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A Report
On
“Amira’s foray into the Indian snacks market”
By
Vidhi Choraria
11BSPHH010942
IBS Hyderabad
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A Report
On
“Amira’s foray into the Indian snacks market”
Submitted by-
Vidhi Choraria
11BSPHH010942
A report submitted in the partial fulfillment of the requirement of MBA Program of IBS
Hyderabad
Distribution list
Company guide: Faculty guide:
Mr. Yogesh Arora Dr. Sridhar Vaithianathan
General Manager- Sales Asst. Prof. (Operations)
Amira Foods India Ltd. IBS Hyderabad
Amira Foods India Ltd., Delhi
Date of submission- 4th June, 2012
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ACKNOWLEDGEMENT
I take this opportunity to gratefully acknowledge the assistance and contribution of the people
who had faith in this project. I would begin by extending my sincere gratitude to Mr. Karan A.
Chanana, Chairman, for giving me a chance to work with Amira Foods India Ltd.
I feel privileged to have worked with and enjoyed the support of my Company guide, Mr.
Yogesh Arora, General Manager (sales). I am deeply indebted to him for all the help I received,
without which this project could not have come to pass. He made available all the resources that
came handy in completion of this project. He took special interest in ensuring that I get ample
field exposure so that I could understand the intricacies of the business.
I am extremely thankful to my faculty guide, Dr. Sridhar Vaithianathan, Asst. Prof, IBS
Hyderabad. His constant guidance helped me overcome many barriers in the course of my study.
I am fortunate to have got such an encouraging guide who made me push my limits and strive for
bigger accomplishments.
Last but not the least; I would like to give my sincere thanks to Mr. Rajiv Verma, Vice-President,
Amira Foods. India Ltd. Regular discussions with him regarding the progress of my project made
sure that I was on the right track. His guidance motivated me to give this project my best effort.
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Table of Contents
1. Cover page……………………………………………………………………………….01
2. Title page………………………………………………………………………………...02
3. Internship certificate……………………………………………………………………..03
4. Acknowledgement……………………………………………………………………….04
5. Table of contents…………………………………………………………………………05
6. Executive summary………………………………………………………………………06
7. Introduction………………………………………………………………………………07
7.1 Background……………………………………………………………………………………………..11
7.2 Keller’s model…………………………………………………………………………………………..12
7.3 Objective………………………………………………………………………………………………..13
7.4 Methodology……………………………………………………………………………………………14
7.5 Scope & limitations……………………………………………………………………………………..15
8. Economy industry analysis………………………………………………………………16
8.1 Introduction to snacks industry……………………………….………………………………………...17
8.2 Growth in the snacks industry…………………………………………………………………………..19
8.3 Competitive analysis……………………………………………………………………………………29
8.4 SWOT analysis……………………………………………………………………................................30
8.5 Porter’s five force model………………………………………………………….................................31
9. Company analysis………………………………………………………………………..32
9.1 About the company………………………………………………………..……………………………34
9.2 Product portfolio……………………………………………………………………………….…….....42
9.3 Award and recognitions……………………………………………………………..............................43
9.4 Market segmentation……………………………………………………………………………………45
9.5 Promotion……………………………………………………………………………………………….46
10. Project specific analysis………………………………………………………………….48
10.1 Market analysis (Phase 1)………………………………………………………………………….....70
10.2 Customer preference (Phase 2)……………………………………………………….…………….....73
11. Conclusion & Recommendation…………………………………………………………74
11.1 Conclusion………………………………………………………………………………………...….77
11.2 Recommendation………………………………………………………………………………...…....78
12. Outcome/ Contribution………………………………………………………………….80
13. Learning from SIP………………………………………………………………………..82
14. References………………………………………………………………………………..84
15. Appendix………………………………………………………………………………...87
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EXECUTIVE SUMMARY
This project will bring to the fore the competition that exists in the Indian snacks market. The
project has been done for Amira Foods India ltd. which is one of the largest privately owned rice
companies of India. By introducing snacks to its portfolio it has forayed into an industry that is
replete with competition, both from the organized as well as the unorganized market. Therefore,
it became imperative to first study the competition and the various offerings by different
companies.
This project has been divided into two phases. In the first phase, I undertook a study of the
snacks market by visiting retail shops all over Delhi to get an idea of the snacks offered by
various companies, their promotion tactics, and their placement in the shops among other things.
A list of questions was prepared and by way of interacting with shopkeepers information was
sought. For this purpose, I divided Delhi into 5 zones namely- North, South, East, West and
Central. The rationale behind this division was to ascertain if there was any brand that was being
sold better in a particular region than the other. After having completed this study, I got a fair
idea of what all does a customer look for when he/she makes a purchase. This led me to conduct
the second phase of my project where a structured questionnaire was given to customers who
rated various variables on a 7 point Likert scale. A factor analysis was run on the data generated
to find out the correlation among the variables and also to find out which factor emerged as the
most important one.
Before starting the first phase of the project, I did a market analysis wherein I went to retail
shops and simply listed down the products offered by different companies. A comprehensive list
was generated where the following information was gathered- name of the company, pricing,
number of brand offerings, different sizes available, form of packaging and promotional
schemes. This was solely done on the basis of observation. When I started the first phase of the
project, I was already well aware of the different offerings in the market. The task now was to
find out which player generated maximum sales, which variant was sold most and related
questions. This information was sought by way interacting with the shopkeepers as well as
customers who visited these shops and were looking to buy snacks. In order to make the findings
from the project cogent, I decided to include customers too in my area of study. Therefore, the
second phase was only targeted to the customers. The questionnaire covering 11 variables
emerged from the discussions with the retailers and customers in the first phase.
On the basis of the interpretations, Amira foods India ltd. will be able to-
Understand the buying behavior of consumers in all parts of Delhi.
Decide which variant they should add to their current portfolio of 4 variants.
Get an idea as to which variables like price, promotion and place among others; affect the
buying decision of consumers.
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INTRODUCTION
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BACKGROUND
Amira Foods India Ltd. is predominantly a manufacturer and exporter of rice. Looking at the
growth in the FMCG sector, the company decided to diversify its brand portfolio, the result of
which was Amira’s foray into the Indian snacks market. The snacks are slated to be launched this
year. Amira has planned to launch 4 variants namely; Aloo bhujia, Bikaneri bhujia, Navratna
mix and Zabardast slims.
The various snacks had a soft launch in the metro cities of the country excepting New Delhi. The
leads from the soft launch indicated that consumers will accept this brand. In the initial days of
test marketing, when the consumers were asked a few things that they would like to change
about Haldiram’s snacks, three points came up which Amira cashed on. Consumers felt that
Haldiram’s snacks were too spicy and that they left a mint like taste on the tongue. Apart from
this, Haldiram’s snacks when taken in the hand leave behind oil. Amira tried to overcome all
these negative points and created less spicy and cholesterol free snacks. In a market where
Haldiram’s is almost synonymous with snacks, it is difficult to create a niche for a lesser known
company. Amira has outsourced its manufacturing to Chatarpur enterprises. They buy each
packet from chatarpur enterprises at Rs 19.
The first appearance that Amira snacks made in New Delhi was at the Ahaar Food Festival, of
which I was a part. The snacks were put up for sale at the exhibition. What the company wanted
to get were customer insights, sales was just a by product of the exhibition. I had the opportunity
to interact with customers and ask them how they liked or disliked the newly introduced snacks.
While most of them appreciated the taste some had minor issues regarding the taste. For some of
the customers, the decision whether to taste the namkeens or not depended on how spicy the
snacks were. Most people across India like their food to be spicy in moderate limits. Gujaratis
prefer it to be less spicy, whereas Rajasthanis prefer their food be very spicy. Among the retailers
that visited the exhibition, Walmart, Vishal Megamart and Big Bazaar expressed their
willingness to stock the snacks. However the price that these retailers charge to stock the snacks
could be a cause of cause. For instance, Spencer’s is charging 4L per SKU, which is deemed to
be too high.
All the snacks are priced at Rs 39 and the quantity offered is 150 grams. Compared to the other
brands available in the market, this price is high. Amira will have to go for regional pricing in
order to induce sales. Haldiram’s has a stronghold in North India, as such the prices in this part
of the country will have to be brought down. Also, the tax structure will have to be taken into
cognizance before setting out the price. Places that charge a tax of 13% or more can sell the
namkeens at Rs 39, and the ones than charge a tax of less than 13% can sell the namkeens at say
Rs 35. As such, for the namkeens to sell at Rs 39, South India should be targeted. Amira is
relaying on word-of-mouth publicity for its snacks. Advertisement in trade magazines is being
considered. Advertisement on televisions is not being considered due to the high costs involved.
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85% of the snacks are potato based and Amira’s 4 variants are also potato based. This shows that
their products have huge potential. The idea was to focus on traditional Indian taste. Amira
wanted its snacks to be tasty and crunchy and more importantly, healthy. The snacks promise to
be zero trans fat and calories. They want to target those men and women, who work during late
night shifts, students who stay in hostels or paying guest accommodation. The snacks can serve
the purpose of mid break meals. The other purpose that the company sees is of these snacks to be
used while traveling distances.
Amira Rice is available pan India with about 122 distributors all over. As such, it has a strong
presence in both general and modern trade. The plan is to club namkeens with rice and create a
grocery combo to induce sales. It is also considering BTL activation for promotion.
Following are the 4 variants launched by Amira- Zabardast slims, Navratna mix, Aloo bhujia and
Bikaneri bhujia.
Understanding that the customers in especially Delhi are price sensitive and also the fact that a
wide range of choices are available in the market, my company guide, Mr. Yogesh Arora
(General Manager- Sales) handed this project to me where my study was related to
understanding the competition and also making recommendations to the company as regards
customer preferences.
