This has elevated the Pillsbury brand to the second slot displacing DCW's Captian Cook atta in the south. Hindustan Lever reigns supreme with its Annapurna brand. Earlier, DCW's Captain Cook brand had a good grip on the market with its position being second only to Annapurna.

Both Lever's Annapurna and Pillsbury's Chakki Fresh Atta brand have gained market share since May this year in the southern market. These two brands have continuously gained market share since their launch.

According to industry estimates, while Annapurna has upped its share to around 31 per cent in July from 28.8 per cent in May, the Pillsbury brand has appreciated its share to the current position from 9.5 per cent in May.

The loser has been Captain Cook, whose market share has dropped to around 12 per cent in July from 14 per cent in May. CaptainCook's market share has dropped mainly because of a slowdown in DCW's promotional activity, said industry observers.

The country's branded-flour market has been growing rapidly at around 40 per cent to 45 per cent per annum. The southern market contributes around 25 per cent of the all-India volumes of 1.5 lakh tonnes valued at around Rs 200 crore. Industry sources said that the market is seen growing at a faster pace in the south.

According to Godrej Pillsbury chief executive officer Samir Behl, the company will soon roll out the atta brand nationally, after having tested the waters in the south first. It is learnt that the brand will soon be launched in Mumbai as part of Godrej Pillsbury's expansion drive. The company is in the midst of beefing up its national distribution network.