Overview of Baby food market of India

• With birth rate of 1.9%, increasing GDP and disposable income, people want their babies to be healthy
• According to Indian Baby Food Market Overview, the Indian market is anticipated to grow at CAGR of more than
15%.
• Traditionally, in developing countries like India, babies are fed home cooked soft food but due to growing
urbanization and changing lifestyles, baby food demand has increased in the market.
• Increase in number of working women and lactating problem has given opportunity to the companies.
• Three key trends currently dominating the Baby Food Market are following: innovative package design, organic
options and products that provide specific health benefits focused on children’s physical and cognitive
development.
• Today’s parents require products that fit their busy lifestyle which are environmentally sustainable, convenient
“on-the-go” packaging with clean labelling.
• Furthermore, health conscious parents seeking healthier options for their babies prefer organic baby foods as well
as choices that address focused health benefits such as cognitive or bone health
 Analyzing and Surveying the market
• As there are other 3 competitors already in the market with equal
market share, a through SWOT analysis of product is needed
• Point of difference and Point of parity must be found out so that
proper positioning can be done
• The company should try to penetrate the untapped segments by
using a perceptual map to position itself better
• Survey could be done to know better about our product. This could
be done in malls, Gynecologists office or in supermarket
Growth Strategies
Since, Destle wants to increase its market share with the existing
product portfolio, the suggested strategy as per the Ansoff matrix
framework would be Market penetration Factors affecting the market
• Focusing on the core is important. As these are baby food product,
utmost care has to be taken on quality and safety standards
• Strong Distribution network must be formed so that the product could
find greater market visibility than competitor
• Retail partners must be given strong incentives on sell of product
• Making the core, nutrition distinct from the competitor's brand
• Partnering with other baby product firm to provide a combo package
of baby products
Marketing strategies

• Contacting creche and day centers to organize events about

awareness of nutrients, sponsored by Destlé
• Creating Attractive Photo booth advertising company in Malls during
weekends
• Advertising using posters in places like hospitals, gynecologist,
Creche, day centers
• Creating awareness regarding adequate nutrition through your
product by using pamphlet and newspapers advertisement in local
newspaper
• Running a video campaign containing experienced mother describing
nutrients needed by the baby and advertising Destlé products
• Innovating the package design Ansoff Matrix for Product growth