Curated By: Business Desk
Last Updated: October 30, 2023, 14:34 IST
Kurkure initially began as Lehar Kurkure underneath the Lehar model.
By 2015, Lehar’s market share had gone all the way down to 1.2%. The firm attributed this decline to Lehar’s lack of ability to determine a powerful presence within the snack market.
If you grew up within the Nineteen Nineties, you’re seemingly acquainted with Lehar Namkeen, which made its debut in 1996. Lehar quickly turned synonymous with snacks in Indian households. However, as swiftly because the model gained recognition, it additionally skilled a speedy decline. PepsiCo India owns the Lehar snack model, which was initially launched in 1996 and subsequently relaunched in 2006.
Lehar Namkeen presents an in depth number of round 40 flavours, encompassing choices corresponding to Dal Mixture, Chatpata Mix, Ribbon Pakora, South Masala Mix, Punjabi Chatka, Sev Masoor Mix, Arthritis Mix, Matramasti, Ratlami Sev and Spicy Masala.
By 2015, Lehar’s market share had dwindled to a mere 1.2 per cent. The firm attributed this decline to Lehar’s lack of ability to determine a powerful presence within the snack market. It struggled to compete with native salty snack manufacturers, which outperformed Lehar out there.
The firm’s chief govt expressed that they’d let Lehar’s presence diminish naturally. He identified that with the introduction of Kurkure into the identical market section, there was no justification for additional funding in Lehar.
Ironically, Kurkure initially began as Lehar Kurkure underneath the Lehar model. Subsequently, Kurkure gained prominence in its personal proper, and the Lehar affiliation was discontinued, marking the top of the Lehar wave. Although Lehar Namkeen can nonetheless be discovered on on-line platforms, it’s necessary to notice that it’s now not in manufacturing.
PepsiCo has reorganised its conventional packaged snack choices, like namkeens, for the mass market by establishing a brand new entity known as Lehar Foods. This transfer is aimed toward competing with regional manufacturers corresponding to Balaji, Bikanerwala, and A-Top Foods. Lehar Foods will function on a value-efficient mannequin, sustaining its personal revenue and loss account, and it’ll proceed to leverage the Lehar model identify.
Varun Berry, CEO of PepsiCo India Holdings (Foods), defined, “We had limited presence in traditional snacks within the lower-income segments of the population. Mass-priced snacks have significant growth potential, and we aim to tap into this market.” He anticipates that Lehar will considerably increase PepsiCo’s meals division, Frito-Lay, growing its contribution from the present 10 per cent to a considerable 50 per cent by 2015. Lehar Foods is being managed by a compact crew of 35 staff, led by CEO Sudipto Mozumdar, who experiences to Berry.