All data collected for the study is first hand (primary). An all rounded analysis from both the
retailers as well as consumers perspective was needed; therefore this project has been divided
into two phases. In the first phase, I visited retail outlets all over Delhi and questioned retailers as
well as customers. The information was sought with the help of a disguised structured
questionnaire. For this phase, I divided Delhi in 5 zones. The rationale behind this segregation
was to find the presence of regional brands, say something that was sold only in the Eastern part
of Delhi and not in the Northern part. Following 5 zones were covered-
1. North Delhi - Timarpur, Model Town, Kamla Nagar, GTB Nagar, Pratapnagar
2. West Delhi - Punjabi Bagh, Paschim Vihar, Rajendra Nagar, Patel Nagar, Tilak Nagar
3. East Delhi – Bhajanpura, Yamuna Vihar, Preet Vihar, Gandhi Nagar
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4. South Delhi – INA Market, Malviya Nagar, New Friends Colony Market, Saket, Kailash
Colony
5. Central Delhi – Bengali Market, Shankar Market, Darya Ganj
Effort was made to keep a right blend of modern trade stores and general trade stores in the
study, to get as accurate results as possible. The questionnaire was designed on the following
attributes-
1. Most selling brand
2. Most selling variant
3. Best selling size
4. Sales team performance
While seeking answers to these questions, I made sure that I allow the respondents to have a free
flowing conversation with me. That helped as some retailers gave me more information than I
demanded. This came in form of recommendations to the company I was conducting the survey
for and also loopholes in the present brands that dominated the market. Interaction with them
helped me get a good hold of the Snacks market. Apart from this, I included consumers too in
this study. When I went to big retails stores like Reliance Select, Spar, Big bazaar and the like; I
tried to overhear the conversations that customers had between themselves while making a
purchase decision related to namkeens. This helped me to get a stronghold of consumer
preference. I got an insight into the considerations that lead consumers into choosing one brand
over another. But simply observing them was not enough to get an all-round idea of customer
preference. This was the idea that led me to move to the second phase of the project.
In the second phase, my interviewing population consisted of only end-consumers - housewives
who buy namkeens for the entire family, kids who buy it as impulsive purchase, working people
who consume it while working late night and people who team up their drinks with snacks. An
online questionnaire was posted and responses were automatically recorded. Some
questionnaires were filled in hard copy too. The responses were then transferred to a software
called SPSS, and a factor analysis was run on the same. The attributes that were covered in the
questionnaire emerged from the interaction with retailers and consumers in the first phase.
Following attributes were covered –
1. Price
2. Promotion
3. Size
4. Flavours
5. Target group
6. Convincing power of the shopkeeper
7. Shelf life
8. Health
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9. Purchase
10. Availability
11. Packaging
On the basis of the final interpretations and outcome of this project, Amira Foods India Ltd. will
be able to
Analyze which is the best selling brand
Analyze which is the best selling size
How often should the company’s sales team visit the retail outlets
What factors affect consumer purchase the most
Which variant should they launch next
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Keller’s Model of brand equity
Brand equity is a phrase used in the marketing industry to try to describe the value of having a
well-known brand name, based on the idea that the owner of a well-known brand name can
generate more money from products with that brand name than from products with a less well
known name, as consumers believe that a product with a well-known name is better than
products with less well known names. Keller’s model shows the different levels of relationship
that consumers share with a brand. Every brand unquestionably strives to reach the ‘equity’
stage. Following analysis has been done with respect to Amira snacks-
Who are you - Amira’s a manufacturer supplier and exporter of Rice. It recently diversified its
product portfolio by foraying into the snacks segment
What are you - A new entrant in the snacks food business. Offers 4 variants namely- Zabardast
Slims, Aloo bhujia, Bikaneri bhujia, Navratna mix. These snacks are available at a price of Rs 39
in 150 grams attractive packages.
What about you - Unlike other snacks that taste too spicy and and leave oil in the hand, Amira
has taken special care to ensure that their snacks don’t taste too spicy. Also the snacks are
cholesterol free.
What about you and me - This is the stage that every brand wants to reach. At this stage
customers have formed an emotional relation with the brand. As such they are willing to pay that
extra price if the need be because they are completely satisfied with the performance of the
brand. To reach this stage, every brand will have to establish itself strongly at the bottom three
stages of- salience, performance & imagery and judgements & feelings.
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OBJECTIVE
The aim of the project is to fulfil the following objectives-
To find out which is the best selling brand and its unique selling point
To find out which are the best selling variants
To find out what is it that customers keep in mind while buying a pack of namkeens
To find out what way can Amira’s snacks have an edge over other players
To find out which is the best selling size
To find out the presence of regional brands
To find out how often should the sales team of a company visit a retail store
To find out whether customers are price sensitive or not? This is essential because this
will help
The company take a decision regarding its pricing. At present the snacks are priced at Rs
39 which is deemed high by the company itself.
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METHODOLOGY
Type of research design
Exploratory research design will be followed to find out all the information related to snacks.
Only retailers based in Delhi have been considered for the study
Information needed
The data that I need for this project will be collected through primary sources.
Data collection from Primary sources
Disguised structured questionnaire will be used to sought data from the retailers and customers in
the first phase. In the second phase structured questionnaires will be used to gather information
from the end consumer.
Instrument for collecting data
The instrument used to collecting data is questionnaire.
Population
For phase one, the population consists of retailers all over Delhi. For the second phase, public at
large has been included to conduct the survey.
Sample size
For phase one, a sample size of 100 retailers is taken. For phase two, a sample size of 120
respondents is taken.
Statistical tool used
SPSS
Analysis
Factor analysis along with pie-charts and column graphs.
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SCOPE AND LIMITATIONS
The study has been accomplished under the following limitations-
The research is completely driven by the responses of retailers and consumers.
Incomplete information by them may have skewed the analysis a fair bit.
While most retailers co-operated in answering the questions, some indulge din giving
blanket answers. In that situation I may have asked leading questions and that could have
affected the analysis.
Lack of secondary data regarding the competing brands might have given a not so
satisfactory picture of certain brands.
This study is limited only to Delhi. All findings, competitive analysis have been derived
by visiting retail outlets in Delhi alone.
Only a certain number of retail stores could have been covered owing to the time
constraint of 3 months.
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ECONOMY INDUSTRY ANALYSIS
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Introduction to the snacks industry
Snacks are a part of consumer convenience or packaged food segment. According to an APEDA
survey, the Indian snacks market offers 1000 snack items and 300 types of savouries. Namkeen1
as an ethnic food category is fast growing in India and the global world. The snacks industry has
been growing at 10% for the last three years. India is one of the largest snacks market in Asia
Pacific and contributes 3% of the total market. Snacks are described as the small quantity of
food that is eaten between proper meals. Savory snacks have been part of Indian food habits for
years now. Consumers associate snacks with ‘time-pass’. There is no particular time for snacks;
consumers generally have it at tea-time. Namkeens are seen as hunger quencher, take-away items
which are consumed fast without being stored much. They are almost a must have item on the
snack platter on family occasions.
The Indian market is replete with a plethora of snacks players. The snacks market is divided
between branded and non- branded players. The branded market constitutes 40% of the market
share whereas non-branded market (regional players) constitutes the remaining 60%. Also,
branded snacks are available at 25% higher price than non-branded ones. The branded sector is
growing at 25% annually. The consumer today has a wide array of snacks to choose from. Not
only are these snacks available in myraid flavours, they come in different sizes too, to suit the
needs of different customers. When a customer buys a pack of snacks for its family, a size of 400
gm or 1 kg is likely to be bought. If a customer buys a pack for individual consumption, he/she is
more likely to buy a size of 22gm/ 48gm/ 200gm. Of the wide range of snacks available, potato
based snacks constitute a sizeable segment of the snacks industry- a whooping 85%. Customer
has a choice to make between branded and non-branded snacks. Non-branded snacks are mostly
regional, in Delhi itself certain local brands will be found only in East Delhi whereas some
others will be found in say, North Delhi.
1 Namkeen is a Hindi word used to describe the savory flavor. It is derived from the word namak, meaning salt. In this project, namkeens and
snacks will be used interchangeably.
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Growth in the snacks industry
India has a relatively young population with 55% of its population in the age group of 20-59
years. This group is also high in consumption, therefore this trend will provide a boost to the
snacks industry. The demand for snacks is growing due to other reasons as well like, the growing
multiplex culture, snacking at home while watching TV, and pubs & bars (where they are served
for free). There is also a stark change in lifestyle, leading to a growth in this sector. Increase in
the number of working women and nuclear double income families is leading to more demand
for processesed, ready-to-eat and ready-to-cook food. According to Euromonitor2 money spent
by Indians on outside home meals has more than doubled in the past decade to about $5 billion a
year, and is expected to further double in the next 5 years. Along with this, the disposable
income of the Indians is increasing too, and is expected to grow even further in the years to
come. Following is an extract from Mckinsey Global Institute which throws light on the
changing income trends:-
2 Euromonitor is a marketing intelligence firm, providing market research and business intelligence reports and data to industry
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Buying behaviour
TARGET CUSTOMER
Males Females
Easy snacks with
cocktails, smaller
SKUs & mixtures
Brand focus nil,
for the purpose
of time-pass
Larger SKUs for
storage and
guests.
Working women Housewives
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Competitive analysis
The Snacks market is dominated by the non-branded sector, which holds a 60% market share.
Perhaps the reason behind this market share is that these snacks are available at a price cheaper
than their branded counterparts. Also the margin on local brands is higher than that on branded
items. As such the shopkeeper may play a role in pushing the brand which brings him/her more
benefit. Following comparison will validate the same-
Item Brand Non-brand
Boondi Best bakers, 190 gm for Rs 41 Grace, 120 gm for Rs 22
Mixture Garden, 150 gm for Rs 30 Shyam, 150 gm for Rs 25
Aloo bhujia Em-dee’s, 150 gm for Rs 42 Dhirjee, 100 gm for Rs 32
Navratna mix Haldiram’s, 48 gm for Rs 10 A-one, 70 gm for Rs 11
Among the branded players, Haldiram’s is the market leader. Bikano, Lehar, Em-dees, Kaleva,
Garden are some other brands that constitute the branded market.
