Feature

Chew on this

How Godfrey Philips succeded in creating a new business proposition with its niche mouth freshener brand

Vishal Koul

I used to say that this is the Kurkure of Godfrey Phillips,” says a beaming Nita Kapoor, alluding to her pan masala brand, Pan Vilas. And the reason for the analogy is as savoury as the legendary snack brand by Pepsico. Pan Vilas became a hundred-crore brand in its first three years, quite like Kurkure. Post the initial dream run, COO Kapoor claims, Pan Vilas is a ₹200 crore-plus brand today.