The made in India Biscuit brand Priyagold starts its manufacturing unit in the state of West Bengal. The plant handles a daily capacity of 100 tonnes and covers the markets of West Bengal, the North Eastern States, including Orissa. This is currently the 8th manufacturing unit for Priyagold. The brand is all set to further increase its consumer base as well as cater to their exact snack time requirements.
Manoj Agarwal, Director, Priyagold Group, who commented on the new plant setup stated – “We plan to extend our presence in Tier II and Tier III cities, making our product available to consumers across states. Going by our ethos of giving back to society, the new plant is sustainable and eco-friendly and has a capacity of 100 tonnes. With the setting up of this plant, we aim to generate employment opportunities for the people in the Eastern states. We are planning to enroll 400 people in the first quarter of 2022. This business move not only puts us on the map, yet again focusing on strong brand recall, but we are also contributing to enhance the business and employment prospect for the economy and people of West Bengal respectively.”
The market for Priyagold is huge, with a turnover of Rs. 1500 crores and the target consumer is youth. Therefore, in order to reach out to the target segment, Priyagold has brand ambassadors such as Kiara Advani and Disha Patani. Kiara Advani is the brand ambassador for their biscuits/cookies segment with products such as Puff Creme, Butter Bite, Butter Delite, Marie Lite to name a few. Disha Patani is the brand ambassador for their chocolate segment, with prominent brands such as Hunk Bar and Snakker Choco Wafer. Currently, Priyagold even plans to enter into the premium chocolate segment and aims to increase modern trade sales.
The company has experienced a meteoric rise to the top of the food sector globally by expanding to cookies, cakes, confectionery and juices/beverages. It is currently available in more than 20 countries and has also firmly established itself as one of the industry’s top players. The popularity of brands such as Butter Bite, CNC, Snacks Zig Zag, Marie Lite, Puff Creme, Butter Delite, Snakker Choco Sandwich Biscuits to name a few in biscuits and Hunk Bar and Snakker Choco Wafer in chocolate has enabled them to command a sizeable market share in biscuit and chocolate industries respectively, despite the fierce competition from well-established players in the industry.