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"I believe parents are seeking a sense of normalcy for themselves and their children," says Phil DeConto, vice-president of category management and shopper insights at Ferrero USA.

“What we believe is, Amazon.in in Hindi is a critical step to actually address the next 100 million customers,” Manish Tiwary, Vice President, Category Management at Amazon India told reporters at a news conference.

The son, who handles marketing, advertising, volume pricing and category management for the chain, agreed that his father is a good example of achieving the American dream.

"In food retail, the question of volume and scale advantage and negotiating power in category management and buying are decisive," he said.

It is the last category, management, that AlgoSec is concerned with.