However, many local competitors were mushrooming. Significant among them were Balaji Foods, Yellow Diamond and established brands DFM Foods with Crax brand and Haldiram's and Bikanerwala. Between 2009 and 2011, the number of local players rose from 1378 to 2863 Pepsico lost two to three per cent market share.The competition force it to be innovative angain. Around 2005, the brand had begun widening its consumption base in a manner similar to that of Cadbury's ad campaign through which it tried to put itself in place of traditional sweets.