Haldiram’s started as a small shop in Bikaner, Rajasthan in 1937. By 1982 Haldiram’s had set up
a shop in Delhi and the capital had begun to stop by and take note of the savouries and sweets. It
was word of mouth that grew the business manifold over the next decade, till Haldiram’s came to
stand for a food company that was synonymous with taste, hygiene and innovation. USA was the
first market they started exporting to. What began as a small-town enterprise in India is today a
global phenomenon. Haldiram’s product portfolio consists of namkeens, sweets, cookies,
sherbets, papads and chips. Out of the 27 namkeens; Aloo bhujia, bhujia, navratna mix, khatta
meetha are the best selling. Following is the distribution system of Haldiram’s-
Company’s
manufacturing unit
Carrying and
forward agents
Distributor
Retailer Consumer
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Value Proposition
Functional benefits- Taste¸ hygiene, great quality, attractive packaging, extensive product
range.
Emotional benefits- Smart buyer, association with Indian roots.
Credibility- Makes tasty and hygienic ready-to-eat food.
What makes Haldiram’s the market leader
There are 3 As which bolster the sales of any product. In the absence of any of the 3 As, the sales
of the product is most likely to get affected. In case of Haldiram’s all the three conditions are
sufficiently met, thereby making it a force to reckon with.
1. Awareness- Unless the buyer is aware of the product, he/she will not help boost the
sales of that product. The simple first step for any company to do is to position the
brand in the mind of the target audience. Haldiram’s with its promotions via
hoardings ensures that the target audience is aware of the brand. The result of the
promotion is such that Haldiram’s is almost synonymous with namkeens in the whole
of North India. Whether a person has namkeens or not, he/she is definitely aware that
Haldiram’s is a brand that sells namkeens of good quality.
2. Affordability- Haldiram’s follows competitive pricing. It seldom comes out with
promotional schemes like ‘buy 1 get 1 free’ or a certain amount of free quantity, that
is because the brand is widely accepted as being affordable. No matter how good the
quality is of a product, if it is not considered worth the money, its sales get affected.
With the smallest offering priced at Rs 5, Haldiram’s is a brand that most people
consider value for money.
3. Availability- Haldiram’s enjoys easy availability. With about 1035 distributors and
presence in almost all general stores and all modern trade stores, Haldiram’s scores
highly on the availability criteria. Apart from the retail outlets, it has restaurants at 18
locations in Delhi and the NCR. The restaurants are located at places that expect a lot
of crowd like- Saket, IGI Airport, Connaught Place among others. Rs 5 and Rs 10
packs which offer 22 grams and 48 grams respectively are available at most pan
kiosks.
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Product offerings3 (namkeens)
Item Size/s Price (in Rs)
Aloo bhujia 200gm/ 400gm/ 22gm/ 48gm 38, 75, 5, 10
Bhujia 1kg/ 400gm/ 22gm/ 48gm 183, 75, 5, 10
Khatta meetha 1kg/ 400gm 173, 71
Navratna 1kg/ 400gm/ 200gm/ 48gm/
22gm
173, 71, 36, 10, 5
Moong dal 1 kg/ 400gm/ 200gm/ 20gm/
43gm
203, 83, 42, 5, 10
Punjabi Tadka 200gm/ 22gm 40, 5
Panchratna 400gm/ 200 gm 133, 67
Mint lacha 80gm 20
Kaju mixture 400gm/ 200gm 115, 58
Cornflakes mixture 400gm 105
Nut cracker 400gm/ 48gm 73, 10
All in 1 400gm/ 200gm 83, 42
Teekha sev 200gm 36
Gujarati mix 200gm 36
Chilli pataka 200gm 38
Boondi 200gm 36
Kashmiri mix 200gm 53
Kabuli chana 200gm 37
Chana cracker 200gm 36
Chana jor 200gm 36
Long sev 200gm 36
Dal biji 200gm/ 400gm 36, 71
Nimbu masala 200gm 38
Shahi mix 200gm 77
Bombay mix 200gm 36
Hara chiwda 200gm 39
Chana dal 200gm/ 48gm 36, 10
Heeng jeera 200gm 37
Chilli chatak 80gm 20
Karodpati 200gm 38
Karanchy mix 200gm 36
3 Table has been filled based on the analysis done prior to phase 1 of the project. As such, only those items have been put in that are available in
retail outlets in Delhi.
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SWOT analysis of Haldiram’s
STRENGTH
First mover advantage
Original namkeens makers hailing from
the city of Bikaner.
Strong distribution network- 50 C&F
agents and 1035 distributors.
Excellent brand awareness
High quality standards.
Available in most stores including
modern trade and general trade
Has restaurants of its own, creating a
great brand image.
Offers a wide variety of namkeens.
Customizes its products, ‘Murukkus’
for south Indian customers.
Excellent packaging stressing hygiene
Uses hoardings and signage for
promotion.
WEAKNESS
Offers low margins to retailers as
compared to other brands.
Does not run any promotional scheme,
due to which customers sometimes
prefer other brands.
OPPORTUNITY
Rising income levels and changing
consumption patterns.
Opening of global markets
THREAT
Threat from non-branded sector
Threat from other branded players.
Due to the western influx, Haldiram’s
may not be able to cash on the change
in tastes owing to its image of a
traditional Indian food maker.
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Kaleva is a manufacturer and exporter of traditional Indian sweets and namkeens. It is located in
the Delhi and stocks over 1000 sweets, namkeens and other traditional eatables. Its product
portfolio includes sweets, namkeens, sharbats(syrups), pickles and papad. It has a wide
distribution network in the domestic market and caters to five star deluxe hotels like- Ashoka
hotel, Maurya Sheraton, Taj group among others. The company is keen on expanding its exports
to the Middle East, America and Europe. Following is a table listing out the various snacks4
offered by Kaleva-
Item Size/s Price
Khatta meetha 150gm 44
Aloo bhujia 150gm 44
Moong dal 150gm 44
Navratna 150gm 44
Nimbu chatka 150gm 44
Crispy strips 150gm 44
Bikaneri bhujia 150gm 44
Chabeni 150gm 44
Tasty 150gm 44
Bhel puri 150gm 44
Bikanervala is one of India's most prominent families in the business of traditional hospitality
products like Sweets and Namkeens. Today, Bikanervala Foods Pvt. Ltd. is an ISO 9001:2000,
HACCP and SQF 2000cm
certified company with four modern manufacturing units in the
National Capital Region and a chain of 88 outlets in India and abroad, serving vegetarian North
Indian, South Indian, Continental, Chinese cuisine and Fast food along with a vast variety of
traditional Indian sweets and snacks. Bikano is Bikanervala’s international brand of packaged
sweets, namkeens, papad and sherbets, manufactured to the world standards of hygiene and
quality. Bikano’s packaged products have always been a big hit with customers both in India and
4 The data has been compiled by visiting retail outlets all over Delhi.
Page | 25
abroad. Bikano’s concept of constant innovation through the use of modern technology for
packaging retains its original flavour for maximum time period. The Quality Assurance
Department has world class testing facilities for Colorimetric, Chromatographic, Chemical,
Bacteriological and Physical analyses thereby ensuring quality of raw material, packaging
material, packing material and finished goods. The quality standards are at par with the
requirements of FDA, and Australian and New Zealand regulations.
The demand for their products is a testament to the quality standard set by Bikanervala. Bikano
prides itself in successfully integrating ultra modern technology to manufacture its traditional
food products in their 5 factories across India. Their products are quite well known for being
healthier than the oily snacks that are found outside since they are fried in machines which are
programmed by Programmable Logic Controllers (PLC). It has always been in the forefront in
adopting new technology for its products. Their state of the art canning and packaging
technology ensures that the products have a longer shelf life without losing their freshness. The
3-ply laminate packaging extends the shelf life up to a year.
Product offering5
Item Size/s Price (in Rs)
Moong dal 200gm, 1 kg 43, 178
Crunchy munchy 52gm 15
Navratna 200gm+50gm extra, 1 kg 36, 168
Aloo bhujia 200gm+50gm extra, 1 kg 38, 168
Bikaneri Bhujia 200gm+50gm extra, 1 kg 38, 129
Khatta meetha 1Kg 168
Tasty 1 kg 178
Cornflakes mixture 400gm 105
Aloo lacha 150gm 38
5 The data has been compiled by visiting retail outlets all over Delhi.
Page | 26
A product of Pepsico India, Lehar was launched in 1996. The brand positioned itself by
emphasizing its irresistible taste and using modern imagery. Lehar was re-launched in 2006 and
positioned itself using the plank ‘Taste zyaada kyunki oil taza’. It promised to deliver good taste
through the use of fresh oil in the manufacturing process. Unlike other players in the business
that seldom invest in TVC (television commercial), Lehar’s famous tagline, ‘Kya karein control
hi nahi hota’ grabbed the attention of many. Also, Lehar snacks are available for purchase online.
The internet has revolutionised shopping experience for many people. Lehar has joined the
league by making available its snacks online for purchase.
Unlike potato chips, namkeens have generally been associated with the family unit, not as a
snack meant for individuals. And in the absence of small, easily disposable pack sizes, namkeens
never really appealed to a lone consumer looking for a snack. If you bought a big packet of
chips, you are likely to finish the whole lot but this is not the case in namkeens. Thus the ‘chota’
pack came into picture. Lehar was the first to get into small pack sizes of 35 gm.
Product offering6
Item Size/s Price (In Rs)
Bikaneri bhujia 200gm, 1 kg, 22gm 35, 183, 5
Moong dal 200gm 44
Nut cracker 160gm 25
Navratna 200gm 35
Aloo bhujia 200gm/ 400gm/ 1 kg 59, 73, 129
Aloo bhujia pudina twist 1 kg 178
Shahi mixture 1 kg 178
Chatpata mix 200gm 35
6 The list has been compiled by visiting retail outlets in Delhi.
Page | 27
Garden Namkeens Pvt. Ltd. is based in the Indian state of Maharashtra. It manufactures exports
and supplies namkeens. It has been in business for the last 18 years.
