American food company, General Mills India, is in the process of meeting creative agencies, confirm sources. The process is currently underway in Mumbai. It is learnt that the company officials have begun initial conversations with a few large, networked agencies.
In October 2012, Saatchi's mandate for General Mills was extended to Parampara, a range of ready-to-cook Indian gravy mixes. This development came in the wake of General Mills' acquisition of the Parampara portfolio, including its branded range of ready-to-cook spice and sauce mixes sold under the brand names Parampara, StarterZ and Curry Tree, last year.
Minnesota-headquartered General Mills has been present in India since 1996 and operates in this market through several divisions such as retail, bakeries and food service, exports and global business services. The company's website claims that General Mills is focused on bringing global brands and technology to India and adapting them to suit local sensibilities.
The company's India portfolio includes Pillsbury bakery mixes and specialty flour, dough-based products such as breads, wraps and rolls, and take-away brands such as Häagen-Dazs and Nature Valley. The company also markets a specialised range of Indian products in countries such as the United States, Singapore, United Arab Emirates and the United Kingdom.
It may be recalled that last month, the free online classifieds website Olx.in, one of Saatchi's Delhi accounts, initiated a creative pitch.