Mumbai: Snacks and packaged foods brand Bikano has launched a new campaign 'Hum Se Behtar Bhujia Ko Jaane Kaun' to strengthen its position in the market as 'bhujia specialist'. The brand had recently launched a new product variant - 'Aloo Bhujia Lemon Chaska' - to expand the portfolio and to differentiate its products in the bhujia category.

The namkeen and snacks market in India is valued at about Rs 35,000 crore and over the recent past, it has been witnessing healthy growth. The increased sale of traditional snacks like bhujia, sev, and mixtures has significantly contributed to the industry’s expansion. Capitalising on the same, Bikano's objective is to penetrate the market further by foraying into newer distribution channels and strengthening their existing channels of distribution, said the brand in a statement.

“Leveraging this authenticity of original Bikaneri bhujia, we are aiming to expand the realm of our offerings by channeling energies towards entering newer sales and distribution channels," said Bikano director, Manish Aggarwal. "We will also be maximising the potential of digital and other relevant promotional mediums to ensure seamless presence and capture market share. Bhujia is one of the products which have been part of Bikano’s culinary legacy since the beginning. The market share of the Bhujia & Sev category is 25 per cent of the traditional snacks market in India and we are expecting a considerable sales surge in this category," he added.

Aggarwal further said that the product also sees robust demand from several international markets such as the US, Canada, Europe, Gulf countries, Australia and New Zealand.

“At Bikano, we imbibe the spirit of Bikaner that reflects the true taste of Indian culture. Crunchy, rich tangy flavours merged with spices make our Bikaneri and Aloo Bhujia a mouth-watering snack," said Bikano, head of marketing, Dawinder Pal. "With the tagline –‘Humse Behtar Bhujia ko Jaane Kaun’, we want to establish Bikano’s authority in bhujia manufacturing and take the position as Bhujia specialists in the market.”

“The campaign will be rolled out across channels including ATL and BTL. Aloo Bhujia and Bikaneri Bhujia are among the substantial contributors in the namkeen segment for us. Also, looking at the current situation, we as a brand are solely focused on value creation that will help us thrive in the market,” he added.

Bikano said it has stocked Bikaneri bhujia and aloo bhujia across the company’s general and modern trade network. These products are available in a various range of packaging and price points.