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Kellogg Takes A Second Shot At Rolling Out A Localized Product Portfolio In India

October 19, 2012: 12:00 AM EST
Many multinational companies doing business in the burgeoning markets of China and India have had to re-tool their products to adapt to local tastes. Cereal maker Kellogg faltered in India 14 years ago when it unveiled a breakfast cereal called Kellogg Mazza in variants like elaichi, coconut and rose, perhaps due to a lack of marketing effort. But the company is taking another shot. According to The Economic Times, citing unnamed company officials, Kellogg is introducing variants like pudina, tomato and garam masala for its oats range. Kellogg may have better luck this second time around. The breakfast segment of the exploding convenience foods market in India is growing at 18-20 percent a year. Kellogg leads the market with a 55 percent share.
Ratna Bhushan, "Kellogg India to take a second shot at localising its India portfolio", Economic Times, October 19, 2012, © Bennett, Coleman & Co. Ltd
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