Introductions

Actowiz Solutions delivered competitor intelligence for India's salty snacks category — tracking SKU-level pricing across Lay's, Kurkure, Bingo, Haldiram, and Balaji on every major online platform.

Client Overview

The client manufactures India's most popular range of namkeen and salty snacks, competing in a category worth ₹35,000 crore and growing at 12% CAGR. With direct shelf rivals like PepsiCo's Lay's & Kurkure, ITC's Bingo, Haldiram's namkeen range, and Balaji Wafers dominating different price tiers, the brand needed continuous competitor pricing visibility.

Industry & Geography

Industry: FMCG / Salty Snacks

Geography: India — 10 metros + 5 tier-2 cities

Business Challenges

Hyper-Fragmented Pack-Size Pricing

Same chips brand sold at ₹5, ₹10, ₹20, ₹52, and family pack — each priced independently across platforms.

Regional Flavour Variations

South-specific (Tomato Tango), North-specific (Magic Masala) variants needed separate tracking by geography.

Aggressive Festive Discounting

During Diwali, Holi, and IPL season, competitor discounts spiked 15–25% with no early visibility.

Combo Pack Confusion

Lay's + Pepsi combos, Kurkure + Mountain Dew combos created pricing complexity that manual tracking missed.

Project Objectives

Track SKU-level pricing of 80+ chips & namkeen SKUs across 8 brands
Monitor festive discount patterns 7 days in advance through trend detection
Capture flavour-launch events from PepsiCo, ITC, and Haldiram
Detect combo pack pricing and dynamic bundle promotions
Enable share of search tracking for digital shelf

Actowiz Solutions Approach

Multi-Platform Crawl Infrastructure

Automated daily crawls of Blinkit, Zepto, Instamart, BigBasket, JioMart, Amazon, Flipkart Grocery, and DMart Ready.

Image-Based SKU Matching

AI-powered computer vision to match identical SKUs across platforms despite different listing names ("Lay's Classic" vs "Lays Classic Salted 52g").

Discount Velocity Analytics

Tracked discount change frequency per platform to identify which retailers run dynamic vs static pricing.

Structured Delivery

Daily CSV + Pricing Intelligence dashboard with category, brand, and city filters.

Sample Data Snapshot (Illustrative)

Brand	SKU	Pack	Platform	City	MRP	Selling Price	Discount	Stock
Lay's	Classic Salted	52g	Blinkit	Mumbai	₹20	₹18	10%	In Stock
Lay's	Magic Masala	52g	Zepto	Mumbai	₹20	₹17	15%	In Stock
Kurkure	Masala Munch	90g	Instamart	Delhi	₹20	₹18	10%	Low Stock
Bingo	Mad Angles Achaari	80g	Blinkit	Bengaluru	₹25	₹22	12%	In Stock
Haldiram	Aloo Bhujia	200g	BigBasket	Hyderabad	₹85	₹78	8%	In Stock
Haldiram	Aloo Bhujia	400g	Amazon	Hyderabad	₹160	₹142	11%	In Stock
Balaji	Wafers Salted	65g	JioMart	Ahmedabad	₹20	₹19	5%	In Stock
Lay's + Pepsi	Combo Pack	52g+250ml	Zepto	Mumbai	₹55	₹45	18%	Limited

Key Features

80+ SKU coverage across 8 leading brands
Flavour-launch detection within 24 hours
Combo pack & bundle pricing intelligence
Festive pricing trend forecasting
Tier-1 vs tier-2 city pricing comparison

Business Impact

19% improvement in promotional ROI through better festive timing
₹3.4Cr incremental sales from competitor flash-sale response
27% faster new-flavour go-to-market with competitor launch alerts
31% reduction in regional pricing inconsistency through SKU normalization
12% growth in tier-2 city share by matching Haldiram's regional pack-size pricing

Client Feedback

"We now know exactly when Kurkure or Bingo drop prices — within minutes, not days."

— Pricing & Revenue Manager, Leading Indian Snacks Brand

Conclusion

The salty snacks battlefield is won pack-by-pack, city-by-city. Actowiz Solutions equipped the brand with the granular competitor intelligence needed to defend share against PepsiCo, ITC, and Haldiram in real-time.

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"Actowiz Solutions offered exceptional support with transparency and guidance throughout. Anna and Saga made the process easy for a non-technical user like me. Great service, fair pricing!"

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