PVR enters into e-commerce, PopMagic microwave popcorn marks debut on Amazon

With an objective to strengthen its F&B offerings beyond cinemas, PVR will partner with multiple other e-commerce players making them accessible for all patrons from the comfort of their homes.

The company has exclusively partnered with celebrity Chef Sarah Todd to bring to its audience a curated range of microwave popcorn under the theme ‘World of Flavours’. PVR PopMagic is now available on Amazon in value-added packs of 3 at Rs. 269 in each of the four flavors.

PVR PopMagic is launched in four popular flavours namely - Cinema Butter, Lightly Salted, Mexican Cheese and Lemon Pepper. With this, PVR introduces its first FMCG product to go out of the cinemas and marks its foray into the e-commerce segment.

The value-added packs will be available on the other e-commerce platforms shortly. In line with the company's business objective, PVR will be expanding its F&B beyond cinemas in the coming months with diverse products suited for Indian audiences like premium gelatos, single serve pour-over roasted coffee and health bars etc.

Commenting on the occasion, Gautam Dutta, CEO, PVR Ltd, said, “In our F&B space, popcorn is the fastest-selling staple food product, and its demand is maximum. During customer surveys, they expressed their concern to carry their favourite popcorn home as the composition and packaging of the product did not allow the product as a takeaway.

"During the trial phase of 3 months, we sold more than 3 lac units of PVR PopMagic from our cinemas and food delivering platforms serving customers in cities where our cinemas were located. Following this overwhelming response, we now want to make our F&B products available to a wider set of audience across the country and take the legacy of the PVR Popcorn ahead. 

"Hence, we have partnered with other e-commerce players to maximize our reach. We are making our debut in the e-commerce space with four flavours of PVR PopMagic curated by the famous celebrity Chef Sarah Todd.”

He further added, "In order to leverage the e-commerce space further, PVR will be introducing more products in the ‘Ready to Eat’ and ‘Do it Yourself’ category in the coming months which are specially curated to suit the varied tastes and preferences of Indian audiences. We have a strong understanding of consumer choices in F&B and the e-commerce route will certainly help in expanding our reach of F&B to the masses.”