Summer Internship Report - FCEL (Ready To Eat Snacks) - Copy

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Summer Internship Report
(2nd May, 2016 to 2nd July, 2016)
Marketing at Future Consumer Enterprise Limited Mumbai
Author:
Om Raheja
PGDM (e-Business) 2015-17
Roll No: PG150057
MET’s Institute of Computer Science
Mumbai Educational Trust Complex,
Bandra Reclamation, Bandra (West), Mumbai - 400 050,
Maharashtra, India.

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ACKNOWLEDGEMENT
I wish to express my sincere gratitude to Ms. Surabhi Sen (Head marketing and
branding) for providing me an opportunity to do my project at Future Consumer
Enterprise Ltd. I sincerely thank Ms Surabhi Sen, Ms Poorabhie Khare and Ms
Sheetal agarwal for their guidance and encouragement in carrying out this project
work. I also wish to express my gratitude to the officials and other staff members
of FCEL who rendered their help during the period of my project work. I take this
opportunity to thank my team mates who spared and shared their precious time
to provide me with valuable inputs for this project without which it would not
have been possible. I am also grateful to my parents, who supported me
throughout and have constantly guided me.
I would also like to express my thanks to my colleagues for their consent help
and guidance throughout the project. I would also like to express my thanks to
our Director Dr. Page, who rendered all the facilities.
Finally, I would also like to thank Mr. Vikas V. Naik (PGDM E – Business Course
Coordinator, MET) for his help in providing the required credentials and
permissions on behalf of the college for project purposes. My sincere thanks to
all those people who are left unmentioned here but who have contributed
immensely to give me a sharp and rewarding insight on how my training should
be carried out.
I firmly believe that there is always a scope of improvement. I welcome any
suggestions for further enriching the quality of this report.

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DECLARATION
I, Om Rajesh Raheja of PGDM (e – business) 2015 – 2017 batch, hereby declare
that this project report entitled Category And Consumer Understanding For
Brand Development, which is being submitted for the fulfilment of the
requirement of the course, is true and original to the best of my knowledge.I have
completed this project in the academic year 2015 - 2017, as a part of my
curriculum.
The content of this project reflects the work done by me during the academic
period of the Post Graduate Diploma in Management of MET, Mumbai.
I further declare that I or any other person has not previously submitted this
project report to any other Institute or University for any other Degree or Diploma
certification.
Place: Mumbai Om Rajesh Raheja
Date: 20th July, 2016 (PG150057, MARKETING, 2015 - 2017)

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CERTIFICATE
TO WHOMSOEVER IT MAY CONCERN
This is to certify that the Project Category And Consumer Understanding For
Brand Development, is bonafied work of Mr Om Raheja of Mumbai Educational
trust’s Institute of Computer Science’s, Post-graduation Diploma in part
completion of Masters of Management Studies.
The project is in the nature of original work that has not so far been submitted for
any other course in this institute or any other institute.
Signature of the guide
Ms. Surabhi Sen
Chief Marketing Officer
Future Consumer Enterprise Ltd

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EXECUTIVE SUMMARY
Company : Future Consumer Enterprise Limited (FCEL)
Title : Category And Consumer Understanding For Brand Development
Department : Marketing
Introduction
Future consumer enterprise limited (FCEL) an offshoot concern of Future Group.
I was in the marketing department of FCEL which predominantely was looking
at new Product Developement for Ready To Eat Snacks. People generally get
confused between Ready to Eat (RTE) and Ready to Cook (RTC) snacks. RTE
snacks are those which do not have to be cooked and can be consumed
immediately like wafers, bhel, namkeens, popcorn, nacho chips, khakra, popcorn
etc whereas RTC snacks are those which take 2 to 10 minutes to prepare like
maggi noodles, ready mix upma and poha etc. In my 2 month duration I had to
audit the brands in the market by visiting stores whether it be Mom N Pop stores ,
Modern retail stores and even online to study what their front pack claims, price
points and in store promotions were. To gain consumer insights I carried out 10
in depth interviews to deep dive into what customers feel about this category ,
accompanied by carrying out 50 observations across Big Bazaar , D Mart,
National sports club of India consumer store, to gain more knowledge on
customers buying patterns and habits.
Objective of the study :
 To study whether health factor plays a huge role in this segment for con-
sumers
 To study what claims companies are making on the front packaging of their
products
 To gain insights on the buying behavior of consumers towards ready to eat
food category
 To audit the market and see the brands present in the segment.
 To study the various communication strategies used by companies in this
category and what positioning they have taken.

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Crux of the project :
 Only the savory snacks market was covered in my project
 A lot emphasis was given on the health factor in this category
 Front pack claims also has lot of weightage
Key understanding :
 Learnt how important health factor in the packaged food industry is and
how the country is and should be going healthy.
 Learnt the importance of packaging in this category as ‘People in India buy
brand images rather than brands’, if its attractive it is picked up from the
shelf.
 People in India may not be price conscious towards this category, because
the price points are as it is so low here and not much difference in the prices
between competitors but weight may differ, but if they get promotional
offers like a 20% off or a buy 1 get1 free they would jump on it.

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SR NO. TOPIC PAGE NO.
1. Indian Ready To Eat Snacking Industry 8-9
2. Company overview 10
3. Market Penetration 11-12
4. Food included in the ready to eat snacks category 13-20
5. Brand positioning of top players in the ready to eat
segment category
21-29
6. Front pack claims of companies 30-33
7. Health scenario in the category 34-35
8. Scope of health snacks in the category 36
9. Retailer insights towards this category 37-38
10. Recommendations 39
11. CSR Activity - Giving back to society 40-41
12. Consumer insights - Observations 42-47
13. Consumer insights - In depth interviews 48-52
14. Conclusion 53
15. References 54-57

