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    India The Market of Contrasts: Sumit Saran

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    The document summarizes a presentation given at the Food Forum India 2009 conference about opportunities in the Indian food market. It discusses India's large and diverse population, the growing middle class, and changing consumer preferences and retail landscape that are driving increased consumption of imported foods. Major food imports currently include wheat, pulses, edible oils, almonds, and fresh produce such as apples, grapes, and pears. The presentation advises that success in India requires sustained efforts, thorough research, developing partnerships with local players, understanding changing consumer segments beyond numbers, and having a well-defined long-term entry strategy.

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    India The Market of Contrasts: Sumit Saran

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    The document summarizes a presentation given at the Food Forum India 2009 conference about opportunities in the Indian food market. It discusses India's large and diverse population, the growing middle class, and changing consumer preferences and retail landscape that are driving increased consumption of imported foods. Major food imports currently include wheat, pulses, edible oils, almonds, and fresh produce such as apples, grapes, and pears. The presentation advises that success in India requires sustained efforts, thorough research, developing partnerships with local players, understanding changing consumer segments beyond numbers, and having a well-defined long-term entry strategy.

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    The document summarizes a presentation given at the Food Forum India 2009 conference about opportunities in the Indian food market. It discusses India's large and diverse population, the growing middle class, and changing consumer preferences and retail landscape that are driving increased consumption of imported foods. Major food imports currently include wheat, pulses, edible oils, almonds, and fresh produce such as apples, grapes, and pears. The presentation advises that success in India requires sustained efforts, thorough research, developing partnerships with local players, understanding changing consumer segments beyond numbers, and having a well-defined long-term entry strategy.

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    26 views21 pages

    India The Market of Contrasts: Sumit Saran

    Uploaded by

    koib789
    The document summarizes a presentation given at the Food Forum India 2009 conference about opportunities in the Indian food market. It discusses India's large and diverse population, the growing middle class, and changing consumer preferences and retail landscape that are driving increased consumption of imported foods. Major food imports currently include wheat, pulses, edible oils, almonds, and fresh produce such as apples, grapes, and pears. The presentation advises that success in India requires sustained efforts, thorough research, developing partnerships with local players, understanding changing consumer segments beyond numbers, and having a well-defined long-term entry strategy.

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    of 21

    India The Market of Contrasts

    Food Forum India 2009 Mumbai, India. March 19-20, 2009

    Sumit Saran

    Presentation Outline
    About Us Knowing India Demographics Changing India Current Status & Market Potential of major products The Success Path Discussion
    Food Forum India 2009 Mumbai, India

    About Us
    Agribusiness consulting firm Represents various international cooperator groups in South Asia
    Washington Apples Fresh California Grapes USA Pears California Prunes California Pistachios Turkish Hazelnuts Food Export USA
    Food Forum India 2009 Mumbai, India

    Knowing India
    Population Approx. 1.14 Billion (3 times USA) Slightly more than 1/3rd the size of US Approx. 150 to 250 Million 15 official; More than 1,000 dialects Vibrant Democracy Various Significant variance by Region, Religion & Ethnicity Strong & Stable; WTO Signatory Area Compared

    Consuming (Middle) Class Languages Polity Religion Food/Taste Pattern

    Legal Framework

    Food Forum India 2009 Mumbai, India

    THE most exciting, challenging and complex market in the global food business

    Food Forum India 2009 Mumbai, India

    Understanding India
    1 billion population 200 million consumers! Unified by aspiration Strong Economy Comparatively Resilient to the current crisis Young population with high disposable incomes Part of a global village, ready to accept new products Imported foods Niche to mainstream Retail Infrastructure Its a revolution in the making

    Food Forum India 2009 Mumbai, India

    What is Changing
    India Retail
    Pop and Sons Ask Colgate Get Colgate

    Indian Consumer
    Part of a global village Swamped by a Media Revolution Small Family Sizes High Disposable Incomes Propensity to Spend
    Food Forum India 2009 Mumbai, India

