Jolly Green Giant visits India

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BOMBAY -- British liquor and foods giant Diageo's Pillsbury Co., through a local joint venture, is expanding its presence in India with the launch of its Green Giant canned food brand.

The new launch follows the October 1997 debut of Pillsbury Moist Supreme Jell-O, a range of six cake mixes that inaugurated Bombay-based Godrej Pillsbury's entry in India's processed foods market.

Encouraged by new Indian government laws that permit certain food imports, Godrej Pillsbury has imported its Jell-O and Green Giant products directly from the U.S. The Green Giant canned sweet corn range comprises its Niblets and Cream Style Sweet Corn varieties.

Formed two years ago, the joint venture is 51% owned by Pillsbury Co. and 49% by Bombay-based Godrej Foods. Over the next few years, the marketer intends to expand its offerings of dough-based and processed food products. It will rely mostly on imports until sales volumes rise to levels that require local production.

Ogilvy One, Bangalore, Karnataka, handles direct marketing for Godrej Pillsbury.

Copyright January 1998, Crain Communications Inc.

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