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Rajat K. Baisya
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the system arising out of sub-optimal post harvest handling and
storage.
Bakery Products
Region Consumption
North 47 %
East 13 %
West 21 %
South 19 %
Bread
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white bread. Brown bread is all most 10 per cent of the total bread
market. Milk bread is about 85 per cent, brown 10 per cent, fruit
bread 3 per cent and balance 2 per cent is other specialty bread as
per industry estimates. Earlier we had only whole bread but during
last decade mostly sliced bread is being sold. One gets whole bread
only in small towns produced in traditional ovens. The bakeries in
India normally produce bread as well as cookies for the local market.
The technology absorption in Indian bakeries therefore is still at
various levels. Some of the hotels in India produce excellent quality
bread and the regional players increasingly dominate other bakery
products. Many local and regional players have been able to create
success stories and therefore dominance of big players like Britannia
is gradually reducing. In fact Britannia wanted to get out of the
bread segment because it is not very profitable. In Delhi we can see
that Harvest Gold brand is quite popular and they are more visible
than other brands.
Biscuits
Glucose and Marie are two varieties of biscuits which represent the
largest segments. Table 3 gives the contribution of various biscuit
segments as per the industry estimates.
Glucose 44
Marie 13
Cream 10
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Cracker 13
Milk 12
Others 8
MNCs like Smith Kline Beechem (SKB) tried to create biscuit brand
under Horlicks. Although this brand of biscuit still exists but the
volume is low. They still produce the product through subcontract unit
and promotion of the brand is a low-key affair. SaraLee entered this
category and incurred huge loss for three years and exited from the
category all together. Even Kellog introduced a few specialty biscuits
in the market and made considerable efforts to market those brands
unsuccessfully. Some of the local industries are really giving a
strong fight to big players like Britannia and Parle taking advantage
of low cost of production. There are therefore instances of regional
success stories like Priya Biscuits, Bakeman etc.
Although big players like Britannia produces cake but in this category
most of the players are in small and medium segment. This category is
small and numerous local producers have created success stories. The
name that has created a name is Monginis. They have their own retail
stores in all metro cities. In addition many other local cake and
pastry shops created good business proposition locally.
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There are many bakery ingredients manufacturers who now sell even
ready mixes to small bakers to help them producing good bread. These
companies are also helping the small bakeries to improve the
technology. In India we get bakery equipments and machineries
suppliers catering to the needs of small and medium size plants.
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