Quaker in India is launching a range of oat-based products as part of their inventive journey. With the recent introduction of instant oats in India, Quaker hopes to increase retail sales by appealing to people looking for nutritious snack options during break time as well as health-conscious breakfast consumers.
Both mom-and-pop stores and contemporary commerce retailers will sell the instant oats. In order to increase the availability of oats in India, PepsiCo will concentrate on e-commerce and significant quick-commerce platforms, serving consumers who enjoy flavored oats as well as those who are looking for regular, healthful snacks. With the release of Instant Oats, Quaker is continuing its tradition of innovation. Other products that they have introduced include Multigrain and Muesli.
The trend of people seeking for healthy options for their breaks is explained by Sravani Babu, Associate Director and Category Lead at Quaker, PepsiCo India. “People’s desire to eat healthily has increased,” she says. Customers can also get a wholesome snack during their break from us in addition to a nutritious breakfast. Our strategy is to shift our attention to include breaktime events in addition to breakfast occasions.
Further, Babu says, “We are also informing people about this through our messaging. Our brand ambassadors, Kiara Advani and Sidharth Malhotra, have been reaching out to a larger audience with our recently released TV commercial. Today, Quaker is the go-to healthy three-minute snack option for consumers who are thinking beyond breakfast when they want to eat something nutritious.”
The Bigger Picture
The company intends to launch lower product sizes in neighborhood kirana stores. Speaking about the retail approach, Babu says, “We can now provide customers with a fast, three-minute snacking alternative with our smaller-sized instant oats and high sticker price. It was difficult to penetrate local convenience stores due to this. Bigger packs appropriate for bigger consumption areas will be offered in contemporary trade, e-commerce sites, and independent retailers.”
With a strong presence in contemporary trade and e-commerce, we are assertive in all mediums. We want to actively target local convenience stores with SKUs, especially following COVID-19. We may employ celebrity-style material for neighborhood convenience stores, but we’ll concentrate on content about product ingredients for e-commerce. The content we’ve generated is customized for various channels. Across all channels, our messaging approaches are different.
A aggressive Approach to Expansion
Leading the charge in rapidly growing its Quaker business in India is PepsiCo. Following the 2023 launch of Muesli and Multigrain goods, Quaker’s three-minute instant oatmeal offering is anticipated to generate fresh prospects for the brand within the retail domain. Babu goes on to say, “We’ve extended this year to include instant oats, which isn’t just for breakfast. We are steadily changing to become a more healthful option for snacks at various times, like during the midday break. That will be our future approach to expanding in India.”
Speaking about the category as a whole, Babu says, “In India, the breakfast market as a whole is still relatively new, although it has grown significantly since the COVID-19 pandemic. Quaker, often associated with oats, is entitled to expand with it. We foresee continued robust growth, as we have already seen in recent times.”
