THE PROBLEM

A ₹2,000Cr+ legacy snacks brand dominated regionally but couldn't crack key neighbouring markets. The company was burning ₹10Cr annually on media for new markets, with zero traction. Meanwhile, other regional players were stealing share in their home market.

Management kept doubling down on the same playbook that worked in their home state. Heavy media. Traditional namkeen codes. Large unit packs. None of it landed in UP.

THE INSIGHT

The brand was trying to scale a core market playbook into a market where it had zero mental availability. At home, everyone knew the brand. In the new markets, no one cared.

The category codes that worked at home (traditional, regional, family-size packs) meant nothing in new markets. The brand needed a unique everyday household utility positioning, not louder versions of what already wasn't working.

Large unit packs assumed established brand loyalty. But consumers weren't loyal yet. They needed trial-size packs to even consider switching.

THE WORK

Stopped all new market media spend immediately. Every rupee was going into a black hole.

Repositioned the brand around the decision maker bringing everyday delight through namkeen. Not a regional specialty. Not a celebration food. An everyday household staple.

Rebuilt the entire price-pack architecture. Introduced ₹50 trial formats versus large unit packs. Made it easy and cheap for UP households to try without commitment.

Reset general trade margins to incentivize distributors to push the new pack formats. Restructured the 180-person sales force with revised priorities, new beat plans, and clear mandates around the trial packs.

THE OUTCOME

34% new market offtake increase in 6 months. Household penetration in pilot towns doubled from 14% to 28%.

The home market stopped bleeding share because management attention returned with a clear growth strategy.