Aniruddh 090 | Anu 094 | Aritrika 096 | Nikhil 124 |

Paarmi 127 | Saarini 139 | Surabhi 152 | Vasundhara 158

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Introduction
Segments of Industry
Key Players
Key Growth Drivers
Barriers to Growth
Estimated Growth
Trends and Forecasts
Segment Analysis
Key Performance Indicators

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Critical Success Factors

SWOT Analysis
PESTEL Analysis
Porters 5 Forces Analysis
International Trends
Regulations
Imports
Exports
Recent Activity
Cost and Profitability Analysis

o The Food Processing Industry had an estimated value of US $ 121

billion in FY12
o Indias food processing industry accounts for 32 percent of the Indian
food market
o It is expected to touch US $ 194 billion by 2015
o The sector registered a CAGR of 15.6 percent during FY 07-13
o It is ranked 5th in terms of production, consumption and exports

o In India, the industry is largely dominated by ready to eat segment, which

contributed to 90% of total sales of packages foods in India FY13
90 %

o The industry contributes to 1.3 1.5 % of Indias GDP

o Contribution of this industry in manufacturing GDP in FY12 stood at 14%

o The Indian Food Processing industry is primarily export oriented

o Indias agri and processed foods exports stood at US $24.04 billion

during April-March, 2012 13

$24 .0 bn

FY12

o During FY 08-12, Indias exports of

processed food and related products
increased at a CAGR of 27.3%

$14.0 bn

FY11
FY10

$10.7 bn

FY09

$10.7bn

FY08

$10.9bn

10

20

30

o Investments in this sector grew at 20 percent per annum in five years

o Total investment in this sector at present is estimated to be US$ 24.04
billion
o Approximately 10 million people are employed in this industry
o The Government of India expects about US$ 21.9 billion of investments in
food processing infrastructure by 2015
o FDI worth US$ 1,970.09 million has been invested during April 2000 to

July 2013, according to Department of Industrial Policy and Promotion

(DIPP)

Sectors

Products

Dairy

Whole milk powder, Skimmed milk powder, Condensed

milk, Ice cream, Butter and Ghee, Cheese

Fruits & Vegetables

Beverages, Juices, Concentrates, Pulps, Slices, Frozen &

Dehydrated Products, Potato Wafers/ Chips, etc

Grains & Cereals

Flour, Bakeries, Starch Glucose, Cornflakes, Malted Foods,

Vermicelli, Beer and Malt Extracts, Grain based Alcohol

Fisheries

Frozen & Canned products, mainly in fresh form

Meat & Poultry

Frozen & Packed mainly in fresh form, Egg Powder

Consumer Foods

Snack Food, Namkeens, Biscuits, Ready to eat food,

Alcoholic & non-alcoholic beverages

% share, 2011
13%
30%
10%

Beverages and others

Grains and pulses
Fruits & vegetables

Oil

10%

Meat & marine

2%

Dairy

35%

Player
Dabur India Ltd.

Segment
Beverages & Culinary

Products
Fruit Juice, cooking
pastes, coconut milk,
tomato puree, lemon
drink, chili powder and
honey

About the company

Closely held listed
company with
Promoters holding at
78.4 percent of the total
share capital
Dabur Foods is a 100
percent subsidiary of
Dabur India
Turnover of US$ 19.12
million in 2004

The company is focusing on boosting institutional sales to hotels, restaurants and caterers.

Player
Nestle India Ltd.

Segment
Dairy, Beverages &
Snack Food

Products
Instant Coffee,
condensed milk, dairy
whitener, infant food,
chocolates and
confectionaries

About the company

Incorporated in 1959
as food specialties,
Nestle Americana,
Switzerland promoted
Nestle India (NIL)
Nestle India is 51
percent subsidiary of
Nestle SA
Gross turnover in the
year 2007 was US$
652 million

The company is focusing on launching new products in all product segments

Player
Parle Agro Private Ltd.

Segment
Beverages and Bottled
Water

Products
Fruit drinks and bottled
water

About the
company
Leading player in the
fruit based beverages
segment and the
bottled water segment
Its flagship product is
the fruit based drink
Frooti Mango, which
has 75 percent market
share

Backward integration and aggressive media campaign for its product launches has broadly
been its strategy

Player
Britannia Industries
Ltd.

Segment
Bakery Products

Products
Biscuits, flavored milk,
dairy whitener, ghee,
bread, cake and rusk

About the company

A leading player in the Indian
organized biscuit market with
nearly 30 per cent value share
The Nusli Wadia group, one of the
oldest business houses in India
and Groupe DANONE, French
multi-products food company,
equally share the 48.5 per cent
promoter holding in Britannia
Sales of US$ 327.6 million in
2004

Britannia will strengthen its position by launching new products and improving volumes and
introducing variants of the existing ones

Player
Cadbury India Ltd.

Segment
Confectionery

Products

About the company

Chocolates, hard boiled

confectionery, malt
foods, cocoa powder

Cadbury, a subsidiary of Cadbury

Schweppes is a dominating player
in the Indian chocolate market with
strong brands like Dairy Milk, Five
Star, Perk, Gems etc.
Dairy milk is the largest
chocolate brand in India.
Chocolates and confectionery
contribute to 75 per cent of
Cadburys turnover.
Sales of around US$ 234.54
million in 2007

The company plans to increase franchise of its existing brands and continue to explore new
product opportunities including adjacent market opportunities

Player
Pepsico India
holdings

Segment
Beverages and
Snack food

Products
Soft drink, fruit juice
and
chips

About the company

PepsiCo was founded in 1965
through the merger of Pepsi-Cola
and Frito-Lay.
Tropicana was acquired in 1998
and PepsiCo merged with The
Quaker Oats Company, including
Gatorade, in 2001.

Pepsis focus is high volume scales and is raising capacity by setting up of new plants as
well as appointing new franchisee bottlers

Player
Hindustan
Unilever
Limited(HUl)

Segment
Beverages,
Staples,
Dairy, Snack
Foods

Products

About the company

Tea, instant coffee,

biscuits, ice-creams,
salt,
wheat flour -atta,
instant
drinks, soups, jam
and
squash

The parent company Unilever holds 51.55

per cent of HULs equity
Indias largest fast moving consumer
goods company, with leadership in
Home & Personal Care Products and Foods
& Beverages
HULs brands, spread across 20 distinct
consumer categories, with
combined volumes of about 4mn tons and
sales of US$ 2.17 billion
HULs Foods segment is at 9 per cent,
beverages are at 12 per cent
of its businesses

HUL has followed the strategy of divesting its non-core businesses and focusing on its food
business as a growth driver.

oIncreasing spending on health and nutritional foods

oIncreasing number of nuclear families and working women

oChanging lifestyle
oFunctional foods, fresh or processed foods
oOrganized retail and private label penetration
oChanging demographics and rising disposable incomes

oConsumers are more focused on health

oPackaged food that has sugar, salt, oil, preservatives etc beyond a
healthy level are becoming a no-no
oCompanies already are targeting this segment with numerous
product launches
oExamples - Pepsico's 100 percent juice and usage of rice bran oil to
reduce saturated fat in its products

oIncreasing nuclear families, students and single employees are leading to rise in consumption of
processed read-to-eat canned and frozen foods
oThe number of upper and middle class Indians consuming packaged food is expected to rise to
200 million in 2012 from the current 30 million
oITC, MTR, Amul, etc are quick to capitalise on this trend with products like Dal Bukhara, Murg
Methi, Sunfeast Pasta Treat, Shrikhand, Pure Ghee, Nutramul etc

oChanging lifestyle and increasing spend for snack-on-the-go is responsible for a USD 3 billion and
growing snack market

oHaldirams, Frito Lays, ITC are quick to capture this market with products such as Masala Peanuts,
Chips, Bhujia and Chats

oFunctional Foods, Fresh or Processed Foods that claim to provide health benefits are
on the fast-growth path in India
oFabindia Organics, Organic Food retail outlets like 24 Letter Mantra and Godrej
Agrovets Nature Basket have big plans in this segment

oMost important demand booster for the processed food in India

oThe proportion of the productive age group (15-59 years) is nearly 80 in India
oThis age groups propensity and ability to spend on quality processed food is higher

oHigher incomes as more Indians join to middle class and upper class also impact the
demand of processed food positively

Organised retail comprises of less than 5% of the total retail market in India, but is
growing at over 20%

Food retailing, which constitutes 14% of the organised retailing, is also expected to
benefit from the growth of organised retail

With increasing trend of major retailers towards private labels, the demand from retail
market for processed foods is also expected to increase significantly

Every year Indias farms lose between 20-25% of their fruit and vegetable output (estimated
approximately at INR 52,000 crore) due to spoilage at various stages. Nearly 90% of food
processing units are small scale, operating with limited use of technology to enhance the
lifespan of their produce.
These problems are compounded by Indias poor transport infrastructure, which compares
unfavorably to other nations in transit time and transaction costs. For instance an Exim
container of foodstuffs will take 12-13 days to process in India, compared with just 3-5 days
in France or Denmark.

India is currently rated behind the other BRIC nations by the World Bank when it comes to
ease of conducting business. Excessive documentation is an example, where bureaucracy
gets in the way of efficiency. For instance transporting goods to India requires an average of
11 documents, as opposed to 2-3 documents in France and Singapore.
The current high rate of 12.5% VAT, along with a complicated range of other taxes such as
octroi and excise duty, also affects competitiveness of the sector and can put the price of
packaged foods out of reach for many customers.

In order to be profitable in the processed foods sector, companies need scale, the ability to
charge a premium and an efficient cost structure each of which is problematic in India.
Scale is difficult precisely because India is so vast, requiring time and effort to fully establish
market penetration. Low levels of disposable income, a tendency toward value-consciousness
and a strong bargaining culture make it hard for companies to charge a premium, particularly
with competition from the unorganized sector.
To date, this has been met with no-frills products and small package sizes. However, this
strategy reduces profit margins and constrains the potential for enhanced products. These
factors combine with Indias problematic infrastructure to make efficiencies in cost structure
difficult. When we take into account the food industrys vulnerability to inflation and changing
commodity prices, the difficulty of striking a profitable balance is clear.

Approach 1: Looking at historical growth

Despite recent high levels of growth due to inflation, a longer-term perspective shows that the
average annual growth rate for packaged foods has been 13.5% since 1998. This provides a
baseline estimate which could be used to forecast growth for coming years

Approach 2: Aggregating contemporary forecasts

Analysts predict growth rates for the packaged food sector anywhere from 9% to 13% for the
next 5-6 years. At one end of this scale, EuroMonitor points to high inflation and reduced
consumer spending power as factors which may limit growth, backed up by Datamonitor's
conservative estimate of 10%. At the other end, Gyan Research's higher figure looks
optimistically at the availability of raw materials, changing Indian lifestyles and the promise of
favorable regulatory policies

Approach 3: Lessons from China

For decades now, India's per capita GDP has mirrored that of China with a lag of around 10
years. At India's current stage of domestic market development, China witnessed a significant
upswing in packaged food consumption.

