Bikano launches a new range of chai time snacks

The launch seeks to leverage the popularity of the company's products in the northern Hindi-speaking market
Bikano launches a new range of chai time snacks
Bikano's seven products are Bhakar Badi, Tikoni Mathi, Gol Mathi, Matar Para, Methi Mathi, Mini Samosa & Chai PuriPhoto - Bikano

Close on the heels of releasing a wide range of masala-based savories, India's foremost packaged snacks brand has announced a new range of lip-smacking maida-based chai time snacks for snack lovers and patrons, indicating continuity of intent towards aggressive product line expansion. With the maida-based snacks category essentially remaining a part of the unorganized market so far, Bikano is entering the segment with the intent to make it organized, offer branded product range, and ensure both hygiene and taste for patrons.

Particularly with an eye on the Hindi-speaking market, the launch of these products would add to the snack company's ever-expanding product portfolio, boost its revenues, and further cement Bikano's position as one of the most popular and leading snacks brands in the country.

Commenting on the new launch, Manish Aggarwal, director, Bikano, said, "With these items, we not only wish to help patrons relive the tradition involving regular savories that accompany their chai-drinking, but also expand the range of snack options that they often combine with their beverages. As such, these maida-based savories high on hygiene become a delectable complement to the tea or coffee that they often drink. Apart from satisfying their mid-meal cravings and filling the void in their snacking routines, because these are filling enough, these lip-smacking items can sometimes even serve as a substitute for regular meals when one is traveling or is stationed in a remote place. Suitably filled in 200 gm convenience packs, they are easy to carry and consume anywhere anytime."

"Chai time snacks are a popular category in the Indian snacking market. Bikano's new range of maida-based offerings attempts to provide salty and tangy snacks with the added goodness of taste and hygiene for its snack-lovers. Even during the tough Covid times, Bikano has continued to carry out market due diligence, maintain the spotlight on distribution and undertake brand-building through focused product campaigns with an eye on improving revenue growth. With COVID-19 showing no signs of relenting plus the fear of the incoming third wave, normalcy is unlikely to return in this quarter too. With all that in mind, we have started to build our innovation funnel slowly, and this new range of chai-time snacks is one step towards it. With Bikano's core competency in the snacking segment, the launch of these products will give a further competitive advantage to the brand," said Dawinder Pal, head of Marketing, Bikano.

Punjab, Rajasthan, UP, Delhi, Haryana, J&K, Himachal Pradesh, MP and Chhattisgarh would be key target markets for the company in the initial phase. Each of the seven products comes in a pack of 200g and 400g targeted at both value and premium consumer segments.

Established back in 1950, Bikano is one of the foremost packaged snacks brands in the country. Tapping traditionally rich Indian culinary heritage and its unique and signature offerings has come to occupy a permanent presence among consumers. What began as "Bikaner Namkeen Bhandar", a modest tuck shop in Chandni Chowk, has turned into a massive sweet and savory brand. Today, it has a presence in over 35 countries, including the UK, USA, Canada, Australia, New Zealand, Asia, Middle East, Africa and the Indian sub-continent. Within the country, through a well-established distribution network, it maintains its presence at retail, modern trade, national and international stores, airports, railways, government stores, military and police canteens, and institutions.

Today, Bikano boasts of 5 major production facilities across New Delhi, Greater Noida, and Rai. Deploying technology to the fullest, Bikano 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 a HACCP and SQF 2000 CM-certified organization. Its quality standards are also in accord with the FDA's and Australia's and New Zealand's regulations. With a rise in demand for ready-to-eat food, Bikano has also ventured into the RTE segment.

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