Snack brand Bikano looks south for marketshare growth

In 2023, the Indian snacks market was estimated to be INR 42,694 cr (USD 4 Bn) and is expected to more than double by 2032, exhibiting a CAGR of 9.08% acc to market research company IMARC.

With a vision to double its market share to 10% in the coming years, Bikano has embarked on a southern journey focussed on snacks that are atypical to the diverse market comprising of the 5 states. For beginners, the company has launched two flavours that are symbolic of the varieties consumed in the states of Kerala and Tamil Nadu.

Mr. Manish Aggarwal, Director of Bikano, Bikanervala Foods Pvt. Ltd, expressed his excitement about Bikano’s foray into the southern market, stating, “The introduction of our latest offerings, ‘Madras’ and ‘Tasty Saga’ Flavor Mixtures, marks a significant milestone for Bikano as we expand our footprint in the rich culinary landscape of southern India.”

“These new products underscore our commitment to innovation and our dedication to meeting the evolving tastes of our esteemed customers. We believe that by diversifying our product range and entering new markets, we can further solidify our position as a leading player in the snacks industry. The products will be available not only across India but also in international markets“, he added.

Mr. Kush Aggarwal, Head of Marketing at Bikano, highlighted the increasing demand for mixtures in the snacks category, stating, “The demand for mixtures continues to soar, with a consistent annual growth rate of 25%. As a dominant player in the traditional snacks segment, we are confident that our new products will further elevate our presence in this category.”

Initially available in a convenient 200gm pack size, the products are priced competitively and would be available in the general trade as well as Modern trade outlets.

With a target audience ranging from 25 to 55 years old, Bikano’s “Madras” and “Tasty Saga” Flavor Mixtures is anticipated to appeal to a diverse demographic, ensuring broad popularity across different age groups

The company is said to be on track to achieve INR 1,800 Cr in turnover for FY 23-24. Established back in 1950, Bikano is one of the foremost packaged snacks brands in the country.

What began as “Bikaner Namkeen Bhandar”, a modest tuck shop in Chandni Chowk, Delhi, now has a presence in over 35 countries including the UK, USA, Canada, Australia, New Zealand, Asia, Middle East, Africa and the Indian sub-continent.