Flavors of Fortune: PepsiCo's Strategic Pivot to Capture India's Diverse Palate

PepsiCo India & South Asia CEO Jagrut Kotecha announced today that the company is ramping up its focus on the packaged food business in India. The global behemoth is changing strategy to meet the diverse taste profiles in the country, which it has internally divided into nine clusters. The strategy is meant to meet the different flavor profiles of "multiple Indias" and recognize the highly diverse food culture of the country.

 

The firm is investing big in consumer research to understand local tastes and wellness trends better. PepsiCo is also expanding its manufacturing presence with new plants, one of which in Assam will be up and running this year. The food division, which has brands like Lays, Kurkure, and Doritos, accounts for 80% of PepsiCo's India revenue. The firm is also growing in the health and wellness space with its Quaker brand, recording double-digit growth in oatmeal sales.

 

Source: Press Trust of India