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1. INDIAN READY TO EAT SNACKING INDUSTRY
 The snack foods business in India consists of three categories-western
snacks (all potato chips, puff snacks etc.), traditional snacks (Mixture,
chivda, masala peanuts, bhujia) and bridge snacks (where the product for-
mat is Western and the taste is Indian).
 India’s savory snacks market as of 2015 is pegged at 8700 Crore with
almost 5000 brands present dominated by Pepsi.
 The western salted snacks market contracted by 1% in 2015, while the
traditional salted snacks market, with products like bhujia and chiwda,
expanded 4%, inferring that Indians are moving more towards liking of
products with the Indianised feel.
 Branded Indian salty snacks account for 63% of the overall snacks market,
while branded western salted snacks such as potato chips account for the
remaining 37%
 Brands with national presence were unable to grow in 2015, whereas
regional brands have been witnessing continuous growth for the last two
years.
 PepsiCo phased out lehar, its savory snack brand launched in 1996.
Kurkure entered the segment, it made little sense to develop lehar. Lehar
had failed to make inroads into the traditional namkeen market and held
just a 1.2% value market share in calendar year 2015. For success they
needed to get the Indian taste, right.
 Research has found that northern and southern Indian consumers prefer
spicy flavors while western and eastern Indians have shown preference to
tomato and cheese flavors.
 According to industry estimates, the organized market for nacho chips in
India is worth between Rs 32 Crore and Rs 35 Crore as of 2015
 Industry sources peg the snacking category at approximately Rs 56,000
crore and growing at a fast clip of 16 per cent.
 India's leading multiplex chain PVR with 383 screens in 90 locations, sells
on average 18,000 popcorn tubs daily. 70% of multiplex revenues come
from popcorn and soft drinks

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 Packaged food growing at annual rate of 32.5% and set to grow at 35% till
2017, urban households accounting for 80% of such purchases
 The next 20 years are likely to see India add approximately 245 million
youth to its workforce. At the same time, there will also be a rise in the
middle-class population, as well as increase in disposable income across
the socio-economic spectrum which could aid sustainable growth of the
packaged food (snack) industry
 Continued migration from villages to cities means that by 2020, one-third
of all Indians will live in urban areas, which bodes well for packaged food
(snack) industry, as the urban areas comprise nearly 66% of their market.
Furthermore, the emergence of organized modern trade and new retail for-
mats create more choice for consumers and will facilitate changes in shop-
ping habits.
 Price fluctuation in potatoes and tomatoes, which takes a toll on margins.
 Industry insiders also believe that customers no longer make namkeens at
home, and they prefer buying it off the shelves as there's proliferation of
choice, packaging and innovation that is helping this category boom and it
will continue to grow.
MARKET SHARE OF COMPANIES IN THIS CATEGORY

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2. FCEL COMPANY OVERVIEW
Future Consumer Enterprise Ltd (FCEL), India’s first sourcing-to-supermarket
food company by Future Group is built on the virtue of sharing. Starting from the
seeding of food at the farm to its consumption from the plate, FCEL acts as a
catalyst for each of its stakeholders. From sourcing, processing, retailing to final
act of consumption – FCEL strikes a widespread cord between the lives of the
farmer, a factory laborer, a worker on the shop floor and the housewife.
‘Sharing’ lies in the heart of food in India. It starts at the farms where neighbors,
kith and kin join hands in tilling, sowing and harvesting of crops. Women come
together to further process and prepare food. Recipes are passed down as heir-
looms, shared by friends and neighbors and now on television by celebrity chefs.
Under FCEL’s spectrum, the company sources best quality commodities from
world over, comprises of extensive portfolio of established brands in food and
HPC space, builds urban convenience store for key metros and cash-n-carry rural
distribution models for other cities across India. (Integrated front end to back end)
VISION
FCEL shall become the creator and provider of the Food Palate for a diverse and
evolving India. We will continuously strive to upgrade the overall food consump-
tion.
MISSION
FCEL will leverage consumer insights and cater to India's diversity by sharing
the joy of food and its bounty with all its stakeholders.
BELIEF & CULTURE
At FCEL, we believe in the act of celebrating and sharing the bounty of food.
This belief in sharing propels us to be fair, caring and responsible towards our
consumers, associates, partners and society at large.
The success of FCEL in various facets represents a disciplinary culture induced
with strong leadership thoughts. A company which has built India's first ever in-
tegrated commodity sourcing model, FCEL's vast platform is equipped with di-
verse food production capabilities.
FCEL is constantly innovating in every aspect of its value chain (from sourcing,
product development, branding and packaging) to create brands in categories that
India had not invested in so far.

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3. MARKET PENETRATION
 Penetration is defined as a household that has bought your brand at least
once in the last 12 months.
 It’s no longer about segmenting, loyalty, targeting and differentiation.
Brand marketers should instead drive penetration and constant recruitment.
 As market share gains are linked to how brands have performed on pene-
tration and not on loyalty.
 The primary difference between brands that are able to grow and not grow
is the ability to drive penetration rather than repeat purchase.
 Brand winners drive penetration by investing behind visibility—being pre-
sent in more outlets and channels of sale and creating and building distinc-
tive assets which help consumer recall and remember the brand at the point
of sale. For instance, the blue Nivea tin.
WHY SHOULD WE PENETRATE INTO THE READY TO EAT SNACKING
MARKET ?
Cultural tradition of snacking between meals
fuelling explosive growth in this sector
Global Indian’s / NRI - Indian’s looking
for traditional snack abroad

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Busy lifestyle - Students always on the go and
people pulling off late nighters at work
Increased frequency of socializing
A gradual erosion of the 'family sit-down' meal culture
More income – improved standard of living and
dual income.
Aggressive promotional campaigns by leading snacks manufacturers in India,
such as novel offerings, intensive advertising, and fast expanding retail
networks that penetrate into rural parts of the country have also influenced the
mindsets of the population and contributed to the boost in India’s snack
industry

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4. FOOD INCLUDED IN THE READY TO EAT
SNACKS CATEGORY
Snack 1 - Potato Chips
A potato chip (American English) or crisp (British English) is a thin slice
of potato that has been deep fried, baked, kettle-cooked, or popped until crunchy.
Potato chips are commonly served as a snack, side dish, or appetizer. The basic
chips are cooked and salted; additional varieties are manufactured using various
flavorings and ingredients including herbs, spices, cheeses, and artificial
additives.
We Indians predominantely call it wafers, but in all over the world people picture
wafers as the wafer biscuit. Worldwide it is known as potato chips or chips , in
UK it is known as Crisps and and new zealand known as Chippies but marketed
as chips.

