THE INDIAN CHEESE

MARKET
DESINGED BY

Sunil Kumar
Research Scholar/ Food Production Faculty
Institute of Hotel and Tourism Management,
MAHARSHI DAYANAND UNIVERSITY, ROHTAK
Haryana- 124001 INDIA Ph. No. 09996000499
email: skihm86@yahoo.com , balhara86@gmail.com
linkedin:- in.linkedin.com/in/ihmsunilkumar
facebook: www.facebook.com/ihmsunilkumar
webpage: chefsunilkumar.tripod.com

Compiled By
Sunil kumar

MORE TO LEARN
PREFACE
BRIEF INTRODUCTION
STATISTICS

PREFACE

Currently, imported cheese has 5%

market share in the overall cheese
market in India, which is dominated
by local brands Amul, Britannia
and Le Bon. HappyCow (Austria),
Laughing cow (France) and Kraft
(Australia) are prominent selling
imported brands.

ABOUT BRANDS OF INDIA

AMUL

BRITANNIA

MOTHER DAIRY

GO CHEESE

AMUL CHEESE

Amul cheese Variants Amul Pasteurized

Processed Cheddar Cheese Amul Processed
Cheese Spread Amul Pizza (Mozzarella)
Cheese Amul as a brand investing a lot of
resources in cheese because it has to defend
its position from the various attacks of its
close competitor Britannia and hence
attacks itself by introducing new variants in
the cheese segment.

Amul is worlds biggest vegetarian

cheese brand

BRITANNIA

BNZF only sells in the processed cheese segment and

has five variations of processed cheese in the market,
besides a cheese dip product. Over half of the
company's revenues come form the processed cheese
segment. BNZF cheese is priced at a premium in the
market, one reason being that the cheese is sourced
from cow's milk. Cheese products: Cheese cubes,
Cheese singles (regular and Slim variants), Britannia
Milkman Malai Chaska- a soft, fresh and creamy dairy
spread, which has a mild, tangy taste, Britannia
cheese spread in different flavors like Masala Herbs,
Spicy Cilantro, Peppy Pepper etc., and Pizza cheese.

MOTHER DAIRY

Mother Dairy was set up by the National Dairy

Development Board under Operation Flood in
1974, to overcome Delhi's severe milk shortage.
While Mother Dairy has been carrying out
school programmes - games and activities involving Makkhan Singh in Delhi, it has plans to
take such activities to Mumbai and Kolkata as
well. It also runs a gaming website on the
character to attract children.
It's cheese for children again. A couple of
months ago, Mother Dairy carried out a retail
activity: "Cheese khao superhero ban jao.

GO CHEESE

Go Cheese is made from 100% pure cow's milk. This

Milk is
procured from one of the best Milk Shed areas in
Western
India renowned for the quality of its cow milk. Dairy
farmers
here use the best of farm management practices & the
cows are
fed with excellent quality fodder with a carefully
crafted feed
programme. Resulting in production of good quality
milk
perfect for making perfect Cheese.

CURRENT DEVELOPMENT

The consumption of cheese in

India is growing at a remarkable rate of
15-20% per annum. Over 60% of the
total consumption of branded cheese per
annum comes from metropolitan cities,
says Sharad Gupta, a longtime observer
of the Indian dairy industry and editor of
Dairy India-2007 which is a
compendium of facts and figures relating
to various aspects of the Indian dairy
industry.

Cheese consumption shooting up in India

India is one of the fastest growing markets for

cheese with annual growth pegged at 20% with a
total consumption of about 7,000 tons a year
according to an official of the Indian AgriCommodity Federation.
Top players of branded cheese manufacturing in
India include Amul, Britannia, Le Bon, Mother
Dairy and others.
Amul has a market share of 65% according to an
official of Agri-Commodity Federation.
During the last few years, the Indian cheese
market has grown steadily at 15 to 20 per cent
per annum.
The Australian cheese processor, Kraft, has made

STATISTICS

Product
Percentage
Fluid Milk
46.0%
Ghee (clarified butter)
27.5%
Butter
6.5%
Yogurt
7.0%
Khoa
6.5%
Milk Powder
3.5%
Paneer (cottage cheese)
2.0%
Others, including Cream, Ice Cream
1.0%

CONCLUSION

SUCESSFUL STARTEGY LEEDS FOR

DEVELOPMENT OF MARKET.
The urban population accounts for major
cheese consumption in India. Taken
together, the four metropolitan cities viz.,
Delhi, Mumbai, Chennai and Kolkata
consume over 60% of the total cheese
sold in India. Mumbai tops the list with
30%, followed by Delhi at 20%, Kolkota at
7% and Chennai at 6%.

Amul Cheddar is the top selling brand in

India, with a 50per cent share of the
market. Its cheese spreads have a 90
percent share of the market, while it is
the only large player in mozzarella pizza
cheese.
The local branded cheese market is
estimated to be 6,000 tonnes per annum,
with an average retail price of Rs 200/kg.
The market is still working with new
brands trying to penetrate the market of
Amul.

Questions?????

THANK YOU
DESINGED BY

Sunil Kumar
Research Scholar/ Food Production Faculty
Institute of Hotel and Tourism Management,
MAHARSHI DAYANAND UNIVERSITY, ROHTAK
Haryana- 124001 INDIA Ph. No. 09996000499
email: skihm86@yahoo.com , balhara86@gmail.com
linkedin:- in.linkedin.com/in/ihmsunilkumar
facebook: www.facebook.com/ihmsunilkumar
webpage: chefsunilkumar.tripod.com