IMars Inc. revives Indian strategy

 IMars Inc.  revives Indian strategy

Story Highlights

  • By the time the American chocolate-maker set up its manufacturing base in India in 2017, it had already acquired confectionery-maker, Wrigleys. With brands such as Boomer, Doublemint and Orbit priced affordably at ₹1 upwards, the latter already had a reasonable presence in the heartlands of India. The chocolate-maker got on to the task of further democratizing its portfolio. It launched variants of its popular brands such as Snickers, M&M and Skittles at ₹10 price-points. However, its flagship brand in India is Snickers, where it’s making maximum investments. It has also invested in localization by launching fruit-and-nut, cashew and almond variants of Snickers.