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MAJOR PLAYERS IN THE MARKET
Dominated by...
Other players in the market are .......
 Terra wafers
 Garden
 Chedda
 Trupti
 Miss chote kale chips
 Euro
 MTR
 Miraj
 Opera
 A1 Wafer Co
BALAJI
UNCLE CHIPS
YELLOW DIAMOND
PARLE
LAYS
BINGO

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 Pringles
 Jacker potato crisps
 Italo’s
 Home delight
 Green snack company
 Tavolas rustic risotto chips
Snack 2 - Popcorn
This product is the eternal movie time munch and hugely consumed at sporting
events and considered a healthy one too.
Popcorn brands available in the market...
 Red Indian
 Just eats
 American garden
 Top corn
 Lady liberty
 Stella popcorn
Dominated by ....
ACT II

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Health benefits of popcorn
 More Iron Than Eggs And Meat
 More Fibre Than Potato
 Got More Protein Than Any Other Grain
 High In Dietary Fibre And Antioxidants
 Low In Calories And Fat
 Attractive Snack To People With Dietary Restrictions
 High Protein
 High Energy
Why should FCEL foray into popcorn...
 Increasing Consumption from Tier I Cities
 Not Too Much Competition in the Readymade Popcorn Segment
 Growth of Multiplexes in the Country
 More Number of Manufacturers with Innovative Flavors amongst Some
 Hectic Schedules of People Leading To Rising Consumption of Easy To
Make Snacks

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Snack 3 - Namkeens
‘Namkeens’ are quite common to be seen in every household and suits many
people’s taste buds all over India, also known for being a rich in tradition snack
and served at family occasions. It is well known for driving the traditional salted
snack Market segment.
Major players in the market are.....
 Parle
 Yellow diamond
 Chedda
 Garden
 Kurkure
 Balaji
Dominated by.....
HALDIRAMS

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Other players in the market included.....
Trupti Pragati Dip foods Mast Oye-
Reliance
Jalaram foods Maiyas Chandu KM -
Kwality
Makers
Desi nature Krish namkeen Khoob khao Chitlebandhu
Rite bite – Max
Protein
Diet foods Health shop Charlies
Ever crunch – Mr
namkeen
Chowpatty snacks A1 Miraj
Euro Simply 7 Rajkamals Kerry tasty
treat
Roasty Tasty Patanjali Rajam Miss chotee
Home delight Laxminarayan Soo fresh MTR
Snack 4 – Extruded Snacks
Extruded puffed snacks are made from de-germed Corn or corn grits, wheat, rice
or other cereals like Peppy, Piknik, Potato shells etc. These products find various
applications like tea time snacks, as munching during ceremonies or parties,
during picnics or outings or simply as fun products. They are flavored with
cheese, spices, onion, and garlic or chilly. Extruded puffed snacks are primarily
targeted at the youth.
Players in the extruded snacks market....
 Frito lays – Kurkure puffcorn, cheetos
 Miraj
 The green snack company
 Kentys krazy rings
 Euro
 ITC - Bingo
 SM Foods - Piknik, Peppy, Cheese balls
 Monginis - Potato shells
 Yellow diamond
 Chedda
 Oriental
 Ever crunch – Mr Namkeen
 DFM Foods – Craxx corn rings

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Extruded corn based chips popularly known as sticks also included in this
category…..
 Parle – Full Toss
 Diamond - Chul Bule
 Euro
 Bingo – Tedhe Medhe
 Haldirams – Taka tak
 Miraj
 Balaji – Chataka Pataka
Dominated by.....
KURKURE

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Snack 5 – Nacho chips
It is a Snack originated in Mexico commonly known as nacho chips, nacho crisps
or tortilla chips. According to industry estimates, the organised market for nacho
chips in india 2015 was worth between Rs 32 crore and Rs 35 crore. October 21
is declared the international day of the nacho all around the world.
Nacho brands present in the market....
Cornitos Parle - Mexitos
Bingo - ITC Mad Angles Mission tortila chips
Doritos SM Foods - Senor Pepito
Pelican farm and dairy – All thats
good
El sabor nacho chips
Shri Shandhar Snacks Ltd – Tastilo Nacho time
Act II Avt Gavia Foods Pvt Ltd - Tex Mex
Salsalito

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5. BRAND POSITIONING OF TOP PLAYERS IN THE
READY TO EAT SEGMENT CATEGORY
LAYS
USP - Tasty wafers for the youth with huge number of flavors
Segment - People who want to have between meal snacks
Target Group - Youth of Lower (15-35 yrs), middle income
Positioning - People who are successful yet are down to earth, the youthful
energy and appeal of the brand. Very good quality snack with an international
taste
Taglines / Slogan –
 ‘No one can eat just one’,
 ‘What’s the programme?’ (Positioning to’ making Lay’s the main food
of every programme)
 Lay’s – Be a Little Dillogical (The new Dillogical concept makes an in-
stant connect with youth caught between the desire to succeed and the de-
sire to remain engaged with certain moments that offer a deep emotional
fulfilment. This friction is like a game between the heart and the head, a
struggle between what you want to do and what you have to do. It’s all
about making things that matter to the heart, happen)
Marketing Communication – 360 degree campaign (Sports events form an
important part of their communication)
HALDIRAMS
Tagline/ Slogan - Don’t eat at home today; always in good taste
USP - Wide range of hygienic, tasty and authentic Indian savories and sweet
Segment - Anyone who consumes a snack like savories, sweets, etc.
Target Group - Middle class families (especially women and kids)

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Positioning - As a tasty, hygienic savories and sweet maker. Authentic and easily
available
Communication – Predominantly Word of mouth
PARLE WAFERS
Tagline/ Slogan - Parle Wafers khaane ka match jitnane ka
USP - Tasty waters for the youth with huge number of flavors
Target Group - Youth of Lower, middle income
Positioning - Wafers for young superstitious people
PIKNIK / PEPPY / SIMBA (SM FOODS)
USP - Indian Packaged potato snack for timepass
Segment - Semi urban, rural households with children
Target Group - Children 9 to 16 years, Low, Middle Income group
Positioning - Cheap, packaged readily available potato chip. Positioned on the
fun and excitement platform with added emphasis on distribution and
merchandising.

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CHEETOS
Positioning - Cheetos, a global brand, launched in India in 1995 has been posi-
tioned as a brand which inspires imagination and a sense of adventure and fun
and also as a cheese based puffed snack
Mascot - Chester Cheetah is Cheetos’ brand mascot. Chester Cheetah is the “Cool
Cat” who accompanies kids in their adventures. Chester is wild and witty, wears
cool sun glasses and is great fun to be with. Most importantly, Chester Cheetah
is crazy for Cheetos.
Tagline/ Slogan - It ain’t easy bein’ cheesy; dangerously cheesy
USP - Cheesy unique taste
Target group - Urban youth in the middle and upper middle class
KURKURE
Positioning - Identified with fun and lovable human quirks. Kurkure is a crunchy
new-age namkeen snack brand which symbolizes light-hearted fun. Enjoys the
position of a strong Lovemark brand in India
Brand Promise - Over the years, Kurkure has journeyed effortlessly from being
a snack with a twist to becoming an integral part of India’s teatime menu and an
embodiment of endearing human ‘imperfections’ or ‘tedhapan’
Innovations - Kurkure has constantly re-invented itself to sustain its relevance to
Indian culture and the Indian ethos. Not only does Kurkure provide an inimitable
taste and superior quality, it has also brought fame and happiness to many through
its ‘Chai-time-achievers’ face on pack initiative.

