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Based on this information, the company decided to look at chips with innovative flavors.
For the recipes, the company went to the chefs in its hotels. The chefs came back with 16 flavors with twists like bindaas masti chaas, chatkila nimbu achar and tandoori paneer tikka-flavoured potato chips, chilli and tomato-flavored mad angles — inspired by khakras — and other snacks. The company decided that youngsters in the age group of 16-30 are the most experimental and hence they would be the primary target audience.
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But there was another challenge. Advertising in the category was extremely crowded...
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