New price variants by Mars Wrigley as part of its regionalization strategy aimed at penetration in smaller markets
National, 17th March 2021: Mars Wrigley announced the launch of a new price variant of DOUBLEMINT® and ORBIT® at INR 1. This is a significant step towards strengthening the company’s India portfolio by increased category penetration with brands that are loved by the consumers across the country.
The new price variants aim to widen the presence in the freshness category. With this launch, DOUBLEMINT® will now be available across various price points – from ₹1 to ₹100, and ORBIT® at price points of ₹1 to ₹150. The variants have been launched with the aim of providing more options to the consumers in terms of price points and consumption occasions.
Talking about the launch of the new price variants, Mr. Kalpesh R Parmar, General Manager, Mars Wrigley, India, said, “As a part of our regionalization strategy and our continued effort to expand our portfolio, our aim has been to make our products accessible to one and all. With the new DOUBLEMINT® and ORBIT® variants at INR 1, we are not only strengthening our connect with our consumers by offering a variety of choices of their favorite products, but also expanding our reach to the rural audience.”
“Over the years, our consumers have loved DOUBLEMINT® in its many formats – mints, gums, and Chewy mints, ORBIT® for its many diverse flavours and its benefits of being a sugar free gum. The launch of the new price variant demonstrates our commitment to constantly bring better experiences and products for our consumers.”, he added.
DOUBLEMINT®’s new variant in a ‘one-rupee chota pack’ has been creatively woven in to create a music video with famous singer Shaan lending his voice alongside the sought-after music entrepreneur and composer, Gaurav Dagaonkar. Social media star Vishal Pandey who enjoys a massive fan following and Sonarika Bhadoria, best known for playing outstanding roles in South movies and Goddess Parvati in much acclaimed TV show, Devon ke Dev..Mahadev have been paired for the song. You can view the music video here.
DOUBLEMINT® and ORBIT® will now be available for ₹1 at traditional and modern trade outlets across the country. Consumers can also order their favourite Mars Wrigley products from the Mars Wrigley Treats Store.
Mars is a family-owned business with more than a century of history making diverse products and offering services for people and the pets people love. With almost $35 billion in sales, the company is a global business that produces some of the world’s best-loved brands: M&M’s®, SNICKERS®, TWIX®, MILKY WAY®, DOVE®, PEDIGREE®, ROYAL CANIN®, WHISKAS®, EXTRA®, ORBIT®, 5™, SKITTLES®, UNCLE BEN’S®, MARS DRINKS and COCOAVIA®. Mars also provides veterinary health services that include BANFIELD® Pet Hospitals, Blue Pearl®, VCA® and Pet Partners™. Headquartered in McLean, VA, Mars operates in more than 80 countries. The Mars Five Principles – Quality, Responsibility, Mutuality, Efficiency and Freedom – inspire its more than 100,000 Associates to create value for all its partners and deliver growth they are proud of every day.
Mars entered the Indian market in 2002. Today, there are over 1,000 Associates across Mars Wrigley, Mars Petcare, Mars Food, Royal Canin as well as the newly launched Mars Edge programme in India. Mars is continuing to invest for growth in India and operates four production units in the country to serve customers and grow the local economy.