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PARLE MEXITOS
Positioning - Positioned as original Mexican chips and a fun brand
Tagline - 'Nacho nahin, bolo Mexitos' (Strategy has been focused on highlighting
the brand 'Mexitos' replacing nacho, its category name and thereby, arriving to
'Nacho Nahin, bolo Mexitos'
Marketing Communication - 360-degree campaign
PARLE FULL TOSS
Positioning - "Imagine you are playing for Indian cricket team; we need 6 runs
from the last ball. An attempted Yorker turns out to be a full toss. You lift your
bat, swing it hard and the ball disappears in the crowd. It’s a six!!! Felt the joy?
This is how you would feel after each bite of Parle’s Full Toss.
Tagline - After all the real magic is in here!
GARDEN
Positioning – Home cooked freshness with high priority given to the quality of
the product and health of consumers (“Quality is remembered long after price is
forgotten”)
Tagline - Enjoy dil se
BINGO
Positioning – Offering wide variety of choices in terms of formats and flavors
and giving huge priority to good quality. Youthful and innovative snack, including
local tastes
Tagline – No confusion great combination
Targeting Audience - 20 to 35 year old people who are outgoing, fun loving and
bindaas

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MIRAJ NAMKEEN
Positioning - Positioned as a tea time snack
Tagline - Waah party ho jaye
BALAJI
Positioning – It has positioned itself as a quality and affordable product. Balaji
has an aura of invincibility
Customer satisfaction - Balaji does not use artificial flavours in its snacks and
prefers to use local spices which gives a made-at-home taste to its snacks. Balaji's
pampers the Gujarati's sweet tooth by keeping its khatta-meetha less spicy. Balaji
is reducing oil consumption even in its traditional offerings such as potato wafers
and namkeen. But the value addition is only up to the level where the taste doesn't
get compromised
Entry into healthy segment – Foraying into healthier snacks is on the cards for
balaji. The company recently invested about Rs 250 crore in setting up new
machinery at its 85,000 sq. metre fully automated factory on the outskirts of
Rajkot, where it would make a range of baked, multigrain snacks that are
perceived to be healthier than traditional fried snacks. R&D team is trying to
come up with a product Ihat is tasty as well as healthy
Marketing communication - CSR initiatives that it has undertaken, making it a
classic example of ‘word of mouth’ promotion. Balaji also concentrates on
ensuring that it maintains good relations with distributors & retailers who give
the brand good visibility at the point of sale.
UNCLE CHIPS (ACQUIRED BY FRITO LAYS IN 2000)
Positioning – Positioned itself as such a brand which has relevance in a kids life
was that of a jolly uncle who makes parties, family functions and long car drives
bearable, if not full fun filled. Warm, playful, lively and companionable brand
Tagline – Bole mere lips I love uncle chips
Marketing communication – Uncle chips was strategically launches at the time
of the world cup a few years ago to cash in on the popularity of snacks amongst
cricket lovers of the country. The strategy revolved around slapstick humour and
irrelevant themes to hold eyeballs, to garner attention and interest and stand out
from clutter.

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DFM Foods (CRAXX)
Positioning - Positioning itself as a niche brand with leadership position in the
roasted corn segment
Target audience – Catering to children in the age group of 6-14 years
Customer engagement and retention – its wheat puffs natkhat are priced at Rs
2 which makes its products affordable to customers even across the bottom of the
pyramid. Creates new flavors to engage with its customers. Craxx attracts kids
considering its flavors and structure (Rings in their finger)
Marketing communication – All its advertisements are on cartoon network,
pogo and other kid’s related mediums and also its sales points are skewed towards
reaching the kids. Company’s major promotion is based on the attractive gifts
which it packs with the product.
CON AGRO FOODS - ACT II
Positioning – A quick 3 minute snack that could be made by anyone
Segment – Started off with upper middle class with only microwave variant, then
launched a pressure cooker version which also focused on the large middle class
market. Relaunched the Microwave Oven Popcorns since the company felt that
microwave ovens have penetrated many urban middleclass households.
Marketing communication - The brand is also into aggressive promotion. The
brand is now running a campaign to highlight the "ease of preparation" of this
product. The campaign is around the theme of ' Even Papa can Cook "which gives
the message that Act II can be made in just three minutes. Act Two is already
being vended at places which include cinema halls, malls, corporate offices,
campuses and large markets
Suggestions for the popcorn segment - the brand has to find a compelling reason
for consumers to buy popcorn. It can highlight the taste, nutrition etc. Popcorns
are one of healthiest snacks available. If it’s correct, then the healthy snacks
positioning will be the most effective for this segment.
Consumer Centric – To appeal to the Indian consumers, Act II launched many
India-centric tastes for the popcorns

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CORNITOS
Positioning – Cornitos has positioned itself as a healthy snacking brand. Giving
well-travelled Indians a Mexican snack with an Indian twist. The country’s first
truly international nacho crisps.
Segment - Nachos is by no means a common snack in India but research showed
the need for such a product in the premium segment. Cornitos was initially placed
only in modern trade outlets targeting consumers from the middle and the upper-
middle classes.
Target audience - Cornitos, which has now become popular with the young
Indian who are tired of consuming ordinary snacks.
USP – Brining a new concept to India of unique taste with high quality flavored
tortilla corn chips. Cornitos has changed the way India eats premium nachos.
Differentiated distribution - The range of products are available across major
airlines, including SpiceJet, Jet Airways and Indigo. They are also present in the
major multiplexes, airports and in Café Coffee Day and Aubon Pain cafe outlets.
Brand revamp – In 2011, post a consumer study cornitos changed its packaging
and logo which helped in better communication . For starters, the packaging was
changed and glossy gave way to matte-finish packs. The logo, colour scheme
(now brown and yellow) and font were also changed to make it look like an
international product. Packaging costs went up 30%. The word “chips” was
replaced by “crisps”. They wanted to create a new category and not play in the
existing one of chips.
Popularise Mexican cuisine and healthy snacking in India.- The Food
Bloggers Meet is organised by Cornitos every year. The theme of 2015 was to
create Nachos Canapés by decorating Cornitos Nachos with toppings provided at
the venue. The contest was open to a regular food bloggers or an upcoming chef
or a housewife. It was judged by renowned chefs and focused on ‘going healthy’
and ‘diet conscious.
Dealing with Consumer Needs – Since they exports chips to countries such as
China, Korea, Singapore, Sri Lanka, Nepal and the US, which is a mature market
for nachos, the company doesn't customise the product according to international
tastes. They realised that foreigners don't like chilli, dhaniya, and jeera which they
avoided in their flavours from the beginning. Indian diaspora likes the flavours
and spices they offer, with tikka masala being highly popular.

