Foodkraft International is a US-based food company that analyzed the Indian ghee market as a potential growth opportunity. It conducted research on existing ghee brands that found many did not meet all regulatory standards for important quality parameters like copper, fat, and moisture content. Sensory testing showed Farm Fresh, Everyday, and Goa Dairy ghee scored highest on attributes like flavor, texture, and color. To enter the market successfully, Foodkraft determined it needs to price its ghee competitively while strictly adhering to all regulatory standards and emphasizing sensory qualities consumers value most like taste. Meeting both analytical and sensory expectations will allow it to compete against top brands like Goa Dairy and establish itself as a high

1. FOODKRAFT INTERNATIONAL
LIMITED
US based food company with a worldwide sales
exceeding 34 billion USD in 2000
Product ranges from cheese and other dairy product
counting 25% of total world revenue.

2. Circumstances which made them to
enter into Indian market…
Removal of quantitative restriction on import of
food products and customers duties were lowered
quite substantially.

3. What made India a potential growth
market…??
 In the time period of 1999-2000
i. imported fruit juice worth 20 crores
ii. Imported chocolates and confectionary import
worth 26 crores
iii. Imported milk products worth 100 crores
 Realised that there was tremendous potential for the ethnic
Indian product, ghee.

4. ISSUES TO ANALYSE
• What kind of food ghee was ?
• Was it a search good, experience good or credence good ?
• Did the ghee brands confirm to the regulatory standard?
• Which brands were the better one in terms of analytical and
sensory attributes ?
• How can he classify the ghee quality according to the
dimension laid down by the Garvin?
• How would Foodkraft offer a new ghee brand in the Indian
market which offer attributes which are important to the
customers ?
• Did corporate ghee brands earned a premium over the co-
operative ghee brands and the loose samples. ?

6. QUALITY ANALYSIS OF GHEE OF EXISTING
BRANDS
Analytical Parameters of Quality
 Total fat
 Moisture
 Free Fatty Acids
 Peroxide Value
 DDT
 Copper

7. QUALITY STANDARDS OF GHEE
S.NO Food Standards
Copper(max
ppm)
Total Fat(min
%)
Moisture(max
%)
Free fatty acids
(max %)
Peroxide
value(max
Meq/kg) DDT(max ppm)
1Codex 0.05 99.3 0.5X X 1.25
2PFA 30 - 0.5 3X 1.25
3IS - 99.5 0.5 0.3 0.8X
4Agmark - - 0.3 3X X

8. REGULATORY STANDARD VERSUS ACTUAL
INDUSTRIAL NORMS
0
5
10
15
20
25
30
COPPER
CODEX(max ppm)
PFA(max ppm)
COPPER CODEX(max ppm) PFA(max ppm)
Everyday X 0.05 30
Milkman X 0.05 30
Sagar X 0.05 30
Verka 0.5 0.05 30
Gits 0.3 0.05 30
Amul 1.1 0.05 30
Nova 0.1 0.05 30
Farm Fresh 0.5 0.05 30
Anik 0.2 0.05 30
Nandini 0.2 0.05 30
Gayatri 0.4 0.05 30
RKG 2.1 0.05 30
Vraj Gopi 5.7 0.05 30
Goa Dairy 0 0.05 30
Devi 0.7 0.05 30
LG1 X 0.05 30
LG2 X 0.05 30

9. 97.5
98
98.5
99
99.5
100
Total Fat Content
CODEX(min %)
IS(min %)
Total Fat Content CODEX(min %) IS(min %)
Everyday 99.6 99.3 99.5
Milkman 99.5 99.3 99.5
Sagar 99.7 99.3 99.5
Verka 99.6 99.3 99.5
Gits 99.8 99.3 99.5
Amul 99.6 99.3 99.5
Nova 99.7 99.3 99.5
Farm Fresh 99.7 99.3 99.5
Anik 99.5 99.3 99.5
Nandini 99.6 99.3 99.5
Gayatri 99.5 99.3 99.5
RKG 99.7 99.3 99.5
Vraj Gopi 99.6 99.3 99.5
Goa Dairy 99.5 99.3 99.5
Devi 99.5 99.3 99.5
LG1 98.7 99.3 99.5
LG2 98.3 99.3 99.5

10. 0
0.1
0.2
0.3
0.4
0.5
0.6
MOISTURE CONTENT
CODEX(max %)
PFA(max %)
IS(max %)
AGMARK(max %)
MOISTURE CONTENT CODEX(max %) PFA(max %) IS(max %) AGMARK(max %)
Everyday 0.1 0.5 0.5 0.5 0.3
Milkman 0.1 0.5 0.5 0.5 0.3
Sagar 0.1 0.5 0.5 0.5 0.3
Verka 0.1 0.5 0.5 0.5 0.3
Gits 0.1 0.5 0.5 0.5 0.3
Amul 0.1 0.5 0.5 0.5 0.3
Nova 0.3 0.5 0.5 0.5 0.3
Farm Fresh 0.3 0.5 0.5 0.5 0.3
Anik 0.2 0.5 0.5 0.5 0.3
Nandini 0.1 0.5 0.5 0.5 0.3
Gayatri 0.1 0.5 0.5 0.5 0.3
RKG 0.2 0.5 0.5 0.5 0.3
Vraj Gopi 0.1 0.5 0.5 0.5 0.3
Goa Dairy 0.3 0.5 0.5 0.5 0.3
Devi 0.3 0.5 0.5 0.5 0.3
LG1 0.1 0.5 0.5 0.5 0.3
LG2 0.1 0.5 0.5 0.5 0.3

