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In the popular market of calorie-high potato chips, largely dominated by multi-nationals, bringing in a virgin idea of healthy nachos wasn’t easy for <keyword id="103606" type="PERSON" weightage="20" keywordseo="Vikram-Agarwal">Vikram Agarwal</keyword>, director of <keyword id="3043645" type="UNKNOWN" weightage="20" keywordseo="GreenDot-Health-Foods">Greendot Health Foods</keyword> better known as <keyword id="2033379" type="UNKNOWN" weightage="20" keywordseo="CORNITOS">Cornitos</keyword>. Seven years back, this <keyword id="47896" type="COMPANY" weightage="60" keywordseo="Faridabad">Faridabad</keyword> based start up had formulized nachos and tortillas as healthy alternative to potato chips. 
 At the time of launch, a packet of Cornitos was priced at Rs 100, whereas you would get a Lays or Uncle Chips for Rs 10. No doubt, the packaging looked premium. “While launching Cornitos, the focus has been on entering an uncontested space where competitors were yet to step in, reduce our entry costs and getting better value. Even as I decided to give consumers a differentiated and value product, I decided against offering low price – Rs 5 and Rs 10 Products. <keyword id="3955152" type="UNKNOWN" weightage="20" keywordseo="international-nachos">International Nachos</keyword> and Tortilla Chips brands in the market are anyway available for a premium, so our products, though available at a price higher than domestic snack food brands, still turns out to be competitive and has been well-accepted by consumers,” <keyword id="781" type="PERSON" weightage="20" keywordseo="Agarwal">Agarwal</keyword> told <keyword id="824043" type="COMPANY" weightage="20" keywordseo="Business-Insider">Business Insider</keyword>. 
 
Staying gourmet isn’t on cards 
“After we started we wanted to reach masses with message of Healthy Snacking and not remain limited to Gourmet. We have been selective in our approach in giving our product to the right distributors ensuring that it is put into the right places. Over the years, we have expanded to Tier-I and Tier-II towns. Currently we are available across 300 cities with 30000 plus retailers. Also to create awareness around the product, we undertook a lot of sampling at schools, modern trade stores and general trade ensuring that the product was being tasted by consumers. We also launched more flavours with the aim to cater to the maximum number of people,” said Agarwal, while speaking exclusively to Business Insider. 
 
Cornitos is big on product innovation. Moreover a longer shelf life helps retailers to avoid issues related to expiry of products. 
 
It’s not corn papad Corn Papad was the notion harboured by people when Cornitos initially entered the market. In the <keyword id="6355055" type="COUNTRY" weightage="20" keywordseo="USA">USA</keyword> and <keyword id="3746" type="COUNTRY" weightage="20" keywordseo="Mexico">Mexico</keyword>, nachos are an independent genre of snacks altogether. However, establishing these as strong product categories in India had their own share of challenges for Agarwal. 
 
A strong consumer focused approach has helped to create awareness around these products. 
 
 
 
Just too much competition these days? Ever since people started cutting on potato chips, the market leaders of the field have introduced similar corn chips in the market led by Cornitos. First Parle and then <keyword id="54572" type="CITY" weightage="20" keywordseo="PepsiCo">Pepsico</keyword>’s Doritos are attempting at penetrating the Rs 60 crore market. However with 60% plus share in the sector, Cornitos is a hot favourite. 
 
What actually worked? 
Agarwal claims gluten free, zero cholesterol and zero transfat have evidently contributed to the growth of corn chips. 
“We are taking the product centric approach maintaining the product quality and increased the Marketing spend on electronic media. We have recently given a face to much-loved Nachos category. The mascot is named Mr. Crispy and he elucidates the brand ethos of premium quality and 10 Exotic Flavours. With the unveiling of our maiden mascot Cornitos unfolds an exciting new chapter in its growth trajectory,” explained he. 
 
Foreign invasion 
Cornitos has entered the markets of the USA and China as well. And the response has been quite overwhelming, claimed Agarwal. 
 The spicy chilli flavour, <keyword id="222689" type="PERSON" weightage="20" keywordseo="Peri-Peri">Peri Peri</keyword>, has become an international rage and with this newest offering Cornitos is keen to lure snack lovers into a journey of global taste. From Hot Sizzlin Jalapeno to Sweet Thai Chilli there are 10 exotic flavours that open world market for Cornitos. International flavours like Sizzlin Jalapeno, Thai Sweet Chilli, Peri Peri, Tomato Mexicana and Wasabi are in good demand for exports.

