Ananya PathakPublished: 3 Sep 2019, 11:30 PM
Marketing

Sharing post-dinner paan builds connections: Mars Wrigley survey

A recent survey conducted by Mars Wrigley has found that out of 1.5 million millennials across New Delhi, Mumbai and Bangaluru, 50 per cent feel that sharing a post dinner paan with family accounts for some of their fondest memories while growing up. It was the one thing that built connections with both the old and young within a family, the findings suggest.

The brand conducted the survey to understand India’s affinity for all things desi and traditional. It was focused on decoding what desi elements top India’s list when it comes to making new connections - whether it is chai and chaat with family or even naach gaana at shaadis.

The survey also revealed that over 65 per cent millennials feel that dinner time is when the family bonds the most. A majority of the respondents also said that they would like to experience the traditional paan with a modern twist, with almost half choosing mint as their choice of flavour.

Also Read: Mars Wrigley goes local with 'Paan' mints

In line with the findings, global confectionery giant Mars Wrigley announced the launch of Doublemint Paanmint earlier this year. The product aims to widen Doublemint's presence in the freshness category. It is available across traditional trade outlets for Rs 10.

In the past, other brands across categories too have capitalised on the popularity of the paan flavour with Indian taste buds. Indian brand Havmor launched paan flavoured ice cream this year and Durex India announced a condom variant in meetha paan flavour. Unibic has introduced a 'meetha paan' flavoured snack bar.

Havmor paan flavoured ice cream
Havmor paan flavoured ice cream
Unibic's 'meetha paan' flavoured snack bar
Unibic's 'meetha paan' flavoured snack bar

Dairy Day Ice Cream and Center Fresh also launched paan flavoured variants of their products.

Dairy Day paan flavoured Ice Cream
Dairy Day paan flavoured Ice Cream