Competition

The emerging Indian shopper is posing a huge challenge to the marketers. Brands are grappling on how best to reach this emerging and evolving Indian market.  While retailers are working on modifying formats, offerings and positioning, the shopper is seeking more value in everything he purchases. This has led to the emergence of specialty formats at the top end, in the form of gourmet stores. Additionally, relatively premium retailers are formulating innovative deals and promotions to drive purchases.

Shoppers today are more aware and willing to experiment. The SEC A and SEC B shoppers are especially seeking premium products. Cadbury India, the chocolate and confectionery major is cracking the code of the emerging shopper. As a result, for our set of premium offerings, the demand for Cadbury Silk has grown constantly.