Chennai, July 17 - Confectionary major Godrej Hershey Limited, with a turnover of Rs.400 crore, is looking to increase its revenue in the sugar candies segment by using a mixed strategy.

While the company has launched lollipop at half the price of the competition - Re.1 - it plans to do the opposite in the hard candies segment launching variants at price points of Re.1 and Rs.2.

'Unlike overseas markets, the lollipop market in India is underdeveloped primarily to the high price point - Rs.2 per piece. We are launching our lollipop range at Re.1 in four flavours so as to grow the market,' Kinshuk Kunwar, vice-president marketing, told reporters here Friday.

According to him the total Indian lollipop market is estimated at Rs.96 crore.

He said the 900-gm weight pack Nutrine Lollipop containing 115 units will be sold to the trade at Rs.100 to realise Rs.115 selling to the end customers.

Though the price is half that of the competition, Kunwar said the product's weight is slightly less than that of rival products.

On the other hand, in the hard boiled sugar candies segment the company has come out with Nutrine Fruit Shoot at Rs.2 per roll to cross swords with Parle's Poppins.

Speaking of the hard boiled sugar candy segment, Kunwar said 76 percent of the Rs.1,600 confectionary market is at 50 paise and 25 paise price point.

'Our plan is to upgrade the market offering customers premium products at Re.