66 |^ Progressive Grocer^ |^ Ahead of What’s Next^ |^ July 2019
Category Watch Snacks
Offering a range of healthy and tasty
snacks for all consumer segments
Mukharochak’s ideology and
principle is all about offering
consistently high quality
products. Our focus on health
and quality-consciousness
allows Mukharochak to offer
each pack of its snack with
excitingly unique taste and
quality.- Pranab Chandra
Owner, Mukharochak
Company and brand profi le:
Mukharochak, since its inception 70
years ago, has become a household
name in West Bengal – either as an
anytime tasty snack or as a spread for any
celebration or parties. Chanachur – the
spicy, tangy and crunchy ethnic snack of
Bengal – was pioneered by Mukharochak.
And for the past four generations, the
brand has continued to serve people with
their tasty delights and found a presence
in almost every home in West Bengal.
Today, the company has a production
capacity of about 10 tonnes per day
per shift, which cements the brand’s
position in market as an undisputed
leader and a trusted snacks brand. It is
now an ISO 9001:2015 & 22000:2005
certifi ed company and produces a variety
of mouth watering snacks in its modern
hi-tech plant in the most hygienic ways.
Mukharochak has also started exporting
its products to the U.S.A, Australia,
New Zealand, the Maldives and other
international markets.
Product portfolio: Over the years,
Mukharochak has introduced tiffi n snacks,
ethnic snacks, tea snacks, and cocktail
snacks with the same authority and
success. Th e premium products produced
by mukharochak are chanachur, bhujia,
aloo bhujia, kabuli chana, moongdal, chira
mixture (chira bhaja), diet chiwra, masala
muri, chaal bhaja, chowkhas, nimki,
salted cashew nuts, dhania cashew nuts,
hing jeera cahsew nuts, salted peanuts,
For health-conscious consumers,
Mukharochak off ers products like diet
chira and chira bhaja. Besides, it has
introduced a wide range of other tasty
delights like special papri, sweet & sour,
salty and many more.Market outlook and opportunity: Th e
company believes that there is a huge
scope in this category as far as retailers are
concerned as the off take of these products
is huge and the R.O.I is also high. In the
food and beverages industry, savories and
snacks show the highest growth rate of at
least 25%.
Ethnic and traditional snacks are the
largest category in the Indian savory
snacks market. As a result, retailers
are allocating more shelf space to this
category and the rotation of the product
range is signifi cantly increasing day-by-
day. However, the production process
requires manual intervention in order to
maintain the perfect taste and quality of
the products. Th is is the reason why large
multinationals have not yet been able to
secure much market share in this category.Retailing strategy: Mukharochak
products are available in all retail stores- traditional and modern. Th e company
lays great emphasis on product-wise and
outlet-wise penetration in both modern
and general trade. It is also focusing on
the replenishment process in both the
trades. Currently, for Mukharochak,
Modern Trade holds a 40% share in the
total sales turnover in the company.
Future plans and roadmap ahead:
Keeping in mind the immense popularity
and demand of Mukharochak products,
the company plans to further expand its
distribution network across India and
beyond. A strong presence in online
shopping portals also is an important step
towards achieving that goal.
As part of the company’s expansion
plan, Mukharochak has introduced a new
model by setting up its franchise pan-India.
Th e brand’s wide range of products will be
available at all these franchised outlets.soanpapri (ghee, elaichi and chocolate),
tin-packed rosogolla, and gulab jamun.
Some products like chaal bhaja are even
sugar-free. As a result, these products are
suitable for aged consumers as well.Brand’s USP and diff erentiators:
Mukharochak’s brand’s ideology and
principle is all about consistently giving
high quality products. Th e brand does
not use any artifi cial color, chemical or
preservatives in its products. For youngsters
inclined toward fast foods, the brand has
introduced a range of tiffi n
snacks like chaal bhaja, chira
bhaja, diet chira, nimbu
mixture and masala muri, which
are preservative-free.