Orion’s big gamble in 25K cr+ Western salty snacks market in India

Orion, a South Korean food manufacturer, recently entered the arena of sports with its recent partnership with Punjab Kings as the team’s Official Snacking Partner for IPL 2023. This collaboration between the two brands is a perfect match, with cricket and snacking being a complementary pairing. As official snacking partners, Orion introduced their world-renowned Turtle Chips to fans and consumers alike. Turtle Chip is not a conventional potato chip, but corn-based four-layered chip.

In addition, with the launch of their latest offering, the brand plans to cultivate a long-lasting partnership that extends beyond the cricket field, allowing fans and consumers to indulge in the delectable and crunchy taste of Turtle Chips, available in five distinct flavours. As one of the largest markets for western salty snacks in India, Punjab was a natural and strategic choice for the brand and looks forward to celebrating the dynamic synergy between cricket and snacking.

In an interaction with Adgully, Saurabh Saith, CEO & MD, Orion India, talks more about the brand’s partnership with an IPL franchise team, changes in the snacking behaviour of Indians, the USP of Turtle Chips, expansion and growth plans, and more.

What is the nature of the partnership with Kings XI Punjab?

Orion India is collaborating with the Punjab Kings as the team’s Official Snacking Partner for IPL 2023 to launch our global flagship product, Turtle Chip, in India. Punjab is one of India’s largest markets for Western salty snacks, so this partnership is a perfect fit for us. We see this as a long-lasting relationship which will help us reach the right consumers and successfully introduce Turtle Chip to India.

What are the key observations in consumer behaviour you have observed for the snacking industry?

We are currently seeing the emergence of a dual trend in the snacking industry. On one hand, consumers are looking to snack healthier, at the same time, we have consumers seeking variety and global foods. Consumers in Metros, Tier 1 and Tier 2 towns are now keen to experiment and actively seeking new snacking options.

What is your strategy and vision of the brand?

Turtle Chip is our globally loved brand. For its India launch, we have made it vegetarian and have created five specially made in India flavours for the occasion. The brand’s uniqueness is its shape and crunch – it’s a 4-layered chip made of corn. Nothing like this exists in India so far. Turtle Chip is so named because the chip resembles a turtle’s shell. In addition to the new vegetarian flavours, we will also be dialling up our mascot, the Turtle Man, in a significant way, as both kids and adults seem to love the character.

How do you differentiate yourself and position in a fiercely competitive market like India?

We have entered the large 25K crore+ Western salty snacks market and want to get a significant share of this pie. We are a serious salty snacks player; our global figures will tell you that Orion sells more Salty Snacks than Chocopie. Our products are differentiated and are not just another addition to the crowded space. We believe that consumers will love our offering as Indian consumers value quality products, and we will stand out on this front. Early signs are very promising, and Turtle Chip is garnering much positive feedback.

How has the year been for Orion, and what are your expectations for the year ahead?

We started 2023 after very strong results in 2022, with huge tailwinds behind us. We started the South & West General Trade business in the January-February-March quarter of 2023 and continue to expand business in MT and E-commerce. We launched a new flavour in Chocopie, an Orange Pie, and are now in the process of another launch and entry into a new category with Turtle Chip. We are investing in capex and manpower, expanding our capacity at the production level and adding more sales teams to service markets better. We are very optimistic about the future of Orion and Turtle Chip in India.