Approach 4: Bottom-up analysis of the sector

Growth will not be uniform throughout the sector. While annual growth in certain emerging subsectors may reach as high as 20%, mature categories of the market such as plain milk, biscuit
and bread are unlikely to see rates higher than 8%.

These considerations lead us to assess the predicted rate of growth for India's packaged food
market at around 14% p.a. It's worth noting that this figure, whilst higher than previously
predicted, will still leave India behind peer nations such as Brazil and China by 2020.
There are two important conclusions to be drawn.
o
o

First, growth will continue to be strong going forward and will be somewhat higher than
anticipated.
Second, growth is going to be especially intense in select categories which have emerged in
recent years, such as flavoured milk and instant noodles. In contrast, categories that are
basic and large today, such as bread and spices, will see slower growth going forward

Packaged food continues to be heavily dependent on urban consumers

Since packaged food such as ready meals and frozen processed vegetables offers a
great deal of convenience, such products are increasingly chosen by working couples
in urban areas

Packaged food has gained more popularity in urban areas, as manufacturers have
started to offer healthy products such as fortified dacha, oats and atta noodles

With urban consumers cutting back on their spending, and only meagre increase in
salaries, companies are focusing on tapping the rural market. They are launching their
products in smaller pack sizes and at low price points

The launch of products at prices like Rs5 and Rs10 is helping companies protect their
market share. For instance, Kelloggs India has launched breakfast cereals priced at
Rs10 which are mainly targeted at rural and semi-urban consumers

Consumer foodservice showed strong double digit growth in 2012 and 2013, despite
the economic slowdown

The number of foodservice outlets in India increased by 3% in 2012, to over 2 million

Rises in disposable income, coupled with companies expanding their reach in tier II
and tier III cities helped in the robust growth

Strong performances by fast food players and pizza full-service restaurants

contributed to the solid growth

Despite challenges like high rents and inflation, the market has potential for further
growth. Fast food operators are opening new outlets in smaller towns to maximise
gains

o Consumer foodservice sales in India grew by 12% in 2012, reaching Rs5 billion. The
slight slowdown in growth compared with 2010 and 2011 was mainly due to rising food
inflation and an increase in the prices of petrol, which led to companies increasing their
prices significantly. This discouraged people from eating out regularly
o With the increasing popularity of Italian cuisine in India, pasta sauces and olive oil have
seen strong growth
o Consumers in India have become more adventurous in trying new cuisines. For
instance, restaurants catering to Japanese food or Thai food have appeared, which were
previously non-existent in India
o New locations, unique formats, innovative menus and exciting themes are contributing to
increased consumption. These are, in turn, increasing retail packaged food sales, as
consumers want to replicate these dishes at home

Indian snacks are mainly dominated by unbranded products. This trend is slowly
changing, however, with an increasing number of consumers starting to buy branded
snacks instead of loose products from bakeries, due to the hygiene factor

Many new players, like MTR Foods, Maiyas Beverages and Foods Pvt Ltd and Parle
Products Ltd, have forayed into snacks. Snacks which previously were prepared at
home are now sold in branded format, tapping into consumers paucity of time.

Impulse and indulgence products in India witnessed 22% value growth in 2013. This
growth was similar to that recorded in 2012

Impulse and indulgence products have been growing at a rapid pace due to rising
income levels, growing urbanisation and busy lifestyles. The gradual switching of
consumers to packaged products and aggressive marketing campaigns by
manufacturers to attract consumers to their brand have added to the growth

o Factors like irregular eating times, long breaks between lunch and dinner, and the increasing influence
of Western culture, including some unhealthy eating habits, are driving sales of many categories, like
snacks, cakes and ice cream
o Chocolate confectionery witnessed strong growth of 28% in 2013. Chocolate confectionery is growing
as consumption is expanding from children to adults. Adult consumers craving for luxury and premium
chocolates, such as Lindt, continued to grow further in 2013. To tap this trend, manufacturers of premium
chocolate brands, such as Chocoladefabriken Lindt & Sprngli, expanded presence in premium stores,
such as Brown Tree, as well as outlets like Spar and many retail outlets in urban areas

o Sales of chocolate confectionery were supported further as consumers continued to prefer giving
premium chocolates on occasions such as the traditional Indian festivals of Diwali and Raksha Bandhan
o Packaged/industrial pastries witnessed the slowest growth in 2013, of 12%. This was significantly lower
than the 18% growth registered in 2012. Consumers have become more conscious about their spending
and have reduced the consumption of packaged industrial pastries, favouring alternatives such as snacks
and cakes instead

o Also, as there are only a limited number of national players in this market, consumers
did not have options like discounts, freebies and extras that could drive sales
o Independent small grocers continue to be the most popular channel for most impulse
and indulgence products, including sweet and savoury snacks and confectionery
o However, with growing urbanisation, resulting in a sharp rise in the number of modern
retail formats, such as supermarkets and hypermarkets, the distribution landscape for
impulse and indulgence products is undergoing a change in India. This trend is expected
to continue, with consumers switching to modern retail stores for a wider selection of
products and a more comfortable shopping environment
o There were no significant innovations in packaging in 2012 and 2013. However, leading
manufacturers are focusing on the type of colours and the packaging to differentiate
themselves from competition. Companies have also launched their products in smaller
pack sizes. For instance, Ferrero India Pvt Ltd has focused on introducing smaller bite
sized packs

o Growing demand for quick and tasty meals in India, coupled with increasing
urbanisation, changes in lifestyles and the emergence of advanced cold storage facilities,
has led to the growth of the meal solutions market in India
o The market for meal solutions, like ready meals and frozen processed food, is growing
as they are a quick fix meal solution compared to Indian food, with its lengthy preparation
time and complicated cooking processes
o For many middle class Indians living away from home, it is about the struggle to eat on a
small budget, and the challenge of rustling up a snack without a proper cooking appliance.
In such cases, meal solutions are popular.
o In 2013, current value sales increased by 17%, which was slightly faster than the review
period CAGR. Sales continued to be driven by the increasing number of women in the
workforce, who cannot devote much time to cooking and continue to seek convenient
products such as meal solutions. It is notable that the economic slowdown did not have a
major impact on sales of meal solutions, which are targeted mainly at urban consumers

Frozen processed food saw the fastest growth in 2013

The middle class population in India has gone through a dramatic transformation in lifestyles, moving
from traditional spending on food and groceries to lifestyle and convenience food products, like frozen
processed food. Frozen processed food can be easily customised to suit changing Indian tastes without
spending much time, and is available at all times of the year

With the growing cold storage facilities in India, demand for frozen processed food is rising significantly.
Growth is also due to initiatives being undertaken by companies such as McCain Foods India, with the
aim of educating Indian consumers about the benefits of these packaged food products in comparison
with fresh food

Dessert mixes did not perform in line with other products in meal solutions in 2013. The lower growth of
this category was mainly due to the availability of ready-to-eat sweets in local shops

Traditional sweet shops make a particular effort to meet festival demand. Such sweets were traditionally
mainly prepared at home. However, due to busy lifestyles and scarcity of time, a transition to packaged
sweets is apparent

Urban consumers are also beginning to prefer alternatives to traditional sweets. For instance,
Cadburys gift packs have successfully challenged the dominance of mithais or Indian sweets during
the festive seasons

Biscuits, cookies and savouries are also gaining in popularity. This change in preferences has affected
sales of dessert mixes

The distribution of most meal solutions, including soup, is expected to continue to shift towards
supermarkets and hypermarkets, because the target audience for such products is mainly urban
consumers, who are shifting from independent stores to modern retail outlets

Consumers in metro areas are doing their grocery shopping in supermarkets instead of independent
small grocers

Manufacturers will also focus their in-store promotion efforts on supermarkets, which offer large display
space and premium shelf positioning

Average unit prices increased by 5% in 2013. Price rises are mainly attributable to factors like
increases in the prices of agricultural commodities, labour and petrol

o Manufacturers are looking at various ways to maintain stable prices. Companies are
buying agricultural commodities in bulk and much in advance, and hoarding them to
hedge the risks of increases in agricultural prices and traders hoarding commodities
during crop failures
o There was a substantial increase in the prices of meat and meat products which led to
an increase in unit prices of products derived from them
o Frozen processed food requires a cold chain which consumes a lot of electricity. The
prices of all these are ultimately passed on to end consumers, leading to increases in
unit prices

o Consumers shifting from loose or unpackaged products to packaged products are

driving sales of nutrition/staples in India
o Growing awareness of hygiene, coupled with easy accessibility to packaged milk, has
prompted consumers to move from loose milk to packaged milk. Most of the dairy
companies, such as CavinKare Ltd, continue to introduce value-added products, especially
flavoured milk and fruit-based drinking milk
o Value-added products have helped companies to maintain better margins and gain
profits. Many companies also introduced sour milk products, cheese and other dairy
products to reduce their dependence on drinking milk
o Nutrition/staples reached sales of Rs1,229 billion in 2013, growing by 19% in that year.
This growth was slightly higher than the 18% growth in 2012. There are many factors which
contributed to this growth, including urbanisation, coupled with rising prosperity and the
increasing pace of modern life, which has increased consumer spending on packaged food

Another reason is consumers eagerness to try new food and drinks. Consumers demand for nutritious
and healthy food has increased, which is prompting them to turn to nutrient-rich milk products. All these
factors have led to strong growth in nutrition/staples in India

Yoghurt and sour milk products saw the strongest growth in 2013, of 34%. Yogurt and sour milk
products have become increasingly popular amongst health conscious consumers, especially mothers
who want healthier snacks for their children.

Products such as flavoured spoonable yoghurt and flavoured sour drinks offer a good combination of
flavour and heath, and have been well received by consumers. Leading manufacturers, including Nestl
India Pvt Ltd, Danone Food & Beverages Pvt Ltd and Parag Milk Foods Pvt Ltd, have introduced
yoghurt variants in local flavours to suit the Indian palate

Unpackaged/artisanal bread did not grow in line with other products in nutrition/staples in 2013. Growth
in artisanal bread was affected by the launch of other packaged healthier variants of bread, including
whole-wheat and multigrain. The availability of branded and healthier variants of bread allowed healthconscious consumers to switch from artisanal bread

Nutrition/staples enjoys a very diverse distribution landscape. The bulk of dairy products continue to be
sold through milk booths set up by regional dairy cooperatives; however, sales through hypermarkets
and supermarkets are growing rapidly

With the entry of international players, such as Danone, which operates through modern retail stores,
coupled with rapid urbanisation, modern retail channels are growing rapidly in terms of number of
outlets and sales. Although sales of other nutrition/staples products in modern retail stores, including
bread and breakfast cereals, continue to grow, traditional stores remained the major distribution
channels in 2013

New retail stores operated by food manufacturers themselves are also establishing a presence in India.

