New Delhi, Aug. 3 -- From impulse buys worth Rs.10 to Rs.599 gift boxes, confectionery company Mars Wrigley is navigating India's layered consumption landscape with a sharp focus on where it can win, without compromising on quality. In an interview with Mint, Nikhil Rao, chief marketing officer, Mars Wrigley India, breaks down the company's dual-channel strategy, how it's adapting to digital impulse and why emotional differentiation still matters in a saturated snacking market. Edited excerpts:

There's been a massive surge in health and well-being: reduced sugar, zero sugar, more protein. The Indian health market today is the size of the entire FMCG market in 1990. Consumers still want great taste and value, though. At Mars, Snickers wit...