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Pillsbury is a global food brand that is trying to replicate its success in Indian market. The brand was launched in Indiain 1998 as a result of a joint venture between Godrej and Selviac Nederland BV ( Pillsbury). Pillsbury have a rich heritage dating back to 1869. It started as a flour milling company named Pillsbury and is now one of the largest brands in the food products market in the world.In 2002, the company was taken over by General Mills. When Pillsbury was launched, it had the option of coming in with the blockbuster global "ready to eat products" , but it chose a contra approach heeding to the advice given by Mckinsey “ GO Basic”. So Pillsbury launched Pillsbury Chakki fresh atta ( pounded wheat flour) in the Indian market. It was a bold move because the atta market is a commodity market and the branded atta market is only 3% of the total atta market in India estimated to be around 23000 crore. Pillsbury chakkifresh atta was launched in India on the platfo