For instance, Kutwal Foods Pvt Ltd, launched its own stores called My Urja, which stock the companys
entire range of products. This includes processed liquid milk, milk products, soft drinks and packaged
drinking water under the brand name Urja, Long life/UHT milk is increasing in popularity in urban India

Consumption of long-life/UHT milk has gained popularity amongst educated urban families where
family members do not have time to buy milk daily and instead purchase their groceries, including milk,
at the weekend. To exploit this growing preference, many domestic manufacturers, including Mahanand
Dairy, a venture of Maharashtra Rajya Sahakari Dudh Mahasangh, Maryadit (MRSDMM), have
introduced UHT milk in brick liquid carton packaging. Parag Milk Foods Pvt Ltd launched Topp-Up, a
brand of energy milk or flavoured milk with an innovative packaging with a ring crown pull cap, so an
opener is not required

The introduction of smaller pack sizes to maintain affordability and allow consumers to try products was
apparent in various categories, like breakfast cereals, noodles and yoghurt

The average unit price of nutrition/staples products increased by 6% in 2013. Cooperatives like The
Karnataka Milk Federation increased the price of milk due to rises in utility costs including those of
diesel and petrol. The prices of milk pouch film, furnace oil and other consumables required for milk
processing and packing also increased, leading to a rise in production costs for milk and milk
production

Source: MOFPI

Impulse and indulgence products increases by 22% in current value terms to reach Rs505 billion
in 2013

Factors like irregular eating times, long breaks between lunch and dinner, and the increasing
influence of Western culture, including some unhealthy eating habits, are driving sales of many
categories, like snacks, cakes and ice cream

Consumers are slowly switching from unbranded to branded products

Sweet and savoury snacks sees growth of 25%, to Rs111 million

The average unit price increases by 10% in 2013, due to rising input costs

Britannia Industries Ltd leads the impulse and indulgence category, with a value share of 13% in
2013

Impulse and indulgence products is expected to increase by a constant value CAGR of 10% over
the next five years

Snacks which previously were prepared at home are now sold in branded format, tapping into
consumers paucity of time.

Chocolate confectionery witnessed strong growth of 28% in 2013

Chocolate confectionery is growing as consumption is expanding from children to adults. Adult

consumers craving for luxury and premium chocolates

Packaged/industrial pastries witnessed the slowest growth in 2013, of 12%. This was significantly
lower than the 18% growth registered in 2012

Consumers have become more conscious about their spending and have reduced the
consumption of packaged industrial pastries, favouring alternatives such as snacks and cakes
instead

Also, as there are only a limited number of national players in this market, consumers did not
have options like discounts, freebies and extras that could drive sales

Forecasted sales of impulse and

indulgence products by category

Past sales of impulse and

indulgence products by category

Registered retail value growth of 21% in 2013 to reach Rs 405 billion

Olive oil with retail value growth of 37% in 2013 is driving fastest growth

Ruchi Soya Industries Ltd with retail value share of 17% continues to be the category leader within oils and
fats in 2013

The growing health and wellness trend drives Indian consumers to trade up to premium oils and fats

There is still no mass awareness about the health risks associated with trans fats in India and products
which possess trans fats are still widely available across the country. The prices for such products is low and
the demand remains high due to lack of awareness in rural areas

The Indian oils and fats category is mainly characterised by local players, such as Ruchi Soya Industries ,
Adani Wilmar , Gujarat Co-operative Milk Marketing Federation and KS Oils

The growing health and wellness trend is expected to continue over the forecast period and will encourage
manufacturers to launch health-orientated oil and fats products.

Oils and fats is expected to grow by a constant value CAGR of 9% over the next 5 years

Past sales of Oil and

Fats by category

Forecasted sales of Oil

and Fats by category

Distribution of Oil and Fats by Format

In 2013, meal solutions reaches sales of Rs86 billion, recording current value growth of 17%

Frozen processed food sees the fastest growth

Mahashian Di Hatti Pvt Ltd led sales of meal solutions in 2013, with an 11% value share. The
company is a leading player in dry sauces/powder mixes in India. MDH, its flagship brand, has
been backed by high profile advertising and a strong distribution network. Its products Chunky
Chaat Masala, Kitchen King Masala and Chana Masala have gained significant popularity over
the years

Most sales of meal solutions in India are accounted for by economy and standard brands

Soup brands such as Knorr, Maggi and Chings Secret straddle the economy and standard
segments. Imported brands, such as Campbells, Batchelors and Continental, offer more
premium priced products, but awareness of these brands is low, due to a lack of publicity

Private label products are strengthening their presence in this category. Many private label
ranges, like Easy Life, Feasters, Nilgiris, Reliance Select 100%, Spencers, Tasty Treat and Tasty
Wonders, have a strong presence in sauces and condiments

Company Shares of Meal Solution: % Value 2009-2013

Sales of Meal Solutions by Category: % Value Growth 2008-2013

Retailers have moved beyond just basic products, like herbs/spices or pickles, to include products
like mayonnaise and cooking pastes

However, private label continued to face strong competition from established brands, which enjoy
strong brand loyalty.

Sales of frozen processed food, canned preserved food, ready meals and soups are still very
restricted to urban households, but with manufacturers launching single-use packs at lower price
points, and strengthening their presence in rural areas, sales will see a rapid increase.

The cold chain in India is in the nascent stages of development

There are very few specialised distribution companies providing refrigerated transport and
warehousing for perishable produce/processed food products. The development of cold chain
facilities has been hampered high costs and the difficulty of guaranteeing a continuous supply of
electricity. Lack of such infrastructural facilities threatens growth.

Meal solutions are led mainly by domestic Indian players, such as Mahashian Di Hatti Pvt Ltd,
Eastern Condiments, Venkys and Kohinoor Foods. The international player McCain Foods
performs strongly in frozen ready meals in terms of snacking offerings, whilst MTR Foods Ltd
does well in vegetarian ready meals.

The Indian frozen processed category is dominated by domestic players, such as Mother Dairy
Fruit & Vegetable, Al Kabeer Exports, Innovative Foods, Venky's, Suguna Poultry Products,
Darshan Foods, and Godrej Agrovet

McCain Foods was the only prominent international player within frozen foods in the country and
is set to hold a retail value share of 5% in 2013

Furthermore there is little price differential between the leading brands resulting in intense
competition

Most of the brands available are priced at almost the same level and there is no differential
between premium and mass brands

Frozen processed food is expected to grow by a CAGR of 11% in constant value terms over the
forecast period

Growth in modern retail chains, increased refrigeration of small retailers and rural households,
growing awareness of frozen food products and the progression of fast food chains over the
forecast period are expected to drive sales of frozen food.

Brand Shares of Frozen Processed Food: % Value 2010-2013

The bulk of brands in nutrition/staples continue to be standard in terms of pricing; however, many
companies have introduced premium products focused on health and wellness, which are priced
higher than standard brands

In addition, private label made a foray into nutrition/staples products such as pasta and dairy in
2013

Sales of nutrition/staples are expected to increase by a constant value CAGR of 8% over the
forecast period

Growth during the next five years will be mainly driven by consumers switching from loose milk to
fresh packaged milk. Manufacturers are likely to undertake awareness campaigns to educate
consumers about the health benefits associated with fresh packaged milk

Since certain nutrition/staple products, such as meal replacements, continue to be niche, it would
need a strong advertising push to generate product awareness amongst consumers

Noodles are still not considered a healthy meal option in India. According to a study by
Ahmedabad-based Consumer Education and Research Society conduced in October 2012,
which tested 15 noodles, the health claims of many brands are not true

Company Shares of Nutrition / Staples by Category: %

Value Growth 2009-2013

Sales of Nutrition / Staples by Category: %

Value Growth 2008-2013

Drinking milk products continued to be fragmented with various cooperatives maintaining the lead
in their respective regions, mainly. Most companies continued to maintain share with Karnataka
Milk Federation witnessing a small rise in value share in 2013

Since Indian consumers continued to consume fresh milk largely, domestic manufacturers with
strong local distribution channels and strong local presence, continued to rule.

The presence of private label products remained negligible in drinking milk products in 2013.

Drinking milk products is likely to see a constant value CAGR of 5% over the forecast period.

Flavoured milk drinks is likely to continue growing at the fastest rate over the forecast period with
consumers likely to become more health conscious

Other dairy continued to witness limited growth due to the low popularity of products, including
cream, coffee whiteners, and condensed milk

Since most of the products including cream and condensed milk are bought occasionally, other
dairy is not likely to show strong growth over the forecast period. Other dairy is likely to see a
constant value CAGR of 2% over the forecast period

Distribution of Drinking Milk Products by Format: % Value 2008-2013

The Indian baked goods category is dominated by unorganised small local players catering to
consumer needs locally. Domestic manufacturers characterise the Indian baked goods category
with select organised players in 2013

The probability of multinationals entering the category in the forecast period is low due to its
fragmented nature

Britannia Industries with an expected retail value share of 9% of the baked goods category
proved to be the most successful player in 2013

The company has been expanding its presence and baked goods range aggressively. The
company now offers a range of premium and luxury cakes to consumers

Baked goods is expected to grow by a constant value CAGR of 2% over the next five years

Urban regions of India witnessed rapid growth and expansion of modern retail outlets in 2013.
However, modern retail outlets such as hypermarkets and supermarkets continued to remain low
compared to the overall retail scenario in India

Distribution of Baked Goods by Format: % Value Growth 2008-2013

Brand Shares of Baked Goods: % Value 2010-2013

Hygiene, e.g. measured by number of micro-organisms per mL of finished

product

Energy efficiency measured e.g. by ton of steam per ton of sugar produced

Minimization of waste, measured e.g. by percentage of peeling loss during

the peeling of potatoes

Labour used, measured e.g. by number of working hours per ton of finished
product

Minimization of cleaning stops measured e.g. by number of hours between

cleaning stops

Total group sales

Net Profit

Total water withdrawal

Total number of significant product recalls or incidents of non-compliance

Nutrition sales

Products meeting or exceeding Nutritional Foundation profiling criteria (as % of total sales)

Products with increase in nutritious ingredients or essential nutrients

Products with reduction of sodium, sugars, trans-fatty acids, total fat or artificial colourings

Products containing Branded Active Benefits (sales, CHF million)

Products featuring Nestl Nutritional Compass labelling (% of sales worldwide)

Products with specific portion guidance (sales, CHF million)

Popularly Positioned Products (sales, CHF million)

Total workforce (number of employees)

Total rate of new employee hires (%)

Total rate of employee turnover(%)

