India’s biggest brand icon Virat Kohli has tied with the RP-Sanjiv Goenka Group to promote the company’s Too Yumm brand.
The RP-Sanjiv Goenka Group has roped in India cricket captain Kohli as the brand ambassador for its packaged snacking brand, Too Yumm, in a bid to scale up its FMCG business which the chairman said is already almost Rs 100 crore in seven months of its launch.
Too Yumm, targeting sales of over INR 500 crore from the FMCG business next fiscal year, is setting up an FMCG greenfield manufacturing plant in Telangana.
“The contract with Kohli is for two years and currently limited to this brand (Too Yumm), but we may explore a future relationship with him for other FMCG categories as and when we enter them,” said Goenka.
Goenka said the company has two of its own plants making FMCG products as of now, by virtue of its acquisition of a 70% stake in Gujarat-based snack maker Apricot Foods. Apricot owns the eVita namkeen brand.
The Telangana plant, set up over 27 acres, will be ready in a year with a capacity of 1,000 tonnes a month. At present, the company’s FMCG capacity is 300 tonnes a month. The group has plans for further acquisition.
“FMCG is the group’s next big bet and will become a billion-dollar operation in the next four years. It is already clocking 15 crore sales a month which we want to double by March so that in 2018-19 the revenue touches Rs 500 crore. While we plan to expand the FMCG business into more categories, the immediate focus is to establish the snacking business,” said Goenka.
The group has taken the Too Yumm brand into 50,000 stores pan India and plans to triple that number in the next three months. There are at present 24 packs across variants under the brand which are sold at Rs 10, Rs 20 and Rs 40 a pack. The eVita brand operates in the mass segment and is priced at Rs 5 a pack.