For years, CookieMan has been defined by experience. The aroma of freshly baked cookies, the theatre of in-store preparation, and its indulgent, premium positioning have made it a familiar and nostalgic presence across India’s malls and high streets. Its Australian heritage added to its distinctiveness, setting it apart in a crowded snacking market.

But beneath that experiential layer, the brand has been quietly building something more expansive.

Today, CookieMan is no longer confined to its own stores. It has already established a meaningful presence across organised retail channels, including:

• Hypermarkets such as Reliance Smart and Metro Cash & Carry
• National supermarket chains like Spencer’s Retail and Reliance Signature
• Gourmet food retailers including Magson Retail, Modern Bazaar, Freshpik, and FoodSquare
• Regional chains such as Grace Retail, Magsons Goa, and Geom 360
• Travel retail via airport chains like Relay and Bon Voyage

This network reflects a brand that has secured premium shelf visibility across curated retail environments. Yet, visibility alone does not translate into scale. The next phase is about building depth, consistency, and reach.

That is where Banerjee comes in.

With nearly two decades of experience spanning FMCG and modern retail—across organisations such as Wellness Forever, Foodhall, Spencer’s Retail, and most recently Magson Retail—he brings a rare combination of distribution expertise, merchandising strategy, and category-building capability. His role will focus on expanding CookieMan’s packaged business across modern trade, general trade, and gifting, transforming an already present distribution footprint into a robust national growth engine.

His own articulation captures the ambition—to help build a “formidable presence in the FMCG sector.”

The leadership alignment behind this move is equally telling. Welcoming Banerjee, Sanjay Mishra, Chairman, Australian Foods, noted, “Delighted to have you with us, Saibal Chandra Banerjee. May you and the brand grow together and delight our consumers.”

It is a simple message, but one that underscores both confidence and expectation.

The timing of this push is significant. India’s cookie market is undergoing a shift, driven by premiumisation and evolving consumer preferences. Shoppers are increasingly moving toward indulgent, gourmet-style cookies, while the rise of organised retail, quick commerce, and gifting culture is opening new pathways for growth.

CookieMan, with its strong association with indulgence and freshness, is well-positioned to capitalise on these trends. However, its current business—estimated at ₹80–120 crore annually with around 50–70 stores—remains largely anchored in its store-led model. Packaged products, though present, have yet to realise their full potential.

The opportunity, therefore, lies in rebalancing the business.

Scaling the FMCG side will require more than just expanding presence. It will demand stronger distributor networks, sharper pricing strategies, efficient supply chains, and a wider SKU portfolio that can cater to both premium and more accessible consumption occasions. It will also require the discipline to ensure that products don’t just occupy shelf space, but move consistently across it.

At the same time, the brand must preserve what makes it distinctive. CookieMan’s premium identity, its international appeal, and its indulgence-led positioning are key assets in a market that is becoming increasingly competitive, with both legacy players and emerging premium brands vying for consumer attention.

If executed well, the payoff could be substantial. Over the next few years, packaged products could become a significant contributor to revenue, supported by deeper penetration across modern trade, expansion into general trade, and a stronger play in festive and corporate gifting.

In many ways, CookieMan is at a crossroads familiar to many legacy food brands—transitioning from an experience-led retail model to a distribution-led FMCG business. It is a shift that requires not just strategy, but sustained execution.

With Banerjee now leading trade sales, and with leadership backing clearly aligned, the intent is unmistakable.

CookieMan has already found its place on the right shelves. The next step is to ensure it earns a place in everyday consumption—moving from an occasional indulgence to a brand that travels into homes, celebrations, and daily routines across India.

The post CookieMan’s Next Chapter: From Mall Counters to National Shelves appeared first on Business of Food.