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Exclusive distribution -Executives at GreenDot Health Foods stepped in
immediately and asked each distributor to choose, say, two out of 10 stores in
their respective territories. This decision made sense because the company did
not want the brand to be seen as a 'mass' product.
Marketing Communication - They have spent some money on print, outdoor
and online advertising, it is always more fruitful to spend on consumer research.
It is the product that matters eventually. They will continue to be a low-profile
advertiser. They also spent on sales promotions and other below-the-line
initiatives. Cornitos believes in reaching out to the masses through interesting and
innovative BTL engagements like food bloggers meet, school awareness
campaigns and participation in consumer fairs. Partnered with master chef
Australia season 8.
Learnings from the brand - The message from the experience is if you are in a
market where regional variations abound, it might a good idea to understand your
consumer first.
SENOR PEPITO (SM FOODS)
USP - Unique taste and complement to Beer consumption
Positioning - Youth, trendy tortilla chips for parties and pubs
Segment - Premium snacking category – tortilla chips
Target Group - Teenagers, young population (19-30) high income families

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DORITOS
Segment - DORITOS consumers lead an active, adventurous, multisensory
lifestyle, and DORITOS brand engages them on this level. The rally cry of “Snack
Strong” reminds these passionate consumers that only DORITOS chips can fulfill
their urge for a snack with a loud crunch, iconic shape, and intense flavor.
Target Audience - Youth population with taste for international flavors
Positioning – For the bold and daring, Doritos indulgence snacks offer extreme
taste, high decibel crunch and bold flavor. Positioned as crunchy, party snack
USP- Tasty Mexican Snack with many flavor variants
Tagline/ Slogan - Snack strong; dangerously bold; Keep munching we’ll make
more, the loudest taste on earth
BINGO YUMITOS (ITC)
Tagline/ Slogan - No confusion great combination
USP - The crunchiest potato chips
Target Group - Youth of Lower, middle income
Positioning - Great chips with great flavors

30 | P a g e
6. FRONT PACK CLAIMS OF COMPANIES
POPCORN BRAND CLAIMS
HIGH PROTEIN
DIETRY FIBRE
NO
PRESERVATIV
E
94% FAT FREE
NO ADDED
COLOR
HEALTHY
WHOLE
GRAIN
SNACK
EXTRA
VIRGIN OLIVE
OIL
CRISPY AND
CRUNCHY
NO GLUTEN
LOW FAT
LOW
CALORIE
HIGH
ENERGY
NO MSG
FAVORITE
SNACK
WORLDWIDE
MADE FROM
REAL MAPLE
CYRUP
HEALTHY
AND TASTY
SNACK

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NACHO CHIPS BRAND CLAIMS
EXTRUDED SNACKS BRAND CLAIMS
0%
CHOLESTROL
25% MORE
FAMILY KA
FAVORITE SNACK
FREE TOY INSIDE
CONTAINS REAL
CHEESE
0% TRANS FAT
NO ARTIFICIAL
COLORS
SPECIAL 3D
CARD INSIDE
GLUTEN FREE
NOT BAKED NOT
FRIED
NO ADDED
PRESERVATIVES
ALL TIME FRESH
THE SUPERHERO
OF HEALTH
SNACK
100% VEG FRESH
AND TASTY
NO 1 KWALITY
NO MSG
ALL TIME
CRUNCHY
FREE SMART
BALOON INSIDE
PARTY HO JAYE
DISNEY
COLLECTABLES
INSIDE
FROM NATURAL
CORN
CRISPY AND
CRUNCHY
20% EXTRA
COOKED IN
CORN OIL
NO ARTIFICIAL
COLORS
AUTHENTIC
MEXICAN
TASTE
MADE FROM
NON GMO
CORN
SUITABLE
FOR
VEGETARIAN
40% LESS OIL
THAN POTATO
CHIPS
NO
PRESERVATI-
VES
ZERO
CHOLESTROL
ZERO TRANS
FAT
GLUTEN FREE
ZERO MSG
FREE MAGIC
TATTOO
40% LESS FAT

32 | P a g e
WAFER BRAND CLAIMS
60% LESS FAT
NO ADDED
MSG
NO
PRESRVATIVES
BUDDY PACK
NON FRIED
FULL OF GOOD
NESS
NATURALLY
LESS OIL FOR
HEALTHY HEART
REAL
VEGETABLE
CHIPS
EASY OPEN
NOTCH
NON GMO
RECYCLABLE
CRUNCHY
VEGAN
100%
NATURAL
CELEBRATION
PACK
20% MORE
CHIPS
LOW FAT
MADE WITH
OLIVE OIL
GLUTEN FREE
ARTISINAL
0% TRANS FAT
CHOLESTROL
SNACK UP
TASTE THE
WONDER
BAKED
FRESH KHAO
HEALTHY
RAHO

33 | P a g e
NAMKEEN BRAND CLAIMS
THE
TRADITIONAL
TASTE OF
GUJARAT
NO ONIONS NO
GARLIC
HEALTHY DIET
FRESH AND
CRISPY
MADE WITH
CHOICEST
INGREDIENTS
ENRICHED
WITH
GOODNESS
PRESERVATIVE
FREE
NO ARTIFICIAL
COLOURS AND
FLAVOURS
PARTY PACKS
ROASTED
NOT FRIED
GLUTEN FREE
PARTY HO JAYE
A WOMENS
INITIATIVE
MADE WITH
WHOLE GRAIN
AND PULSES
RICH IN
TRADITIONS
MSG FREE
TRANSF FAT
FREE
PARTY PACKS
OIL
EXTRACTED
FRESH KHAO
HEALTHY
RAHO
LESS OIL FOR
HEALTHY
HEART
ALLL NATURAL
RECIPIES
LESS OIL
CHEF SUGGEST
ANYTIME
MEAL
TASTY BITE
RICH IN
TRADITIONS

