EspressoLogy

·    Bikaji Foods International Limited is the third largest ethnic snacks company in India with an international footprint, selling Indian snacks and sweets, and are the second fastest growing company in the Indian organised snacks market. (Source: F&S Report) In Fiscal 2022, they were largest manufacturer of Bikaneri bhujia with annual production of 29,380 tonnes, and they were the second largest manufacturer of handmade papad with an annual production capacity of 9,000 tonnes in Fiscal 2022. (Source: F&S Report) They are also the third largest player in the organised sweets market with annual capacity of 24,000 tonnes for packaged rasgulla, 23,040 tonnes for soan papdi and 12,000 tonnes for gulab jamun. (Source: F&S Report) They have given a novel twist to classic Indian snacks with a contemporary taste along with maintaining the regional flavours to address the evolving consumer preferences in India and internationally. (Source: F&S Report).

·    They have over the years established market leadership in the ethnic snacks market in their core states of Rajasthan, Assam and Bihar with extensive reach, and have gradually expanded their footprint across India, with operations across 23 states and four union territories as of June 30, 2022. In the three months ended June 30, 2022, they have exported their products to 21 international countries, including countries in North America, Europe, Middle East, Africa, and Asia Pacific, representing 3.20% of their sales of food products in such period. Their product range includes six principal categories: bhujia, namkeen, packaged sweets, papad, western snacks as well as other snacks which primarily include gift packs (assortment), frozen food, mathri range and cookies.

·    As of June 30, 2022, they had six depots, 38 superstockists, 416 direct and 1,956 indirect distributors that work with their superstockists, located across 23 states and four union territories in India. Over the years, they have invested heavily in strengthening the brand recall and consumer goodwill of their brand Bikaji. They have engaged Amitabh Bachchan, a well-known celebrity in India, as their brand ambassador. Amitabh Bachchan is popular across all socio-economic demographics in India and abroad and appeals to their wide consumer base. They have recently launched Bikaji Café and Bikaji Funkeen brands to promote their western snack segment. They also launched their online retail platform www.bikaji.com in February 2020, and introduced a mobile application in June 2020 which allow consumers to browse their selection of products.

·    Their pan India marketing initiatives include advertisements in television, radio, print, social media, digital and outdoor promotional campaigns, and sponsorship of sports and cultural events in India. In 2008, they also set up a restaurant-cum-retail store Bikaji Food Junxon in Mumbai.