In all the processes, Garden adheres to highest quality control measures. Its plants are equipped
with latest machinery facilitated by cutting edge technology. It has set up a huge site where 12
semi automatic machines are installed to manufacture Namkeens. Its site has an automatic
temperature control system fitted on all the manufacturing machines to preserve the quality and
taste of the products round the year. The packaging system involves use of automatic packaging
machines in air conditioned plant, eliminating the possibility of human contact.
The unique selling point of Garden snacks is that it has provided the consumers with something
new, something other than regular snacks that are already available in the market. The retailers
stocking this brand consider it a good SKU because it has created something unique. It has
brought the taste of Bombay to Delhi.
Product offering7
Item Size/s Price (In Rs)
Diet Chidva 180gm 32
Diet Bhel 180gm 32
Crispy murukku 180gm 32
Yellow banana chips 100gm 32
Cornflakes mixture 150gm 30
Pepper banana chips 110gm 32
Raita boondi 180gm 32
Em-dee’s is the snack food range of Chandpur Enterprises Ltd. VFD and PLC systems are
involved in the preparation process, which have a high level of automation. The food products
are packed through nitrogen flushing and imported weight control systems. This ensures safety,
hygiene and freshness of incredible standards.
Em-dee’s is known for running promotional schemes like, ‘Buy 1 get 1 free’. According to some
retailers this brand’s unique selling point is that customers generally get lured into buying Em-
dee’s because of the promotional schemes it runs.
7 The list has been compiled by visiting retail outlets in Delhi.
Page | 28
Product offering8
Item Size/s Price (In Rs.)
Navratna 150gm 42
Khatta meetha 150gm 42
Navratna 150gm 42
Bhujia 150gm 42
Moong dal 110gm 42
Aloo bhujia 150gm 42
Nimbu sev 150gm 42
Chidwa 150gm 42
Bikaji foods International Ltd. was established in 1987. It is based in Bikanner, Rajasthan. All
bikaji snacks are made on fully automated machines, completely untouched by human hand.
Bikaji snacks are well known throughout India. They export to USA, UK, Middle East and parts
of Africa. The company was rewarded with the National award for Industrial Excellence in the
year 1991-92, thereby becoming the first company to receive such an award in the category of
food products. The company manufactures sweets, namkeens and papad.
Product offering
Item Size/s Price (in Rs.)
All in one ‘Kuch Kuch’ 200gm 40
Bhujia 200gm 40
Moong dal ‘Goldy’ 200gm 40
Navratan ‘Sab kuch’ 200gm 40
Khatta meetha ‘tana-bana’ 200gm 40
Cornflakes mixture ‘zordar’ 200gm 40
Cornflakes with dry fruits
‘mastkeen’
200gm 40
Chana jor garam 200gm 40
Tasty ‘Gup Shup’ 200gm 40
8 The list has been compiled by visiting retail outlets in Delhi.
Page | 29
Apart from these brands which are available at most stores, there are a handful of brands that do
not enjoy too much of the market share, yet they have been in the market for some time now.
Store brands
A store brand (or private brand) is a brand created and owned by a reseller of a product or serve.
Easy day, is a franchise model between Bharti group and Walmart. It has launched a brand of
snacks under the private label of ‘Great Value’. Great Value private label offers wholesome
choice and value to customers through its range of products, including flours, dry fruits, spices,
cereals, tea, cold beverages, jams, ketchups, Indian snacks, toilet cleaners, floor and glass
cleaners at very reasonable, competitive prices. The snacks are available at a competitive price of
Rs 34 for a quantity of 200gms.
Reliance Fresh has an in-house brand by the name of ‘Reliance Select’. This brand runs
promotions like- ‘Rs 7 off’ thereby selling a 150gm packet at Rs 23. Price sensitive consumers
get lured by such schemes. Also, the stores get more margins on these products. As such the
shopkeepers are likely to push these brands to the customer. This was evident with the placement
of these snacks. Reliance select was kept in a different basket away from the other brands of
snacks. The intention was clear; they wanted their brand to catch the eye of customers.
Page | 30
SWOT Analysis
STRENGTH
Established brand names, like-
Haldiram’s, Bikano, Lehar among
others.
Extensive distribution network, like-
Haldiram’s has 1035 distributors all
over India.
Abundant availability of raw materials
Vast domestic market
It offers a plethora of choices - 1000
snack items and 300 types of savouries.
WEAKNESS
Lack of adequate quality control &
testing methods as per international
standards. Even though the shelf life of
namkeens is generally said to be 6
months, most of them show signs of
stagnation before the end of 6 months.
Inefficient supply chain due to large
number of intermediaries
Packaging facilities are inefficient. No
uniform standard for packaging is
followed as is the case in USA or
developed countires.
OPPORTUNITY
Rising income levels and changing
consumption patterns
Changing demographics- 55% of
India’s population is in the age group of
20-59 years. Younger people are more
receptive to trying new snacks.
Growth of retail sector augurs well for
the snacks industry. Their reach can be
made more extensive
Opening up of gobal markets.
THREAT
Competition between branded and local
(regional) players.
Preference for fresh food.
High inventory carrying cost.
Page | 31
Porter’s First Five Model
It is a framework for industry analysis and business strategy development formed by Michael E.
Porter. The following five forces determine the competitive intensity and therefore attractiveness
of the industry. This model has been applied to the Indian snacks industry-
THREAT OF SUBSITUTES
(HIGH)
Presence of a plethora of
non-brands
BUYER POWER (HIGH)
Due to the wide brand choice
available in the market, buyer
power is high. As such,
consumers can easily switch
brands.
COMPETITIVE
PRESSURE (HIGH)
Haldiram’s dominates more
than half the market share
SUPPLIER POWER
(LOW)
Conditions of supply are
mutually agreed upon; as
such supplier power is low.
ENTRY BARRIERS (HIGH)
Capital intensive
Strong distribution
network
Low operating margins.
Page | 32
COMPANY ANALYSIS
Page | 33
About the company
The Amira group was founded in 1915. It was founded by Shri B.D. Chanana as a trading house.
Shri Karam Chand Chanana handled the reins of the group thereafter. The third generation
headed by Anil Chanana steered the group to newer heights. The fourth generation scion, Karan
A Chanana is at the helm of Amira group today. A passion for food for began almost a century
ago, continues even today with an unflagging spirit of achievement and enterprise under the
dynamic leadership of Mr Karan A Chanana. He enabled the company to realise its potential in
the global arena and established the organisation with the prime focus on exports. The business
has evolved from trading to processing, branding and distribution of agro commodities to
become India’s largest privately held rice company. It is headquartered at New Delhi, while the
manufacturing facility is located at Gurgaon, Haryana. Its international offices are located at the
following places-
Amira C Foods International DMCC, UAE
Amira Foods (Malaysia) Sdn. Bhd. Malaysia
Amira Foods Pte. Ltd. Singapore
Amira G Foods Limited, UK
Amira Foods. Inc. USA
Vision
“At Amira Foods, the vision goes well beyond commodities sales. The idea
is to bond people and cultures across the world through the common
language of food. Such is the power of ‘Food Connect’ which enables
Amira Foods to leverage its position as a leading producer and exporter of
rice.”
Karan A. Chanana
Page | 34
Timeline
Originally founded as an agro-commodities trading
business by the Chanana family.
1915
1915
Established foundation for international business
through private label retail sales.
Began to import food grain from China and
Southeast Asia. 1928
11tretn
1
Karan A Chanana continues the rapid transformation
of Amira from a family-run-business to a
professionally managed global company.
1993
Established India’s first fully integrated and
automated Rice milling factory, incorporating best
in class Buhlor technology, in Gurgaon, India.
2006
Launched Amira branded strategy, today present in
24 international markets.
Started exporting to the middle east and Russia.
Established subsidiary in Singapore. 2007
2007
Established subsidiary in Malaysia.
Established fully-automated consumer packaging
technology installation at Gurgaon plant.
2008
2008
Established presence in the US market by launching
international marketing office.
Established subsidiary in Dubai.
2009
2009
Established subsidiary in the UK.
Enhancing strategic focus on increasing geographic
penetration.
2011
2011
Page | 35
Product portfolio
Amira exports a wide range of Basmati, Non basmati and speciality rice along with a wide
variety of agro commodities to more than 20 countries worldwide. A category focus on rice is
well rounded through commitment to other agro-commodities and bulk commodity trading in
pulses, sesame seeds, sugar, onion, potato, maize, soya bean extract, edible oil, palm oil, wheat,
wheat flour, rapeseed, millets and spices.
Its business is divided into two types
Branded Business
Brand Portfolio: Rice
Brand Category
Amira Pure Traditional Basmati Rice Traditional Basmati
Amira Indigo Extra Long Grain Basmati Rice 1121 Basmati Extra Long Grain Rice
Amira Good length Basmati Rice Pusa Basmati Long Grain Rice
Amira Good Health Brown Basmati Rice Brown Basmati
Amira Sameena Basmati Rice White Pakistani Basmati Rice
Amira Thai Jasmine Aromatic Rice Thai Jasmine
Amira Long Grain Rice Long Grain Rice
Amira Sharbati Aromatic Long Grain Rice Sharbati
A description of its different brands of Rice
Amira top Basmati brands
1. Amira Pure Basmati- It is renowned for its pearly-white texture and delightfully long
scimitar shape. Its tantalizing fragrance arouses the senses, inviting one to indulge in rice
nirvana. Its special characteristic is that is doubles in size when cooked.
Cooking benefits:-
The finest grains of pure traditional basmati.
Grains that have been matured for 18 months.
BUSINESS
BRANDED BUSINESS
PRIVATE LABELLING
Page | 36
Doubles in size when cooked, making for an ample portion size.
Rich in taste, with tantalising aroma.
Ideally recommended for white rice preparations, or lightly garnished rice dish.
2. Amira Indigo Basmati Rice- This rice is known for its extraordinary length and slender
shape. The grain is firm, fluffy in texture and is matured for a period of 18 months. It is ideally
recommended for rich traditional Hyderabad biryanis and contemporary pilafs. This particular
variety has extended the pride if Indian basmati to global horizons.