34 | P a g e
7. HEALTH SCENARIO IN THE READY TO EAT
SNACKS CATEGORY
 High time the world goes the healthy way. Out of 5 billion adults
worldwide nearly 2 billion are overweight and 1 in 12 had type-2 diabetes.
 Indian youth score the lowest when it comes to securing health risks.Nearly
half the Indian consumers (49%) across four categories – Young aspirants
(20-30 yrs); proud parents (30-45 yrs), wisdom investors (45-60 yrs) and
smart women (25-45 years) – don’t have a health plan.
 Global survey conducted by nielsen - 30% of respondents thought its very
important to have snacks with low sugar, salt, fat and calories, 40% wanted
either low or no carbohydrates and the rest 30% were looking for
beneficial ingrediants like rating fibre, protein and whole grains.
 Food consumption at home is getting closely monitored , therefore snacks
have acquired status of an occasional indulgence, where the consumer is
unwilling to compromise on taste. Resulting in few takers for healthy
snacking options
 Awareness about healthier snacks is manifested in oils, muesli, sugar
substitutes , multi grain bread or atta.
 People go in for snack when they want a sexy indulgent option and when
you try making things healthy , taste gets affected
 The general consensus is that healthy food products are bland and boring

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ONCE CONSUMERS BUY HEALTHY SNACKS TWO
THINGS ARISE IN THEIR MIND...
OR THEY HATE IT AND NEVER
CROSS PATHS AGAIN
EITHER THEY REALLY LIKE WHAT
THEY JUST SUNK THEIR TEETH INTO,
WHEREBY THEY QUICKLY
CONCLUDE CLAIMS OF IT BEING
100% HEALTHY IS BULLSHIT

36 | P a g e
8. SCOPE OF HEALTH SNACKS IN INDIA
 The healthier snacks are on its path of becoming a sizeable and profitable
niche where Indian and global companies are betting on.
 Going Desi - Relatively very little attention has been paid to more healthy
variants of what most Indians have grown up on and love
 If there is a product which matches the Sensorial expectation, while being
intrinsically healthier, it can gain success
 If a company wants to sell healthy snacks, they have to be patient as health
consciousness is seeping in, but only when indulgences form a part of one’s
daily diet and per capita consumption rises
 The new well-travelled and aware consumer wants to select their food basis
three categories: better for you (low cholesterol, zero trans fats), functional
(fortified with essential minerals and vitamins), and natural (food with
natural origins)
 With the growing media awareness, literacy rates and standard of living,
people have grown more responsive towards the health and hygiene stand-
ards associated with food products.
 Giving up favorite foods and lack of willpower are also commonly reported
barriers for people not going in for health snacks.
 Food choices are getting better, healthier and smarter where he neither
wants to compromise on health nor taste

37 | P a g e
9. RETAILER INSIGHTS TOWARDS THIS CATEGORY
 Retailers Prefer selling unbranded snacks due to higher margins. For Ex-
ample by selling a Rs.10 pack of lays their earning is Rs.1 , whereas when
they sell unbranded local snacks their margins are much larger as they buy
it in 1 or 2 kg packs and further break the packs into smaller packs of 100
grams, 200gms , 500 grams etc. and sell it
 Retailers stop calling for some brands due to bad and inefficient distribu-
tion. For example Yellow diamonds distribution is very poor , therefore
retailers stopped calling for it as they would promise to come in once
week , but would come in once in 2 or 3 weeks
 Summer, a bad time for ready to eat snacks, as all schools and colleges are
shut and their sales are mainly driven by this audience. So during this time
retailers close to schools and colleges call for less of these snacks to hold
less inventory or they call for smaller SKU for example a Rs 5 pack.
 Some retailers don’t like keeping lays because when the air comes out of
packs or it crosses the expiry date they don’t take the packs back, therefore
started selling Balaji and Chedda as an alternative which take back such
products.
 In areas where the purchasing power is less and the lower middle income
consumers stay or slum areas are around, smaller SKU’s are sold in the
shops which match the customers’ needs and pockets. Eg: Rs 5 pack in-
stead of a Rs 10 pack

38 | P a g e
Recommendations to FCEL wrt to retailer satisfaction when they enter
the market :
 Having a good rapport with retailers, as they are the ones who are going to
push your product in the market. Taking back stale packs or which those
open up during transit whereby the retailer doesn’t have to face the loss.
 Geographically having a distribution plan as SKU’s change according to
customers’needs. For instance a person staying in south Bombay wouldn’t
mind buying an Rs.20 pack of lays, whereas if you sold the same in a retail
outlet near a slum area it wouldn’t be bought, they would prefer an Rs.5
pack.
 Giving higher margins on products to retailers / offer freebies, incentives,
etc. For instance some companies give target to retailers and if they reach
them they win a trip or may get like an LED television, which boosts the
morale of the retailers and helps them to push your product in the market.
 Launching snacks taking into account seasonality and requirement of the
product. Summer time would be a bad time to launch as the school and
college crowd are on holiday and this market is driven by them

39 | P a g e
10. RECOMMENDATIONS POST THE BRAND AUDIT
AND INDUSTRY UNDERSTANDING
 The snack food category is moving towards growth path as India has a
rising young population with a never ending demand for new taste. Con-
sumers love seeing something new all the time, experimenting with new
flavors would excite the youth and could drive their future purchase.
 Consumers generally tend to use images while making a purchase; they
buy brand images rather than actual products. Try relating the packaging
to the consumer and latest trends in the market. If the packaging is bang on
and hits the eyeballs half the work is done there itself.
 This market highly driven by impulse buying there is very little dichotomy
in the pricing strategies of all major players. Having a good presence at
POS counters can boost sales as their isn’t much brand loyalty here people
are ready to experiment if they see something new as the price points are
not that high and they could try it once.
 There has been a shift witnessed in the customers focus from price to qual-
ity in the recent years, particularly in the urban and a few semi urban areas.
So quality should be given highest priority and no compromise should be
done on that.
 With proper publicity, adequate placement to ensure easy availability and
attractive packaging the market can be captured, provided quality is up to
the mark.
 The industry players consider factors like freshness, crispiness and flavor
of the product, which the consumers consider important, before launching
new products

40 | P a g e
11. CSR ACTIVITY – GIVING BACK TO SOCIETY
Doing something on the CSR front by giving back to society which can lead to
entering the market with a bang.
According to global nutrition report 2016, the percentage of Indian children
(38.7%) suffering from stunted growth due to malnutrition is higher than that of
the world average (23.8%). 1/3 of the world is effected by poor nutrition.
Research has shown more than 85% of the millennial consumers are influenced
by a brands
CSR efforts when it comes to purchase decisions and likelihood to recommend a
brand to others and 73% are willing to try a new product if the brand supports a
good cause.

