Capital Foods says Facebook helped it to scale up noodles sales
Moneylife Digital Team 24 March 2010

Capital Foods claims to have grown 30% over the last six months in its revenues from the sale of food items after it ran an advertising campaign on Facebook, a social media network

The growing reach of popular social networking websites such as Facebook has been effectively used by fast moving consumer goods (FMCG) player Capital Foods to push up its noodles and soup sales over the last six months, reports PTI.

The company, which is an emerging player in the country's consumer market, has seen a 30% growth over the last six months in its revenues from the sale of food items after it ran an advertising campaign on Facebook, Capital Foods' chairman and managing director Ajay Gupta said.

"Advertisement campaigns in social networking sites such as Facebook and Twitter are the new marketing strategies these days. We have seen a 30% rise in our revenues in the last six months after we launched the campaign for our Ching's Noodles and soups on Facebook," Mr Gupta told PTI.

The Mumbai-based company, which clocked a turnover of Rs210 crore in the last financial year, expects to achieve a total turnover of Rs300 crore in the current fiscal from its operations in both domestic and foreign markets, Mr Gupta said.

The company, which makes instant noodles, soups and sauces under Ching's Secret, and 'Smith and Jones' brands, has targeted a monthly sales growth of 5% through its campaigns in Facebook and Twitter, he said.

"We have crossed one lakh followers on Facebook. Other leading FMCG brands have failed even to touch 30,000 so far," Mr Gupta said, adding that Ching's Secret’s Facebook community is part of its advertisement strategy to make the brand popular globally.

The company is eyeing a 20% share of the Rs1,000-crore packaged noodles segment in the domestic market over the next two years on the back of online advertising campaigns.

"We are using social media for crowd sourcing and to track what are the next flavours to launch. This is a fundamental and paradigm shift in the marketing philosophy," he said.

Over the past 10 months, Capital Food's instant noodles category has grown by 75% to Rs44 crore and is set to achieve a 20% market share over the next two years, he said.

The company has four manufacturing units across the country and has a total employee strength of around 1,100.

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