The target customer for artisanal breads values high-quality products made with natural and organic ingredients. They are health-conscious and willing to pay more for breads using traditional techniques. The ideal customer seeks variety, convenience, and prefers breads without preservatives. There is growing demand for artisanal breads driven by preferences for health and premium products. However, availability remains limited, quality varies, and prices are higher than mass-produced bread.

2. TARGET CUSTOMER OF ARTISANAL BREADS
 Ideal Artisanal Bread customer :
 An ideal Artisanal Bread customer is someone who values high-quality, natural, and organic bakery
products.
 He is likely health-conscious, has a preference for unique flavors and varieties, and is willing to pay a
premium for breads made with traditional baking techniques and natural ingredients.
• Ideal Artisanal Bread customer’s habits or needs :
• He seeks premium and healthy bakery products.
• He prefers breads made with natural ingredients and without preservatives.
• He has a preference for unique flavors and varieties.
• He is willing to pay a higher price for higher quality products.
• He may have dietary restrictions or preferences, such as gluten-free or whole grain options.
• He values convenience and may look for on-the-go bread options.

3. VIVID DESCRIPTION OF THE CUSTOMER OF ARTISANAL BREAD
Behaviors:
 Actively seeking out artisanal breads made with natural and organic ingredients. Exploring different flavors and varieties of bread.
 Making conscious purchasing decisions based on quality and health benefits. Showing a willingness to pay a premium price for artisanal breads.
Beliefs:
 Believing that natural and organic ingredients are important for their well-being. And that traditional baking techniques result in higher quality breads.
 Believing that premium prices are justified for artisanal breads. And that supporting local and small-scale bakeries is important.
 Believing that bread can be a part of a healthy diet when made with the right ingredients.
Reservations:
 Concerns about the availability and accessibility of artisanal breads. And Questions about the authenticity and claims of natural and organic ingredients.
 Doubts about the taste and texture of artisanal breads compared to mass-produced options.
Likes:
 Artisanal breads made with natural and organic ingredients. And Unique flavors and varieties of bread.
 High-quality breads with a good texture and taste. And Supporting local and small-scale artisanal bakeries.
Dislikes:
 Mass-produced and generic bread brands, artificial flavorings or additives, lack of information about bread’s sourcing and production.

4.  The problem:
 Limited availability and accessibility of artisanal breads, especially outside major cities.
 Inconsistent quality and taste of artisanal breads from different producers.
 Higher prices compared to mass-produced breads.
 Challenges in finding specific flavors or varieties of artisanal breads.
 Lack of awareness and information about the benefits of artisanal breads .
 Limited availability and accessibility of artisanal breads, especially outside major cities.
 Inconsistent quality and taste of artisanal breads from different producers.
 Higher prices compared to mass-produced breads.
 Challenges in finding specific flavors or varieties of artisanal breads.
 Lack of awareness and information about the benefits of artisanal breads.

5.  Macro or micro tailwinds that make it the best time to solve the problem:
 The trigger was a gap in the market that emerged include the need for more diverse flavors and varieties of bread,
premium quality bread made with natural ingredients, and breads that cater to specific dietary preferences like
gluten-free options.
 Why is there a need to fill the gap in the market?
 The need to fill the gap in the market arises from the changing consumer preferences, rising demand for premium
and healthy bakery products, increasing disposable income, and the fragmentation of the market with a few large
players and many small and local players.
 Why hasn't the market gap in the artisanal bread market been solved already?
 The market gap in the artisanal bread market has not been fully solved due to the dynamic nature of consumer
preferences, the need for continuous product innovation to stand out from the competition, and the challenges
faced by small and local players in entering and competing in the market
 What are the last meaningful product-market shifts that occurred in India?
 The last meaningful product-market shifts in the Indian artisanal bread market include a focus on product
innovation, increased emphasis on e-commerce for online sales, growing importance of health and wellness in
bread products, rising demand for gluten-free breads, and the urbanization leading to increased demand for
artisanal breads.
 Is the demand is going to get more and more :
 The consumption of bread in India is substantial, with the Indian artisanal bread market being valued at INR 9.87
billion in 2020 and is expected to grow at a CAGR of 7.8% from 2021 to 2026.
 New technologies are now available:
 Artisanal Breads startups in India many players in the market are focusing on online sales to reach a wider
audience, indicating the use of e-commerce platforms as a technology-driven distribution channel..

