A cross-functional research team at ITC developed a new potato chips unit in Haridwar to produce 16 localized flavors of potato chips and finger chips in 3 size packs priced competitively. The promotion campaign for the new snack brand targets 16-30 year olds using TV, radio, hoardings and internet to build awareness of the brand's crispiness and position it as healthy, while distribution utilizes ITC's existing chain and innovative racks with Future Group and higher margins for retailers.

4. PRODUCTION
Cross functional research team
New unit at Haridwar plant
ITC chefs
Procurement through e-choupal

5. PRODUCT AND PRICING
Potato chips and finger chips
16 localised flavors
3 size packs
Pricing as per competitor
Free offer

6. PROMOTION
Target audience – 16 to 30 years
TV commercials
Radio commercials
Hoardings
Internet

7. CAMPAIGN BUILTUP
Awareness about the brand
Highlight its crispiness
Health conscious

8. DISTRIBUTION
Existing chain of distribution
Innovative racks
Tie-up with Future Group
Higher margins to retailers

9. V/S
3 Rupees pack
Expand distribution base – cyber cafes and PCOs
Localized flavors through Kurkure