Bikaji Foods International appoints Amitabh Bachchan as brand ambassador

Bikaji Foods International Ltd feature as the face of the brand in a multimedia campaign that will go live in the first week of October.
Bikaji Foods is a packaged foods FMCG company that sells popular snacks such as bhujia, namkeen, papad, among others, under the Bikaji brand name.
The company plans to extend the brand’s reach to millennials and hook them to ethnic snacking as a category that is widely popular in the country but now also competes with more contemporary brands and healthy snacking options.
The aim is to widen Bikaji’s appeal among millennials and customers who prefer modern snacks over ethnic ones.
Bikaji is a favourite among Indian snack lovers and we hope to enhance the brand appeal to young people across geographies and boost distributors’ confidence,” he added.
Earlier this year, Avendus Fund picked up a minority stake in the snack food maker for ₹40 crore.
Bikaji Foods founded in 1987 in Bikaner (Rajasthan) and has a large presence in north and east India.