Journal of Current Research in Food Science
2025, Vol. 6, Issue 2, Part A
Adaptive marketing strategy for MSME chips industry: A case study of Chennai-based company
Author(s): Kayalvizhi S, Midhun Kumar R, Ragul S, Rajaravi C and Sridhar N
Abstract: Rib n’lip is a potato-based chips brand manufactured and marketed in Chennai, India. The company has strategically positioned itself in the growing Indian snack food industry by targeting the youth demographic, which is rapidly expanding as India moves toward becoming the youngest nation by 2024. With a strong presence in college campuses, Rib n’lip focuses on young consumers who are increasingly drawn to fast, flavorful, and affordable snack options. The product is available in a variety of unique and appealing flavors such as Magic Chat, Chilly Tomato Ketchup, Classic Pepper, Cheese Onion, Jeera Pepper, Strawberry Shocks, and Choco Boom, catering to a wide range of taste preferences. The brand has maintained a stable market presence in Chennai for over eight years and has built strong brand recognition among the younger population. With Chennai being a city of high population density and cultural diversity, the product has enjoyed widespread acceptance. The company also actively promotes its products through food expos like the annual event held at Nandambakkam Trade Centre and by setting up promotional stalls in IT companies, thus expanding its visibility. Rib n’lip now aims to expand its operations into Tiruchirappalli district in Tamil Nadu, seeing it as a promising new market due to its growing urban youth population. The company also plans to intensify its marketing through cost-effective online advertising to maximize return on investment. By aligning its business strategy with demographic trends, Rib n’lip is well-positioned for sustained market growth. This case highlights the potential for businesses that effectively tap into emerging youth markets while adapting to changing consumer behaviors.
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How to cite this article:
Kayalvizhi S, Midhun Kumar R, Ragul S, Rajaravi C, Sridhar N. Adaptive marketing strategy for MSME chips industry: A case study of Chennai-based company. J Curr Res Food Sci 2025;6(2):01-03.
