The document discusses non-vegetarian pickles in India. It notes that pickles enhance the taste of meals and increase satisfaction. Non-veg pickles are made from meat and seafood and provide vitamins and minerals. The document discusses starting a manufacturing business for non-veg pickles in Gurgaon, including market research that found demand is currently 90% online with 10% homemade. It analyzes the market potential, competitors, and conducted a survey that found 30% of people prefer non-veg pickles while 20% do not. The business was ultimately launched in shops in sectors 14, 22, and 23 of Gurgaon.

1. By: Nitya Garg
IBS Gurgaon

2. • A pickle is specialties of India and assumes important
position in the Indian Cuisine.
• Pickles enhances the tastes of the meal and increases
the satisfaction after every meal.
• Non veg. pickles are prepared from chicken, muton and
sea foods and they supplement the food with vitamins
and minerals.
• They are generally spicy but some are sweet also. They
are table enriches.

3.  Promising manufacturing unit of non veg pickles.
 Superior in terms of taste , aroma and quality.
 It is registered with food licence with municipality.
 We provide superior quality checks.
 Though the availability of pickles is there, but
 90% is online and the rest are homemade.
 First you taste , then you buy.
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4.  It is hygienic in nature.
 It has variety of tastes and flavours.
 It is major part of Indian cuisine.
 Will be Easily available.
 It is tasty and has natural preservatives
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5. Pickles are perfect partner for a well made meal
and a 'perker-upper' for a not so perfect one !!

6.  To serve a product of choice.
 To provide our customers with quality products
made with the best ingredients that meets
market demands.
 To make Non-veg pickle popular and a part of
regular diet of the consumers.

7. Pros :
 More Nutritious and healthy
 Much more tastier in comparisson to Veg Pickle.
Cons:
 Lesser durablity i.e need to consume in a mean time.
 Some non-veg pickle have foul smell. Eg: Fish pickle.
 More expensive and lesser avlaiblity.

8. Chicken Pickle Prawn Pickle Fish Pickle Mutton Pickle

9.  Present location we surveyed in the gurgaon and sub urban
areas are :
oKapaseda extension
oSohana Road
oPalam Vihar
oSector 17
oSectror 71
oSecor 72
oSector 21
oSector 22
oSector 23
oSector 52
oSector 57
oSector 39

10. 22
4.5
59
14.5
Veg Pickle
Non Veg Pickle
Mix fruit Pickle
Chutneys
37
13
46
4
Hotels/Rest.
Students
Families
Street Vendors

11.  We will boost existing dull sale of Non Veg Pickles and
will make it common.
 Publicity of the product and increase its current
avlaiblity in the market.
 We will also give free samples and other offers to
promote our product.
 We will also sell our product through channel of direct
distribution to Vendors, Retailors and Customers.

12.  These products have very good market potential as
they are consumed in most of the households,
restaurants, other eateries, clubs, hostels etc.
 They are sold through many outlets like grocery
shops, departmental stores etc.
 The average consumption of pickles is around 2 kg’s.
per family per year.
 Sales are less due to unavlaiblity of Non Veg
Pickles.
 High potential of the product if planned strategy is
made to promote the product.

13. Strength –
Naturals pickles are
homemade.
The cost of our
product is also lower as
compared to other
pickles.
Weakness –
This product is new
introduced in market.
As a result it has to
compete with other old
and well known products
which consumers have
been using.
SWOT Analysis

14. Opportunities –
There are good
opportunities of profits as
consumers would like to buy a
lower priced product.
This product will be
demanded in retail shops &
super markets as a result.
 There are opportunities of
expansion of the firm too
with production at a larger
scale.
Threats –
The threats would
be the other famous &
demanded pickles
brand that already
exists in the market.
People are used to
the taste of their
product.

15.  Housewives
 Chefs and cooks
 Restaurants
 Canteen
 Wholesalers
 Retailers
 Fast food stalls
 Shops

16. Our competitors are all the
leading brands like:
 Mother recipe
 Nilons
 Priya pickles

17.  From the survey it has been recorded that
maximum number of the people does not know
about the availability of such product in the
market due to its poor marketing strategy.
 Some areas like kapaseda ,etc has religious issues
where people are not even interested listening to
the name even.
 Youth’s feedback was considered as positive , if
given the chance and availability they would
definitely try the product.
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18. NATURAL PICKLES
99.3
0.7
Consumption of Pickles
yes
no
Analysis:-
Almost everyone use and buy
pickles, except 1 of them out
of 150 respondents. That
means pickles are universally
acceptable product.

19. NATURAL PICKLES
41.33
58.67
Types of Pickles
Home made
Ready made
Analysis:-
Almost 59% of the people prefer
homemade pickles rather than
buying from outside because they
can vary various parameters
according to their tastes and
preferences. Whereas approx.. 41%
people prefer ready made pickles
due to their busy life.

20. NATURAL PICKLES
16.3
27.4
9.67
9.67
Packaging
100 gms
200 gms
250 gms
500 gms
Analysis:-
People prefer buying 250gms
pack the most because they are
economical and quantity is also
optimum. Next preferred
packaging is 200gms, then
500gms and in the end 100gms.
The reason for 100gms being
least preferred is that because
normally a family contains 3-4
members and hence 100gms
isn’t sufficient for them.

21. NATURAL PICKLES
53.22
37.09
9.67
Quality Certification
Always
Sometimes
Never
Analysis:-
Since awareness and education
among people is increasing day by
day, more than half of the people
really check for the certification
from the various food quality
organizations like FPO, FPA, and
ISO etc.

22. NATURAL PICKLES
30%
20%
0%
5%
10%
15%
20%
25%
30%
35%
Yes No
Tastes & Prefernces
Analysis:-
30% people prefers non-veg
pickles, whereas, just 20%
people do not prefer non-veg
pickles.

23.  On analyzing the potential growth in the market we
have decided to make the product popular by
improving its market penetration.
 In the end we were successful implementing the
product in the following shops:
1. Sector14: Karim’s and Honey Money Top
2. Sector 22: Dhabha Patthonda.
3. Sector 23: Biryani Paradise and Delight Express.
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