Lost-time injuries among employees and on-site contractors (per million hours worked)

Total recordable injuries and illnesses among employees and on-site contractors (per million hours worked)

Fatalities of employees and on-site contractors

Average hours of training per year per employee per category(p)

Leadership positions held by women(%)

Local management committee members native to country in developing countries (%)

New products introduced per quarter

% first time right

Standardization of products

Inventory stock-out value

% of Damaged goods

Transportation cost as a percentage of revenue

Average order-to-shipment lead time

o
o

Total production volume (million tonnes)

Materials
o
Raw materials used (million tonnes)
o
Materials for packaging purposes (million tonnes)
o
Packaging source optimisation (kilotonnes saved)

Energy
o Total on-site energy consumption (petajoules)
o Total direct energy consumption (petajoules)
o Total indirect energy consumption (petajoules)

Biodiversity
o Total size of manufacturing sites located in protected areas (hectares)

Emissions, effluents and waste

o Direct greenhouse gas emissions (million tonnes CO2eq)
o Indirect greenhouse gas emissions((million tonnes CO2)
o Quality of water discharged (average mg COD/litre)
o By-products (kg per tonne product)
o Waste for disposal (kg per tonne product)

o
o

Environmental sustainability governance

Manufacturing sites certified

Time-to-market for new food products

Packaged foods export

More retail penetration at rural markets

Packaged food exports

Sales forecast fidelity

Region-wise and period-wise sales

Sales by executives

Days sales outstanding

To achieve this predicted annual growth rate of 14%, industry players must work hard to engage with the Indian
consumer and create a suitable environment for growth. Here we have outlined some of the critical factors which
will affect profitability and outcomes for companies.
o

Success Factor 1: Secure quality input

Processed food demand is racing ahead of Indias agricultural capacity and is beginning to cause shortages.
Following the example of market leaders such as Lay's, Amul and ITC, companies must pay attention to the
back end of production, working intensively with each stage of the value chain.
Training farmers to improve produce yields, through contract farming, better seeds or improved farming
methods
Supporting research to improve produce
Investing in infrastructure, such as transport or processing machinery
Working with vendors, encouraging them to promote certain products
Educating consumers about the benefits of packaged food, such as improved product quality, variety and
health

Success Factor 2: Connect with young Indian consumers

India's population has a median age of 25.5 years , with young consumers more likely to purchase packaged
food. Cadbury, Lay's and Pepsi all provide good examples of sustained and targeted marketing campaigns. They
have also introduced country-specific products, helping to establish their brands as in tune with the tastes of
India's youth market.

Success Factor 3: : Focus on value-added products

Moving beyond basic offerings allows companies to increase market segmentation and penetration. Enriching
products with nutrients, offering low-fat alternatives or promoting low-sugar options for diabetics are examples
of ways in which brands increase market share by catering to the health-conscious. In the same way, luxury
products (such as Cadbury's Silk range) sell at a premium and yield higher profit margin. In beverages, premium
spirits account for just 8% of category share but provide 35% of industry profits .

Success Factor 4: Select the right categories

The market for packaged foods is evolving and companies must choose their entry point based on two criteria:
whether the category is large and growing (therefore open to scalability); and / or whether it is not mature
(therefore open to innovation and new brand competitors).

To take biscuits as an example: savoury snacks are a rapidly-evolving category; whereas mass sweet biscuits
are a mature subsection of the market. Operators in this subcategory would need greatly different products and
marketing campaigns to achieve growth.

Success Factor 5: Do what it takes to be in the Top 3

India's unique retail environment, with crowded sales channels and little direct interaction between consumers
and products, means that brands must work hard for recognition. However, doing so is critical. Companies
must choose carefully where they enter the market and do so based upon their strengths. Sustained, profitable
growth in packaged foods is not easy, and in India it's particularly critical to establish a leadership position.

Making a profit in India's packaged foods market may not be easy. However, the current moment
represents a tantalizing opportunity that food companies cannot afford to ignore.
To succeed in this sector, participants must plan and act smartly. But they must also bear in
mind the existence of multiple stakeholders.
Bain & Company's value-web, in the next slide, demonstrates the network of relationships and
dependencies that form the packaged foods sector. In order to create new markets or win in
existing ones, companies must recognize these dependencies and work productively with each
element, as several leading players have already done.

Each player in the value-web can benefit from the expansion of India's packaged food industry,
and each has a part to play in promoting expansion.
The sector as we see it is at an exciting point of inflection, with accelerated growth beckoning
around the corner. How sharp that inflection point will be depends, to some extent, on
developments within the policy and macroeconomic context. But for companies which
understand this context, and are prepared and able to seize the opportunities presented by
India's new markets, the prospects are bright.

Ability to establish forward and backward linkages through contract farming, cold chains, and
a strong distribution network

Use of modern technology in Fruits & Vegetables processing rather than manual methods

Using hybrid seeds to improve yields

Large number of innovative products and branding

Ability to increasing scale of output

Wide product portfolio of high-value products such as yoghurt, sweets

Ability to tap into export markets

Developing a portfolio of milk-based products

Ensuring quality and sustained branding

Ability to tap into export growth in the value-added segment

Poor supply chain facilities and cold storage

Continuing preference for fresh food among consumers

Poor yield of crops and milch animals

Approximately 35% of agricultural produce is wasted due to poor cold chain linkages during
storage and transportation

International trade rules and increasing protectionism in export markets

Poor performance of the agricultural/primary sector

Low productivity in milch animals despite India having the largest bovine population in the
world (i.e. 250 million)

Lack of scale in the industry despite of success stories such as AMUL

Quality and hygiene is low in street-side wet markets

Imperfect slaughtering

High supply chain costs as feed constitutes 60% of total broiler costs

Primitive rearing techniques

Unregulated slaughter facilities

The country has only 3,600 slaughterhouses, 9 modern abattoirs,171 meat processing units
and a limited number of pork-processing units

Abundant availability of raw material

Priority sector status for agro-processing given by the central Government

Vast network of manufacturing facilities all over the country

Vast domestic market

Social acceptability of agro-processing as important area and support from the central
government.

Low availability of adequate infrastructural facilities

Lack of adequate quality control & testing methods as per international standards

Inefficient supply chain due to a large number of intermediaries

High requirement of working capital.

Inadequately developed linkages between R&D labs and industry.

Seasonality of raw material

Low availability of new reliable and better accuracy instruments and equipments

Inadequate automation w.r.t. information management.

Remuneration less attractive for talent in comparison to contemporary disciplines.

Large crop and material base offering a vast potential for agro processing activities

Setting of SEZ/AEZ and food parks for providing added incentive to develop greenfield projects

Rising income levels and changing consumption patterns

Favourable demographic profile and changing lifestyles

Integration of development in contemporary technologies such as electronics, material science,

bio-technology etc. offer vast scope for rapid improvement and progress

Opening of global markets may lead to export of our developed technologies and facilitate
generation of additional income and employment opportunities.

Affordability and cultural preferences of fresh food

High inventory carrying cost

High taxation

High packaging cost

Competition from global players

Loss of trained manpower to other industries and other professions due to better working
conditions prevailing there may lead to further shortage of manpower.

Rapid developments in contemporary and requirements of the industry may lead to fast
obsolescence.

Internal Political/Economic Events

o Increasing economic disparities among regions are emerging as a political risk capable of provoking serious sociopolitical tensions that could lead to localized violence from time to time
o The states likely to be advancing economically are:Gujarat, Haryana, Kerala, Maharashtra, Punjab and Tamil
Nadu. Those likely to be lagging economically are: Assam, Bihar, Madhya Pradesh, Orissa, Rajasthan and Uttar
Pradesh

External Political/Economic Events

o Any outbreak of hostilities between India and its neighbours could disrupt trade and negatively affect the solvency
of some importers.
o India could benefit greatly from free trade

Policies
o A number of policy initiatives have been taken from time to time to promote growth of the processed food sector in
the country. Some of these are:
o Most of the processed food items have been exempted from the purview of licensing under the Industries
(Development & Regulation) Act, 1951, except items reserved for small-scale sector and alcoholic
beverages.
o Food processing industries were included in the list of priority sector for bank lending in 1999.
o Automatic approval for foreign equity upto 100% is available for most of the processed food items excepting
alcohol and beer and those reserved for small scale sector subject to certain conditions.

Developmental
o Assistance under various plan schemes.
o Widening the R&D base in food processing by involvement of various R&Di nstitutes and support to various R&D
activities.
o Human Resource Development to meet the growing requirement of managers, entrepreneurs and skilled workers
in the food processing industry.
o Assistance for setting up analytical and testing laboratories, active participation in the laying down of food
standards and their harmonization with the international standards.

Promotional
o In order to create awareness about the potential and prospect of food processing industries in the country, this
Ministry provides,
o a) Assistance for organizing workshops, seminars, exhibitions and fairs.
o b) Assistance for studies/surveys etc.
o c) Publications and films

Regulatory
o Implementation of Fruit Products Order (FPO), 1955.
o Implementation of Meat Food Product Order, 1973.

o Land and Property laws

oThere is a shortage of good quality space and rents are high for what is available.
o Only Indians can own property in India, which complimenting the restrictions placed on FDI, restrict the entry of
foreign players.
oThe initial urban planning of cities was done with smaller plots in mind which along with rigid building and zoning laws
make it difficult for procurement of retail space. \
oThe urban land ceiling act and rent control acts have distorted property markets in cities
o Labour Laws
oThe labour laws instituted to protect store workers are not flexible enough to support the modern formats of retailing.
These rigidities in the law constrain the operations of modern retail outlets. Working hours are restricted, with shops
required to close one day of the week and the hiring of part-time employees is difficult, however, in Bangalore, the State
Government has permitted flexibility in the use of labour without doing away with the associated benefits accruing to it.
o Taxes
o Corporation tax is 38% and this would be even higher at 45% for a foreign business.
oEven essential basic foodstuffs are taxed (8% on milk).
o The varying sales tax rate across states make supply chain management an even more difficult task for retailers
o With the expected introduction of Value Added Tax (VAT) in April 2005, some of the sales tax anamolies in the supply
chain could get correct over a period of time.

In addition to the general legal requirements, there are a few legal requirements that are specific to Food Processing
Industries. A food processing enterprise has to comply with several compulsory legal requirements. Implementation of these
norms with regard to Small and Medium Enterprises

Legal Requirements
o a). Prevention of Food Adulteration Act (1954
o Milk and Milk Products Order (MMPO.
o c.) Fruit Products Order (1955.
o d). Standard of Weights and Measures (Packaged Commodities) Rules, 1977
o e.) Export (Quality Control and Inspection) Act, 1963
o f). Voluntary Standards: are regulated by organisations involved with voluntary standardisation and certificates
systems concerning quality parameters in food. g). Oils, Deoiled Meal and Edible Flour Control Order 1967 and
Vegetables Products
o Control Order, 1976
o h). Meat Food Products Control Order, 1973

Restriction on FDI
o A strong FDI presence in food processing sector is expected to not only boost the retail scenario, but also act as a
driving force in attracting FDI in upstream activities as well. This will be more prominent in food processing and
packaging industries because many large retail chains also promote their own brands by way of backward
integration/contract manufacturing.

