Nashta

By: Gaurav Bapat J ag a d i s P u r o h i t R amyoganant h Shambu Nandanan Surbhi Malhotra Swati Sahu Vikalp K atara

Metaboli sm

Immunity

Advantages of having breakfast

Memory

Fatigue

http://www.indiaparenting.com/food-and-nutrition/the-balanced-diet/index.html

Advantages of having a healthy breakfast

Healthy breakfast helps you to stay focused at work and concentrate on the job at hand without drifting off to sleep. Those who eat a healthy breakfast (snack less), not only have more energy throughout the day, but also tend to be thinner than those who eat an unhealthy breakfast

Breakfast Market
The breakfast items market is growing faster than the processed foods category.
One out of five people in urban India misses breakfast completely everyday, while 15 per cent have an inadequate one. (Survey done by Britannia)

http://indiabusiness.asia/marico-taps-cereals-market-with-saffola-oats/#ixzz1h4K75DH3

Breakfast Cereal Market

Total cereal market in India is around Rs 600 crore Rs 120 crore. | Oats market is small at 2 different breakfast cereal Ready to eat- cornflakes, wheat flakes, muesli, biscuits etc often mixed with milk, yogurt, fruits and ate without heating, Cakes, muffins etc Hot cereals- oatmeal, porridges which are eaten hot The bulk of the breakfast cereal market is made of cornflakes, a Rs 400-crore segment, growing at a healthy 20 per cent yearly. Tamil Nadu accounts for 40 per cent of the oats consumption in the country. Further, South India contributes 80 per cent to the oats market. The young demographic profile, increasing income, time constraint due to the number of working couples going up, receptiveness to try out newer cuisines and awareness on healthy eating are among the many reasons making the breakfast popular.
http://indiabusiness.asia/retailers-bet-big-on-breakfast-items/#ixzz1hBC1HToP

Competitors in Indian cereal market

Kellogs Marico (Saffola oats) Nestle (Nesquik is popular with kids, Cheerios and Cookie Crisp is targeted at families) Pepsico (Quaker Oats) Britannia (Ready to eat upma , poha, porridges) Heinz (Muesli) MTR (Upma, Idli etc) Gitz Bagrry Mohan Meakin (Mohan brand corn flakes) Future group (Tasty treat cornflakes) GSK Consumer Healthcare(oats) Dr Oetker's. Hindustan Unilever Amway

Britannia

Having entered packaged breakfast foods market, biscuit giant Britannia is aiming at capturing about 20 per cent share of the segment in two years. The company has launched eight products in ready-to-cook breakfast and oats category in Tamil Nadu.

Kellogs
Kellogg's came to India (Kal in 1994)

Marico

Marico taps cereals market Kelloggs has a market with Saffola share of more than 70 per Oats cent value share in the
ready-to-eat cereal category.

Four products are in oats category, while the others are ready-to-cook products in semolina, flattened rice and multi-grain.

In India, Kellogs is present only in breakfast cereals. Its worldwide portfolio includes categories like cookies, crackers, toaster pastries, frozen waffles and veggie foods.

The product, called Saffola Oats, has been soft-launched in about 12 cities

http://indiabusiness.asia/marico-taps-cereals-market-with-saffola-oats/#ixzz1h4K75DH3

Chole bhatura, Puri sabzi, Paratha, Lassi, Kadhi pakoda, Samosa Misal pav, Aloo kachori, Thepla, Fafda, Khaman, Parantha, Missi roti Poha, Upma, Vegetable sandwich, Bread butter/jam, Sabudana khichdi, Hari mirch pakoda, Samosa, Batata vada

Types of breakfast in India

Luchilkochuri, Panta Bhath, Bream omlette, Rice, Alu dum, Kachori

Idli Sambhar, Upma Rava Uttapam , Rava Dosa, Plain Dosa , Masala Dosa , Rava Idli , Stuffed Idli, Vada Sambhar, Pongal

Primary Research 1: Methodology

Type of Research -- Exploratory research Data Collection through Questionnaire Sample Size-150 Simple random sampling method was used to collect the data

Summary: Primary research 1

Female : Male = 1:1 Single : Married = 2:1 More than 50% of the sample population is from the age group 25-34 Around 50% salaried employees and about 40% students fall in the sample population More than 50% of the sample stay away from home 75% of our sample population has a salary less than Rs. 30,000

Summary: Primary research 1

About 60% of the sample likes preparing breakfast at home. About 65% of the population spends less than Rs. 1000 on breakfast.

