Biscuits & Confectioneries
How Orion India is Scaling with Local Insight and Channel Agility
In this episode of Masters of Change, CK Sharma, Head of Sales Excellence at Orion India, shares how the company is building a strong foothold in one of the world’s fastest-growing FMCG markets. From localising global products to navigating shifting channel dynamics and leveraging technology for execution, he outlines what it takes to win in India today.
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1. Introduction and Orion’s Global Legacy
Orion has a strong global legacy. Can you walk us through how Orion India came to be and its journey so far?
CK Sharma: India is one of the most important growth markets globally today. Orion was founded in 1956 with a simple philosophy: the food we make should come from the heart.
Over time, the company has evolved beyond confectionery into a broader food business, even integrating elements of bioscience. Our portfolio includes candies, biscuits, gums, and more. In Korea, we also have a presence in film production, which reflects the brand’s diverse evolution.
2. Establishing Orion Choco Pie in India
What were the key challenges and opportunities while establishing Orion Choco Pie in India?
CK Sharma: We began with an investment of around INR 200 crore to set up our manufacturing base. Since then, we have expanded from just two SKUs to nearly forty, along with a large-scale warehouse to support distribution.
A key part of our strategy was localisation. While Orion invented the Choco Pie globally in 1974, we adapted it for Indian consumers by introducing flavours like mango, strawberry, orange, and coconut. Understanding local preferences was critical to building acceptance.
3. Sales and Distribution Strategies
What has driven excellence in your sales and distribution strategy?
CK Sharma: Innovation and differentiation have been central. For example, we launched products like Turtle Chips, which offer a unique multi-layered texture, and K-snacks inspired by Korean flavours. These helped us stand out and even introduce elements of Korean food culture to Indian consumers.
How do urban and rural markets differ in your experience?
CK Sharma: Urban markets are more concentrated and easier to service. Rural markets, on the other hand, involve multiple layers in the distribution chain, which reduces visibility and control.
Interestingly, rural markets have recently outpaced urban growth. While urban still contributes the majority of business, rural is a significant opportunity that needs renewed focus.
4. Channel Shifts and Digital Transformation
How important is channel-specific distribution today?
CK Sharma: It is critical. In metro cities, a large share of consumers now shop through modern trade and e-commerce or quick commerce platforms. Traditional trade, while still important, is no longer dominant in these markets.
Brands need to adapt their strategies based on how consumers are choosing to shop.
What role has technology played in improving execution?
CK Sharma: The shift has been massive. Earlier, sales tracking was manual and slow. Today, tools like SFA and DMS give us real-time visibility into field performance and market execution.
With India’s rapid digital adoption, businesses that do not embrace technology risk falling behind.
5. Driving Depth and Building Loyalty
How do you balance expansion with deeper market penetration?
CK Sharma: In the short term, the focus is on expanding reach by opening new outlets. In the long term, the goal is to increase throughput per outlet.
We use technology to classify stores and focus on improving value per outlet. Loyalty programmes, better visibility, and competitive pricing all play a role in driving repeat business.
6. Future Trends and Career Advice
What trends do you see shaping the market ahead?
CK Sharma: Quick commerce will continue to grow rapidly. At the same time, rural markets will require renewed attention. The key will be balancing channel mix to ensure both growth and profitability.
What advice would you give to young professionals?
CK Sharma: Find a mentor early in your career. It makes a significant difference. Stay flexible, keep learning, and focus on building a strong reputation over time.