The challenges to food processing are socio economic environment, subsistence agriculture,
fragmented value chains and lack of infrastructure for post harvest management and
processing. Some issues are country specific: role of federal and state government, policies

regarding marketing of agriculture produce, and food safety regulations

o

Sub-optimal growth of the food processing industry can be attributed to the vicious circle of high
unit cost low demand, low capacity utilization again leading to high unit cost

Affordability is also a major issue in the domestic market

Price differential between fresh and processed food in India is very high relative to convenience,
hygiene and health values of the processed food. In the developed countries processed and
fresh food compare well in prices.

There is need for working out synergy between business and environment for sustainable
development. The Govt. will bring together environmentalists, industrialists, policy
makers and NGOs at State

The Govt. will compliment the efforts of various other Govt. departments, Public Sector, Private
Sector, Industry associations, Cooperatives, Consumer action groups, NGO etc. to provide a
healthy, and enabling environment.

The Govt. recognizes the need to achieve these objectives by way of removal of restrictions,
private sector participation, enhanced Market opportunities, rationalization of tax structure and
positive interface with the industry

Rapid transformation in the lifestyle of Indians, particularly those living in urban India,
has resulted in dramatic increase in the demand for processed food.The main reason why
processed food is luring the urban Indians is the convenience that it offers to cooking, as they

don't need to spend hours in kitchen to get that appetizing food

o

Increase in overseas travel and the presence of foreign media in the country has resulted in
more Indians opting for processed food. For instance, in 2007, above 5Million Indians had
traveled abroad and the number is likely to rise by 15% to 20% every year

Also, it's likely to double in the five years to come. These trends entail significant growth
potential for the food processing industry in future and, as a result, add to the attractiveness of
investment in this sector

The demographic trend and lifestyle patterns, of the society that a retailer intends to
serve, decide the retailers strategy. Traditionally, children seldom accompanied their
parents while grocery food shopping

Apart from quality and range of products, value for money and attractive displays, the human
touch has a vital role to play

There is also emphasis on schemes and promotions, which, as the study ratifies, do pull
customers. Further the trend is towards more convenience and flexibility in terms of exchange/
return policies, which play a vital role in encouraging the purchase

Smart, polite and courteous sales people might make all the difference for a
store, which is like any other in terms of its Product offerings

The computerization of the various operations in a retail store, including inventory management,

billing and payments as well as database (of customers) management,

widespread use of bar coding, point -of-sale terminals and Management Information
System has changed the face of retailing drastically demographic trend and lifestyle patterns, of

the society that a retailer intends to serve, decide the retailers strategy. Traditionally, children
seldom accompanied their parents while grocery food shopping
o

Apart from providing the retailers with better and timelier information about their operations, the

technology also does the job of preventing theft, promoting the store's goods and creating a
better shopping atmosphere
o

Apart from providing the retailers with better and timelier information about their operations, the
technology also does the job of preventing theft, promoting the store's goods and creating a
better shopping atmosphere

They make the customer's life a lot easier by facilitating the use of developments like credit

cards. Toll free 800 numbers have brought about a revolution in consumer's ordering and
feedback mechanisms
o

Emerging technologies will also facilitate just-in-time management of certain products within the

store. These trends are already visible in the music and greeting card industries.
o

Advancement in food technology can play an important role in not only harmonizing quality
norms, but also by developing good manufacturing practices, including 106conformity to

traceability norms hazard analysis at critical control points (HACCP).

o

Codex has also incorporated HACCP system for identifying risk and their control. HACCP also
covers pathogenic bacteria also. Though the quality norms of these global bodies are accepted
as base for reference, countries are allowed to set more stringent norms

PORTERS FIVE FORCES WHAT ARE THEY ABOUT?

If anyone looks as if theyre making a sustained profit, new competitors can come into the
industry easily, reducing profits Profitable markets that yield high returns will draw firms. The
results is many new entrants, and decrease profitability. Unless the entry of new firms can
be blocked by incumbents, the profit rate will fall towards a competitive level (perfect
competition)
Capital Requirements (low)
oThe capital costs of getting established in an industry can be reduce because of the
government subsidies provided to food processing sector.
oFinancial disaster for most participants is that the initial setup costs of new ventures
were typically very low
oStartup costs are so low that individual, self-financing entrepreneurs can enter. For
example, in mineral water pouch business, costs for a company are around Rs
350,000 and reaming Rs 750,000 is subsidies by Government

 Economies of Scale (low)

o In industries that are capital or research or advertising intensive, efficiency requires

large scale operation
o The problem for new entrants is that they are faced with the choice of either entering on
a small scale and accepting high unit costs, or entering on a large scale and running
the risk of underutilized capacity while they build up sales volume
o Segment of the market for food processing Industry is very narrowly define so potential
customer are very few thats why companies are not able to achieve economies of
scales
Absolute Cost Advantages (high)
o Apart from economies of scale, established firms may have a cost advantage over
entrants simply because they entered earlier. Absolute cost advantages often result
from the acquisition or alliances of low-cost sources of raw materials

Product Differentiation (high)

o In an industry where products are differentiated, established firms possess the
advantages of brand recognition and customer loyalty
o New entrants to such markets must spend disproportionately heavily on advertising and
promotion to gain levels of brand awareness and brand goodwill similar to that of
established companies
o Alternatively, the new entrant can accept a niche position in the market or can seek to
compete by cutting price

For most industries, this is the major determinant of the competitiveness of the industry.
Sometimes rivals compete aggressively and sometimes rivals compete in non-price
dimensions such as innovation, marketing, etc. For most industries, the major determinant
of the overall state of competition and the general level of profitability is competition among
the firms within the industry
Concentration(high)
o

Seller concentration refers to the number and size distribution of firms competing within a market. It is
most commonly measured by the concentration ratio: the combined market share of the leading
producers

Where a market is dominated by a small group of leading companies (an oligopoly), price competition
may also be restrained, either by outright collusion, or more commonly through parallelism of pricing
decisions

In markets dominated by two companies, such as soft drinks (Coke and Pepsi), prices tend to be
similar and competition focuses on advertising, promotion, and product development

 Diversity of Competitors (low)

o The extent to which a group of firms can avoid price competition in favor of collusive
pricing practices depends upon how similar they are in terms of origins, objectives,
costs, and strategies
o In food processing industry it is very low here firm always try to compete rival strategies
and there product prices e.g. coke and Pepsi, magi and top Ramon ,Amul ice cream
and havmor ice cream etc
Product Differentiation
o The more similar the offerings among rival firms, the more willing customers are to
substitute and the greater the incentive for firms to cut prices to increase sales
o Commodity industries such as food processing agriculture, mining, and petrochemicals
tend to be plagued by price wars and low profits

By contrast, in industries where products are highly differentiated (perfumes,

pharmaceuticals, restaurants, management consulting services), price competition tends to
be weak, even though there may be many firms competing
Excess Capacity and Exit Barriers
Why does industry profitability tend to fall so drastically during periods of recession?
o

The key is the balance between demand and capacity. Unused capacity encourages
firms to offer price cuts to attract new business in order to spread fixed costs over a
greater sales volume

Excess capacity may be cyclical (e.g. the boombust cycle in the semiconductor
industry); it may also be part of a structural problem resulting from overinvestment and
declining demand. In these latter situations, the key issue is whether excess capacity
will leave the industry

Barriers to exit are costs associated with capacity leaving an industry. Where resources
are durable and specialized

The ability of customers to put the firm under pressure and it also affects the customer's sensitivity to
price changes. Customer has enough option to switch so they have less bargaining power.

o
o
o
o

The firms in an industry operate in two types of markets: in the markets for inputs and the
markets for outputs. In input markets firms purchase raw materials, components, and
financial and labor services. In the markets for outputs firms sell their goods and services
to customers (who may be distributors, consumers, or other manufacturers)

RELATIVE BARGAINING POWER (HIGH)

o

Bargaining power rests, ultimately, on refusal to deal with the other party. The balance of power
between the two parties to a transaction depends on the credibility and effectiveness with which each
makes this threat

The key issue is the relative cost that each party sustains as a result of the transaction not being
consummated

Suppliers are not Powerful because in food processing industry

o
o
o
o

Credible forward integration threat by suppliers

Suppliers concentrated
Significant cost to switch suppliers
Customers Powerful

Suppliers are Weak because in food processing industry

o
o
o
o
o

Many competitive suppliers - product is standardized

Purchase commodity products
Credible backward integration threat by purchasers
Concentrated purchasers
Customers Weak

In Porter's model, substitute products refer to products in other industries. To the economist, a threat of
substitutes exists when a product's demand is affected by the price change of a substitute product.
A product's price elasticity is affected by substitute products - as more substitutes become available, the
demand becomes more elastic since customers have more alternatives. A close substitute product
constrains the ability of firms in an industry to raise prices.
The existence of close substitute products increases the propensity of customers to switch to alternatives
in response to price increases (high elasticity of demand).
buyer propensity to substitute (low)
relative price performance of substitutes(low)
buyer switching costs (high)

Pressure from Substitutes Emerges Mainly From Two Factors

1. Switching costs for customers to the substitute.
2. Buyer willingness to search out for substitutes.

Substitution of need
We take switching from one product (e.g. natural drink of Dabur) to another (fresh juice from
local vendor or prepared at home). In this case, the buyers might be looking out for
freshness and might not mind the nominal switching costs Food processing Industry will
definitely remain, in one form or the other, as long as the manufacturers manufacture and
consumers consume.

Food processing industry does not seem to become extinct even in the future. The issue
that remains to be addressed is just - what forms it keeps evolving into.
The Substitutes of food processing industry are fresh fruits and vegetables and food as a
raw material , but they are yet very well developed in India, so their threat are comparatively
very high but food processing industry break the boundaries of food product availability in
certain season and area that is why food industry will sustain for longer term.

