Fact Sheet

As Indias largest food and beverage business, PepsiCo India offers consumers a wideranging portfolio of enjoyable and wholesome products.
Key Facts

Indian headquarters: Gurgaon, Haryana Position: 3rd largest consumer Products Company in India Employment opportunities: Directly and indirectly employs about 150,000 people
Facilities:

36 bottling plants (13 company-owned; 23 franchisee-owned) 3 food plants

Chairman & CEO: Manu Anand

Company History

PepsiCo entered India in 1989 and has grown to become the countrys largest food and beverage business. One of the largest multinational investors in the country with an investment of over $1 billion, PepsiCo India has built an expansive beverage and snack food business supported by 36 beverage bottling plants and 3 state-of-the-art food plants. PepsiCo Indias extensive portfolio includes iconic brands like Pepsi, Lays, Kurkure, Tropicana 100%, Gatorade, Quaker and young but immensely popular and fast growing brands such as Nimbooz and Aliv

LAYS BE A LITTLE DILLOGICAL

Brand History

Lays, the worlds largest and favourite snack food brand, has steadily established itself as an indispensable part of Indias snacking culture since its launch in 1995. With its irresistible taste, international and Indian flavours and youth-centric imagery, Lays has established itself as a youth brand and continues to grow in the hearts and mind of its consumers. Over the years, Lays has become known for its engaging and innovative promotions and campaigns. The brand known for its No one can eat just one campaign has moved its positioning to Whats the programme? making Lays the main food of every programme! Saif Ali Khan has been the face of the brand for over five years, and has recently been joined by

the captain of the Indian cricket team M.S. Dhoni. Both embody the youthful energy and appeal of the brand. In 2008, Lays launched the never-before Fight for Your Flavour allowing consumers to vote for the flavour of their choice. The flavour with the maximum votes would continue in the market. The flavours have been selected by the Lays brand ambassadors Saif Ali Khan and M.S. Dhoni with each celebrity rooting for the flavour of their choice. In November 2008, Lays made yet another innovative breakthrough the Chip-n-Sauce pack. This first-to-market pack has been launched for cricket lovers as they settle in their seats to savour the best sporting action of the season. The Lays Chip-n-Sauce large pack comes in two unique flavours Chilli Chinese with a Schezwan Sauce sachet and Chatpata Indian with a Tamarind Sauce sachet inside the pack. In June 2009, Lays launched its new positioning platform: Lays Be a Little Dillogical. The new Dillogical concept makes an instant connect with youth caught between the desire to succeed and the desire to remain engaged with certain moments that offer a deep emotional fulfilment. This friction is like a game between the heart and the head, a struggle between what you want to do and what you have to do. Its all about making things that matter to the heart, happen. The new platform has been launched with a series of ads built around the universal consumer struggle between what the mind asks one to do and what the heart desires. A powerful 360 degree approach supports the new TVC, and has indeed prompted consumers to be a little Dillogical. In 2006, Lays launched the first premium crisp, Lays Stax. These perfectly shaped, bitesized crisps come in six irresistible, international flavours. These crisps are stacked in a shareable tray in a trendy can. Lays Stax caters to the global Indian citizen.

Brand Advantage

Lays, a SNACKSMARTTM product, is 100 percent vegetarian.

Quality Standards
1. HACCP (Hazard Analysis and Critical Control Point). 2. Certification by TQCSI (Australia), which confirms that products are manufactured in a food safety environment and the manufacturing process has adequate controls to track products.

3. American Institute of Baking (USA), one of the best auditing bodies for confirming process and product safety. 4. Our Plants are ISO 14000 certified, which confirms that the manufacturing process ensures environmental safety. 5. Our plants are also certified to ensure that the safety of products, processes, environment and people is maintained at a very high level. This certification is issued by OHSAS 18001 (Occupational Health and Safety Assessment Series), USA. The production process begins on farms in select regions across India where the best potatoes are grown specifically for Frito-Lay. Upon the potatoes arrival at plants, it can take as little as 24 hours for the chips to be made. Lays Chips are made using the following simple process:

Wash the potatoes are thoroughly bathed in water. Peel next, we gently peel the skin off the potatos, even as the flavour remains intact. Slice The potatoes are thinly sliced and rinsed again to remove any remaining starch. Cook The slices are cooked to a crispy crunch in one of the healthiest oils one could have, rice bran oil. Season Finally, the chips are topped off with a mouthwatering sprinkle of salt or seasoning.

The potatoes have now become delicious chips and are packed and delivered to a store near you.

Did You Know?

Lays is a SNACKSMARTTM product. It is made with Indias best-quality fresh potatoes, simply sliced and cooked in rice bran oil, and then seasoned with delicious flavours! Lays also answers the call of the ever growing health-consciousness trend in India. In order to pretect your health, Frito-Lay potato chips now have 40 percent less saturated fat, zero trans-fats and no added MSG!

MARKET SHARE IN INDIA: Multinational snack maker FritoLay has Indianised its potato chips brand Lays in the wake of competition by new entrants like ITCs Bingo. As part of its rebranding exercise, FritoLay has introduced Lays Chaat street, Indias Mint Mischief and Wafer Style based on consumer insights. This was accompanied by new packaging design, which is part of an international initiative. It has also introduced regional connect flavors on brands like Lays Caribbean Style". This initiative has seen huge success as a result of a finely tuned supply chain. We also leverage the topicality of events to deliver strong connect with consumers these limited edition flavours are in market for a fixed period of time, said Deepika Warrier, vice-president, marketing.

Although, FritoLay India leads the market with a share of 45 per cent, it has lost over 10 per cent share in the Rs 2,000 crore branded snacks market this year. Haldirams and ITC have a market share of 27 and 16 per cent, respectively.