Britannia Industries aims to gain 15-20% market share in Kerala for its new oats and porridges range in the next two years, as Kerala market for ready-to-cook oats products is estimated at Rs 30 crore out of the Rs 150 crore national market.
The cultural habit of eating rice gruel and ragi for health reasons has added to the popularity of oats in Kerala. India makes up 80% of the oats market in the country, with a 13% contribution from Kerala. Last year in February, healthy start was test-launched in Mumbai and was followed by an official launch in Tamil Nadu. Kerala is the second market after Tamil Nadu to launch the product.
The company is planning to market the product by offering trail-marketing of product in the state. For the convenience of consumers, the product will also be available in single-serve sachets at Rs 10 each at all modern retail and grocery stores in the state.