    Rich Dad/Poor Dad


    Rich Dad

    Poor Dad

    Food Forum India 2009 Mumbai, India

    India and its Rich Dads


    Estimated to be around 6-7% for calendar year 2009. A growing middle class of 200-250 million spread across the country Dual Household with high disposable incomes
    Food Forum India 2009 Mumbai, India

    Changing Food Habits


    Indians becoming more health conscious Move towards packaged, branded products Increased year round consumption of fruits and vegetables Rising incomes have meant that Indians are far more willing to try out newer things Drive towards healthy lifestyles Adoption of new foods that are good

    Food Forum India 2009 Mumbai, India

    Food Imports
    Old Country but a new market High Threat factor De-mystifying imports
    Wheat Pulses Edible Oil Almonds

    Increasing the size of the pie


    Apples/Grapes/Pears etc. Processed foods
    Food Forum India 2009 Mumbai, India

    Indian Food Imports


    Supplementary
    Essential bulk import items like cereal grains, edible oil, pulses etc

    Complimentary
    Processed foods Dry fruit and Nuts Fresh Produce Beverages

    Food Forum India 2009 Mumbai, India

    Fresh Fruit Imports


    Fresh Fruits Imports in India *2008-09 Data for period of April-September

    70 60 50 40 30 20 10 0 2003-04 2004-05 2005-06 2006-07 2007-08 *2008-09 Year

    Food Forum India 2009 Mumbai, India

    Valu e (U S$ M illio n )

    Dried Fruits & Nuts Imports


    Dried Fruits & Nuts Imports in India *2008-09 Data is for Apr-Sept. period

    400 350 300 250 200 150 100 50 0 2003-04 2004-05 2005-06 2006-07 2007-08 *2008-09 Year

    Food Forum India 2009 Mumbai, India

    Value (US$ Million)

    Processed Food Imports


    250 Value (US$ million) 200 150 100 50 0 2003-04 2004-05 2005-06 Year Preparations of Meat & Fish Preparations of Vegetables, Fruits & Nuts Cocoa and Cocoa Preparations
    Food Forum India 2009 Mumbai, India

    Processed Food Imports in India - Major Categories *2008-09 Data is for Apr-Sept. period

    2006-07

    2007-08

    *2008-09

    Preparations of Cereals Misc. Edible Preparations Beverages, Spirits & Vinegar

    Olive Oil Imports


    Olive Oil (Virgin, Non-Virgin & Its Fractions) Imports in India *2008-09 Data is for Period Apr-Sept.

    10 Value (US$ Million) 8 6 4 2 0 2003-04 2004-05 2005-06 2006-07 2007-08 *2008-09 Year

    Food Forum India 2009 Mumbai, India

    Key Constraints OR Opportunities


    Cold-chain Trade Relationships Ability to Supply Multiple markets Understanding the changing Indian Consumers Policies and Duties Price
    Food Forum India 2009 Mumbai, India

    Price Points
    SEGMENTS SEGMENTS ADOPTION BARRIERS ADOPTION BARRIERS
    QUALITY, HYGIENE QUALITY, HYGIENE QUALITY, PRICE QUALITY, PRICE PRICE, AVAILABILITY PRICE, AVAILABILITY PRICE, FUNCTIONALITY PRICE, FUNCTIONALITY PRICE PRICE

    Upper Class Upper Class Upper Middle Class Upper Middle Class Middle Class Middle Class Lower Middle Class Lower Middle Class Lower Class Lower Class

    Source: Anderson Consulting

    Food Forum India 2009 Mumbai, India

    Enter, Establish and Persevere


    Sustained efforts will be the key as sporadic market initiatives will be destined for failure in India Have a well defined entry strategy based on detailed research Due-diligence of partners Work with existing players to form win-win relationships Look beyond the numbers and target your consumer and markets

    The Success Path

    Food Forum India 2009 Mumbai, India

    Look beyond the numbers 36-24-36

    Food Forum India 2009 Mumbai, India

    Questions/Discussion

    Sumit Saran ssaran@scs-group.com

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