Knorr Case

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KNORR

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"KNORR"
About the Category/Brand Globally Knorr is Unilever’s biggest brand standing for delicious food to consumers worldwide. It strives to be within the reach of the consumers enabling them to make the perfect mealtime. Every day it touches the lives of more than 320 million consumers worldwide across 87 countries. In India, Knorr started its journey about a decade back and introduced into the market Knorr Soups. Another global giant, Nestle, had already pioneered the dehydrated soups category in India and was the first to introduce convenient packaged soups. However, within years Knorr emerged as the leading soup brand in the country and grew the fledgling category to almost INR 160 Crores. Having built its equity as a strong Soups Brand, Knorr then realized the need to get into other Foods Categories in order to take part in the nascent but highly attractive packaged foods business. It has recently