Cornitos’ differentiated success strategy

Cornitos has been awarded the prestigious The Economic Times Best Brands 2020. It was in the year 2009 that Vikram Agarwal, a second generation entrepreneur, founded Greendot Health Foods Pvt Ltd, with the single purpose of giving well-travelled Indians a Mexican snack with an Indian twist via their flagship brand Cornitos. Greendot Health Foods Pvt Ltd was a Start up, backed by the well-known Globe Group of Companies, a 40 million USD venture.

Cornitos marketing strategy is inspired by the blue ocean strategy, which involves putting a differentiator brand or idea in place and creating more value for the consumers. Healthy and tasty are the two planks Cornitos is using to create a niche for itself. Cornitos products that were once displayed alongside international gourmet products by modern trade are now displayed alongside domestic chips and other snack products.

Cornitos channel presence is visible across categories. Cornitos is not just seen at malls and modern retail chains, but also at leading coffee shops, e-tailers and even up in the air and across borders too. Cornitos products are now being exported to over 30 countries like Canada, UK, Australia, Russia, Middle east, and South East Asia to name a few. Brand recently launched shop.cornitos.in to reach out to customers directly.

Cornitos offer Gluten Free snack. Flagship product Nacho Crisps is cooked in healthy Corn oil and made by the Mexican Lime-Treatment process of making traditional masa using Stone Ground non-GMO Corn. Product Portfolio includes Nacho Crisps, Veggie Nachos, Tortilla Wraps, Taco Shells, Chunky Salsa Dips, Cheesy Dips, Roasted Premium Nuts – Cashews & Almonds, Long Peanuts, Roasted Corn Nuts, Party Nut Mix, Coated Green Peas, Seed Mix, Pumpkin Seeds, Natural Sunflower Seeds, and Pickles – Jalapeno Peppers & Gherkins.

Cornitos future strategy will be directed to bring innovative products that are agro based, focusing on healthy snacking and providing value for money to the consumers. This year, brand is working on foraying into the non-corn-based snacks category, most likely the baked format. Brand is expected to touch the Rs 100-crore turnover mark by the end of the year on the back of product and distribution network expansion.

Brand vision is to promote a healthy and active lifestyle among people across geographies. With a Pan India presence across 40,000 outlets in 300 cities with 500 distribution channels, brand is all geared up for the opportunities awaiting them.