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Supa Star Foods to open ‘Misht’ kiosks in Delhi NCR

Thursday, September 28, 2017, 12:00 Hrs  [IST]
HBI Staff| New Delhi

Company to grow the retail network of ‘Supa Corn’ products in Delhi NCR in a big way

Supa Star Foods, a Delhi-NCR based food packaging and distribution company, which has entered into packaged traditional Mithai (Sweets) market with ‘Misht’ brand, will be setting up Misht branded kiosks in the Delhi-NCR. The first Misht branded kiosk is expected to be opened before Diwali. Talking about Misht brand and their marketing strategies, Pawan Raj Kumar, Managing Director of Supa Star Foods, said that the idea is to set up at least seven to eight kiosks in the next one year in the Delhi NCR, besides growing the existing distribution network of modern trade, cafes, etc.

Soft-launched at the last AAHAR exhibition in Delhi, Misht has four Mithai variants available in the market – Besan Burfi, Doda Burfi, Kaju Katli and Milk Cake – and is set to introduce Kesar Badam and Madhura Peda before the festive season.

Talking about the USP and the target market, Kumar said, “The whole objective is to make Mithai accessible to young people between the age of 25 to 35 and make it convenient to store and to eat.  People have been moving away from traditional Mithai to chocolates because it is inaccessible and difficult to store. We want to bring back the Mithai eating culture. Our Mithai are conveniently packed in single pods, and can be stored in ambient temperature without getting spoilt for 45 days.” The Ferrero Rocher market in India is today INR 1,000 cr, he said, and Misht wants to target and wean away that market to traditional Mithai.

The company has also made Misht a convenient and attractive gifting product with its unique packaging.  The Misht products are available in single pods, as well as packet of eight pods with single and assorted items for gifting. He said that the target is to make Misht a INR 100 cr turnover product vertical in the next three years.

Talking about the Supa Corn vertical, Kumar said that they are all set to grow their retail presence in the Delhi NCR from the current 800 outlets to 5,000 in the next few months. The company has hired a company to build the network. “Once, we are done with the Delhi NCR, we will go and do the same in Mumbai,” he said. Supa Corn, a ready-to-eat healthy corn snack brand, targets working mothers and school going children, and present them a healthy snacky option.

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