms, to ensure its seamless presence and capture a significant share of the market,” said Kush Aggarwal, Head of Department – Marketing, Bikano.