Cooking benefits-
A basmati variety that has been specially developed to offer superlative cooking
properties. It has a grain length that is almost 2.5 times longer than pure basmati.
The grain results in a perfect shape even when prepared in strong stream (Dum pukht).
The long slender grains stay separate, without sticking to each other.
3. Amira Good Length Basmati Rice- It has an aroma that is sweet and appetizing. Also, an
appearance that is sleek and slender. Upon cooking, the long and healthy grains turn pure white
and fluffy in appearance. It is also very light.
Cooking benefits-
When cooked, its long and slender grains turn dazzling white and fluffy.
The cooked rice has a very pleasing texture as the grains stand distinct and stay separate.
It’s the perfect combination of fragrance and flavour.
A strong and firm grain that’s ideal for home-made biryanis and pilafs.
4. Amira Good Health Brown Basmati- It is the perfect choice for those looking for nutritional
benefits, without compromising on great taste. It has a mild nutty flavour which is rich in vitamin
B. The grain absorbs more water, which keeps one full and satisfied for longer periods. Clinical
studies indicate that people who regularly consume whole grains weigh less than those who eat
less of such fibre-rich foods. Just one cup of Amira Brown Basmati provides up to 88% of the
daily requirement for manganese; and the grain is rich in nutrients including vitamins and
minerals.
Cooking benefits-
It is a whole grain cereal that is naturally low in fat.
It has higher fibre content than white rice.
There is uniformity in every grain.
5. Amira Khichdi Rice- This rice is rich in proteins and carbohydrates. This is special purpose
rice used for particular meals like rice pudding. It can also be used as infant and toddler food.
Page | 37
6. Amira Kheer Rice- Like Amira Khichdi rice this too is special purpose rice formulated for
particular meals like rice puddings. It can also be used as infant and toddler food.
Amira’s value for money Basmati range-
1. Amira Daily Fresh Basmati Rice- This rice serves up a great value meal. It is known for its
flavour and texture. It is hygienically packed to the highest quality standards to ensure its
goodness is retained.
2. Sameena Basmati Rice- This Basmati offers unmatched quality and superlative length. It is
conventional in taste with great sensory delight.
3. Guru Extra Long Grain Basmati- It is popularly known as Guru ka Guru Basmati. It is a
perfect example of king size Basmati. This extra long grain Rice has great elongation on
cooking; it is smooth in texture and fine in taste. Guru extra long grain basmati is popular for
steamed cooking and Biryani cooking.
4. Sativa Basmati Rice- This variety is ideal for both everyday family meals as well as exotic
dishes. With its pearly finish and separate grains it makes for a soft delicious mouth-watering
meal.
5. Pashmina Sella Basmati Rice- Finest quality Sella Basmati is expertly milled and packed to
retain its goodness. This rice makes an excellent accompaniment to all the favourites cuisines.
Amira’s non basmati range-
1. Amira Long Grain Rice- Amira long grain is the all-purpose rice that is appreciated for its
perfect texture and taste. It is a good alternative to non-basmati varieties. It extends culinary
advantages to cuisines where aromatic rice is not required.
Cooking benefits-
Everyday cooking rice.
Subtle flavour.
Recommended for Chinese dishes including veg fried rice; it also blends very well with
continental rice cuisines.
2. Amira Sharbati Aromatic Long Grain Rice- This rice is carefully sifted to ensure there are
no stones and no husks. The sticky characteristic of this rice delivers a distinct culinary
advantage to the diverse Indian and global cuisines.
Page | 38
Cooking benefits-
Everyday cooking rice.
Subtle flavour
Moderate aroma
Slightly sticky in nature
Recommended for sticky rice preparations including sushi, Indian deserts and puddings.
3. Amira Thai Jasmine- This particular variety is a culinary mosaic of rich aroma and fine
taste. From the origins of rice farms of Thailand, this rice grain is truly a wonder grain. It is
popularly used for Asian cuisines. When cooked, this rice fluffs up and retains the fullness of
wonderful fragrant aroma. It has a chewy texture. This variety is recommended for Chinese fried
rice.
4. Amira Sona Masoori- This variety is considered the pride of Southern culinary palette of
India. It is reed thin and richly nutty.
Packaging formats-
Available in 1 Kg, 2 Kg and 5 Kg laminated poly pouches
1 Kg, 2 Kg, 3 Kg and 5 Kg pet jars
10 Kg HDPE bags.
5 Kg, 10 Kg, 20 Kg and 25 Kg DuPont bags.
Conventional jute and polypropylene bags.
Brand portfolio: Oils
The company has a rich repertoire of expertise in the procurement, processing and trade of palm
oil products. Prime quality palm products are marketed by Amira Foods (Malaysia) Sdn. Bhd.
Key markets for palm products include the African and Gulf regions. Stringent quality standards
are maintained at each stage of operation. A wide variety of commercial and industrial packaging
formats are available. These products cater to the specific needs of the global food processing
industry.
Page | 39
Amira palmoelin edible oil
Oil Brief note
Pure Vegetable cooking oil 100% vegetable oil, rich in antioxidants,
vitamins A & D and cholesterol free made
from finest quality of redefined, bleached and
deodorised Palm Olein.
Vegetable Ghee Wide range and quality of Vegetable Ghee are
available based on customer requirements. It is
used widely for cooking ingredients.
Shortening It is made from pure Palm Oil and its product.
Vegetable based shortening are widely used for
making breads, cakes, pastries, creams and
sweets.
Margarine Vegetable based Margarine is suitable for
making cakes, creams, breads, cookies and
pastries. It is made from pure and finest quality
of Palm Oil.
Private Labelling
The second kind of business that Amira Foods India limited carries out is in form of private
labelling9. It caters to private label segment in over 40 countries. Business is conducted through
subsidiaries that are located through 4 continents. This sector has shown a consistent growth of
20% per annum. Top markets include Indonesia, Kuwait and Bangladesh. Following is a brief
description of its products-
1. Rice
Commodity Varieties Speciality Packaging Offerings
Sella Basmati
Rice
Indian
traditional, Pusa
and 1121 Sella
Basmati.
Creamy and
golden form
Consumer and
Bulk packs.
Biryanis and
contemporary
pilafs.
Long Grain and
Medium Grain
Rice
Sharbati, IR-64,
PR-106, PR-11,
1R-36, Panth-4,
Sona Masoori
and 1001
Raw and
parboiled form
Attractive 50 Kg
PP bags
Southern delight
and signature
rice dishes
Average Grain
Length
Sharbati, IR-64,
PR-106, PR-11,
1R-36, Panth-4,
Raw and
parboiled form
Attractive 50 Kg
PP bags
9 Private label products are those that are manufactured by one company for offer under another company’s brand.
Page | 40
Sona Masoori
and 1001
2. Onions
Product Remarks Packaging Countries
Red Onions Free from moulds,
sprouts, diseases,
decay and pest
infestations.
Netlon bags of 7, 10,
20 and 25 Kg
capacities.
Indonesia, Malaysia,
Mauritius, Seychelles,
Pakistan, Bangladesh
and Middle East.
3. Potatoes
Product Remarks Packaging Countries
Potatoes Free from moulds,
sprouts, diseases,
decay and pest
infestations.
Netlon bags of 7, 10,
20 and 25 Kg
capacities.
Indonesia, Malaysia,
Mauritius, Seychelles,
Pakistan, Bangladesh
and Middle East.
4. Soyabean milk extraction
Specifications Percentage Packaging Countries
Protein 48 % max
50 Kg PP bags
Pakistan, Bangladesh,
Kuwait, Indonesia,
Vietnam and China
Moisture 11 % min
Sand & silica 2 % max
Fibre 6 % max
Urease activity .30 units max
Oils 1.50 max
5. Rapeseed meal
Specifications Percentage Packaging Countries
Oil & Albuminoids
combined
38 % max
50 Kg Pp bags Bangladesh, Indonesia
and China
Moisture 10 % min
Sand & silica 2.5 % max
Fibre 12 % max
Free from Castor weeds, Husk,
Weevils, Moulds,
Lumps
Page | 41
6. Maize
Specifications Percentage Packaging Countries
Moisture 14.00 % max
50 Kg PP bags Pakistan and
Bangladesh
Damage, immature,
discolour
4.00 %
Max weevilled 1.00 % max
Foreign matter 1.00 % max
Other colour grain 5.00 % max
Admixture 1.00 % max
Afloxotin 30 Ppb max
Broken 3.00 % max
7. Indian white crystal sugar
Specifications Percentage Countries
Grade S30- S-2, S-1 Sugar
Bangladesh, Yemen, Africa
and Sri lanka
Polarisation 99.80 % min
Moisture 0.04 % max
ASH 0.04 % max
Icumza Below 100 (basis method 10)
solubility 100% dry and free
flowing.
Granulation Fine to medium (800-1200
micron)
AS 1 mg/ kg max
CU 2 mg/ kg max
PB In 50 Kg PP bags
8. Millets
Specifications Percentage Packaging
Purity 99 % min 50 Kg PP bags
Admixture 1 % max
9. Palm oil
Products Packaging
RDB Palm olein
1,3,5,10,15,20,25 Jerry can/ bulk
RDB Palm oil
RDB Palm stearin
PFAD vegetable ghee
Margarine
Page | 42
Shorening
Cocoa butter substitute
Ice cream dough
Creaming
Coating & other specialty fats
New product development
Amira is shortly going to launch the following-
Amira Pure Desi Ghee (Milk fat)
Indian snacks in 4 variants-
Navratna Mix
Zabardast Slims
Aloo Bhujia
Bikaneri Bhujia
These snacks will be available in 150 gram packs at rate of Rs. 39.
Page | 43
Awards and Recognitions
Over the years Amira has earned recognition not just as an industry leader but also for its
contribution to the country’s growth and economic stability. Amira was bestowed with the
following awards-
The APEDA certificate of merit for outstanding contribution to Rice exports (1995-96)
APEDA export award (1998-99)
The Federation of Indian export organisation (FIE0) has given the ‘FIEO
AWARD’ for the years 1997-98 and 1998-99.
