ASSIGNMENT

Manav Lakhina
170103112
Section-A

BISCUIT INDUSTRY IN INDIA - CURRENT SCENARIO

At present the following states can be regarded as the biggest consumers of biscuits in India:

• Maharashtra
• Karnataka
• West Bengal
• Uttar Pradesh
• Andhra Pradesh
The rural sector in India presently accounts for almost 55 percent of the biscuit consumption in India.

The Indian biscuit industry has a yearly production of almost INR 3 thousand crores and is the biggest
among all the food-based industries operating in the country. The Indian subcontinent overall is
regarded to be one of the top producers of biscuits in the world

The industry can be classed into two separate sectors – organized and unorganized. Biscuits and
breads are the major components of the Indian bakery industry and together these two account for
almost 80 percent of the aggregate production. The biscuit industry is said to have a better production
and value level than the bread.

he Federation of Biscuit Manufacturers of India (FBMI), set up by the Union Government in 1953, has
stated that in the coming years the industry will see an approximate yearly growth of 15 percent and
the exports will also successfully reach the global markets. Per capita consumption of biscuits in India
has been estimated at 2 kilos. India is also one of the leading producers of biscuits in the world along
with the US and China.

Major Biscuit Brands available in India

• Parle Products Pvt. Ltd • Anmol

• Britannia Industries Ltd • CREMICA
• Priya Gold Biscuits • Sunfeast
• Horlicks • Dukes
• Cadbury Oreo
I interviewed 15 people who visited the supermarket and the sales person at the super market.

INSIGHTS FROM THE CUSTOMERS

Out of the 15 consumers interviewed, the following tables

Brands Parle Britannia Priya Cadbury Oreo Sunfeast

No. of 4 4 1 3 4
Consumers
preferring
the brand

INSIGHTS DRAWN
• Consumer preferences for the biscuits vary of availability and tastes
• Price points are almost same for all brands
• Parle, with their brand PARLE-G, continues to dominate the biscuit market in the country

INSIGHTS FROM SALES PERSON

• High demand for Parle Biscuit brands
• Britannia and Sunfeast keeping up with Parle, and almost fight on an equal foot
• Robust Supply Chain initiatives by the company ensures availability and promotes
consumer loyalty towards the brands
• Cadbury Oreo has also attracted consumers through their marketing and sales
promotions. Demand for Oreo likely to go up in near future
• Tough competition between biscuit brands in the Indian Markets