This Indian
start up of gourmet nachos is changing the way we eat snacks

<ul><li>Finance Minister of India Nirmala Sitharaman presented the Union Budget on February 1, 2022.</li><li>Struggling with high inflation and tepid rural demand, FMCG companies were hopeful for some positive news, steps and reforms that would help boost consumption in the economy.</li><li>However, with no changes in personal tax, there isn’t for hope for a drastic change in consumption and demand.</li><li>At the same time, there are enough subsidies to support the rural areas of the country.</li><li>Here’s what leading FMCG companies have to say about the Union Budget 2022-2023.</li></ul>The Union Finance and Corporate Affairs Minister Nirmala Sitaraman presented the Union Budget for 2022-2023 on February 01, 2022. The government announced that 5% of the annual collections under the Universal Service Obligation Fund will be allocated to improve broadband and mobile service penetration in rural India. This move will allow Fast Moving Consumer Goods (FMCG) brands and all businesses to cast their net a little wider in rural areas via mobile services. The government’s plan to expand the National Highway network by 25,000 KM, the Gati Shakti plan to strengthen seven engines of infrastructure, the launch of 100 new cargo terminals, will further open up new roads for brands and improve logistics efficiency. It will also create new job opportunities in rural areas, improving consumption and demand. The finance minister also mentioned that the government intends to pay ₹2.7 lakh crore worth of minimum support price (MSP) direct payments to wheat and paddy farmers. The government is also looking to deploy drones for agriculture monitoring, crop assessment, digitisation of land records and spraying of insect pesticides. These initiatives will help boost rural incomes and aid the growth of FMCG companies. The Union Budget aims to facilitate ease of doing business and give a push to consumption by providing employment opportunities, improving infrastructure, focusing on technological advancement and accessibility. Here’s how these subsidies for rural India will pave the way for FMCG growth: Mayank Shah, Senior Category Head, Parle Products: First of all, putting money in the hands of consumers really helps, so they go out and buy products. So that was more on the front of ensuring that the demand remained robust given that we have gone through two years of pandemic. That was something that industry expected, either by tax cut, or by increasing the slabs tax brackets or by probably increasing the standard deduction limit. Those were the things that we expected but not much has been done there. However, on the second front of job creation, the government has done a lot. The budget talks about seven engines driven by PM GatiShakti that will definitely boost employment and increase the number of jobs. The budget also talked about 60 new jobs to be created in the next five years. That is relatively a longer process compared to the first expectation which was putting money in the hands of consumers, which would have yielded immediate results. A 20,000 crore boost in transportation infrastructure will definitely help in terms of job creation going forward. Another thing the government would have ensured on the rural front was increased allocation to MGNREGA or direct benefit transfer. In Fact they chose the other way. In terms of rural demand, when you're talking about putting money in the hands of rural consumers by increased MSP and increased MSP allocation, it is also going to have an impact on the inflation because if you increase the MSP, that eventually is going to increase the cost of agri products, primary inputs in food processing. So procurement is going to be increased. The current challenge ahead of most FMCG companies, which is managing inflation, probably would be aggravated, so I consider it to be neutral. Probably placing this money in the hands of consumers through MGNREGA or DBT would have ensured demand to remain robust. Ahmed ElSheikh, President, PepsiCo India: Reviving economic growth, increasing consumption, and fostering investment to fuel post-pandemic growth have been key objectives for the government, and the <keyword id="12134566" type="General" weightage="20" keywordseo="union-budget-2022" source="Orion">Union Budget 2022</keyword> reflects this very intent. This year's Union Budget lays forth a vision for India at 100 years. The Government is leading from the front by raising public sector spending to keep the economic recovery on track. Digitization combined with infrastructural creation will accelerate economic development, stimulate innovation and entrepreneurship enhance living standards while keeping sustainability at its core. The increased outlay for PM Gati Shakti projects for multi-modal connectivity including 100 new railways logistics hubs coupled with steps like enhancing local oilseed production, extending the last date for starting production for new manufacturing units, encouraging alternate cropping will aid growth of the FMCG sector and further strengthen Govt’s vision of an Atmanirbhar Bharat. Saugata Gupta, MD and CEO, Marico Limited: With this Union Budget, the government has laid out a growth oriented, future focused blueprint for India. By prioritising job creation, infrastructure growth and strengthening digital capabilities while making ‘inclusive development’ and ‘financing of investments’ two of the key focal points of the Budget, the government is successfully laying the groundwork for faster financial inclusion and expansion of the credit ecosystem. It has undertaken some key initiatives targeted towards credit growth, farmer welfare, improving the health and education infrastructure, digital currencies and start-ups which will benefit young aspirational Indians. If executed well, the budget will trigger the virtuous cycle of economic growth and employment creation, leading to momentum in growth. I believe that the budget has several inclusive measures and policies that balance consumer needs with industry requirements. It encapsulates the spirit of an Atmanirbhar Bharat and takes strong steps towards fulfilling that vision. Venkatesh Vijaraghavan, Director &amp; CEO - FMCG, CavinKare: We welcome the futuristic, investment-led, growth-oriented Budget with a strong impetus to infrastructure and capability building, which would boost GDP, Atmanirbartha, economic stability and job creation, thereby reaping demographic dividend. Ghanshyam Khandelwal, Chairman, BL Agro: The budget was as expected. We didn't anticipate the industry to take centre stage because several schemes for the FMCG sector have already been implemented in recent years. However, the mention of a rationalised strategy to improve domestic oilseed production and minimise reliance on imports was welcomed. A more promising statement was the package that centers on farmers adopting appropriate fruits and vegetables, as well as proper harvesting practices. The move will go a long way towards uplifting the food processing sector. Harsha V. Agarwal, Director, Emami: A very forward-looking budget with focus on capital expenditure which should drive growth. The ease of business in India has also been prioritised. So over all the budget pulls no surprises and focuses on growth of the Indian economy. Amrinder Singh, Director, Bonn Group of Industries: As the social security benefit of state and central government employees has been enhanced in this Union budget 2022, we are expecting that it will spur the consumption. The government has put money in consumer’s hands and ensured that the demand is not getting affected by increasing the tax deduction limit by 14 percent of the state government employees. Vikram Agarwal, Managing Director, Cornitos: The Union Budget 2022-23 is a progressive budget, our Government is concentrating on infrastructure, employment generation, and future developments. This appears to be a growth-oriented budget as efforts are being made to reduce compliance burdens and improve ease of doing business. The Budget has given an extension of the ECLGS Scheme which would provide much-needed help to the MSME sector especially the hospitality and related food processing segments. The past few years have been tumultuous for the hospitality segment and I am hopeful that this initiative gives the industry a much-needed boost.

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This Indian start up of gourmet nachos is changing the way we eat snacks

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Union Budget 2022-2023: Here’s how FMCG brands reacted to the budget

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