Canara Bank presented the ‘The best exporters award’ (1994-95 & 1995-96)
‘Rashtriya Udyog Ratan’ by the India International council for Industries
and trade
Amira Foods has set up yet another benchmark in the industry with brand Amira
being honoured with the prestigious title The Indian Power Brands; the Global
Super Power Edition chosen by the Indian consumer.
INC magazine- certificate of excellence for exemplary growth and sustainable success in
the year 2010.
Quality certifications
Quality is the touchstone that forms the reputation of the Amira brand. Their facilities conform to
world-class standards. Regular audits by accredited organisations ensure that they only deliver
the best to the customers-
ISO 9001:2000
Safe quality food certificate (which includes HACCP)
BRC (British Retail Consortium) certified
US FDA approved plant and facilities.
Page | 44
Market segmentation
Market segmentation is defined as dividing the market into distinct group of buyers who have
different needs, characteristics, or behaviours, and who might require separate products or
marketing programs.
Horeca presence (in India)
Pride group of Hotel
Radisson- Pune
DLF city club- Gurgaon
Barbeque Nation- Delhi
Season’s catering- Delhi
Lemon Tree- Aurangabad
Hotel Mayfair- Bhubaneswar
Lotus family- Guntur
Hotel welcome- Chennai
Taj group
In pipeline-
Jaypee group
RICE BUSINESS
GENERAL TRADE/ETHINIC STREAM
Traditional shops
Wholesalers
Mom & Pops store
MODERN TRADE/MULTIPLES
National chains
Regional chains
Standalone stores
HORECA/ FOOD SERVICE
Hotels
Restaurants
Caterers
Institutions
Page | 45
Presence in retail (INDIA)
Key International partners
Country Store
Angola Alimenta cash and carry, Greenway
supermarket
Mauritius Winner’s, Jumbo, Shoprite, Spar, GSR, King
savers,
Super, Kaddy plus
UAE Fatima stores, Al Manama, world mart, Al
wafa, Spinneys, Geant east, K.M Trading,
world market, Lulu, Lamcy plaza, J. Mart,
USA Costco, Sprouts, smart & final, Jetro,
Restaurant depot.
Page | 46
Promotional events
The company runs a plethora of events to build a brand recall. Following is a list of events
conducted by Amira-
Hotelympia 2012
Gulf food 2012
Food forum 2012
Aahar 2012
IFE, London
Gulf food, Duba
Ethnic foods, Brussels
Winter fancy food show, USA
Good food and wine show, Durban 2010
LE Mauritius Turf club
SIAL Paris
Walmart buyer seller meet 2010
Saudi Agro meet 2010
Yemen fair 2010
Sial china 2010
FHA- Singapore 2010
Oman Fair 2010
Gulfood Dubai 2010
Aahar Fair Delhi 2010
Poland Fair 2009
Oman fair 2009
Indo Africa meet 2009
Ethiopia fair 2009
Germany fair 2009
Aahar fair 2009
Consumer promotion
Following events were meant for public at large-
Amira & IFB promotion Dec ’10 and Jan ‘11
Rampuri Food festival at DLF City club, Gurgaon
Amira at IITF, Delhi 2010
Amira wet sampling at Bharti Walmart, Kota, Nov 2010
Page | 47
Best price, Aug 2010
More Hyper store launch, Hyderabad, 2010
Advertisement
ADVERTISEMENT
TVC RADIO PRINT
ADVERTISEMENT
Delhi Times QTR adv 2011 Agri business Ad July My world Amira recipe
ad
Page | 48
PROJECT SPECIFIC ANALYSIS
Page | 49
Market analysis (Phase 1)
I. Sample area: West Delhi
Sample size: 20
Type of data: Primary
Type of research: Qualitative and quantitative
a) Stock that various retailers keep- The survey conducted in the West Delhi region shows that
60% stores keep both branded and non-branded snacks, whereas 40% keep only branded snacks.
b) Most sold brand- The results indicate that Haldiram’s is the most sold brand followed by
Bikano.
80%
10% 5% 5%
Most Sold Brand
Haldiram's Bikano Narula (NB) A-one (NB)
40%
60%
Stock
Branded Branded & Non-branded
Page | 50
c) Most sold size- The results indicate that 200 gram packs sell most followed by 48 gram and
22 gram.
d) Sales team visit- Most of the retailers get regular visits by the distributors. Sales team from
these companies visit seldom. Most of the distributors visit on a weekly basis followed by
bimonthly visits.
60% 15%
15% 10%
Most Sold Size
200gm 48 gm 22gm 150gm
60% 20%
10%
5%
5%
Sales Team Visit
Weekly Bimonthly Twice in a month Monthly Twice in a week
Page | 51
e) Most sold variant of snacks- The results of the survey indicate that Bhujia (both Bikaneri and
Aloo) are the favourites, followed by peanuts.
f) Lead time- Lead time taken to replenish the stock is generally observed to be 1 day. Usually
the retailers arrange the required stock from the wholesaler.
70%
15%
5% 5% 5%
Most Sold Variant
Bhujia Peanuts Navratna
Punjabi Tadka Khatta Meetha
85%
5% 10%
Lead time
1 day 2 days 4-5 days
Page | 52
g) Best promotional schemes- Haldiram’s being the market leader does not run promotional
schemes. There are a few brands that come up with schemes every now and then and get more
sales due to the attractiveness of the offer. The results of the survey conducted show that Em-
dees has the most attractive promotional schemes followed by Lehar.
h) Best margin- A common complain that retailers have with Haldiram’s is that it doesn’t offer
good margins. The results show that Narula, a non brand offers the best margin followed by
Haldiram’s and Lehar.
50%
20% 5%
10% 15%
Best Promotional Schemes
Em-dees Lehar Godavari Reliance Select Bikano
50%
10%
20%
20%
Best Margin
Narula A-one Lehar Haldiram's
Page | 53
II. Sample area- East Delhi
Sample size- 20
Type of data- Primary
Type of research- Qualitative and Quantitative
a) Stock- 70% of the stores keep both branded & non branded snacks, whereas only 30%
stores keep branded snacks.
b) Most sold brand- Most sold brand remains to be Haldiram’s while the second best is a local
brand called Nanaji.
70%
30%
Stock
Branded and non-branded Branded
50%
25%
15%
5%
5%
Most Sold Brand
Haldiram's Nanaji Bikano Garden Kaleva
Page | 54
c) Most sold size- The most sold size is 200 gram pack followed by 22 gram pack. It could be
attributed to the Rs 5 pricing of the 22 gram pack that it is sold second best.
d) Sales team visit- Most stores get visited by the sales team on weekly basis, followed by
monthly and biweekly visits.
45%
25%
15%
10% 5%
Most Sold Size
200 gm 22 gm 250 gm 1 kg 150 gm
15%
20%
35%
20%
10%
Sales Team Visit
Bimonthly Biweekly Weekly Monthly Yearly
Page | 55
e) Most sold variant- The most sold variant remains to be Bhujia followed by nut cracker.
f) Lead time- Most retailers say that the stock gets replenished in a span of 1 day. This is
followed by a time span of 2-4 days.
10%
50%
5%
5%
30%
Most Sold Variant
Navrata mix Bhujia Moong Dal Boondi Peanuts
10%
40% 25%
25%
Lead Time
1 week 1 day 3 days 2-4 days
Page | 56
g) Best promotional schemes- Lehar’s offer of 1 kg pack @ 129 made it most attractive,
followed by Em-dees offer of ‘buy one get one free’.
h) Best margin- The best margin is offered by Nanaji, a local brand. This is followed by Bikano.
65%
25%
5% 5%
Best Promotional Schemes
Lehar Em-dees Bikano Kaleva
20%
60%
15% 5%
Best Margin
Bikano Nanaji Lehar Em-dee's
Page | 57
III. Sample area- South Delhi
Sample size- 20
Type of data- Primary
Type of research- Quantitative and qualitative
a) Stock- 80% of the stores keep both branded & non-branded snacks while only 20% stores
keep just branded snacks.
b) Most sold brand- The most sold brand remains to be Haldiram’s. The next best is diet foods,
for the health conscious people.
20%
80%
Stock
Branded Branded and non-branded
35%
30%
20%
10% 5%
Most Sold Brand
Haldiram's Diet food Garden Lehar Em-dees
Page | 58
c) Most sold size- The results indicate that the best selling size is 200 grams because of its
convenience. 400 grams is the second in line.
d) Sales team visit- As is the case with other regions, here too the results indicate that most
stores get weekly visits. This is followed by monthly visits.
70%
25%
5%
Most Sold Size
200gm 400gm 48 gm
60% 15%
10%
5% 10%
Sales Team Visit
Weekly Monthly Two times a week Quarterly Bimonthly
Page | 59
e) Most sold variant- The results indicate that diet products like- diet chidwa, diet murmura are
sold the most. It could be attributed to the rise in the number of health conscious people. The
second most sold variant is Boondi, this particular variant has seasonal demand and is most
wanted in Summers.
f) Lead time- Most retailers said that they keep enough stock in order to avoid stock-out
situation. Most of them also said that they place the order with the distributor who usually comes
to pay a weekly visit. This is followed by a 2-3 day lead time.
40%
20%
15%
10% 10%
5%
Most Sold Variant
Diet products Boondi Moong Dal
Bhujia Khatta meetha Navratna
75%
20% 5%
Lead Time
1 day 2-3 days 1 week
Page | 60
g) Best promotional schemes- Lehar’s offer of ‘2 packs @ 59 instead of 74’ and ‘1 kg pack @
129’ is found attractive hence it is considered to be the brand that runs the best promotional
schemes. Next best is Godavari which has offered a sachet of Cremica ketchup inside the pack to
go with its potato shell snacks.
g) Best margin- Bikaji is offering a margin of 30%. Local players like healthy foods offer higher
margins. Margins as high as 50% can be availed on local namkeens.