11. 0
0.5
1
1.5
2
2.5
3
3.5
FREE FATTY ACIDS
CONTENT
PFA(max %)
IS(max %)
AGMARK(max %)
FREE FATTY
ACIDS
CONTENT PFA(max %) IS(max %)
AGMARK(max
%)
Everyday 0.1 3 0.3 3
Milkman 0.3 3 0.3 3
Sagar 0.2 3 0.3 3
Verka 0.3 3 0.3 3
Gits 0.4 3 0.3 3
Amul 0.2 3 0.3 3
Nova 0.3 3 0.3 3
Farm Fresh 0.2 3 0.3 3
Anik 0.6 3 0.3 3
Nandini 0.3 3 0.3 3
Gayatri 0.4 3 0.3 3
RKG 0.7 3 0.3 3
Vraj Gopi 0.3 3 0.3 3
Goa Dairy 0.3 3 0.3 3
Devi 1 3 0.3 3
LG1 0.2 3 0.3 3
LG2 0.5 3 0.3 3

12. 0
0.5
1
1.5
2
2.5
3
3.5
PEROXIDE VALUE CONTENT
IS( max Meq/kg)
PEROXIDE VALUE CONTENT IS( max)
Everyday 0.63 0.8
Milkman 0.3 0.8
Sagar 1.2 0.8
Verka 1.5 0.8
Gits 1.3 0.8
Amul 0.98 0.8
Nova 0.8 0.8
Farm Fresh 1.6 0.8
Anik 0.4 0.8
Nandini 1.3 0.8
Gayatri 2.1 0.8
RKG 1.1 0.8
Vraj Gopi 1.8 0.8
Goa Dairy 0.7 0.8
Devi 0.9 0.8
LG1 2.9 0.8
LG2 2.4 0.8

13. 0
0.2
0.4
0.6
0.8
1
1.2
1.4
DDT CONTENT
CODEX(max ppm
PFA(max ppm)
DDT CONTENT CODEX(max ppm) PFA(max ppm)
Everyday 0.2 1.25 1.25
Milkman 0.2 1.25 1.25
Sagar 0.3 1.25 1.25
Verka 0.4 1.25 1.25
Gits 0.2 1.25 1.25
Amul 0.3 1.25 1.25
Nova 0.2 1.25 1.25
Farm Fresh 0.6 1.25 1.25
Anik 0.8 1.25 1.25
Nandini 0.2 1.25 1.25
Gayatri 0.3 1.25 1.25
RKG 0.3 1.25 1.25
Vraj Gopi 0 1.25 1.25
Goa Dairy 0.1 1.25 1.25
Devi 0.5 1.25 1.25
LG1 1 1.25 1.25
LG2 0.2 1.25 1.25

14. RESULT OF ANALYTICAL STUDY
 GOA DAIRY IDENTIFIED TO BE FOLLOWING ALL STANDARDS
 SINCE PUBLIC HEALTH IS MOST IMPORTANT FOODKRAFT HAS COME
TO A CONCLUSION TO FOLLOW ALL STANDARDS
Copper(max ppm) Total Fat(min %) Moisture(max %) Free fatty acids (max %)
Peroxide value(max
Meq/kg) DDT(max ppm)
0.05 99.5 0.3 0.3 0.8 1.25

15. BRAND FLAVOUR TEXTURE COLOUR
Everyday 9.6 7.77 9.8
milkman 9.2 7.8 9.8
Sagar 9.6 7.63 9.1
Verka 9.6 7.83 9.4
Gits 9.4 7.83 7.5
Amul 9.4 7.5 9.5
Nova 9.4 7.6 10
Farm fresh 9.8 7.97 10
Anik 9.2 7.77 10
Nandini 9.6 7.77 8.3
Gayathri 8.8 7.8 10
RKG 9 7.8 7.5
Vraj Gopi 8.8 7.83 8.7
Devi 7 7.8 5
LG1 9.4 7.77 9.8
Goa Dairy 9.4 7.83 9.5
Sensory Scores Data for Ghee
The best brands from the sensory scores
data are-
• FARM FRESH
• EVERYDAY
• GOA DAIRY

16. CONCLUSION
 What are the results of the survey?
 How can FOODKRAFT can beat the competition and make it’s product unique?
 Who are the main competitors?
 Importance of both analytical and sensory attributes.
 What should be the pricing and quality standards and how much the company
needs to compromise on it.?

17.  Should launch and market the product based on conformance with regulatory
standards.
 To make proper packing of product and to price it effectively.
 To also give importance to flavour,texture and colour without deviating from
regulatory standards.
 Should implement plans to create consumer awareness about the quality of the
products in the market.
 Competition from co-operatives is comparatively more compared to corporate
ghee brands.Goa diary poses the greatest competition.Farm feed,Everyday also
have good sensory scores.

18. SUGGESTED PRICING AND
VALUES
COPPER
(MAX PPM)
TOTAL FAT
(MIN %)
MOISTURE
(MAX %)
FREE FATTY
ACIDS(MAX
%)
PEROXIDE
VALUE(MEQ
KG)
DDT
(MAX PPM)
0.05 99.5 0.3 0.3 0.8 1.25

19.  Suggested price range for the product is between 65-75 as there is great number
of middle class consumers.

20. THANK YOU