A cross-functional research team at ITC developed a new potato chips unit in Haridwar to produce 16 localized flavors of potato chips and finger chips in 3 size packs priced competitively. The promotion campaign for the new snack brand targets 16-30 year olds using TV, radio, hoardings and internet to build awareness of the brand's crispiness and position it as healthy, while distribution utilizes ITC's existing chain and innovative racks with Future Group and higher margins for retailers.