CCL Products Going Beyond Coffee—Launches 'Malgudi' South Indian Snacks Line

CCL Products (India) Ltd., the globally acclaimed coffee exporter, has pursued diversification into ethnic snack segment in a very subtle manner by launching South Indian snacks under its 'Malgudi' brand. The company has pursued this without even making an announcement thereof in the form of a standard press release, but it is in the line of its brand equity and entry into India's burgeoning packaged food segment.

 

The 'Malgudi' brand, hitherto associated with CCL's filter coffee businesses, will now be housed by a well-curated portfolio of heritage snacks such as murukku, banana chips, thattai, and mixture that will be targeted at domestic as well as international markets. The launch will be phased across southern metros as well as select online platforms, and there will be a focus on authenticity, shelf life, and regional sentiment.

 

Key Highlights:

This is CCL's foray into value-added FMCG based on its robust distribution and brand recall.

 

Source: CCL Products Official Website | LiveMint Company News