Competitive environment is unattractive from the standpoint of earning good profits when
o Rivalry is vigorous
o Entry barriers are low and entry is likely
o Competition from substitutes is strong
o Suppliers and customers have considerable bargaining power
Competitive environment is ideal from a profit-making standpoint when
o Rivalry is moderate
o Entry barriers are high and no firm is likely to enter
o Good substitutes do not exist
o Suppliers and customers are in a weak bargaining position
But food processing industry is little bit attractive but not ideal, it gives considerable profit
Because of the following point
o Rivalry is moderate
o Entry barriers are low and firm is likely to enter
o Good have some substitutes but up to certain extant
o Suppliers and customers are in a weak bargaining position

The four major segments of the international market are:

o Countries like USA, Japan and Australia demand highly organic
and functional foods whose preparation involves high technology
o

Quality and hygiene factors are the drivers in the Eastern

European countries

Developing countries like India, China and Latin America focus

primarily on snacks, prepared meals and processed meat

Carbohydrates still constitute the major food in the least

developed markets. Most of the least developed countries are net
importers of food

Shift toward consumption of higher value food products across all income levels
As income grows, consumers in lower income countries shift their food purchases away
from carbohydrate-rich staple foods toward more expensive sources of calories, such as
meat and dairy products.

The Emergence of the IndieWoman

These women are 27 and older, live alone and have no children. When they are not busy
being social or growing their careers, they also enjoy shopping and spend $50 billion on
food and beverages each year.

Healthy Snacking
The association between daily snacking frequency and Healthy Eating Index shows that
as snacking has increased, and so has individuals' overall diet quality. Healthy options for
consumers are on the rise with nearly 60 percent of all snack foods now positioned as
better for you.

Click to Cook
Consumers continue to rely on technology for the sake of convenience and saving time.
One third of consumers reported using their mobile phone while at the grocery store,
most often to refer to shopping lists and recipes.

Supermarkets The New Culinary Schools

Supermarkets are becoming the center of communities. Grocery stores are beginning to
offer services such as "community cooking centers" where shoppers can collaborate and
learn from each other their careers, they also enjoy shopping and spend $50 billion on
food and beverages each year.

Cause Initiatives
62 percent of consumers appreciate and want to support companies that donate to
important social causes and thus fulfil a greater purpose by serving the larger
community.

Retailer Becomes the Brand

Consumers have become increasingly loyal to their preferred retailer and its products. 53
percent of consumers shop at a particular retailer because it has good private brand
products.

New Way to Start the Day

Breakfast remains one of the most important meals of the day, with 74 percent reporting
that they eat breakfast regularly at home. Consumers look to add more protein like eggs,
meats, and Greek yogurt, as well as whole grain products, for their breakfast to live a
healthy lifestyle without compromising taste and indulgence.

Packaging
Packaging of food is evolving where canned soups shifted to carton packaging with more
than 58 percent of all broth products transitioning into cartons. Packaging to become
touch sensitive to reveal additional information is the new demand of the consumer.

Millennials Make the Supermarket Social

The millennial generation's fascination with social media begins to overflow into other
parts of their lives including the supermarket. In fact, 57 percent of Pinterest, the
pinboard-style photo-sharing web site, is made of food related content with 33 percent of
Pinterest users saying they have purchased food or cooking items after seeing them on
site.

International Restaurant Flavors At Home

The surge of Latino and Asian populations, along with growing consumer interest in
adding more flavour and variety to mealtime, has led to more growth opportunities for
South American, Indian and Middle Eastern cuisines in processed food.

Packaging for Convenience

Longer working hours and the increasing share of working women have driven
consumers to seek convenient/easy-to use packages, including spouted beverage
pouches, easy open end cans, and easy dispensing laundry care closures.
This has fuelled demand for small packs of liquid cartons, PET bottles, metal
beverage cans, as well as thin-walled plastic containers.
A unique technological development for ready meals. With this trend, the packaging
processes are expected to move up the technology ladder, such as methods for hot
filling, aseptic packaging and form-fill seal in flexible packaging.

Spiralling material costs

Although the market has been expanding, rising packaging prices in 2010, especially for
kraft paper, aluminium foil and plastics (accentuated by the surging crude oil prices), are
thinning margins of consumer goods companies.

Capitalising on flexibility

A big chunk of Indian consumers with low purchasing power continue to fuel the
demand for low unit prices, hence the prevalence of small sized packs
Energised by the sachet success story, new categories like biscuits and crisps have
moved to mini packs too.

Liquid potential
Liquid cartons has seen strong growth considering the huge marketing effort being
made by Tetra Pak for this pack type and because its ambient shelf life is especially
suitable for retailing.
Flexible packaging remains king, due to cost competitiveness but its biggest challenge
is the adverse impact on the environment created by its disposal.

Organised retail design

Shift from old-fashioned small scale retailing to organised large stores, product
manufacturers have had to modernise packs. Milk, for example, shifted from being sold
loose to flexible plastic pillow packs and now into premium liquid cartons.
Brands and packers are paying greater attention to pack design in order to help
products break through shelf clutter

Tighter Legislation

Legislation has progressively tightened on flexible packaging to help reduce its

adverse environmental impact. Recycling initiatives have risen in tandem with rising
packaging waste.
Low cost manufacturing advantage and special technological capabilities, including
laminates/flexible packaging, flattened cans, closures and paperboard, will prove to
be unique competitive advantages.

Government of India has allowed 100% FDI under automatic route in food processing
sector

Government has made plan allocation of Rs 5990 crore to implement various schemes
for promotions and development of food processing sector

Ministry of Food Processing Industries and Invest India have entered into an agreement
for the setting up of an Investors' Help Desk for offering online support to investors, both
domestic and international, with regard to their queries, and guide them particularly at
the initial stage of setting up their units

Government has set up National Institute for Food Technology Entrepreneurship &
Management to offer high quality educational research and management programme
specific to the food industry

Ministry has launched a Centrally Sponsored Scheme namely, National Mission on Food
Processing during the 12th Plan to be implemented through State/UT Governments

Income Tax Reduction of 100% of profit for five year and 25% of profits for the next five
years in case of new food processing industries

Exemption limit of excise duty for Small Scale Industry raised from Rs.1 crore to Rs.1.5
crores Excise duty on reefer vans reduced from 16% to 8% and on dairy machinery has
been fully exempt for promotion of dairy processing industries. Excise duty on condensed
milk, ice cream, preparations of meat, fish and poultry, pectins, pasta and yeast, soya
and ready- to- eat packaged foods is fully exempt

Custom duty reduced from 7.5% to 5% on food processing machinery and packaging
machinery from 15% to 5%

Ministry of Food Processing Industry

Food Corporation of India

Food Safety and Standards Authority of India

Ministry of Consumer Affairs, Food and Public Distribution

National Food Processing Development Council

Agriculture and Processed Food Products Export Development Authority

Export Inspection Council

The Bureau of International Standard

Multiple laws/regulations prescribe varied standards regarding food additives,

contaminants, food colours, preservatives and labelling. The food laws in India are
enforced by the Director General of Health Services, Ministry of Health and Family
Welfare, Government of India.
Laws applicable to Packaged Food Industry are:
o Prevention of Food Adulteration Act (PFA), 1954 and Rules (Ministry of Health &
Family Welfare)
o The Standards of Weights and Measures Act, 1976, and Standards of Weights and
Measures (Packaged Commodities) Rules, 1977
o Fruit Products Order (FPO), 1995
o Meat Food Products Order, 1973 (MFPO)
o Milk and Milk Products Order, 1992
o Edible Oils Packaging, 1998
o Food and Safety Standards Act, 2006 (FSSA)

The Prevention of Food Adulteration Act 1954 was enacted by Central Government to
strengthen the system for preventing adulteration in articles of food. Under Section 23 of the
Act, the responsibility of implementation of PFA vests in State Government and Union
Territories. Each State Government and Union Territory has created its own structure for
implementation of the Act.
Objective:
o
To protect the public from poisonous and harmful foods
o
To prevent the sale of substandard foods
o To protect the interests of the consumers by eliminating fraudulent practices
Salient Features of the Act include:
o Concept of Adulteration
o Prohibition of Sale of Certain Admixtures
o Procedure for Sampling and Analysis
o Penalties
o Important Miscellaneous Provisions

The Standard of Weights and Measures Act 1976 was the first enactment by which the uniform standard
weights and measures, based on the metric system was established.
o
o
o

o
o
o

o
o
o
o
o
o
o

Salient Features of the Act include:

Establishment of weights and measures based on SI unit, as adopted by CGPM and recognized by OIM
Prescription of specification of measuring instruments used in commercial transactions, industrial
production involved in public Health and Human Safety
Regulation of inter-state trade and commerce in weights and measures and commodities sold, distributed,
or supplied
Regulation of pre-packaged commodities sold or intended to be sold in the course of inter-state and
commerce
Approval (before manufacture) of models of weights and measuring instrument intended to be
manufactured
Control and regulation of import and export of weights and measures and commodities in packaged form
Establishment of an Indian Institute of Legal Metrology to provide training to inspectors and others
Inspection of weighing and measuring instruments during their use to prevent fraudulent practices
Power to file a case in the court for prosecution
Prescribe fee for services rendered
Appeal Provisions
Power to make rules for implementing the provisions of the Act

Fruit Products Order 1955, promulgated under Section 3 of the Essential Commodities Act 1955, with an objective to manufacture fruit & vegetable products maintaining sanitary and
hygienic conditions in the premises and quality standards laid down in the Order.
It is mandatory for all manufacturers of fruit and vegetable products including some non fruit
products like non fruit vinegar, syrup and sweetened aerated water to obtain a license under this
Order. Following minimum requirements are laid down in the Fruit Product Order for hygienic
production and quality standards:
o Location and surroundings of the factory
o Sanitary and hygienic conditions of premises
o Personnel hygiene
o Portability of water
o Machinery & Equipment with installed capacity
o Quality control facility & Technical staff
o Product Standards
o Limits for preservatives & other additives

Milk and Milk Products Sector is regulated by Milk and Milk Products Order 1992 (MMPO),
which is administered by the Department of Animal Husbandry and Dairying, under the Ministry
of Agriculture, Government of India.
Every person engaged in the business of handling, processing or manufacturing milk or milk
product shall, in regard to the items of milk and milk product manufactured and the packing,
marking and labeling of containers shall comply with the following:
o Product related to those items should be certified by the Officer authorized
o Where certificate is issued to any person in relation to any item, such person will be
authorized to place an emblem of certification on packaged goods
o The label on packaged good shall not contain any statement, claim, design or device which
is false or misleading in any manner concerning milk or milk product contained in the package
or about the quality or the nutritive value or of the place of origin of the same
o A holder or registration certificate shall not pack milk or any milk product other than those
processed or manufactured by him or those obtained from any other person holding a
registration certificate

Processing of Meat Products are licensed under Meat Food Products Order (MFPO) 1973 is implemented by
Ministry of Food Processing Industry. The order has undergone 11 amendments since its inception. Some of
them being:
o Inclusion of Fish and Fish Products
o Frozen Meat covered
o Chilled Meat producers can procure MFPO license on voluntary basis

