The biscuit, snack, and beverage industry is anticipating a surge in sales during April-May as the country gears up for elections. The Election Commission of India has announced the schedule for the upcoming general elections, starting on April 19 and concluding on June 1, with the results being declared on June 4.

Food and beverage companies are expecting a growth of 10-15% in sales compared to last year during the election period. The increase in out-of-home consumption is predicted as political campaigning intensifies, leading to more people attending rallies, events, and roadshows. Companies are already increasing their stock levels in anticipation of higher demand, with smaller and larger packs being made available at retail outlets.

Campaigning has begun in various states, and the expectation is for more activity as the election dates draw near. The overlap of the elections with the summer and holiday season is also seen as a boost for out-of-home consumption, especially in the beverage sector. With a significant increase in the number of eligible voters compared to the last elections, companies are gearing up for a busy and potentially profitable period.

Jayen Mehta of GCMMF believes that the elections, alongside the summer season, will drive greater movement of people and subsequently increase beverage consumption. Companies like Balaji Wafers are already strategizing to capitalize on this opportunity by increasing their presence in retail outlets and setting up stalls near rally sites to attract consumers.

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