Instant noodle brand YiPPee crosses Rs 1,000 crore sales mark

ITC's instant noodle brand YiPPee has crossed the Rs 1,000 crore sales mark in the year ended September. In noodles segment, Yippee is the second largest brand with about 22% market share.

Aashirvaad, ITC's largest brand, has garnered consumer sales of Rs 5,000 crore, further consolidating its position as one of the biggest brands in India's packaged foods segment. 

Hemant Malik, Divisional Chief Executive (foods), ITC, said, "There were certain packs where we were under-indexed, such as large family packs. So we changed our strategy to focus on supply chain, promotion and distribution of these large packs and that segment is now growing for us."

"It's become a Rs 1,000 crore brand. When we got into space, there was one very large competitor and it was very important for us to innovate and offer a differentiated product in the market. After seven-and-a-half years now, we have more than 22% market share led by innovations like round, long and non-sticky noodles sold along with vegetables in sachet," he added.