Mars Wrigley, operating in India since 2002, has set ambitious growth targets with popular brands like Snickers, Galaxy, Mars, and Twix. The company invests 30% of its turnover in sales and marketing to build brand equity and expand its distribution network. Despite global financial challenges, Mars Wrigley prioritizes India, investing in factories and localizing products to suit Indian preferences, like heat-resistant chocolates and eggless formulations.
In the 2023-24 financial year, the company’s revenue reached Rs 2,329 crore, growing at a 15% CAGR. Mars Wrigley has three manufacturing facilities in India and employs tailored marketing strategies for each brand. For premium brands like Galaxy, the focus is on affluent consumers, while mass-market products like Snickers target broader reach through TV and digital media.
The company also emphasizes expanding its distribution in metros and rural areas, with quick commerce contributing 10-15% of revenue. Mars Wrigley aims to penetrate deeper into the chocolate market, particularly in rural areas and premium gifting. Despite being a challenger in the market, Mars Wrigley is positioning itself for long-term growth in India’s rapidly expanding confectionery sector.