Archive · 3 Aug 2025
Mars Wrigley India Adapts Marketing Strategy for Market Growth
Mars Wrigley, the company behind Snickers and Galaxy, is changing how it sells candy in India.
They are focusing on both cheap treats and fancy gifts.
They're selling more online through apps like Zepto.
They use AI to make ads that people like.
They are also making products like Snickers suitable for Indian tastes.
They want to stand out by being funny and by making candy people want, like bubble gum.
Mars Wrigley India is adapting its marketing strategies to the diverse Indian consumer market.
The company focuses on both mass-market and premium product lines, like Snickers and Galaxy.
Digital platforms like Zepto and Blinkit are crucial for impulse purchases, representing significant e-commerce sales.
Mars Wrigley uses GenAI for personalized content, insight mining, and improved media planning.
The company emphasizes localizing products and communication to resonate with Indian consumers.
- Who
- Mars Wrigley India, led by Chief Marketing Officer Nikhil Rao.
- What
- Mars Wrigley is adapting its marketing and product strategies in India.
- When
- The changes are happening now, adapting to modern consumer behaviors.
- Where
- In India, across various sales channels and consumer segments.
- Why
- To cater to various consumer segments, digital impulse, and compete effectively in the market.
Mass Market
Premium Market
Market Focus
Mass Market
Focus on mass market products like Snickers and Boomer, which are available at lower price points.
Premium Market
Focus on premium products like Galaxy Fusions, Bounty and Twix, targeted at the wealthier consumers.
- CMO
- Nikhil Rao
- Channels
- General trade, modern trade, quick commerce
- E-commerce Sales
- 10-15% (quick commerce)
- Snickers India
- Vegetarian
- GenAI use
- Personalized content, insight mining, media planning
- Gifting Market
- ~ ₹1,100 crore