Indo Nissin Foods Pvt. Ltd.

Indo Nissin Foods, the maker of Top Ramen instant noodles, will distribute products of breakfast cereal maker Bagrrys India to drive penetration in a category that’s growing in double digits. The deal will widen Nissin’s distribution portfolio, while Baggrys will get access to more consumers in its first such partnership, officials from both companies said. “We believe there’s synergy in building the partnership,” said Indo Nissin MD Gautam Sharma. “Distribution of single-category products has always been a challenge.” Bagrrys, based in New Delhi, is trying to step up its presence in the market for breakfast cereals, where competition has intensified with the entry of relative newcomers such as Britannia, PepsiCo and Marico, besides category leader Kellogg Co. “We’ve got a portfolio reaching out to 50,000 stores,” said Aditya Bagri, director at Bagrrys. “We realise the category, which market estimates say reaches 2.5 lakh outlets, is a big growth opportunity. This partnership helps us reach newer outlets where our competitors are present.” Nissin has a reach of 400,000 outlets across 600 cities. The partnership is for specific products including single-serve packs of Bagrrys and Lawrence Mills, its brand of breakfast options such as cornflakes.