41 | P a g e
Recommendations:
 Doing a CSR activity while introducing products can create a lot of buzz
in the Market, especially over social media, where a lot of millennial
audience is present
 Companies have to as it spend 2% of their PBT for CSR activities and tax
deductions can also be availed of.
 Viral marketing is another tool used to create a buzz and word of mouth
publicity. Eg: Ranveer Singh Chings Chinese CSR initiative
‘WHAT WAS GOOD YESTERDAY MAY NOT WORK
TODAY. WHAT'S GOOD TODAY MAY TURN BAD
TOMORROW’

42 | P a g e
12. CONSUMER INSIGHTS – OBSERVATION
DATA COLLATION TECHNIQUE
The observations were carried out by seeing the buying habits of 50 customers
various modern trade outlets Big Bazaar, D Mart, Reliance Fresh and National
sports club of India consumer store.
WHO WAS DOING THE SHOPPING?
Inference - Predominantly the shoppers were Quadragenranians topping with
36% and next were the Quinquagerians with 24%, inferring that this category has
lot of consumers for household consumption and from the young adults who are
always on the go.
0.02 0.08
0.2
0.36
0.24
0.1
AGE GROUP OF CONSUMERS WHO
CAME FOR THE PURCHASE
10-19 yrs
20-29 yrs
30-39 yrs
40-49 yrs
50-59 yrs
60-69 yrs

43 | P a g e
TARGET AUDIENCE
Inference - Mainly shopping in this segment is done by the females, whereby the
males leave it up to the Females to decide the household requirements. The males
too were taking keen interest, but were consulting their wife’s continuously.
Males
34%
Females
42%
Couples
24%

44 | P a g e
WHO WERE THEY SHOPPING WITH?
Inference - The consumers that walked in, 38% walked in alone i.e. picked up
snacks which were required and dint spend too much time coming to a decision,
whereas the couples which comprised of 20% of the walk ins took time to come
to their purchase decision as they were consulting each other.
• FRIENDS
(16%)
• DAUGHTER
WITH
MOTHER IN
LAW (4%)
• FAMILY
(4%)
• ALONE
(38%)
• COUPLES
(20%)
• CHILD WITH
MOM/ DAD
(18%)

45 | P a g e
HEALTH BEING A CRITERIA IN THE PURCHASE DECISION
Inference - People in this segment do not look at the healthy aspect too much as
they consider it an occasional snack and wouldn’t mind indulging in it. While
interviewing the respondents they were saying India is moving towards the
healthy side, but while observing consumers at stores people were not buying too
much of healthy snacks.
YES, 12%
NO, 80%
UNKNOWN, 8%
HEALTH FACTOR
YES
NO
UNKNOWN

46 | P a g e
MOST COMMONLY PICKED UP ITEMS FROM THE SHELF
KURKURE HALDIRAMS
BHUJIA
CHEDDA CHIPS
BALAJI
LAYS

47 | P a g e
SOME OBSERVATIONS THAT PERSONIFIED CONSUMERS BUYING PATTERN
During the field visit to the stores I noticed a lot of varying consumer needs and
various pecularities. The buying patterns reflected emotions, bonds , cultural
diversity , confusion influential factors, diet oriented consumers.
Few of the words that can best describe Indian consumers buying beahviour are :
 Wife’s approval
 ‘Green dot hai?’
 Healthy
 Mom I want this please
 ‘Price kya hai?’
 ‘Kaunsa better hai?’
 Availability
 Bond
 ‘Jain milega?’
 Confused
 On the go snack?
 Flavors
 Influenced
 Loving
 Visibility
 ‘Kuch offer hai?’
 Office snack
 Spicy
 Shaking the pack
 Grams?
 No brand loyalty
 Manufacturing date?
 FSSAI?

48 | P a g e
13. CONSUMER INSIGHTS - IN DEPTH INTERVIEW
DATA COLLATION TECHNIQUE
The sample size for the in depth interviews were 10 respondents. The questions I
asked them deep dove into the ready to eat snacking segment. The age group I
covered was 23 to 50 years.
INTERVIEWEES PERCEPTION ABOUT READY TO EAT SNACKS
When I asked the respondents what they thought when I spoke about RTE snacks
many thoughts and words came to their mind.
The responses were as follows what they perceived RTE snacks and the top of
the mind recall:
Many people dint know the difference between RTE and RTC and had to be
guided, to take the interview along. Very less people perceived it as a healthy
segment.
POPCORN
WAFERS
KIT KAT
HALDIRAMS
ROASTED
PUFFCORN
FRIED
HEALTHY
CUP NOODLES
POTATO CHIPS
MONGINIS CAKE
FAT FREE
RTE BLACK DAL
PEPPY
MAGGI
BALAJI
FAT FREE
DIET BHEL
BHUJIA
PEANUTS
LAYS
RTE CHOLE

49 | P a g e
CONSUMER INSIGHTS
 Price in this category does not affect the buying criteria of people, because
the price points are as it is so low, but they would want to know how much
quantity is available in how much price, they would prefer transparent
packs. Many consumers before buying packs were shaking the pack, espe-
cially while buying lays.
 People generally consume these snacks while travelling and on holidays,
when they have lack of time, during drinking and while at home binging
on snacks. Some of the rare occasions also include in lectures and giving
company to a peer while he’s smoking
 All the interviewees perceived RTE snacks as unhealthy and if roasted
snacks are available they doubt on it being healthy, as we have that pre
conceived notion that food can’t be healthy and tasty at the same time
 The interviewees felt Indians are moving towards a healthy lifestyle due
to various reasons - to stay fit, fear of obesity, increased awareness and
literacy rates, growth of media, not getting enough time to work therefore
having to indulge in healthy snacks
 Majority of the people said they would compromise the taste to get a
healthier snack, but the taste should not get hampered drastically
 60% of the Indian audience is the youth i.e. below the age of 30 years so
they want to go the healthy way as they always want to look good socially
and amongst their friends and colleagues.