3% of the population skips breakfast.

Dosa, Idli, Upma are the favorite breakfast for people followed by Bread/Butter/Jam. Perceived healthy breakfasts like Kellogs/Oatmeal rank 5th in preference.

Dosa / Idli / Upma / Pongal

Preference 1 2 3 4 5 6 7 8 9 Percentage 45% 18% 6% 6% 3% 9% 2% 2% 6%

1- Most preferred 9- Least preferred

Primary research

Kelloggs / Oatmeal / Ready to eat

Preference 1 2 3 4 5 6 7 8 9 Percentage 27% 8% 11% 2% 8% 5% 9% 8% 21%

1- Most preferred 9- Least preferred

Primary research

 After the analysis of our 1st primary research we found that Idli, Dosa is the most preferred breakfast around the country. But we now focus at South India as our targeted segment to develop an RTE breakfast product which can be accepted in South India first and then around the country

Why idli - dosa ?

South Indian diet is high in carbohydrates and protein, while a morning breakfast of:
Idli-Sambar-Coffee has 9.3 percent protein content
Idlis are considered to be among the top ten healthiest foods in the world due to the ingredients they are made from.

Dosa-Chutney-Tea has 6.7 percent proteins content

Dosa is made from rice and black lentil and is rich in proteins and carbohydrates. As it does not use wheat, it is good for those with gluten free diet.

Scientific reasons
The rice and lentils complement each other: one makes up for the amino acids deficient in the other. The fermentation process breaks down the starches so that they are more readily metabolized by the body and makes it among the most easily digestible of foods.

Therefore, it is an ideal food for infants, the elderly and the convalescent.
This kind of breakfast keeps the stomach light and doesnt get affected from problems of digestion etc. The spices grow a lot on the western coast, hence South Indians make use of it in chutney, hence rice made food was the best combination.

Why oats
For health reasons (wholesome and nutritious) High fibre value A good source of many nutrients including Vitamin E, Zinc, Selenium, Copper, Iron, Manganese and Magnesium A good source of protein Easy to prepare A very good breakfast option for diabetic people; nearly 17% of Chennai's population being diabetic, oats are finding favour

http://timesofindia.indiatimes.com/city/chennai/Oats-edging-idli-dosa-off-breakfast-table/articleshow/10876062.cms

Advantages of oats
According to the American Cancer Society about Oats: Insoluble fibre's cancer-fighting properties are due to the fact that it attacks certain bile acids, reducing their toxicity. Soluble fibre may reduce LDL cholesterol without lowering HDL cholesterol. LDL is bad; HDL is good.

Soluble fibre slows down the digestion of starch. This may be beneficial to diabetics because, when you slow down the digestion of starch, you avoid the sharp rises in your blood sugar level that usually occur following a meal.
It has been found that those who eat more oats are less likely to develop heart disease, a disease that is currently widespread in the United States. The phytochemicals in oats may also have cancer-fighting properties.

American Cancer Society

Indian stats
India has the world's largest diabetes population, followed by China with 43.2 million.

South Indias population is approx 20.81% of total population of India. So approximately, 9 million of South Indias population is diabetic.
http://en.wikipedia.org/wiki/Demographics_of_India

But why dont people prefer Oats?

Does not taste good..???
Expensive..??? Dont know with what it should be eaten..???

Primary Research 2: Methodology

Type of Research -- Exploratory research Data Collection through Questionnaire Sample Size-150 Simple random sampling method was used to collect the data (Only focussed at South India)

Demographics
Martial Status
39

Martial Status Single

Single
111

Percentage 74% 26%

Married

Married

Whom do u stay with?

Whom do you stay with ? Alone With friends

Percentage 6% 50%

With spouse
With parents With spouse & parents
Primary research

18%
24% 3%

Do you eat breakfast regularly?

Do you eat breakfast?

Yes No

Percentage 85% 15%

Why do you have breakfast?

Perc entag e 0% 56% 44% 65%

Why do you have breakfast?

So that you can have late lunch/ skip lunch To fill in your stomach To gain nutrients early in the morning It is the most important meal of the day Primary research

Why dont people eat breakfast?

Have brunch No time Lack of space Office timing
Primary research

Are you health conscious?

