GCL, a well known brand in tobacco, has now taken a step ahead to move into the ever expanding FMCG segment as it unveils potato chips under the brand ‘Tat-O’. The focus is on consumers who are looking for quality products.
According to Shri Gopal Gupta, Chairman, GCL, “Since inception we have always been driven by our single-minded objective to delight consumers with our products. With retail boom, consumer preferences changing, and the demand to cater to a cross-section of consumers, we are now aggressively making strong inroads into various sectors such as FMCG, Hospitality, Power etc. Hence, we have reoriented our business strategy and the Group has been rechristened as GCL, and will have strategic business units to handle these businesses.”
GCL has indulged in strong market research which unveils that consumers are looking for snacks that are tasty, crunchy and have great packaging. The company aims to offer product which is a combination of taste, vibrant design and smart packaging.
Most importantly, the category will also be well utilised for various character licensing deals including Chota Bheem on packaging along innovative gifts inside the pack.
The new range will be manufactured at GCL’s state-of-the-art automated plant at Baddi.
Talking about the roll out strategy, Apoorv Gupta, Director, GCL elaborated, “We intend launching Tat-O in a phased manner. The product will be initially rolled out in Lucknow, Bareilly and parts of UP, Punjab, Haryana and Jammu. Priced at Rs 5, Rs 10 and 15, the product will be supported by some innovative consumer promotional activities.”
GCL has invested over Rs 50 crores in this venture. GCL currently makes revenues of Rs 450 crores and hopes to introduce a host of products in the coming months including nutritious and healthy snack options.