The breakfast cereal category in India is heading for more competition. British food company Weetabix announced its entry into India today. The company, which has whole-wheat-based products such as porridges and breakfast cereal enters a market that has so far been dominated by the US breakfast cereal biggie, Kellogg's.

Weetabix, which has brands such as Weetaflakes, Crunchy Brand and Seriously Oaty, is aiming at 10 per cent market share over the next two years and will be launching in 35 cities.

It is also in talks with major retailers for marketing tie- ups and is looking at a network of 4,000 stores. At a later date, the company may also look at India as a manufacturing hub for other Asian markets.

But the Indian market might not be easy to crack. Since its launch, Kellogg's has struggled to make a success of its India operations as breaking into the traditional Indian breakfast habits has not been easy.