MUMBAI

ITC Foods has tied up with New York-based company ‘House of Spices’ to launch its biscuit brand Sunfeast across the US.

“To announce Sunfeast's foray into the US, we are beaming television commercials featuring Shah Rukh Khan on Indian channels in the US,” Ravi Naware, chief executive officer, ITC Foods.

On the other hand, Parle Products Ltd is soon spreading its wings to Russia and Bangladesh to launch its flagship brand Parle G.

Currently, Parle G is the largest selling glucose biscuit brand across the globe.

With these, Indian biscuit majors foraying into international markets with home-grown brands is becoming increasingly commonplace.

Just what's fuelling this enthusiasm? “The category is getting overcrowded with too many local and national players.To enhance their value and volume growth, big players are now stepping outside India to woo consumers,” added analysts. According to analysts, the Rs 4,000 crore branded biscuits market will witness a lot of action this year as major players are expanding their reach both in Indian and global markets.

On the company's export initiatives, Ravi Naware said: “For Sunfeast's foray into international markets, we are tying up with local distributors in these countries.”

As for Parle Products's export plans, Mr Pravin Kulkarni, director, Parle Products said: “We are already present in Australia, South Korea, African and Gulf countries. We are also entering Bangladesh this year. We have set up two additional plants in Bhuj and Rudrapur.”

According to analysts, the branded biscuit market will register a 12 % growth in India as many consumers are increasingly shifting from non-branded to to branded products for health reasons.