Red & White in a new look pack

The company officials said that the roll out of Red & White in a new look pack is expected to bolster its market share by 3.5 per cent in the current year. Sales of Red & White Cigarettes have grown by 6.6 per cent so far in volume terms this year.

Mr Anand claimed that the company's sales volume growth of 7 per cent up to January is far in excess of the 2.5 per cent growth recorded by the industry in this period.

After New Delhi, the company plans to undertake similar rollout for Red & White Cigarettes in Haryana, Punjab, Uttar Pradesh and Rajasthan in the next few months.

According to Mr Bhisham Wadhera, Senior Vice-President — Sales, the primary objective behind the launch of a new pack is to "excite existing customers of the Red & White Cigarettes brand." He held that the launch would also give an opportunity for customers who are using competition brands to "reassess" Red & White Cigarettes.

On the performance of 'Jaisalmer', which is a premium offering from GPI, company officials maintained that the recently launched brand is eating into competition.