The Indian savory snacks market generated total revenues of $535.

4 million in 2009, representing a

compound annual growth rate (CAGR) of 18.3% for the period spanning 2005-2009. Potato chips is the
largest segment of the savory snacks market in India & its sales proved the most lucrative for the Indian
savory snacks market in 2009, generating total revenues of $244.8 million, equivalent to 45.7% of the
market's overall value.

This report mainly analyses the four major brands of packaged chips, namely Lays, Bingo, Balaji &
Monaco Smart Chips. The conclusion is drawn on the four parameters, that is the Four P’s of Marketing,
viz, Product, Price, Place & Promotion.

The report provides a set of recommendations for each of the four brands. The product aspect brings
out mainly the demand of consumers regarding new flavours such as Pepper, Paneer Tikka, Methi
Masala, etc.

Pricing is observed to be aggressive in this sector and packs at different price points also face stock outs.
This leads us to the next aspect of Place. The distribution needs to be looked upon keenly and the issue
of kirana stores not stocking all the variants needs to be resolved either by loyalty programs or by trade
promotion schemes.

In the last aspect of Promotion, it is recommended that instead of using just the conventional media of
TV and radio, if the players involve the consumer using social media and events then it will lead to a
higher product recall and other benefits which will eventually increase the sales.

Other aspects relating to the individual brands are summarized at the end of each brand analysis.