Cornitos's CASE STUDY

It started in the bustling capital of India, New Delhi, back in 2009. The snack market was booming, yet there was a gap—a void for premium-quality nacho chips and innovative snack options. That's when Cornitos emerged, not just as another snack brand but as a significant player in the Indian snacks industry. Over the years, Cornitos has evolved to become the leading brand it is today. But what sets Cornitos apart? How did it carve a niche in an already saturated market? Let's dive into Cornitos's journey and unravel the strategic decisions that make it unique.

The Birth and Vision

When we founded Cornitos in 2009, we noticed the Indian snack market was dominated by traditional offerings. The demand for something different and exotic was palpable. Our vision was simple yet ambitious: to introduce the authentic taste of Mexican snacks to the Indian consumer base. With a product portfolio that includes flavored nacho chips, salsa dips, and exotic toppings, we aimed to cater to the evolving taste preferences of our consumers.
Our journey was driven by product innovation. We focused on unique flavors and combinations, continuously pushing the boundaries of what consumers expect from snack foods. According to a report by Euromonitor, the Indian snacks market was valued at $8.2 billion as of 2022, growing at a CAGR of 12 percent from 2018 to 2022. We leveraged this growth by positioning ourselves as a premium player in the market.

Emphasizing Quality and Variety

What truly makes Cornitos special is our unwavering commitment to quality and variety. Our nacho crisps are manufactured in a state-of-the-art facility with a capacity to produce 100 tonnes per month. This is crucial because, according to a Nielsen report, 75 percent of Indian consumers prefer snacks with a high-quality assurance tag.
Dr. R. Rajendran, a renowned food industry expert, emphasized, "Quality is the single most significant parameter that determines consumer loyalty in the snacks industry. Brands that invest in quality control and manufacturing processes stand a better chance of retaining customers."
Cornitos lives by this mantra. From the selection of raw materials to the packaging of the final product, every step is meticulously monitored to ensure top-notch quality. Our product range, which includes Taco Shells, Chunky Salsa Dips, Roasted Premium Nuts, Coated Green Peas, and Pickles, provides a wide array of options for consumers, making us a go-to brand for a variety of snacking moments.

Strategic Marketing and Brand Visibility

Another cornerstone of Cornitos's success has been its strategic marketing and brand visibility efforts. We have employed dynamic branding techniques and strategic collaborations to enhance our market presence. Notably, our partnerships with national and international retailers and distributors have expanded our reach significantly. Currently, Cornitos products are available in 25 countries worldwide, and we boast an extensive distribution network across India.
Analytics firm Statista reveals that the global savory snacks market was valued at approximately $138 billion in 2022, marking a substantial opportunity for growth. By tapping into this broader market, we could leverage international collaborations and local partnerships to maximize our impact.

Understanding Consumer Needs

One of our most profound advantages is our ability to intuitively understand and meet consumer needs. We acknowledge that snacking is not just about taste but also about emotional fulfilment and social impact. Our products aim to provide fun and entertainment, nostalgic value, and a sense of belonging.
Harvard Business School's Professor Gerald Zaltman, an expert in consumer behavior, once noted, "Consumers do not buy products; they buy solutions to problems." Cornitos embodies this by offering snacks that not only satiate hunger but also cater to the emotional and functional needs of our customers. Whether it's simplifying snack choices, reducing the risk of unappealing flavors, or offering a variety of sensory appealing options, Cornitos delivers.

Revenue and Sustainability

Understanding our cost structure and revenue streams helps illuminate the business model that keeps us thriving. Cornitos primarily earns revenue through the sale of its diverse product range. However, it is our meticulous cost management, which includes procurement, manufacturing, distribution, logistics, marketing, and promotion, that ensures profitability.
We believe in sustainable growth. Our distribution network is optimized to reduce carbon footprints, and we continuously explore eco-friendly packaging solutions. This resonates with our consumer base, over 60 percent of whom, according to a 2021 Deloitte survey, prefer brands with a conscious approach to environmental sustainability.

The Road Ahead

So, what does the future hold for Cornitos? We are poised for both vertical and horizontal expansion. With plans to introduce new product lines and penetrate deeper into international markets, we aim to reinforce our position as a global snack brand. Our focus on digital maturity will also see us leveraging AI and data analytics to better understand market trends and consumer behavior.
As we navigate our journey, we remain committed to our core values of quality, innovation, and consumer satisfaction. Cornitos is not just a brand; it's a promise of delivering delightful and satisfying snacking experiences, every single time.
In sum, Cornitos is an exemplar of how a young brand can redefine market standards through quality, innovation, and strategic growth. As industry experts, we remain passionate about sharing our journey and insights, hoping it serves as a beacon for other emerging brands aiming to make their mark.