Objectives of the MFPO, 1973:

o Regulate production and sale of meat food products through licensing of manufacturers
o Enforce sanitary and hygienic conditions prescribed for production of wholesome meat food products
o Exercise strict quality control at all stages of production of meat food products, fish products including chilled
poultry etc.
Under the provision of MFPO all manufacturers of meat food products engaged in the business of manufacturing,
packing, repacking, relabeling meat food products meant for sale are licensed but excluding those manufacturers
who manufactures such products for consumption on the spot. Depending on the source of meat the
manufacturers are licensed under category A, B & C. Presently, 280-300 units that are licensed under MFPO

In order to ensure availability of safe and quality edible oils in packed form at pre-determined prices to the
consumers, the Central Govt. promulgated an Edible Oils Packaging (Regulation) Order, 1998 under the
Essential Commodities Act, 1955 to make packaging of edible oils, sold in retail, compulsory unless specifically
exempted by the concerned State Govt.
Salient Features of Act include:
o Edible oils including edible mustard oil will be allowed to be sold only in packed form from 15th December,
1998
o Packers will have to register themselves with a registering authority
o The packer will have to have his own analytical facilities or adequate arrangements for testing the samples of
edible oils to the satisfaction of the Government
o Only oils which conform to the standards of quality as specified in the Prevention of Food Adulteration Act,
1954 and Rules made there under will be allowed to be packed
o Each container or pack will have to show all relevant particulars so that the consumer is not misled, so also
the identity of the packer becomes clear
o Edible oils shall be packed in conformity with the Standards of Weights and Measures (Packaged
Commodities) Rules, 1977, and the Prevention of Food Adulteration Act, 1954 and Rules made there under
o The State Governments will have power to relax any requirement of the packaging order for meeting special
circumstances

The FSSA, 2006 aims to integrate the food safety laws in the country in order to scientifically and systematically
develop the food processing industry and shift from a regulatory regime to self-compliance. Thus introduce a
single statute relating to food.
Salient features of the Act:
o Defines the concept of sub-standard and unsafe food
o Emphasis on the need of risk assessment and not trade restriction
o Provisions relating to functional and novel food, packaging and labelling food
o Import of articles of food
o Responsibilities of food business operator
o Liability of manufacturers, packers, wholesalers, distributors and sellers
o Food recall procedures
o Graded penalties for offenses/violations
o Licensing and registration of food business
o Improvement notices

Pasta Products
Increased awareness of Italian cuisine, especially popular amongst vegetarians
Current market size of imported pasta is 5200 tonnes with growth rate of 26%
Top selling brands include Barilla and San Remo

Sauces and Dressing

Salad Dressing
Sauce Tomato, chili, soya, garlic sauces are popular. Famous brands include
Remia,Barilla, Prego and Tabasco
Honey growing at a 150% per annum. Famous brands include Wescobee Honey and
Airborne Honey

Dairy Products
Yoghurt

Cheese occupies 5% of market share. Famous brands include Laughing Cow and
Kraft

Olive Oil

Imported Food Ingredients suppliers can enter the Indian

Market in 3 ways:
o

Supply directly to local food producers

Supply through local agents/distributors to local food

producers

Start production/distribution in India

Importers must furnish an Import Declaration in the prescribed Bill of Entry Format,
disclosing the value of the imported goods

This must be accompanied by import licenses and phytosanitary certificates along with
other documentation like sale invoices, freight and insurance certificates

The clearance of the imported products at the port of entry requires certification from the
Port Health Authority that the product conforms to the standards and regulations of PFA

The customs experience may last between 1 day to 1 month depending on the product
and experience of the importer

Incase of dispute or rejection of the consignment, the importer can file an appeal at the
Customs Office

`
o

Foreign Direct Investment (FDI) is permissible for all the processed food products up to
100% on automatic route except for items reserved for Micro and Small Enterprises
(MSEs)
For manufacture of items reserved for MSEs, FDI is permissible under automatic route
up to 24%. .
If foreign investment is more than 24 per cent, it will require government route. Such an
undertaking would require Industrial License under Industries (Development &
Regulation), Act 1951.

Annual flow of Foreign Direct Investment (FDI) inflows to Processed Food sector in
the country during the last few years

Fixed Capital in Processed Food industry stood at Rs. 1,20,705 Crore growing at an AAGR of
21.66 per cent between 2006-2011

Exports have shown

Average Annual Growth
Rate (AAGR) of 20.4 per
cent for five years ending
2012-13.

Source: DGCIS, Kolkata

Export Inspection Council, the official certification body of the Government of India for
sound development of export trade through quality control and inspection

Certification of quality, health and safety of food items for export by installation through
Food Safety Management Systems in the food processing units

Issue of various types of certificates such as Health, Authority, non-GMO to exporters

under various schemes of export products

Issue of certificates of origin to exporters under various preferential tariff schemes for
export products

Laboratory Testing

Packaged food is expected to continue grow positively with

o

Increasing urbanization

Expansion of organized retail

Rising incomes

Changing lifestyles

Local flavors in the portfolio

Stronger distribution
These factors will further strengthen companies presence, particularly in the rural market.

Several Government Plan Schemes provide financial assistance for setting up and
modernizing food processing units, creation of infrastructure, support for research and
development and human resource development in addition to other promotional measures
to encourage the growth of the processed food sector.

The Confederation of Indian Industry (CII) has estimated that the food processing sector
has the potential of attracting US$ 33 billion of investment in 10 years and generate
employment of 9 million person-days.

Though the industry is large in size, it is still at a nascent stage in terms of development of
the country's total agriculture and food produce, only 2 per cent is processed.

The dairy sector has the highest percentage share of processed food, with 37 per cent of
total produce processed, of this only 15 per cent is processed by the organized sector.

The sector is expected to attract phenomenal investments of about Rs 1,400 billion in the
next decade The food processing industry in the country is on track to ensure profitability in
the coming decades.

Britannia India Ltd to increase its rural distribution reach for increasing consumption of food
products in rural markets.

The company has plans to increase overall distribution focusing on rural coverage.

Ice cream manufacturers are looking at the rural market but the largest bottle necks the
companies face is the lack of cold chain. Hence companies are looking at ways to work
around this.

Example: Vadilal Industries Ltd has provided special deep freezers to distributors to ensure
that they can tap into the rural market.

Private label producers such as Star Bazaar and Reliance Fresh are becoming prominent in
the landscape of packaged food.

Many private label brands, including Tasty Treat from Food Bazaar, have captured a
significant value share.

Trent Hypermarket also introduced a range of breakfast cereals in the flakes category.

Newer products, such as frozen processed food, margarine, pasta, cheese, sauces and
spreads, which are finding increased use in foreign cuisines, are likely to experience a rise
in demand from foodservice operators.

The increased presence of such products in foodservice is also likely to fuel growth in the
retail channel over the forecast period.

Mrs Bectors Food Specialities Pvt Ltd has plans to sell a controlling stake in the biscuit
business and is in talks with private equity investors. The firm has appointed Avendus
Capital to advise in the sale.

Branded foodservice players such as Mrs Bectors Food Specialities and Venkys India are
likely to focus on quality in order to meet the quality standards set by international players.

Britannia Industries acquires the entire stake of Fonterra, the companys joint venture
partner since 2002 in Britannia New Zealand Foods Pvt. Ltd, which is engaged in the dairy
business.

Britannia Industries entered into an agreement with Fonterra Brands (Mauritius Holding)
Ltd, Mauritius, for acquiring the latters 49 per cent equity and preference shareholding in
Britannia New Zealand Foods Pvt. Ltd (BNZF).

Britannia Industries Ltd has plans to enhance its position to become a comprehensive food
company, offering a range of products from bakery to dairy.

Del Monte plans to enter the Indian snacks market with a range of fruit snacks in the
forecast period, targeting health conscious consumers.

Sresta Natural Bioproducts, which owns the organic brand 24Mantra, has plans to introduce
new products, including a healthy snacking range.

The Central Arecanut and Cocoa Marketing and Processing Cooperative Ltd (Campco) has
plans to launch Dairy Dream, a cocoa butter-based premium chocolate.

Amul has plans to venture into a new territory the fast-growing cookie category by
setting up a plant to produce 20 tonnes of cookies a day.

Frito-Lay India has plans to acquire a stake in Balaji Wafers Pvt Ltd. The deal could help
PepsiCo increase its share of the fast-growing snacks market in India, where it has been
losing out to local players.

Balaji Wafers Pvt Ltd has a very strong presence in the Indian market, particularly in West
India. Domestic players like Balaji Wafers Pvt Ltd, Prakash Snacks Pvt Ltd, Parle Products
Ltd, Capital Foods Ltd used the strategy of developing products catering to regional tastes
and ramping up their distribution in small towns through direct sales forces and substockists.

Premiumisation in Impulse and Indulgence Products

o

Increased disposable incomes among the middle class, thus consumers are on the lookout
for premium offerings. Indian consumers have shown a willingness to pay extra for
indulgence even when unit prices are soaring.

Ice cream in India has seen the entry of several premium international brands, like HagenDazs, Swensens, Magnum and Mini Melts. Hindustan Unilever Ltd launched its global
brand Magnum in India in March 2013.

Similarly, Vadilal Industries Ltd, which is known for its mass and standard priced brands,
has formulated a strategy to focus on higher end products. For instance, the company
launched its Artisan range, including ice cream log, ice cream pastry, Sneak-a-Bar, Kewara
Mataka Kulfi and the Falalaa brand.

Adults Demand for premium chocolate increased

o

Premium chocolates, such as Chocoladefabriken Lindt & Sprngli, expanded their presence
in premium stores such as Brown Tree in urban areas.

Nestl India Ltd introduced premium confectionery Alpino priced at Rs25 for a pack of two
bite-sized chocolates.

Sales of premium chocolates were supported further as consumers continued to prefer

giving premium chocolates on occasions such as traditional Indian festivals, for example
Diwali and Raksha Bandhan.

Cadbury brought in Toblerone to expand the gift giving chocolate segment, along with
launching variants of its Bournville brand. Mars International India also launched its
vegetarian Snickers chocolate in the country.

Premiumisation in Biscuits category

o

Parle G is a well-known mass brand of biscuits, which has been expanded to a premium
quality variant under the brand name Parle G Gold.

The company claims that this biscuit is bigger, with a richer formulation.

Brands like Dark Fantasy Choco Fills and Hide & Seek are present. These premium brands
are showcased with attractive packaging to portray a high-end brand image.

Premiumisation in Biscuits category

o

Cremica launched Opera cottage style chips in four variants Cheese Jalapeo, Piri Piri,
Italian Herbs and Salt & Black Pepper in Mumbai. These are premium chips priced at
Rs50 for 60g.

Gujarat Co-operative Milk Marketing Federation, which owns the Amul brand, has identified
the rural market as a strategic thrust area and has made giant strides to improve its
distribution in rural India.

