Bikano launches ‘Magic Bhujia’

Indian snacking brand Bikano has introduced “Magic Bhujia” in order to expand the range of its products and cater to the growing demand of its customers. The product will be available across its exhaustive distribution chain including modern trade and general trade retail stores, kirana shops and on highways.

The new “Magic Bhujia” flavour will feature a distinctive blend of spices and will be available in 18g, 38g, and 200g pack sizes, priced at Rs 5, Rs 10, and Rs 59 respectively. The brand is extensively available across travel retail such as at railway platforms, at food plazas, etc. where the sales of snacks-on-the-go is on the rise.

Bikano is primarily focusing on the North Indian market with the introduction of its new product, specifically targeting individuals between the ages of 15 and 35 years.

Mr. Manish Aggarwal, Director, Bikano, Bikanervala Foods Pvt Ltd. 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 flavour 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.”

Established back in 1950, Bikano is one of the foremost packaged snacks brands in the country. Tapping traditionally rich Indian culinary heritage and by way of its unique and signature offerings, it has come to occupy a permanent presence among consumers.

Mr. Kush Aggarwal, HOD Marketing, Bikano said, “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.”

The brand has presence in over 35 countries including the UK, USA, Canada, Australia, New Zealand, Asia, Middle East, Africa and the Indian sub-continent.

Bikano boasts of 5 major production facilities deploying technology to the fullest. Its products are packed under ambient conditions through an application called MAP (Modified Atmosphere Packaging). Bikano has been awarded ISO 9001:2000 by UL India Ltd while also being recognized as an HACCP and SQF 2000 CM-certified organization.

The salty snacks market in India is valued at Rs. 47,000 crores. It is anticipated that the market will grow at 10% CAGR until 2028. While international brands have a signigicant presence in the branded segment, it is the localised players who control the distribution town beyond the metro cities, that is in Tier 2/3/4 towns.