50 | P a g e
PARAMETERS BEFORE CONSUMERS BUY SNACKS FROM THIS
CATEGORY
CONTENTS
• Some health
conscious consumers
before purchasing
from this category
look at various
criteria’s like calories,
fat proteins, carbs etc.
AVAILABILITY
• Availability of the
product is of utmost
importance, before
any campaign hits the
market it should be
readily available
before consumer
picks up a
competitor’s product
PACKAGING
• People tend to buy
brand images rather
than brands. If the
packaging is
attractive and hits the
eye balls then it’s a
sure shot success
obviously should be
complemented with
good quality and taste
EXPIRY DATE
• Many consumers
before buying RTE
snacks check on the
back of the pack for
expiry date. they
want it to be fresh
FLAVOR
• Understanding what
the Indian taste buds
want is of utmost
importance to stay
alive in this highly
competitive market
TASTE
• Indians do not like
compromising on
taste ever. Even if its
compromising on the
healthy quotient,
they would have it if
its tasty, even though
being an occasional
indulgence

51 | P a g e
PAST PURCHASE
• If a consumer has
bought some product
previously and likes
the taste, it could
lead to a continuous
future purchase.
TASTE AS PER
MOOD
• Consumers have
different moods,
sometimes want to
indulge in savory,
spicy, sweet or tangy
INGREDIENTS
• Out here the green
dot and ret dot have a
huge influence on the
mind of consumers .
Jain people too look
at the ingredients as
they cannot have
products which
contain onion, garlic
and potato
BRAND NAME
• The biggest
example of people
buying a branded
snack is lays, they
see the brand name
and drive their
purchase on that
basis as its market
leader in the
category and also
an mnc company
FSSAI APPROVED
• After the Maggi
debacle the
consumer has
become more
aware and wants to
take all possible
precautions before
buying a product
and looks for an
FSSAI approval
mark on the pack
ADS INFLUENCE
• Some people drive
their purchase on
seeing a products
ad campaign,
brand ambassadors
etc. This can be
evaluated by
companies after
doing a pre and
post campaign
analysis

52 | P a g e
SUGGESTION FROM RESPONDANTS AND THE AUTHOR –
WHAT TO FORAY INTO ?
 More health snacking options, but at lower price points
 Products with good quality cheese
 Crispy wafers - chocolate coated
 Chocolate dips with sticks
 Bugles
 Nachni chips
 Drinks seen in the international market like ‘Strawberry’ or ‘Grape’ fla-
vored fizzy drink
 Fruit based drink with pieces of that fruit inside Eg : Mogu Mogu
 Baked Pani Puri
 Adding product variants which sound classier like with rosemary, basil,
wasabi, schezwan, Hunan sauce etc.

53 | P a g e
14. CONCLUSION
Insights are useless unless they excite the consumer, make it lead to an experential
marketing process. Knowing customers whims, weaknesses,likes and dislikes
forms the crux of any industry. Strengthening the end process and logistics forms
an important part of this category. Paying a lot attention to distribution and
packaging thereby trying to relate the packaging to the consumer and latest trends
in the market.
The next 20 years are likely to see India add approximately 245 million youth to
its workforce. At the same time, there will also be a rise in the middle-class
population, as well as increase in disposable income across the socio-economic
spectrum which could aid sustainable growth of the packaged food (snack)
industry
Continued migration from villages to cities means that by 2020, one-third of all
Indians will live in urban areas, which bodes well for packaged food (snack)
industry, as the urban areas comprise nearly 66% of their market. Furthermore,
the emergence of organized modern trade and new retail formats create more
choice for consumers and will facilitate changes in shopping habits.
In the savoury snacks market for instance, the Indian market has been forecasted
to have the highest growth among all the other countries in the world – 16.6
percent between the years 2015 and 2022.
Snacks used to be an occasional indulgence. But today, snacking is almost
synonymous with a “fourth meal”. Perceptions of fragmented meals and between-
meal snacks are fast blurring.
Urban Indians are opting for convenient, smaller meal portions through the day
as opposed to the traditional “three square meals” dietary regime. Aggressive
promotional campaigns by leading snacks manufacturers in India, such as novel
offerings, intensive advertising, and fast expanding retail networks that penetrate
into rural parts of the country have also influenced the mindsets of the population
and contributed to the boost in India’s snack industry.
Marketing can be learnt in one day but cannot be
mastered throughout the lifetime

54 | P a g e
15. REFERENCES
WEBLIOGRAPHY
 http://brandequity.economictimes.indiatimes.com/news/business-of-
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driving-Indian-ready-to-eat-innovation

55 | P a g e
 http://www.careratings.com/upload/NewsFiles/SplAnalysis/Pack-
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 http://www.pepsicoindia.co.in/Download/Un-
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 http://economictimes.indiatimes.com/industry/cons-prod-
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 http://economictimes.indiatimes.com/industry/cons-prod-
ucts/food/Ready-to-eat-KFC-set-to-bring-edible-packaging-in-India/arti-
cleshow/52005116.cms

56 | P a g e
 http://www.mbaskool.com/brandguide/food-and-beverages/5736-
cheetos.html
 http://www.exchange4media.com/marketing/pitch-exclusiveparle-prod-
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 http://www.business-standard.com/article/companies/parle-products-
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 http://www.businesstoday.in/current/corporate/parle-products-bets-
big-on-salted-indian-snacks/story/205500.html
 http://paulwriter.com/parle-products-launch-parle-namkeen-aloo-lac-
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 http://www.livemint.com/Companies/Ra5VE5oLlQszTkuiJViZ7I/PepsiCo-
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 http://www.livemint.com/Compa-
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a-threat-to-Kurkure-b.html
 http://www.livemint.com/Companies/GCkwWp9hvZeEARK-
HYHoJ0N/Balaji-Wafers-to-sell-10-stake-via-IPO.html
06/news/59844409_1_pepsi-co-india-snacks-sanjiv-puri
 http://fmtmagazine.in/fmtnews/its-snack-time-in-india/
 http://fmtmagazine.in/fmtnews/mengniu-launches-drinkable-milk-meal-
containing-oats-and-wheat-grains/
 http://fmtmagazine.in/fmtnews/cremica-food-industries-aims-growth-
35-percent/

57 | P a g e
 http://www.businesstoday.in/magazine/special/balaji-wafers-best-
emerging-indian-companies-2014-packed-food/story/211902.html
 http://www.slideshare.net/malaysrivastava2/comparitive-study-be-
tween-uncle-chips-and-lays
 http://www.livemint.com/Companies/R3UtDST5sS1lLLEYmGaFEK/In-
the-consumer-goods-sector-only-one-out-of-five-brands-wi.html
 http://www.livemint.com/Con-
sumer/Rr2FbDyDB7SOUgu2cLQ0JL/FMCG-firms-tap-egovernance-infra-
to-reach-remote-villages.html

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