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The following extracts from the handbook Technology of Indian
Milk Products would be of interest to Marketers of Milk Products.
Section
1.2 - Market Survey & Analysis
Market Size (Pg 25)
The cooperative unions, which virtually represent the organized sector
in the country, are involved in manufacturing-cum-retailing of traditional
products in a limited way. A review by the National Dairy Development
Board (NDDB) based on the data collected from 66 district unions for
the period 1995-96 to 1997-98 showed an average growth of 20 per cent
in turnover during this period
The product profile of cooperatives indicates relatively higher success
in the marketing of peda (southern unions), shrikhand (western unions),
peda and milk cake (eastern unions) and milk cake (northern unions).
Other products, which show high seasonal sales, include buttermilk,
curds and lassi.
Market Structure (Pg 27)
The organized sector is focusing on new product development, packaging,
retailing and export orientation for its further expansion. Chatterjee
and Mishra (1998), studied the working of leading mithai names of
Kolkata including K.C. Das, Ganguram, Tewari Brothers and Haldiram's.
K.C. Das is known for product innovations, having to its credit
rasogolla, rasomalai and sweets for diabetics. They have over 100
varieties of sandesh. The organized sector's stress on quality has
also been noticed. Both the K.C. Das and the Ganguram groups have
quality control laboratories. Haldiram's are known for aggressive
marketing, and their distribution network has helped them attain
leadership within the organized sector.
Product Profile (Pg 27)
In terms of regional preferences, the khoa-based mithais are more
popular in northern, western and southern parts of the country while
chhana-based sweets are popular in eastern India. The growth of
cultured products like shrikhand in western India and chhana-based
sweets in northern and southern India is levelling out the regional
preferences for traditional sweets.
Market Opportunities (Pg 29)
....multinational companies like Nestle had introduced innovations
of blending product design of Western pastries with khoa-based sweets
marketed as "Mithai Magic" and position it for corporate
gifting.
Instant-mix Sweets (Pg 29)
The 'instant mix' market in India was estimated to be around Rs
1,000-1,250 million in 1998. The most popular 'instant mix' so far
is that for gulabjamun which is available in a number of brands,
including Amul, Nestle and Gits. The other traditional products
introduced in the 'instant mix' product form are kalakand, kesar
kulfi and shahi rabri by Nestle under the brand name 'Milkmaid'.
Retailing (Pg 30)
| Retailer category |
Sweet category
|
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Small
|
Khoa (80.7%) > Chhana (13.1%) > Others (6.2%) |
|
Medium
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Khoa (64.5%) > Chhana (22.6%) > Others (12.9%) |
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Large
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Khoa (60.9%) > Chhana (18.4%) > Others (20.7%) |
Market Development (Pg 30)
The time is ripe for the organized sector to increase its market
share through:
- Automation by employing technological interventions,
- Product improvement mainly in terms of shelf
life and packaging,
- Modernizing direct manufacturing of end-products
thus bypassing preparation of intermediate products like khoa
and chhana,
- Attaining the ability to respond to seasonal
and peak demand,
- Development of new products in response to
consumers' choices, and
- Consolidation and upscaling of retail
network.
Order the handbook. Have queries? Contact
us.
E-mail:
mail@indianmilkproducts.com
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| India's
Vast Dairy Market Updated |
The handbook provides
an update on India's vast dairy market, the world's largest,
valued at $22bn, with wide-ranging analysis of the demand and
supply situation.
- Barry Wilson, Dairy
Industry Newsletter, UK |
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