Are you health conscious? Yes No

Percentage 85% 15%

Do you like eating Oats/Kellogs/cereal bars for breakfast? Do you like eating Cereals? Yes No

Percentage 44% 56%

Primary research

Why dont you prefer eating breakfast cereals (Oats/Kellogs/cereal bars)? Why dont you prefer eating cereals? You dont like the taste You dont like eating it plain You dont like having it with milk You dont know what to couple it with You feel its expensive Cereals do not fill your stomach Family culture does not promote eating cereals Any other reason
Primary research

Percen tage 33% 20% 23%

23%
20% 13%

27% 37%

What is the healthiest form of breakfast according to the sample

Idli and Tea Oats with fruits and nuts Corn flakes, Oats Fruits Vegetable Salad Eggs Milk Bread
Primary research

Why do people prefer Idli / dosa

Takes very little time to eat them Canteen serves idly and poha in the shortest time. Like it / "tasty Good for health Availability and preparation time Fills the stomach Steady diet Nutritional value They don't upset your stomach at any given time of the day ... Makes u feel comfortable... Used to the traditional breakfast That's what is cooked at home My wife cooks it so I eat it High in nutrient & tasty
Primary research

Breakfast in south
Aloo Poha Curd Rice Idli Sambhar Rava Idli Stuffed Idli Rava Uttapam Rava Dosa Paneer Dosa Missi Roti Plain Dosa Upma Vada Sambhar Onion Dosa Vegetable Uthappam Onion Uthappam Aappam Idiappam Masala Dosa Puri Sago Lemon Rice Pongal Puttu

New Product

Instant Soy-Oat Idly

Instant Soy-Oat Idly

It is an instant idly ready for consumption on pouring hot water in it Contains Soy, Rice, Urd dal, Sprouts, Oats which are considered to be healthy

Contains dehydrated dry vegetables and dry fruits to add taste and flavor to it

Preparation
Rice, Urd dal, Soya Beans, Oats and sprouts are soaked

It is then subjected to drying dehulling and it is powdered

This process gives us partially defatted flour Vegetables are dehydrated and then added to this powder This mixture is moisture conditioned and passed through a vessel where it is made to be in direct contact with dry steam at low pressure This steam treated flour mixture is passed through extruder to transform it into desired Idly shape The product is then dried to a moisture content at which it will be stable at room temperatures
http://www.insta-pro.com/pdfs/TexturedSoyProtein.pdf

Inputs and Outputs

Inputs
1 Kg of clean soya bean 1 Kg of Clean rice Kg of Urd Dal Kg of Oats Kg of Sprouts

Outputs
Textured Soy protein flour(Required) Rice flour Urd dal Powdered Oats and Sprouts Soy Bean Oil( By-Product) Hull of Soy and Sprouts ( Waste)
http://www.insta-pro.com/pdfs/TexturedSoyProtein.pdf

Equipments Needed
Each Process demands different machineries Grain and Seed Conditioning
Cleaning Destoning Dehulling

Machines required for Preparing of Soy Flour

Extrusion Machine Oil Pressing Machine Cooling Machine

Idly shaped preparations from all the flours

Flour Conditioner Machine Extrusion Machine( To Achieve the desired shape) Cooling Machine

Packaging
Extrusion Machine Packaging Machine
http://www.insta-pro.com/pdfs/TexturedSoyProtein.pdf

Other Requirements
Power:
Requirement of Power are moderate i.e. 250 KVA

Water:
Abundant supply of good quality potable water

Area:
Around 1 acre of land

Capital Required:
The capital investment for the proposed product mix would be around 3 crore approx.

Technology:
Technology is available from National Research Institution and turnkey plant suppliers around India.
http://www.apitco.org/Profiles/Soya%20Bean%20Processing%20Complex.pdf

Benefits
Easy to prepare Contains approx 336 calories/ 100 gm 100% Vegetarian Good source of protein and amino acids Rich in fiber

Rich in Vitamin B and Omega Fatty Acids

Approx. 533mg of Calcium and 21.2 grams of Iron available

Need for Instant Soy-Oat Idly

Need a healthy and an instant dish for consumption
Lack of time for preparation of breakfast Tendency to prefer light dishes for breakfast Easy to prepare and convenient to serve

SWOT Analysis
Strengths - Healthy - Time saving - Portable Weaknesses - Requirement of steam / hot water - High distribution network required

SWOT Instant Soy Idly

Opportunities Threats - Increasingly health conscious audience - Microwave skeptics - Widespread popularity of idlis/dosa - No ready to eat dosa/idli products - Low entry barriers

Model Idly Tray

Top-view

Side-view

Dhanyawaad