25 March 2021


Pitaara, the flagship food brand of DBL (Desai Brothers Limited) offers a range of traditionally loved namkeen in 18 variants is available In Punjab & Haryana. Catering to the youth, Pitaara brings a brand of potato chips – ChipseeZ; available in five exciting flavours – Truly Salted, Zesty Pudina, Peppy Cream & Onion, Zingy Tomato & Zippy Masala in Rs. 10 and Rs 5 packs. ChipseeZ is the first brand in the category to have introduced innovative flavours like Pudina. Driven by consumer insights, ChipseeZ is now introducing Rs. 20 pack SKU in the market.
Acknowledging the contribution of channel sales, a unique retailer gratification initiative Pitaara Privilege Partner was undertaken to felicitate the retail network for their support during Covid times.

Within a short span of its launch since 2019, ChipseeZ quickly became popular, gaining grounds with the youth in urban markets. Variants like Truly Salted and Peppy Cream and Onion have become all-time favourites.

Despite the challenges faced during lockdown last year, ChipseeZ strongly grew its presence in key urban markets like Ludhiana, Amritsar, Jalandhar, Mohali, Hissar and Fatehabad among others. Our indirect distribution network, driven by concepts like Mobile Wholesale is fueling our coverage in some of the most remote rural areas and other points like highways, bus stations and transit points.

Mr. Arnab Chatterjee, CMO Pitaara says, “Driven by market & consumer response for ChipseeZ, we are constantly evolving our product and marketing mix strategy. After recently introducing our 4 layer packaging for enhancing product shelf life, we are now gearing up to introduce Rs. 20 pack for all our 5 variants. We are also working on introducing some very exciting new & fusion flavours for the Indian palette. We believe in providing best value to our consumers and hence our grammage is the highest in the category across price points.”

Strengthening brand’s commitment towards channel partners, Mr. Chatterjee added, “One critical factor for Pitaara’s success amidst extended lockdown during Covid situation has been our channel partners. We undertook a unique retailer gratification initiative


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