Pepsico India launches premium priced Quaker white oats

Chennai: Potato snacks major, Pepsico India Holdings Private Limited, has made its maiden entry in to the Indian breakfast cereals segment with the launch of Quaker Oats (white oats) by its FritoLay division.

Launched in Chennai, the premium-priced product is priced at Rs70 for a 400gm refill pack while competitor Bagrry's India Limited sells 1,200 grams for Rs125. Quaker Oats also comes in 35gm and 200gm packs priced at Rs8 and Rs38 respectively.

Despite these prices, managing director Manu Anand does not agree that Quaker Oats are higher priced compared to the competition. "Compared to corn-based breakfast cereals, our product is competitively priced."

According to him, Pepsico is testing the waters with its Chennai launch and depending on the market response the company would decide on the national roll out. "While the numbers are not available, the market size for white oats is relatively small."

The breakfast cereals market is estimated at around 14,000 ton, of which the white oats segment is around 4,000 ton. Pepsico currently imports the oats from Australia.

Like instant noodles, Quaker Oats come with a flavouring pack. According to Sucheta Govil, marketing director, "The two flavours — cardamom and masala — could be mixed at the time of preparing the oats."