Hindustan Unilever Ltds Project Shakti received a technology boost in 2012. The company
claims that about 40,000 Shakti Ammas (local entrepreneurs) were equipped with a basic
smartphone with software to enable them to take and bill orders, manage inventory and
receive updates on promotional schemes run by the company.

Dabur India Ltd uses hand-held devices to generate data, which is then used to decipher
buying patterns and customise selling strategies. ITC Ltd has also invested in in-store
visibility in rural markets and has leveraged Choupal Haats (village meeting places) in rural
India for enhanced consumer engagement with the brands.

Digitization Of Means Of Communication

o

Companies are expected to reach rural consumers through mobile phones and televisions,
which have penetrated well in the rural market. Companies are expected to develop value
proposition products as rural consumers become more demanding.

Penetration of Smaller SKUs

o

The launch of products at prices like Rs5 and Rs10 is helping companies protect their
market share. For instance, Kelloggs India has launched breakfast cereals priced at Rs10
which are mainly targeted at rural and semi-urban consumers.

Packaging companies like Tetra Pak is betting big on the rural India for which it is preparing
to introduce smaller sized packs. For the rural areas, the company is focusing on different
pack sizes which vary from 100ml, 200ml, 250ml, 500ml and 1,000ml, and also 65ml.
Nestl has launched smaller items of confectionery under its existing brands at Rs2 and
Rs5 each to push rural sales.

North East
o

International manufacturers are expected to focus on introducing smaller pack sizes at

lower price points to maintain the affordability of products.

The focus will mainly be on mass products, as premium products are not affordable for the
great majority of consumers in the region.

ITC Ltd, in partnership with Keventer Agro Ltd, has plans to establish a manufacturing
facility for Sunfeast Yippie! Noodles in Kolkata. The company states that the Rs500 million
manufacturing unit will have capacity to manufacture 50 tonnes of instant noodles.

North
o

Along with large cities, growth has started coming from smaller cities as well, mainly
because of the influence of media advertisements, the rising interest of consumers and
promotional activities by companies.

Health and wellness will be seen across all product categories over the forecast period.
Probiotic and sugar-free concepts in ice cream, low absorption factor in oils, and high-fibre
and low-sugar biscuits and baked snacks have yet to establish a presence.

However, natural products, such as olive oil and oats, are likely to gain sales. A challenge
for health and wellness products is consumer price sensitivity and low awareness of health
benefits amongst consumers.

A comparative analysis of the top five industries on basis of Market Capitalization and Net
Profit Margin are as follows

We see that it may not necessarily be the case that the largest segments are the most
profitable. While Auto Manufacturers account for the largest share of Market capitalization
with $ 296 billion, it continues to have among the lowest profitability at 1.8%

For the packaged food industry, the players must deal with a number of internal and
external pressures and demands.

The fundamental principles to be followed should be directed towards protecting/increasing

profits as well as reducing costs related to
o Supply-chain management Net asset turns on raw materials and finished goods
inventories, efficient sourcing decisions and reducing scrap or return rates
o Manufacturing Improving operational efficiency and employee productivity
o Information technology Cost containment and outsourcing, standardization and
consolidation of server assets, increasing reusability, and an application infrastructure
that protects and maximizes key databases and information assets
o Mergers, acquisitions, breakups and spin-offs

The Gross Domestic Product (GDP) at 2004-05 prices in India has gone up to Rs. 52,43,582 Crore in 2011-12 from
Rs. 35,64,364 Crore in 2006-07, with Compound Annual Growth Rate (CAGR) of 8.0%.

Contribution of FPI sector has increased to Rs. 78,094 Crore in 2011-12 from Rs. 52,161 Crore in 2006-07 with
CAGR of 8.4%.

CAGR for total manufacturing and agriculture sector during the same period has been growing at 7.6% and 3.8%
respectively.

In 2012-13, growth of
manufacturing sector has
decelerated significantly.
However, as per the Index of
Industrial Production (IIP), FPI
has performed better than
manufacturing sector; while FPI
grew at 2.6 per cent, growth of
manufacturing sector was 1.2 per
cent as can be seen from the
graph

Persons Employed under the registered food processing industries have been increasing steadily over the
years registering a CAGR of 3.6 % over a period of five years ending 2010-11.

As opposed to an overall increase in the employment in the registered food

processing industry, there has been a fall in employment in unregistered sector
of FPI.
As per NSSO 67th Round Data (July, 2010- June, 2011), in the unorganized
Food Processing Sector 47, 92,561 persons were employed during the year
2010-11

Investments in the registered food processing industry

have been steadily growing over the past few years.
There was an increase of 18.93% in 2007-08 over the
previous year.

A nation-wise study on quantitative assessment of harvest and post-harvest losses at

national level were of the order of Rs. 44,143 crore per annum at 2009 wholesale prices
for 46 agricultural produces in 106 randomly selected districts was carried out by CIPHET.

Biscuits:
Biscuits is set to register value growth of 19% in 2013 to reach sales of Rs180 billion
Cookies with value growth of 34% in 2013 is set to register the fastest growth within biscuits
Unit prices of biscuits are expected to rise by 10% in 2013 due to higher input costs of raw materials
Britannia Industries with an anticipated retail value share of 35% in 2013 continues to be the category leader
Constant retail value sales of biscuits are expected to rise by a CAGR of 10% over the forecast period

Baked goods:
Baked goods is set to register retail value growth of 10% in 2013 to reach Rs94 billion
Packaged/Industrial bread is set to record the fastest value growth of 15% in baked goods in 2013
Unit prices of baked goods are expected to increase by 7% in 2013 due to prevailing high inflation in the
country
Constant value sales are expected to record a CAGR of 2% over the forecast period

Frozen Foods:

Current value sales of frozen processed food are set to rise by 24% in 2013 to reach Rs5 billion
Prevailing double-digit inflation of food products make frozen food attractive and drive sales
Non-oven frozen potatoes registers the fastest value growth of 25% in 2013 to touch sales of Rs286 million
Unit prices of frozen processed foods are expected to rise by 2% in 2013
Mother Dairy Fruit & Vegetable continues to be a category leader with an expected value share of 22% in 2013
Frozen processed food is expected to grow by a CAGR of 11% in constant value sales over the forecast period

Dried Processed:

Dried processed food is set to register retail value growth of 23% in 2013 to reach Rs106 billion
A number of new product launches at different price points by the leading players in 2013 accelerate the shift
from unpackaged to packaged rice

Rice with anticipated retail value growth of 26% in 2013 takes sales to Rs54 billion and registers the fastest
growth during the year
Unit prices of dried processed foods are expected to rise by 4% in 2013
Nestl continues to be the leading player in dried processed food with a retail value share of 26% in 2013
Constant value sales of dried processed food are expected to rise by a CAGR of 11% over the forecast period

Ready meals:
Ready meals is set to record current value growth of 21% in 2013 to reach sales of Rs1 billion
Prevailing high food inflation in the country, growth of modern retail outlets, an increasing number of working
women and the growing need for convenience continue to drive sales of ready meals
Frozen ready meals is set to register the fastest value growth of 25% in 2013 to touch sales of Rs392 million
Unit prices of ready meals are expected to rise by 3% in 2013
MTR Foods continues to lead the category in 2013 holding a 37% value share
Sales of ready meals are expected to increase by a CAGR of 10% in constant value terms over the forecast
period

Snacks Bars:
Snack bars is set to register retail value growth of 24% in 2013 to reach Rs1 billion
Sales of snack bars remain low due to limited awareness of the product among consumers
Energy and nutrition bars with retail value growth of 25% in 2013 will register the fastest growth within snack
bars
Unit prices of snack bars are expected to increase by 6% in 2013 due to prevailing high inflation in the country
Naturell with a retail value share of 62% in 2013 continues to be the category leader
Constant retail value sales of snack bars are expected to rise by a CAGR of 12% over the forecast period

Oils and Fats:

Oils and fats is set to register retail value growth of 21% in 2013 to reach Rs405 billion
The growing health and wellness trend drives Indian consumers to trade up to premium oils and fats
Olive oil with retail value growth of 37% in 2013 is set to register the fastest growth within oils and fats

Unit prices of oils and fats are expected to increase by 12% in 2013 due to prevailing high inflation in the
country
Ruchi Soya Industries Ltd with retail value share of 17% continues to be the category leader within oils and fats
in 2013
Constant retail value sales of oils and fats are expected to rise by a CAGR of 9% over the forecast period

Ice cream:
Ice cream sales are set to register retail value growth of 20% in 2013 to reach Rs36 billion
Leading players in standard ice cream continue rolling out new flavours in impulse ice cream to respond to
consumer demand
Take-home dairy ice cream is set to record the fastest value growth of 22% in 2013
Unit prices of ice cream are expected to increase by 9% in 2013 due to rising prices of milk and sugar
Gujarat Co-operative Milk Marketing Federation , set to achieve a retail value share of 31%, continues to be the
category leader in ice cream in 2013
Constant retail value sales of ice cream are set to register a CAGR of 8% over the forecast period

Spreads:
Spreads is set to register value growth of 20% in 2013 to reach Rs8 billion
Price rises push up value sales of spreads during 2013
Nut and seed based spreads is set to record retail value growth of 56% in 2013 registering the fastest growth
within spreads
Unit prices of spreads are expected to increase by 11% in 2013 due to prevailing high inflation in the country
Dabur with an anticipated retail value share of 37% in 2013 continues to be the category leader
Constant retail value sales of spreads are expected to grow by a CAGR of 9% over the forecast period

Breakfast Cereals:
o

Breakfast cereals is set to register value growth of 27% in 2013 to reach Rs9 billion

Hectic lifestyles along with the growing health and wellness trend propel demand for
breakfast cereals

Hot cereals, set to achieve retail value growth of 40% in 2013, will register the fastest
growth in breakfast cereals

Unit prices of breakfast cereals are expected to increase by 3% in 2013 due to inflationary
pressures

Kellogg with an anticipated value share of 39% continues to be the category leader in 2013

Constant retail value sales of breakfast cereals are expected to grow by a CAGR of 22%
over the forecast period

Canned or preserved food

o

Current value sales are set to increase by 18% in 2013 to reach Rs5 billion

Rising prices of vegetables and fruit make canned/preserved food products attractive by
reducing the price differential between canned and fresh food

Canned/preserved fruit is expected to record the fastest current value growth of 19% in
2013 to reach Rs4 billion

Unit prices of canned/preserved food are set to rise by 5% in 2013

Oudh Sugar Mills continues to lead in canned/preserved food with a value share of 9% in
2013

Canned/preserved food is expected to grow by a CAGR of 6% in constant value terms over

the forecast period

Aniruddh 090 | Anu 094 | Aritrika 096 | Nikhil 124 |

Paarmi 127 | Saarini 139 | Surabhi 152 | Vasundhara 158