ITC, the Kolkata-based multi-business conglomerate, will now be offering extra goodies in its smaller price packs.
In an attempt to consolidate its market share, ITC plans to offer 33 per cent extra on its Bingo chips in the Rs 5-Rs 10 packs in the next four-six weeks.
Incidentally, PepsiCo is also offering Frito-Lay's 33 per cent extra in Lay's and Kurkure at the Rs5 and Rs10 price-points.
ITC captured 7 per cent of the chips and snacks sector in 2007 within a year of its launch. The Bingo advertisements pack humour, while Lay's and Kurkure have cricketers and stars to promote the product. After ITC introduced Bingo's local regional cuisine style chips 'Masti Chaas', 'Chatkila Nimbu Achar' and 'Tandoori Paneer Tikka', PepsiCo launched its first Indianised flavours like Lay's Chaat Street, Mint Mischief and Wafer Style.