India Biscuit Industry

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INDUSTRY ANALYSIS ON BISCUIT INDUSTRY

Under the guidance of: Mrs. SUKANYA (Assis. prof.)

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CONTENTS

1) CHAPTER-1 2) CHAPTER-2 3) CHAPTER-3 4) CHAPTER-4 5) CHAPTER-5 6) CHAPTER-6 7) CHAPTER-7 8) CHAPTER-8 9) CHAPTER-9 10) APPENDICIES

INTRODUCTION PRODUCT LINES AND CUSTOMER BEHAVIOR GROWTH OF THE INDUSTRY TECHNOLOGY OF PRODUCTION AN DISTRIBUTION MARKETING INNOVATION STRATEGIES AND COMPETETION IN THE INDUSTRY BUSINESS ENVIRONMENT CRITICAL SUCCESS FACTORS

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CHAPTER-1INTRODUCTION

OVER VIEW OF THE INDIAN BUSCUIT INDUSTRYBiscuit industry contribute Rs 8,000 crore to the FMCG industry and provide a vast opportunity for growth, as the per capita consumption of biscuits is less than 2.1 kg 3

in our country. India It is classified under two sectors: organized and unorganized. Branded /Organized to Unbranded/Un organized market share of biscuit has been 70% for Organized sector and 30% for Unorganized sector . Apart from Big 3( Britannia , Parle , ITC ) there are around 150 medium to small biscuit factory in India . The Industry is now facing problem from increase of raw material price. With Government VAT up to 12.5% has added to their woes .Biscuit consumption per capita in India has grown to 2.1kg per capita in comparison to 10kg per capita consumption in USA ,UK and Europe . India Biscuits Industry came into limelight and started gaining a sound status in the bakery industry in the later part of 20th century when the urbanized society called for readymade food products at a tenable cost. Biscuits were assumed as sick-man's diet in earlier days. Now, it has become one of the most loved fast food products for every age group. Biscuits are easy to carry, tasty to eat, cholesterol free and reasonable at cost. States that have the larger intake of biscuits are Maharashtra, West Bengal, Andhra Pradesh, Karnataka, and Uttar Pradesh. Maharashtra and West Bengal, the most industrially developed states, hold the maximum amount of consumption of biscuits. Even, the rural sector consumes around 55 percent of the biscuits in the bakery products. The total production of bakery products have risen from 5.19 lakh tonnes in 1975 to 18.95 lakh tones in 1990. Biscuits contributes to over 33 percent of the total production of bakery and above 79 percent of the biscuits are manufactured by the small scale sector of bakery industry comprising both factory and non-factory units.

The production capacity of wafer biscuits is 60 MT and the cost is Rs.56,78,400 with a motive power of 25 K.W. Indian biscuit industry has occupied around 55-60 percent of the entire bakery production. Few years back, large scale bakery manufacturers like

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cadbury, nestle, and brooke bond tried to trade in the biscuit industry but couldn't hit the market because of the local companies that produced only biscuits. The Federation of Biscuit Manufacturers of India (FBMI) has confirmed a bright future of India Biscuits Industry. According to FBMI, a steady growth of 15 percent per annum in the next 10 years will be achieved by the biscuit industry of India. Besides, the export of biscuits will also surpass the target and hit the global market successfully.

Two Sectors of Biscuit IndustryIn terms of volume biscuit production by the organized segment is estimated at 1.30 million tones. In the organized sector, the industry is dominated by Britannia and Parle, which account for 70 per cent of the industry's volumes. The two major organized players are Britannia and Parle. Britannias market share stands at Rs 27 billion. Parle derives a large portion of its revenues from low-priced biscuits. Parle-G and Britannia derive a fairly large share of their revenues from the medium- and premium varieties. In fact, Britannia's market share in the medium and premium varieties is significantly higher. Other organized players include domestic players like Brakemans, Champion, Kwality, Priya and MNCs like SmithKline Consumer, Kelloggs, Sara, Heinz, Excelsia (Nestle) and United Biscuits. The unorganized sector consists of small bakery units, cottage and household type manufacturing their goods without much packaging and distributing their goods in the surrounding areas. Lower overheads due to limited local area, family management, focused product lines and less expenditure on marketing help the unorganized sector to grow. The organized biscuit manufacturing industrys annual production were around 1.1 million tons in 2003-04, 1.25 million tons in 2004-05, 1.4 million tons in 2005-06, 1.6 million tons in 2006-07 and 1.7 tons in 2007-08. 5

