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ITC launches noodles under Sunfeast
The Times Of India - 27 Sep 2010

ITC has launched noodles under its Sunfeast brand in Chennai, Coimbatore and Kerala. Of late, FMCG compnaies like GlaxoSmithKline and Hindustan Unilever and private labels like Big Bazaar's Tasty Treat have entered this segment.

Chitranjan Dar, divisonal chief executive, ITC Foods. said: "We are looking to tap at synergies. While pasta as a category is predominant in larger cities, noodles is a more universal offering and in that sense is a more intense catgeory," explains Dar. The instant noodles maket in India is pegged at Rs 1,200 crore and is seeing a 15-20% growth year-on-year.

Clearly, the huge market opportunity is a big pull for players like ITC. "Noodles is a big growth market that has a limited competitive set at the moment."

ITC is planning a national rollout of Sunfeast Yippee! soon. The company is also planning to introduce more flavours in noodles within the next 8-10 months," says Dar.

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