65%
20%
10% 5%
Best Promotional Schemes
Lehar Godavari Kaleva Bikano
30%
25%
20%
15% 10%
Best Margin
Bikaji Lehar Healthy foods Haldiram's Diet foods
Page | 61
IV. Sample area- Central Delhi
Sample size- 20
Type of data- Primary
Type of research- Quantitative and qualitative
a) Stock- 85% of the stores keep both branded as well as non-branded snacks. 15% of the stores
keep only branded snacks.
b) Most sold brand- Haldiram’s dominates the market here as well. However retailers say that
Bikano is good competition to Haldiram’s as is reflected in the results too.
15%
85%
Stock
Branded Branded and non-branded
55% 25%
5% 5%
5% 5%
Most Sold Brand
Haldiram's Bikano Shyam's
Lehar Em-dee's Kaleva
Page | 62
c) Most sold size- Most sold size is observed to be 48 gram pack which is priced at Rs 10.
Because of the presence of small shops in market areas like CP, this size seems to be doing well.
Next best is 200 gm.
d) Sales team visit- The results indicate that mostly the distributors from the company pay
weekly visits. This is followed by monthly visits.
55%
15%
20%
10%
Most Sold Size
48 gm 22 gm 200 gm 1 kg
65%
20%
15%
Sales Team Visit
Weekly Monthly Twice in a week
Page | 63
e) Most sold variant- The results indicate that the most sold variant is Bhujia and this is
followed by peanuts.
f) Lead time- Most of the retailers said that the sales team visit is combined with replenishing
the stock. Most said that they keep a week’s stock extra. The results indicate that 75% of the
retailers say that it takes only a day to replenish the stock. While the remaining 25% say that it
takes about 2-3 days to replenish the stock.
55%
20%
15%
5%
5%
Most Sold Variant
Bhujia Peanut Moong Dal Boondi Khatta meetha
75%
25%
Lead Time
1 day 2-3 days
Page | 64
g) Best Promotional Schemes- The best promotional schemes are offered by Lehar. This is
followed by Em-dee’s offer of ‘buy one get one free’.
h) Best margin- The best margin is offered by a local brand called Shyam’s which sells in a 150
gm pack for Rs 25. The next best is offered by Bikano.
65%
20%
15%
Best Promotional Offers
Lehar Em-dees Kaleva
30%
40%
15%
15%
Best Margin
Bikano Shyam's Lehar Haldiram's
Page | 65
V. Sample area- North Delhi
Sample size- 20
Type of data- Primary
Type of research- Qualitative and quantitative
a) Stock- The results indicate that 75 % of the stores keep both branded and non-branded snacks
while 25 % stores keep only branded snacks.
b) Most sold brand- Results show that the best selling brand is Haldirams’s. Garden and Bikano
also share piece of the pie. Wimpy’s and Sagar are local brands.
25%
75%
Stock
Branded Branded and non-branded
5%
5%
50% 15%
15%
10%
Most Sold Brand
Wimpy's Sagar Haldiram's Bikano Garden Kaleva
Page | 66
c) Most sold size- Most retailers said that size depended upon consumption. If a family wants to
eat then a 400gm/ 1kg size is seen to be appropriate. 400 gm pack is considered value for money
by a lot of buyers. The results show that 400 gm is the preferred size followed by 200 gm.
d) Sales team visit- The results show that mostly the visits are made on a weekly basis followed
by a monthly visits.
35%
25%
15%
15% 10%
Most Sold Size
400 gm 200 gm 22gm 1 kg 48 gm
70%
15%
10% 5%
Sales Team Visit
Weekly Monthly Twice in a week Yearly
Page | 67
e) Best sold variant- Most sold variant is bhujia followed by khatta meetha.
f) Lead time- Most retailers said that it takes only about a day to replenish the stock. 25% said
that it takes about 2 days to replenish the stock.
65% 10%
10%
15%
Most Sold Variant
Bhujia Boondi Navrtana Khatta meetha
75%
25%
Lead Time
1 day 2 days
Page | 68
g) Best promotional schemes- Bikano’s schemes of ‘4 packs of 250 gm @ Rs129’ seems to be
the most attractive followed by Lehar.
h) Best margin- The highest margin is offered by Shyam’s which is a local brand, but Bikano is
the brand that most retailers stock, as such most retailers said that Bikano offers the best margin.
45%
25%
15%
15%
Best Promotional Schemes
Bikano Lehar Reliance select Em-dees
5%
5%
60%
30%
Best Margin
Shyam's Sagar Bikano Garden
Page | 69
Compiled results
Sample area- Delhi
Sample size- 100
MOST SOLD BRAND
MOST SOLD VARIANT
0
10
20
30
40
50
60
0
10
20
30
40
50
60
Bhujia Boondi Navratna Khatta meetha
Peanut Moong dal
Diet products
Punjabi Tadka
Page | 70
MOST SOLD SIZE
BEST PROMOTIONAL SCHEMES
0
5
10
15
20
25
30
35
40
45
50
200 gm 48 gm 22 gm 150 gm 250 gm 1 kg 400 gm
0
10
20
30
40
50
60
Bikano Lehar Reliance 'select' Em-dee's Kaleva Godavari
Page | 71
Customer preference (Phase 2)
Sample size- 120
Type of data- Primary
Type of research- Qualitative
Results from Factor Analysis are as follows-
KMO is a measure of sampling adequacy. A KMO value which is greater than .5 indicates that
the sampling is adequate and that the factor analysis can be run.
Kaiser- meyer- olkin measure of sampling
adequacy
Bartlett’s test of sphericity Approx chi sq
df
sig
.614
343.058
136
.000
Initial Eigen Values
Eigen values show the internal consistency between various variables.
Component Total % of variance Cumulative %
1 2.944 17.316 17.316
2 1.921 11.300 28.616
3 1.802 10.597 39.213
4 1.331 7.829 47.042
5 1.223 7.195 54.237
6 1.030 6.058 60.295
Page | 72
Rotated Component matrix
Rotated component matrix shows how the different variables get loaded under various factors. In
our case 6 factors have emerged.
Variables Factor 1 Factor 2 Factor 3 Factor 4 Factor 5 Factor 6
Price .723
Comparative
price
.613
Different
Sizes
.797
Small size .818
Schemes .810
Buy more on
discount
.668
Expiry date .520
Availability .706
Placement .731
Spice .581
Different
flavours
.481
Convenient
packing
.509
Attractive
packing
.579
Target
audience
.712
Shopkeeper’s
suggestion
.560
Persuasion by
shopkeeper
.426
Ingredients .811
Page | 73
Factor naming
Factor 1 has been named as ‘convenience’. This is so because easy availability in all stores,
makes it convenient for buyers to be loyal to a particular brand. Next variable in this factor is
placement. If the snacks are placed at easy-to-locate locations in the stores, it makes it
convenient for buyers, at the same time it induces impulsive purchase. Spice and different
flavours fall under this factor too. The more the choices to choose from, the better it is to make a
purchase decision. Also, most Indians except Rajasthanis like their snacks to be moderately
spicy. The last variable is convenient packaging, which undoubtedly adds to the ease of eating.
Factor 2 has been named as ‘Competitiveness’. Comparative price falls under this factor. Price
plays a vital role in shaping a purchase decision. Competitive pricing provides the product an
edge. Next variable included in this factor is attractive packaging. Sometimes buyers buy a
particular product solely on the basis of how well it has been packed. Without knowing about the
taste of the product, people are willing to try it because its packaging appeals to them more than
the packaging offered by competitors. The last variable loaded in this factor is target audience.
An integral part of competition is the market segment that a particular brand offers to serve. As
such, target audience falls under this factor.
Factor 3 has been named as ‘Size’. Small size and different sizes are two variables which
explain why this factor has been named so. Persuasion by shopkeeper falls under this category
too. Sometimes a brand can be sold better with the help of a shopkeeper’s persuasive power. This
way he/she can help to push a particular size of snacks too.
Factor 4 has been named as ‘Promotional offers’. The variables under this factor are ‘buy more
on discount’ and schemes which explain why the factor has been named so.
Factor 5 has been named as ‘Health’. Ingredients and expiry date link directly to health
concerns. Another variable in the factor is shopkeeper suggestion. Sometimes shopkeepers push
a particular brand citing its ‘zero cholesterol’ attribute or health aspect.
Factor 6 has been named as ‘Price’. Price is the only variable under this factor.
Page | 74
CONCLUSION & RECOMMENDATION
Page | 75
CONCLUSION
Following analysis is for phase 1.
The study was conducted to find out various details about the snacks market in the Delhi region.
The results obtained were as per expectations. It was no surprise to know that Haldiram’s
dominates the market or that 200 gm pack sells most or that Bhujia is the most favoured snack
variant. This study was important in terms of which variants and sizes are followed by the most
preferred ones. Therein lies the potential for the company to make changes. The results from
phase 1 indicate the following-
Most sold brand- Haldiram’s, Bikano
Most sold variant- Bhujia, Peanuts
Most sold size- 200gm, 48gm
Best promotional schemes- Lehar, Em-dee’s
Lead time- 1 day
Sales visit- weekly
Best margin- Non branded players offer great margins. Amongst the branded ones
Bikano offers the best margin to retailers.
While interacting with various retailers and customers, I was able to get more information than
what I had expected to receive. Many factors surfaced which could not have been brought to the
fore if it was not for the knowledge that the retailers shared with me. Following insights were
generated through my interaction with retailers and customers in phase 1-
1. In East Delhi, I went to a retail shop called ‘Om Sai store’ where almost all brands of
snacks were available. The most selling brand was undoubtedly Haldiram’s. This was
followed by Garden and Kakaji. The retailer suggested that for a company to foray in the
Indian snacks market that is replete with a plethora of players, it is important that the
company brings in some kind of innovativeness. Merely launching the same variants like
Bhujia, Navratna and Punjabi tadka will not be enough. I was told that customers usually
go for those brands that offer a range of varieties. Hence, Amira will have expand its
brand offerings in order to carve out a place for itself. As regards the innovation which is
necessary for a relatively unknown company in this sector, Amira will probably have to
follow the strategy of Garden. Garden is a brand from Mumbai which has brought new
flavours in the market. Diet Bhel and yellow banana chips are some of the new flavours
that Garden has introduced in the market and their success can be attributed to their
innovation.
