Subhash BothareThe Rise of Sunfeast: ITC’s Winning Formula for India’s Next Biscuit Boom
Introduction: The Birth of a Challenger
In the early 2000s, when India’s biscuit market was dominated by giants like Parle and Britannia, ITC made a bold move — launching Sunfeast.
It wasn’t just another biscuit brand; it was a scientifically crafted identity aimed at building an emotional connection between nourishment and happiness.
Today, Sunfeast has not only survived but thrived, becoming a symbol of trust, flavor, and aspiration. But what made this rise possible? Let’s decode the scientific logic and brand psychology behind ITC’s winning formula.
Together, these design elements project happiness and health, which became the foundation of Sunfeast’s brand promise — “Spread the Smile.”
The Market Strategy: Science Meets Storytelling
ITC didn’t just launch a product; it launched an ecosystem of emotions and flavors.
1. Scientific Segmentation:
ITC used psychographic segmentation rather than just demographics.
Sunfeast Marie Light targeted the health-conscious homemaker.
Sunfeast Dark Fantasy targeted youth seeking indulgence.
Sunfeast Bounce connected with kids through playful energy.
Each variant carried a distinct color vibration and visual identity designed to match its audience’s emotional frequency.
2. Nutritional Psychology:
By promoting “Taste meets health,” Sunfeast tapped into the cognitive dissonance of modern consumers — who want indulgence without guilt.
This balance between pleasure and purpose became its USP.
3. Emotional Branding:
Campaigns like “Smile More for Every Bite” reinforced positive reinforcement loops — every time you eat a Sunfeast biscuit, you emotionally associate it with comfort and joy.
The Psychology of the Sunfeast Logo: Color, Shape & Motion
The Sunfeast logo isn’t just about good design — it’s a vibration map of positivity.
Circular Form: Circles are the most universally positive geometric shape, representing unity, inclusivity, and wholeness.
Radiating Lines: Subconsciously signal energy, renewal, and a new beginning — aligning with the brand’s name “Sun-feast.”
Motion Flow: The upward arc suggests growth, hope, and dynamism — qualities every consumer associates with sunshine.
Scientifically, these design cues trigger alpha brain waves, creating feelings of comfort and familiarity — exactly what you want in a food brand.
The Rise to Market Leadership
Sunfeast’s growth journey follows a three-stage success pattern common to top-performing brands:
| Phase | Strategy | Outcome |
|---|---|---|
| 2003–2008 | Establishing emotional connection through TV ads and flavor innovation | Built initial loyalty and visibility |
| 2009–2016 | Expanding product portfolio: Dark Fantasy, Marie Light, Yippee (extension) | Captured diverse market segments |
| 2017–Present | Health-based innovations and premiumization | Transitioned from a value brand to a lifestyle brand |
Today, Sunfeast contributes a significant share to ITC’s FMCG growth, rivaling legacy players in both urban and rural markets.
Design Vibration and Subconscious Branding
Sunfeast’s branding works because it aligns with three human subconscious needs:
Safety (Trust): Warm colors and clean design.
Excitement (Energy): Circular motion and red hues.
Belonging (Connection): Smiling sun symbolism and comforting taglines.
When design speaks to psychology, the logo becomes more than a mark — it becomes a memory trigger.
Every time you see Sunfeast’s logo, your brain recalls warmth, family, and the joy of sharing food — all through scientific emotional coding.
Conclusion: The Science of India’s Biscuit Revolution
Sunfeast’s journey is a perfect example of how design, psychology, and strategy merge to create a market phenomenon.
From its vibrant logo design to its emotionally intelligent positioning, ITC’s Sunfeast doesn’t just sell biscuits — it sells sunshine in every bite.
Its rise proves that in India’s evolving FMCG landscape, the brands that blend scientific branding with emotional intelligence are the ones that will rule the shelf — and the heart.
Sunfeast isn’t just a biscuit brand. It’s India’s smile, baked in science
