Indian cricket team captain has joined hands with a new brand which is owned by the RP-Sanjiv Goenka Group. They roped Kohli as the brand ambassador for its packaged snacking brand, Too Yumm.
The group has taken the Too Yumm brand into 50,000 stores pan India and plans to triple that number in the next three months.
"The contract with Kohli is for two years and currently limited to this brand (Too Yumm), but we may explore a future relationship with him for other FMCG categories as and when we enter them," said Goenka.
There are at present 24 packs across variants under the brand which are sold at Rs 10, Rs 20 and Rs 40 a pack. The eVita brand operates in the mass segment and is priced at Rs 5 a pack.
"FMCG is the group's next big bet and will become a billion-dollar operation in the next four years. It is already clocking 15 crore sales a month which we want to double by March, so that in 2018-19 the revenue touches Rs 500 crore. While we plan to expand the FMCG business into more categories, the immediate focus is to establish the snacking business," said Goenka.
The Telangana plant, set up over 27 acres will be ready in a year with a capacity of 1,000 tonnes a month. At present, the company's FMCG capacity is 300 tonnes a month. The group has plans for the further acquisition.
Virat Kohli, who endorses many famous brands had recently launched his own clothing brand too with Puma. The Indian skipper already had one with his name, called 'WROGN'.