6.  Customers currently are not finding various artisanal breads available on demand.
 Customers opt for mass-produced breads available in supermarkets or choose other types
of baked goods as alternatives.
 These alternatives include traditional bread that are widely available.
 However, these alternatives are not good enough because they lack what the ideal
artisanal Bread Customer is looking for.
 Customers are increasingly looking for unique and exclusive artisanal bread varieties, which
are not easily found in the alternatives currently available in the market.

7. SOLUTIONS
 What is Solution in terms of a key change needed in the artisanal bread market in India, and what kind of
artisanal breads are needed to be created?
 Solution :
 Key change needed :
 Focus on improving the availability and accessibility of artisanal breads to cater to a wider range of consumer
preferences.
 Product to be created:
 Develop a range of more diverse flavors, introducing gluten-free options, and ensuring convenient distribution
channels
 Why now?
 Macro trends:
 Rising demand for premium and healthy bakery products, changing consumer preferences, and increasing
emphasis on health and wellness.
 As people become more conscious of their food choices and look for natural and high-quality ingredients, there is a
growing market for artisanal breads that offer unique flavors, textures, and nutritional benefits.
 Urbanization and changing lifestyles have led to an increased demand for artisanal breads, as consumers are
willing to explore and indulge in new food experiences.
 The market is also driven by factors such as higher disposable income, which allows consumers to afford premium-
priced artisanal breads

8. • The shift:
• Growing interest in artisanal breads and premium variants.
• The key ripple effect of this shift:
• Fragmented Market: with a few large players and many small and local players. This indicates that
there are opportunities for new entrants and smaller businesses to compete in the market.
• Product Innovation
• Increased Focus on E-commerce
• Growing Importance of Health and Wellness
• Rising Demand for Gluten-free Breads
• Urbanization
• Increasing Demand for Convenience: Consumers in India are seeking convenient food options,
including breads that can be eaten on the go. This trend has led to a rise in demand for artisanal
buns, which are smaller in size and easier to eat.
• Premiumization: With rising disposable income, there is a growing demand for premium artisanal
breads in India.
• Government Support: Initiatives such as the Pradhan Mantri Kisan Sampada Yojana.

9. • Company:
• Breadworks, Baker's Dozen, Baker Street, Flourish Artisan Bakery, The Crusty Loaf, The Artisan Bakehouse,
Sourdough & Co., The Crumb Collective, Rise Artisan Breads, Bread & Beyond, The Bread Company, Ovenfresh,
Whisk by Cakesmiths, Yeastie Boys etc
• Variety:
• The Baguette. Simit, Sourdough, Raisin Bread, Sourdough Bagel, Focaccia with Olives, Whole Wheat, Rye Bread,
Cranberry Walnut, Ciabatta, Multigrain Bread, Pita Bread, Ragi Bread, Challah Bread, Raisin Walnut Bread,
Focaccia, Bagel, Pumpernickel Rye Bread, Cinnamon Raisin Bread, Olive Bread, Sunflower Seed Bread, Walnut
Raisin Bread, Potato Bread etc
• Pack Size :
• The pack sizes of artisanal bread range from 70 grams to 700 grams..
• Selling Price (Rs):
• The selling prices of artisanal bread range from Rs 30 to Rs 349.
• Ingredients Infused:
• various combinations of wheat flour, water, salt, yeast, sesame seeds, wheat bran, raisins, cinnamon, sugar,
sourdough starter, honey, olive oil, olives, rosemary, rye flour, caraway seeds, molasses, cocoa powder, oats,
flax seeds, sunflower seeds, ragi flour, eggs, butter, milk, beer, oats, multigrain mix, garlic, cherry tomatoes,
beer, basil, mozzarella cheese, pumpkin seeds, black pepper, chili flakes, levain, malted barley flour, malted
wheat flour, walnuts, wholewheat flour, vala extract, garlic, herbs, cocoa powder, all-purpose flour, brown
sugar, granulated sugar, rice flour, baking powder, almond butter, methi seeds, cheese, orange juice, red food
color, vinegar, paneer, whole wheat flour, spelt flour, multigrain mix, olive oil, and cheese., etc.

