Mondelez is expanding its biscuits vertical

India: Mondelez has announced in India that it is going to expand its biscuits business in India. The company’s Managing Director said that the Oreo brand would be continued to be positioned as a premium brand and Bournvita would continue to be its main stream brand.

The company has tied up with online portal Snapdeal for an exclusive pre-launch before introducing it in the retail stores. The company is also said to invest heavily on the distribution and promotion of Bournvita biscuits.

According to TechSci Research, the company is implementing the right strategy by introducing the product as a mainstream segment given that the Oreo brand already holds a premium tag. The company would benefit if it continues to follow the same approach.

According to a recent report published by TechSci Research, “India E-commerce Market Forecast & Opportunities, 2020”, the country’s e-commerce market is projected to grow at a CAGR of more than 36% during 2015-2020. E-services segment, which comprises online travel, online payments, online classifieds, etc., is expected to continue its domination through 2020. However, the e-tail segment that includes electronics, apparels & accessories, health and personal care, etc., is expected to witness significantly higher market growth compared to e-services segment over the next five years. During 2015-20, the western region is expected to remain the largest e-commerce market in the country. Major players operating in India’s e-tail market include Flipkart, Snapdeal and Amazon.