Bikano unveils Magic Bhujia, eyes 20% growth in the category

Bikano, a popular brand for snacks and packaged food in India has introduced a new flavor of bhujia called "Magic Bhujia" in order to expand the range of its products and cater to the growing demand of its customers. The new "Magic Bhujia" flavor will feature a distinctive blend of spices and will be available in 18g, 38g, and 200g pack sizes, priced at INR 5, INR 10, and INR 59, respectively.

The snack industry in India is experiencing rapid expansion, with the salty snacks market valued at 47,000 crores, according to agency reports. It is anticipated that the market will exhibit a growth rate (CAGR) of 10% from 2023-2028. Taking advantage of this growing trend, Bikano aims to achieve a 20% growth in the Bhujia category after the launch of its new "Magic Bhujia" flavor.

“Bhujia is a highly popular snack in India due to its crispy, crunchy, and delicious texture, making it a favourite among customers. For Indians, bhujia is not just a snack but a food mood and a top contender in the Indian namkeen category. Bikano understands and values the love for bhujias, which is why we have introduced a new and unique flavor to meet the changing demands of customers and provide them with a unique taste experience. This new product launch represents Bikano's commitment to innovation, even in a seemingly basic product like bhujia,” said Manish Aggarwal, director, Bikano, Bikanervala Foods.

Bikano is primarily focusing on the North Indian market with the introduction of its new product, specifically targeting individuals between the ages of 15 and 35 years.

“Bikano aims to establish a new category within the salty snacks industry with the launch of "Magic Bhujia." The company is confident that this new product will be well-received by consumers and will be a significant step towards achieving its goal of becoming a leader in the salty snacks business. After the successful domestic launch of "Magic Bhujia," Bikano plans to expand internationally with this product. The company intends to utilize all available marketing channels, including ATL, BTL, and digital platforms, to ensure its seamless presence and capture a significant share of the market,” said Kush Aggarwal, head of department - Marketing, Bikano.