COMPETITOR BENCHMARKING:
For this research, we shall keep the competitors limited to Jamshedpur (Sakchi), the competitors will
be defined for the 3 categories defined in our preliminary call with the company.
3 Categories:
Chips – Lays (normal + wafer thin), Uncle Chips
Particular Lays, Uncle Chips
s CHIPS
Market 48%
Share
#SKU’s
Multiple flavours ranging
from the 5 basic flavours –
Tangy Tomato, Magic
Masala, Sweet Chilli, Salted
Classic & Cheese Onion to
the exotic wafer-style
flavours of Chilli, Bangkok
style
Lays has multiple SKU’s
when looked at from the
price & grammage
variables selling at a price
point of
5 – 12g
10 – 28g
20 – 52g
50 – 104g
Uncle Chips on the other
hand has limited flavours
as compared to Lays,
however the packet &
grams are more
Available price points in
JSR for Uncle chips are
10 – 50g
20 – 100g
Haldirams, Halke Phulke &
13-14%
Halke Phulke 4 Simple
flavours – Tomato,
Mint/Pudhina, Chilli & Salted
with one variant of the wafer
only
Haldiram CHIPS has another
4 flavours – Masala, Pudhina,
Salted, Cream & Onion.
Only the 10Rs SKU was visible
in Sakchi in most stores
Grammage for the 10 Rs SKU
for either of the categories
was 45g
Online stores showcase 20Rs
SKU’s as well, that contain
about 80gm
Bingo
14.3%
Bingo 4 flavours –
Tomato, Cream & Onion,
Salted, Chilli
The sprinkle chilli is a new
addition to the chips line
and has been doing fairly
well.
SKU’s available in Rs 5, 10
and 20
Grammage for:
Rs 5 – 22.5g
Rs 10 ~ 50g
*Additionally, BINGO
MAD ANGLES & other
products in the similar
line are also garnering
market share in the
snacks category*
 Packaging LAYS: Vibrant, relatable,
bold and different
depending on the TG.
The packaging however is
small especially for the 5rs
SKU, which gives the
impression of very little
product compared to other
brands
UNCLE CHIPS: Dull colours,
large size take up shelf
space, 20/30% EXTRA pops
out
Price Rs 5, 10, 20, 30, 50 ..
Value For LAYS: very little product,
Money multiple flavour availability
UNCLE CHIPS: good value
for money, only 2 flavours
Mind LAYS: Fun, Party, Chakna,
Mapping Friends, Chaat
by
consumer UNCLE CHIPS: Filling,
s Crispy, Desi
Retailers Rs 5 – 0.5
Margin Rs 10 - 1
USP LAYS: Multiple flavours
UNCLE CHIPS: High value
for money
Extruded Category – Kurkure (all SKU’s), Cheetos
Particulars Kurkure
Market NA
Share
#SKU’s
Kurkure has multiple
flavours ranging from their
classic Masala Munch to
Hyderabadi
5 main flavours available
in all prices – 5, 10, 20 ++
Large packets, focus on
grammage and value for
money using “100g @ XYZ
price”
Colours are dull, however the
size helps in catching
attention especially with the
animation of the potato
giving it an additional local
touch
Rs 10, 20
High value for money,
grammage is higher, packet is
larger however limited in
flavours
Crispy, Desi, Bada Packet,
Kids
Rs 10 - 1
Larger SKU occupying shelf
space, simpler flavours
Bingo, Tedhe Medhe
NA
Tedhe Medhe by Bingo has 4
flavours, Masala, tomato etc
In Jamshedpur Sakchi, SKU’s
of only Rs 5 & Rs 10 were
visible and mainly in the
masala flavour.
Large packets, vibrant
colours, limited but desi
flavours that work
Similar colour strategy to
that of lays which makes
identification of flavours
easier
Rs 5, 10, 20
High value for money, mix
of both flavours and large
SKU’s
Thin & Crisp, Spicy, Chilli
Rs 10 - 1
Good mix of flavours +
packaging size +
grammage
Diamond Chulbule
NA
Diamond chulbule has 4
flavours similar to Tedhe
Medhe.
However the stark difference
is that the sticks of Chulbule
are thicker and thus seem
more filling in nature.
 In addition to these
flavours, it also has a
different twisty textured
Solid Masti in 2 flavours,
out of which only 1 yellow
masala is available
currently.
In Jamshedpur Sakchi, SKU’s
Grammage for each price of only Rs 5 & Rs 10 were
point is as follows: visible and mainly in the
masala flavour.
5 – 25g
10 – 50g

The same is available Grammage for each price

mostly in Rs 10 & 20 point is as follows:
packets.
5 – 25g
10 – 50g
Grammage:
5 – 21.5
10 – 45g *Additionally Diamon
20 – 82-90g Chulbule has multiple
iterations in snacks with
different textures as well*

Packaging Vibrant, relatable, bold Vibrant newer colours, more Vibrant newer colours, more
and different depending desi in nature, packet size like desi in nature, packet size
on the TG. Kurkure however upon like Kurkure however upon
The packaging however is holding feels fuller (especially holding feels fuller
small especially for the 5rs in Rs 5) (especially in Rs 10)
SKU, which gives the
impression of very little
product compared to
other brands

Price Rs 5,10,20 ++ Rs 5, 10 Rs 5, 10
Value For Low – Medium Iif looked Low – Medium Iif looked at Low – Medium Iif looked at
Money at from grammage from flavours perspective. from flavours perspective.
perspective.
High if looked at from High if looked at from
High if looked at from grammage perspective grammage perspective
flavours perspective
Mind Orange, Party, Chaat, Fun, Spicy, Masala, Snacks, School Not a lot could relate due to
Mapping Friends snack low availability in Sakchi
by
consumer
s
Retailers Rs 5 – 0.5 NA NA
Margin Rs 10 - 1
USP Range of flavours SKU size SKU size

Premium Category – Doritos, Lays Maxx

*Smaller SKU’s for premium category were not available in Sakchi, Jamshedpur for this category*