2. Objective of the Project
• Find out the competitors of Balaji Chips, Salted Category
• Direct and Indirect competition
• Product Rang of Competitor
• Stock keeping units/ store
• Customer Research
• Pricing and Quantity
• Channel Strategy
3. Company Overview
Balaji, based in Rajkot, Gujarat, India, manufactures and distributes potato chips and other grain-
based bagged snacks in flavours.
Started as a micro business it has evolved into a Rs 4000 crore company
Revenue Generated 1000 cr.
Key People: Bhikhubhai, Chandubhai & Kanubhai Virani
6. Lays Product Range
• Lay's is available in several flavors:
• India's Magic Masala
• American Style Cream & Onion
• Spanish Tomato Tango
• Classic Salted
• Hot 'n' Sweet Chili
• Swiss Grilled Cheese
• Thai Sweet Chilli
7. Competitors
• Lays from PepsiCo and Parle are the main competitors of Balaji (Plain salted Category)
• Both are targeting Family and Children
• Huge difference in quantity for lays
• Parle has failed to grab the market of salt category for test preferences
8. Average Unit Sold/week/Kirana
Company Quantity in gm Price (Rs) Unit sold
Balaji 50gm 10 40-45
Lays 56gm 20 25-30
Parle 50gm 10 10-15
Other 50gm 10 5-10
9. Indirect Competition
Lays and Parle have other products for targeting different customers with different needs within
this Category
Parle: Cream’Onion and Masala Masti
Lays: American Style cream and
Sour Cream’onion and Baked, French Salt
10. 2nd Level Competitor
• Any type of snacks
• Namkeen
• Kurkure
• Haldirams
3rd Level Competitor
• Toast Biscuits
• Namkeen Biscuits
11. Balaji’s NPD in same category
Balaji has lunched Masti wafers, Banana Wafers, Cream’Onion to
compete with Lays and Parle
12. Channel Strategy
General Trade: Available in Kiranas
Modern Trade: Available in Big Bazaar, D-Mart, Reliance Fresh, More
Online: truemart.in , vijethagrocer.com, zopnow.com
