INSPIRING GROWTH STORIES

IN 1994, we embarked on a mission to build the breakfast cereal category in India. Now, 30 years later, we are present in 40 million homes annually. Our growth has inspired many national and regional players to enter this category over the years, but we continue to be the market leaders with a 70 per cent market share. Our journey has been built on one simple principle: providing the 'best in class' nourishment to 'nutrition-seeking, time-starved' consumers without compromising on taste. This year, we applied this principle to renovate our top two brands, Kellogg's Muesli and Chocos, with positive initial results.

- 

Kellogg's Muesli

As category creators and market leaders, our role is to ensure category growth in India by attracting new consumers. We reintroduced our flagship muesli product with a new proposition of '12 in 1,' highlighting the multiplicity of good ingredients in a single bowl. Supported by a new packaging design, new communication, and large-scale in-store branding, we have managed to accelerate Muesli's growth threefold compared to the previous year. We also introduced Millet Muesli. Both these initiatives have resulted in us gaining market share in a heavily contested category.