"You have to move with the trend. If you don't, you will fall back": Jay Sachdev, Balaji Wafers

A quick chat with the manager, marketing, Balaji Wafers, about distribution in these trying times.

We have to go back to 1974, in a cinema hall canteen in Gujarat, for the birth of Balaji Wafers. Since then, it has spread its wings to several states of Northwest India, and is now looking to expand to other states as well.

In a previous interview with afaqs!, Jay Sachdev, manager, marketing, Balaji Wafers, said, “We have a strong foot in the West zone. In these markets, we have a good presence in both Tier II and III cities. Until now, we did not feel the need to engage in marketing activities. However, we are now looking to expand to other markets. We want to establish ourselves as a national brand. The TVC and getting (actor) Ayushmann (Khurrana) on board are both steps in this direction."

Sachdev is a man of few words. He's clear on what he wants to say - simple and straight to the point.

Edited excerpts (responses):

As told to Shreyas Kulkarni