Ismail Industries Ltd. was incorporated as a public limited company in 1989. The company manufactures high quality confectionery products under the brand name Candyland. Candyland are the largest manufacturer and exporter of quality confectionery in Pakistan. Manufacturing Candies (hard-boiled, special laminated and deposited), Toffees, Chew Toffees, Bubble and Chewing gums (in bar and bazooka shapes with and without stickers and tattoos and stick gum), Jellies (sugar coated and oil polished), Chocolates (deposit and coated chocolates), Lollipops (plain and gum filled) and Marshmallows.
Chilli Milli is famous brand among children as well as youth due to new taste and manufactured and exported outside the country. Chilli Milli is a great mix of sweet and sour jelly and sold in price range of 5 to 10.
Confectionery market is mostly comprises of BP and Hilal and some what smaller local regional brands. Confectionery market is very sensitive to price as its ultimate customers are children with low income. The Two major companies have years of experience in this market and almost dominating.
Basic strategy in the mind of candy land executives and brand manager Sumera Masoori is to enter in to the segment of confectionery market that is relatively unidentified So. Jellies segment in the confectionery market is still underdeveloped. Jelly segment comprises of 15 to 20% of confectionary market. So, Chilli Milli is introduced in the market. As it was first product of its nature so price charged to it is higher and also keeping the income level of target audience in mind.
Further, Chilli Milli brand was so much renowned among users that it was exported out side the Pakistan for the communities abroad. Chilli Milli brand will de exported around the globe including USA, Europe, Far East and the Middle East. As different products of different categories are heavily demanded by Pakistanis and exported abroad.