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UK’s Weetabix taps India’s $20mn market

UK’s Weetabix taps India’s $20mn market
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First Published: Sun, Apr 29 2007. 02 26 PM IST
PTI
New Delhi: British food company Weetabix is all set to launch its “wholegrain breakfast” products in the over $20 mn Indian market and is talking to Reliance Retail and Fortis Healthcare for marketing tie ups.
“We shall be having presence in 35 cities to begin with and shall tie up with 4000 stores to market our products. As of now we have no plans to set up standalone stores of Weetabix,” Beth Langley, International Market Manager (Asia Pacific), told PTI.
Weetabix will be facing strong competition from companies like US’ Kellogs and Post and Indian Baggry.
Langley said that Weetabix will have an advantage as all its products are wheat and wholegrain based and that will also reflect in the company’s promotion plan which will capitalize on wholegrain wheat’s advantages.
Weetabix has a turnover of $780 mn from its worldwide operations and has five manufacturing facilities in United Kingdom besides in North America and Africa.
Asked about Weetabix’s plans to set up plant in India, Langley said “this will be my ambition to set up a plant here”. So the possibility cannot be ruled out. But there is nothing at this juncture. We have to examine the market not only in India but whole of Asia before taking a decision.
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First Published: Sun, Apr 29 2007. 02 26 PM IST
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