yebrows would hardly be raised if a company goes ahead and launches branded chikki - the sweet peanut crunch most people love to bite into. In this case, it is the Rs 770-crore Pidilite Industries, manufacturer of various consumer products, hobby items and do-it-yourself kits that has made a foray into the snack food business and launched Chikkers.

So why did a company like Pidilite that specialises in adhesives and art products decide to enter the snack food industry? Says Apurva Parekh, director, Pidilite Industries, "This move is in line with our strategy to grow our consumer products offering."... more