The IUP Journal of Marketing Management
Unibic India: From Fastest Growing Niche Cookie Brand to a Challenger?

Article Details
Pub. Date : November, 2021
Product Name : The IUP Journal of Marketing Management
Product Type : Article
Product Code : IJMM251121
Author Name : Souvik Roy and Sanchali Roy Biswas
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 19



The case describes the various strategies undertaken by UNIBIC Foods India Pvt. Ltd. (Unibic) to create and consolidate its position in the highly competitive Indian biscuit industry. The case takes an in-depth look into the early history of the company and the differentiation strategy it used to make a market impact in the niche cookie segment. Later, it discusses in detail Unibic's marketing mix and media mix strategy. Information about Unibic's product development strategy, retail strategy, and advertising strategy is provided. The efforts of the company to grow beyond its niche segment and enter other sub-segments in the Indian biscuit industry are described. The case also provides an insight into the challenges plaguing the company. Can Unibic grow from a niche brand to a challenger brand?

In 2012, we were a sub 150 cr (500 million) brand and now we have grown ten times. The company has been profitable for many years now. We are extremely cash efficient in our approach. We do know that we are competing with big brands. The biggest thing for a consumer company is that we have to convince customers that we have a great product.2

Srini Vudayagiri, the CEO of Unibic Foods India Pvt. Ltd., in August 2020.


In August 2020, UNIBIC Foods India Pvt. Ltd. (Unibic), India's fastest growing company in the cookie3 segment, said it had experienced a huge demand for healthy cookies during the intermittent lockdowns enforced due to the outbreak of the Covid-194 pandemic. The company further claimed that it had seen an overall rise in demand during that year compared to previous years, despite it being a time of economic uncertainty. Sreenivasulu Vudayagiri (Vudayagiri), CEO of Unibic, said, "We have seen very good growth in our health segment. People are sitting at home generally; they want to have some snacks but at the same time they are cautious about health."5