1. 1. DESINGED BYSunil Kumar Research Scholar/ Food Production Faculty Institute of Hotel and Tourism Management, MAHARSHI DAYANAND UNIVERSITY, ROHTAK Haryana- 124001 INDIA Ph. No. 09996000499 email: skihm86@yahoo.com , balhara86@gmail.com linkedin:- in.linkedin.com/in/ihmsunilkumar facebook: www.facebook.com/ihmsunilkumar webpage: chefsunilkumar.tripod.comCompiled By Sunil kumar
2. 2. PREFACE BRIEF INTRODUCTIONSTATISTICS
3. 3. Currently, imported cheese has 5% market share in the overall cheese market in India, which is dominated by local brands Amul, Britannia and Le Bon. HappyCow (Austria), Laughing cow (France) and Kraft (Australia) are prominent selling imported brands.
4. 4. AMULBRITANNIAMOTHER DAIRYGO CHEESE
5. 5. Amul cheese Variants Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozzarella) Cheese Amul as a brand investing a lot of resources in cheese because it has to defend its position from the various attacks of its close competitor Britannia and hence attacks itself by introducing new variants in the cheese segment.Amul is worlds biggest vegetarian cheese brand
6. 6. BNZF only sells in the processed cheese segment and has five variations of processed cheese in the market, besides a cheese dip product. Over half of the company's revenues come form the processed cheese segment. BNZF cheese is priced at a premium in the market, one reason being that the cheese is sourced from cow's milk. Cheese products: Cheese cubes, Cheese singles (regular and Slim variants), Britannia Milkman Malai Chaska- a soft, fresh and creamy dairy spread, which has a mild, tangy taste, Britannia cheese spread in different flavors like Masala Herbs, Spicy Cilantro, Peppy Pepper etc., and Pizza cheese.
7. 7. Mother Dairy was set up by the National Dairy Development Board under Operation Flood in 1974, to overcome Delhi's severe milk shortage. While Mother Dairy has been carrying out school programmes - games and activities - involving Makkhan Singh in Delhi, it has plans to take such activities to Mumbai and Kolkata as well. It also runs a gaming website on the character to attract children. It's cheese for children again. A couple of months ago, Mother Dairy carried out a retail activity: "Cheese khao superhero ban jao.
8. 8. Go Cheese is made from 100% pure cow's milk. This Milk is procured from one of the best Milk Shed areas in Western India renowned for the quality of its cow milk. Dairy farmers here use the best of farm management practices & the cows are fed with excellent quality fodder with a carefully crafted feed programme. Resulting in production of good quality milk perfect for making perfect Cheese.
9. 9. The consumption of cheese in India is growing at a remarkable rate of 15-20% per annum. Over 60% of the total consumption of branded cheese per annum comes from metropolitan cities, says Sharad Gupta, a longtime observer of the Indian dairy industry and editor of Dairy India-2007 which is a compendium of facts and figures relating to various aspects of the Indian dairy industry.
10. 10. India is one of the fastest growing markets for cheese with annual growth pegged at 20% with a total consumption of about 7,000 tons a year according to an official of the Indian Agri-Commodity Federation. Top players of branded cheese manufacturing in India include Amul, Britannia, Le Bon, Mother Dairy and others. Amul has a market share of 65% according to an official of Agri-Commodity Federation. During the last few years, the Indian cheese market has grown steadily at 15 to 20 per cent per annum. The Australian cheese processor, Kraft, has made an inroad into the Indian market followed by Remia of Holland.
11. 11. Product Fluid Milk Ghee (clarified butter) Butter Yogurt Khoa Milk Powder Paneer (cottage cheese)Percentage 46.0% 27.5% 6.5% 7.0% 6.5% 3.5% 2.0% Others, including Cream, Ice Cream 1.0%
12. 12. SUCESSFUL STARTEGY LEEDS FOR DEVELOPMENT OF MARKET. The urban population accounts for major cheese consumption in India. Taken together, the four metropolitan cities viz., Delhi, Mumbai, Chennai and Kolkata consume over 60% of the total cheese sold in India. Mumbai tops the list with 30%, followed by Delhi at 20%, Kolkota at 7% and Chennai at 6%.
13. 13. Amul Cheddar is the top selling brand in India, with a 50per cent share of the market. Its cheese spreads have a 90 percent share of the market, while it is the only large player in mozzarella pizza cheese. The local branded cheese market is estimated to be 6,000 tonnes per annum, with an average retail price of Rs 200/kg. The market is still working with new brands trying to penetrate the market of Amul.
14. 14. DESINGED BYSunil Kumar Research Scholar/ Food Production Faculty Institute of Hotel and Tourism Management, MAHARSHI DAYANAND UNIVERSITY, ROHTAK Haryana- 124001 INDIA Ph. No. 09996000499 email: skihm86@yahoo.com , balhara86@gmail.com linkedin:- in.linkedin.com/in/ihmsunilkumar facebook: www.facebook.com/ihmsunilkumar webpage: chefsunilkumar.tripod.com