10.  Artisanal breads challenging the dominance of packaged white bread.
 In both big cities and small towns, artisanal breads finding their way to
supermarket shelves, restaurant menus, and home kitchens.
 This shift towards supporting local artisans and promoting sustainability
 Artisanal breads with unique flavors, ingredients, and textures. Consider
experimenting with bread cakes, sourdough breads, whole-wheat breads,
rye breads, focaccia, ciabatta, brioche, and other specialty breads.
 focus is on nutritious and wholesome bread options, such as whole-wheat
bread, multigrain bread, and bread made from ancient grains or alternative
flours like millet or nut-based flours.
 Online Sales and Home Delivery
 Specialty Stores and Farmers' Markets
 Partnerships with restaurants, cafes, and coffee shops to supply them with
your artisanal breads

11. MARKET OPPORTUNITY
 There is significant potential for growth and
untapped opportunities in the Artisanal Bread
market.
 How fast is the market growing?
 @CAGR of 7.8% (2021 to 2026)
 ₹ 987 Crore in 2020
 ₹ 1,434 Crore in 2026
• Total Addressable Market (2026) :₹ 1,434 Cr
• Serviceable Addressable Market (SAM):
• Can be determined based on factors such as target
market segmentation, distribution capabilities, and
competitive landscape.
• SAM (10%) of TAM : ₹ 143 Cr
• Early Target Market (10%) of TAM: ₹ 14 Cr

12.  Is Artisanal Bread Market a crowded market ?
 Yes, the market is mentioned to be fragmented, with a few large players and many small and
local players. This suggests that there is significant competition in the artisanal bread market
in India, with multiple companies vying for market share.
 Is it “A winner takes all market” kind of market ?
 The artisanal bread market in India does not operates on a "winner takes all" principle. The
market is fragmented, with both large players and small/local players coexisting. This suggests
that there is room for multiple companies to succeed and thrive in the market.
 What are the differentiation factors between artisanal bread companies?
 Product variety and innovation: Companies introducing new flavors, varieties, and types of breads to
cater to changing consumer tastes.
 Quality and ingredients: Emphasizing the use of natural ingredients, absence of preservatives, and
promoting health benefits such as high fiber or low carbohydrate content.
 Gluten-free and dietary-specific options: Responding to the growing demand for gluten-free breads
and catering to consumers with dietary restrictions or preferences.
 Local and artisanal appeal: Highlighting locally-made products and the perception of higher quality
associated with artisanal breads.
 Which Artisanal Bread Companies are uniquely placed?
 The Baker's Dozen , Breadworks, Lavonne Academy of Baking Science and Pastry Arts, The French Loaf,
and Theobroma.

13. Flavor Variety:
 A wide range of flavors
 According to taste preferences, ranging from sweet and fruity to savory and spicy.
Ingredient Variation:
 Whole Wheat and Besan Flour as base ingredients for healthier and more nutritious options
 A variety of ingredients such as fresh apples, walnuts, raisins, dried cranberries, sage,
Cheese, black pepper or blueberries and apple butter, cane sugar and cashew nuts etc
Special Features in breads :
 Naturally leavened
 High in protein and fiber
 Suitable for vegetarians
 Gluten-intolerant friendly
 Made with organic and all-natural ingredients

14. Pricing Strategy :
 Range of Prices: The prices of artisanal bread in India range from Rs 30 to Rs 349 per pack, depending on the brand, product, pack
size, and ingredients used.
 Product Differentiation: The artisanal bread industry offers a wide variety of products, including baguettes, sourdough, rye bread,
multigrain bread, ciabatta, focaccia, etc. Each brand has its own unique product offerings, which allows for product differentiation.
 Pack Size Variation: The pack sizes vary from 70 grams to 700 grams, providing options for consumers with different preferences
and consumption needs.
 Ingredient Infusion: Brands differentiate their products by infusing various ingredients such as sesame seeds, raisins, walnuts,
cranberries, honey, olives, rosemary, etc. These ingredients contribute to the flavor and quality of the bread.
 Pricing Considerations: The pricing of artisanal bread is influenced by factors such as the cost of ingredients, production processes,
brand positioning, target market, and perceived value.
Different approaches to pricing:
 Cost-based pricing (considering the cost of ingredients and production)
 Premium Pricing: Some companies, such as Le Pain Quotidien, Lavonne, Sourdough Bread Co., and The Bread Company.
 Mid-Range Pricing: The majority of companies, including The French Loaf, The Baker's Dozen, Theobroma, Baker Street, and others,
follow a mid-range pricing strategy. They aim to target consumers seeking high-quality products at affordable prices.

15. Place (GO-to-Market) Strategy
• Multiple distribution channels
• Online platforms
• Companies websites
• E-commerce platforms
• Physical Platforms
• Retail outlets

16. Promotion Strategy
• Targeted Marketing:
• Social media marketing is a common promotional tactic.
• The leveraging platforms :
• Facebook, Instagram, and Twitter to create brand awareness, engage with customers, and
showcase their product offerings.
• Influencer marketing is also utilized to increase product visibility and reach a larger
audience.
• Promotions highlight various aspects, such as organic ingredients, unique flavors, French
heritage, craftsmanship, freshness, and variety

17. OF
 Margins
 Unit Economics