HISTORY OF BUSCUIT INDUSTRYBiscuits are a very significant part of the food industry in most countries of the world. A biscuit is a small baked product; the exact meaning varies markedly in different parts of the world. The origin of the word "biscuit" is from Latin via Middle French and means "cooked twice" (similar to the German Zwieback). Some of the original biscuits were British naval hard tack. That was passed down to American culture, and hard tack (biscuits) was made through the 19th century. Biscuit can flourish in any environment where there is a base population, in the immediate vicinity of the plant; a country with large population is well suited for a biscuit plant. Biscuit is most suited for local production. This factor alone has made India a big biscuit center. Biscuit Industry has flourished in India enormously over the years and is still growing phenomenally. This growth has funneled a growth of all facets of biscuit making in India. While the modern India is considered a centre for software development, many do not realize that one industry that has developed similar capabilities is Biscuit. Today India can boast of being

Most cost effective and reliable biscuit machinery making center. 6

Most talented senior management and technical manpower pool for biscuit making. Most number of biscuit production manpower and operating technicians manpower Most reliable center for outsourcing manufacture of biscuits. Most cost effective center for food testing laboratories. Most cost effective and talented centre for product development, research and formulation development.

FEDERATION OF BISCUIT MANUFACTIRE OF INDIA

FBMI, Established in 1950, from gathering of CEOs of small, medium and large Biscuit manufacturing organizations in the countrys capital city, the Federation of Biscuit Manufacturers of India, popularly known as FBMI has come to stay as the premier forum of the organized segment the biscuit industry in India, by virtue of its effective servicing and result oriented activities, with the prime objective of protecting and promoting the interests and development of the Biscuit industry. The FBMI represents the organized biscuit industry consisting of small scale, medium and large biscuit manufacturers located in all zones and all States of the country. As the apex body of the biscuit industry, the Federation strives to serve its members in particular and the biscuit industry in general. OBJECTS To promote, protect and safeguard the interest of the Biscuit manufacturing industry, particularly in the small and medium sector To promote and develop a systematic and hygienic Biscuit manufacturing Industry.

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To promote research and product development for the biscuit manufacturing industry and the establishment of any research organization for the purpose, particularly for the benefit of SMEs manufacturing biscuits

To assist the small and medium biscuit manufactures in the purchase of flour, inputs and other commodities and the provision for technical advice for improving manufacturing techniques and marketing method

To create appropriate bodies to advise Government of various aspects connected with the development of the biscuit manufacturing industry. To obtain from any such Government or authority rights, concessions and privileges which the Association may think it desirable to obtain and to carry out, exercise and comply with any such arrangements, rights, privileges and concessions.

LIST OF THE PLAYERS IN THE INDUSTRY The major Brands of biscuits are - Brittania, Parle Bakeman, Priya Gold,Elite,Cremica, Dukes, Anupam, Horlicks, Craze, Nezone, besides various regional/State brands.

Britannia , Parle , ITC foods , Surya Foods others

Regional bakery brandsfew regional players have made a mark in their respective zone,

HARVEST GOLD 8

CREMICA PRIYA GOLD DUKES COOKIE MAN ANMOL MONGINIS BONN BISK FARM ELITE ANUPAM MODERN SABISCO CHAMPION VEERMANI

FOREIFN PLAYERS Foreign players like United Biscuits and McVities have also entered the fray. However, these players have concentrated themselves in the super-premium and premium segments.

BRIEF PROFILE OF THE PLAYERS IN THE INDUSTRYBRITANIA INDUSTRIES LIMITED Britannia Industries Limited is an Indian company based in Kolkata that is famous for its Britannia and Tiger brands of biscuit, which are highly recognized throughout the country. Britannia is one of Indias leading biscuit firms, with an estimated 38% market share. Once upon a time, in 1892 to be precise, a biscuit company was started in a nondescript house in Calcutta (now Kolkata) with an initial investment of Rs. 295. The company we all know as Britannia today. On the operations front, the company was making equally dynamic strides. In 1992, it celebrated its Platinum Jubilee. In 1997, the company unveiled its new corporate identity - "Eat Healthy, Think Better" - and made its first foray into the dairy products market. Britannia strode into the 21st Century as one of India's biggest brands and the preeminent food brand of the country. It was equally recognised for its innovative approach to products and marketing. 9

Main products produced by Britannia industries are, Good Day,Tiger,Marie Gold,50- 50,C