Page | 76
2. While conducting the survey in the North Delhi, I visited a shop called ‘Raj Bhujia
Bhandar’. The shop had most of the brands and a wide range of local brands too. The
retailer said that the shelf life of most branded products is said to be 6 months. However,
this is misleading. Despite the quality control measures, most snacks get stale after 2-3
months and start smelling. Even the market leader- Haldiram’s products have been victim
of this anomaly. Thus extra care should be taken to ensure that the shelf life of the snacks
is maintained.
3. Most retailers and customers said that there is no one preferred size of pack. It is largely a
decision based on consumption. A lot of people consider 400 gm pack to be cost
effective. But they will not buy it for individual consumption. The schemes that run on 1
kg packs make them an appropriate buy for a family. Therefore the size will by and large
depend upon the number of people consuming the snacks.
4. In West Delhi, some retailers brought to the fore a common suggestion for the company.
Amira being a new player in the market will have launch Rs 5/ Rs 10 packs in order to
induce people to try a new brand. There is a less likely chance of people buying it if the
pack continues to be available only the current 150 gm size.
5. Most retailers in South Delhi said that there is a growing preference for healthy food.
Whether or not those products actually have any impact on one’s health remains to be
seen, but surely customers get attracted to buy a product that promises to be a diet
product. ‘The Garden Fresh’ and ‘Honey Money Top’ are two modern trade stores
located in New Friends Colony, South Delhi. Both the retailers threw light on how diet
products were selling most. There is a brand by the name of ‘Diet foods’ which sells well
due to its value positioning. Haldiram’s has two products, ‘Diet chidwa’ and ‘Diet
murmura’ which sell well because of their value positioning.
6. While conducting the survey in Darya Ganj (Central Delhi), some retailers said that
Bikano is the second favourite after Haldiram’s. As such when Haldiram’s is unavailable,
people usually prefer Bikano. The same has been reflected in the results all over Delhi.
They also pointed out that customers for some reason prefer to buy Haldiram’s in large
sizes while Bikano is preferred when smaller sizes have to be purchased.
They also said that for the last couple of weeks the sales team from Haldiram’s wasn’t
visiting the stores as there is some rumour about Haldiram’s increasing their rates.
Page | 77
7. While conducting the survey in South Delhi, some retailers suggested that Boondi is a
seasonal snack which is highly preferred in the summer seasons. People usually have
Raita10
in summers, for which Boondi is a must.
Following analysis is for phase 2
A questionnaire was made and 120 responses were used for analysis and interpretation. 17
variables got classified under 6 factors. Following are the results-
Factor Variables
Factor 1 Availability, Placement, Spice, Different
flavours, Convenient packaging.
Factor 2 Comparative price, Attractive packaging,
Target audience
Factor 3 Different sizes, small sizes, persuasion by
shopkeeper
Factor 4 Schemes, Buy more on discount
Factor 5 Expiry date, Shopkeeper’s suggestions,
Ingredients
Factor 6 Price
Factor 1 has the highest Eigen value of 2.944 while Factor 2 has the next highest Eigen value of
1.921. Eigen values indicate the internal consistency between variables.
The following conclusion can be drawn from the results of phase 2-
1. Availability of snacks in all stores is preferred by customers. As such Amira foods will
have to ensure that they have a strong distribution network.
2. Customers do not like namkeens to be very spicy, spice element in moderation works just
fine for most people.
3. Customers generally prefer a brand that offers a good number of variants.
4. Convenient packing with say, a zip lock facility is something that customers prefer.
10 Raita is an Indian condiment made with yoghurt and used as a sauce or dip.
Page | 78
RECOMMENDATION
1. Amira Foods. should expand their product offerings. The next best snack after Bhujia is
observed to be Peanuts.
2. Along with expanding into already available snacks in the market, Amira Foods should
bring out something innovative. Just as Garden did, it brought to Delhi the taste of
Mumbai. If the company is able to offer to the market something that has not previously
existed, it will be successful in creating a niche for itself.
3. Owing to the fact that most people have ‘Raita’ in summers, Boondi can be considered as
another snack that the company should add to its portfolio. Most people like to have their
Raita with Boondi.
4. Amira Foods should launch their snacks in smaller sizes that are priced at Rs 5 or Rs 10
to induce first time purchase.
5. Owing to the rise in the number of health conscious people, Amira Foods should launch
snacks that are diet based. Haldiram’s ‘Diet bhel’ and ‘Diet murmura’ can be taken as
examples.
6. Customers prefer to buy snacks that are easily available in all stores. Amira Foods.
already has a strong distributor network with 122+ distributors. They should use their
strong presence in the Rice sector to ensure that their snacks are easily available in most
stores.
7. Convenient packaging is yet another variable that has been identified in the results of
Factor analysis. Zip lock packages can be considered after working out the logistics.
Page | 79
OUTCOME/CONTRIBUTION
Page | 80
OUTCOME
The project was given to me with the intention of finding out what Amira Foods should do to
make their brand portfolio of snacks attractive. The main purpose was to find out which variants
should they launch next. After having interviewed about 100 retailers from all parts of Delhi, I
was able to suggest to the company what they should add to their current portfolio of 4 variants.
As regards packaging, the results from Factor analysis indicate that zip-lock packaging is highly
preferred by customers. My organization wanted me to find out the best form of packaging,
which I was able to accomplish.
Apart from the above mentioned points, what I was able to bring to the organization is an array
of insights from various retailers. Their suggestions might help Amira Foods to take an informed
decision regarding their brand portfolio.
By way of interacting with the retailers, I somewhere made them aware that Amira Foods is soon
going to launch their own range of snacks. Some retailers in fact started cracking deals to stock
the snacks. As such, the initial buzz that was created at the exhibition about Amira Foods’ new
product line, was recreated by informing the retailers about the latest developments.
Page | 81
LEARNING FROM SIP
Page | 82
LEARNING FROM SIP
I take this 12 week long internship as a great learning experience. I got a good exposure to the
actual work environment. Every single person in the organization taught me something or the
other. In the initial days of the SIP I interacted with various members of the Marketing dept.
There was something to learn from each one of them. Their experience in this industry and with
the company reflected in every discussion that I had with them. There was knowledge to be
gained from everywhere; it all depended on how much I wanted to learn.
After having decided the area of my project, I was almost clueless about how to go about it and
achieve the desired results. The Vice-President of the organization, Mr. Rajesh Verma took
special interest in my project and guided me through. My company guide, Mr. Yogesh Arora
helped me understand the intricacies of the trade by answering all my doubts without ever losing
his patience.
On realizing that my analysis will have to be done based on the data that I generate by visiting
retail outlets, I thought the task will be an onerous one. I wasn’t quite sure whether I would be
taken seriously. As I started with the market visits, the realization dawned upon me that asking
questions is an art. With each passing day, I emerged as a more confident person who could get
all the information from unknown people.
Every part of the analysis is completely driven by customer/retailer responses. As such, I
understand that the purpose of undertaking the project has been successfully achieved. An all-
rounded perspective was needed, which is why both retailers and consumers were included in the
study. Having done just that, I feel confident that the conclusions and recommendations drawn
from the analysis will help the organization.
Page | 83
REFERENCES
Page | 84
REFRENCES
Books-
Principles of Marketing- 13th edition. Authored by Philip Kotler, Gary Armstrong, Prafulla
Y. Agnihotri and Ehsaan ul Haque.
Marketing Research- India edition. Authored by Churchill, Lacobucci, Israel
Websites-
www.bikano.com
www.haliram.com
www.kalevaindia.com
www.gardensnacks.com
www.emdees.net
www.pepsicoindia.co.in
www.bikaji.in
www.amirafoods.com
Research papers by-
Euromonitor
McKinsey global institute
Page | 85
APPENDIX
Page | 86
Questionnaire for phase 1
Following questionnaire was filled by retailers and customers.
1. Do you keep non-branded snacks?
YES NO
2. Which brand is sold the most?
Haldiram’s Garden Bikano Kaleva Lehar
Em-dee’s Others………………………………………..
3. Which is the most sold variant?
Bhujia Navratna Khatta meetha Peanuts
Moong dal Boondi Others…………………………………
4. Which is the most sold size?
200 gm 48 gm 1 kg 22 gm
400 gm
5. How often does the sales team visit?
Weekly Biweekly Monthly Yearly
Any other……………………..
6. What is the average lead time?
1 day 2-3 days 1 week
Any other……………..
7. Which brand runs the best promotional schemes?
Bikano Haldiram’s Lehar Em-dee’s
Kaleva Others………………………….
8. Which brand gives the best margin to the retailers?
Haldiram’s Lehar Bikano Kaleva
Page | 87
Questionnaire used in phase 2
Question Strongly
agree
Agree Somewhat
agree
Neutral Somewhat
disagree
Disagree Strongly
disagree
The first thing I look at when I buy a pack of namkeens is its price.
I will try a new brand of snacks even
if it is priced higher than the normal
price.
I usually buy snacks that are offered
in various sizes, like 50gm / 200gm.
I am more likely to buy snacks that
are available in smaller sizes.
I buy snacks that run promotional
schemes like discounts.
I buy more number of packets than
required, if they are available at a
discount.
I look for the expiry date on the
packet before buying it.
I prefer to buy snacks that are easily
available in all stores.
I think snacks are displayed in the
stores in such a way that they can be easily located.
I like snacks that taste very spicy.
I prefer to buy snacks that are
available in different flavours.
I think snacks should be available in
convenient packets like zip pouches.
I buy snacks that are available in
attractive packages.
Everyone in my family eats snacks.
I have bought snacks based on the
suggestions made by the shopkeeper.
A new brand of snacks can be sold
better if the shopkeeper plays an
active role in persuading the
customer to buy it.
I check the ingredients of the snacks
before making a purchase.
I will buy a pack of snacks on
recommendation by my
friends/relatives.
I purchase snacks frequently.
I recommend snacks to my friends/relatives.
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