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Overview of India's Biscuit Industry

The Indian biscuit industry is one of the largest food industries in India, second only to the USA. The industry is divided into an organized sector, controlling 65% of production, and an unorganized sector controlling 35%. Total biscuit production has grown from 5.19 lakh tonnes in 1975 to 18.95 lakh tonnes in 1990. Glucose biscuits make up 44% of the market. Major brands include Parle, Britannia, ITC, and regional brands. Parle G is the top brand in the glucose biscuit category due to its strong distribution network and affordable pricing. Tiger biscuits, produced by Britannia, are one of Parle G's main competitors in the market

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184 views15 pages

Overview of India's Biscuit Industry

The Indian biscuit industry is one of the largest food industries in India, second only to the USA. The industry is divided into an organized sector, controlling 65% of production, and an unorganized sector controlling 35%. Total biscuit production has grown from 5.19 lakh tonnes in 1975 to 18.95 lakh tonnes in 1990. Glucose biscuits make up 44% of the market. Major brands include Parle, Britannia, ITC, and regional brands. Parle G is the top brand in the glucose biscuit category due to its strong distribution network and affordable pricing. Tiger biscuits, produced by Britannia, are one of Parle G's main competitors in the market

Uploaded by

Terence Fernandes
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© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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The INDIAN Biscuit Industry

-Presentation by
-Bhavesh
-Sonal
-Terrence
-Nikunj
CATEGORY OVERVIEW
 Biscuit Industry largest among all food industry with India ranking 2 nd
after USA.

 Divided into
 Organized Sector
 Controls 65% of the total production
 3 large scale manufacturers, 50 medium scale and 2500 small scale units

 Unorganized sector
 Controls 35% of the total production
 approximately 30,000 small & tiny bakeries across the country
MARKET SIZE
 Total production of bakery products: 5.19 lakh tonnes in 1975 to 18.95
lakh tonnes in 1990.

 Biscuits : 33 % of the total production of bakery

 79% manufactured by the small scale sector of bakery industry comprising


both factory and non-factory units.

 Annual turnover of the organized sector of the biscuit manufacturers (as at


2001-02) is Rs. 4,350 crores.
Biscuit Categories
Biscuits are classified into following categories:-

 Glucose 44%

 Marie 13%

 Cream 10%

 Crackers 13%

 Milk 12%

 Others 8%.
Major Brands

 Parle

 Brittania

 ITC

 Priya Gold

 Elite

 Cremica

 Various regional/State brands.


Consumption Pattern
Consumption of biscuits is more or less even across the regions
Market share…
 Market share penetration-
Population wise
 URBAN 85%- 75%
 RURAL 65%-55%

 Market share- Major Brands


 PARLE 40%
 BRITANNIA 38%
 PRIYA GOLD 15%
 ITC 11%
 REST 6%
PARLE
Britania
Priya gold
ITC
Rest
TOP MOST BRAND IN GLUCOSE
BISCUIT
HISTORY
 Small factory setup in 1929

 Launched 2 products in 1939


 Parle Monaco
 Parle Glucose

 won acclaim at the Monde Selection, since 1971

 Units in Mumbai, Bangalore, Bahadurgarh in Haryana and Neemrana in


Rajasthan.

 Total 14 manufacturing units located at startegic locations for easy


distribution.
Parle Products
Parle manufactures following products in the biscuit category

 Hide & Seek


 Parle G  Hide & Seek (Milano)
 Krackjack  Digestive Marie
 Magix  Parle Marie
 Monaco  Milk Shakti
 Kreams  Monaco Jeera (New)
 Nimkin
 Golden Arcs (New)
 Hide & Seek (Bourbon)
Parle-G Place
Parle-G has build very strong distribution network.

- Parle has nearly 1500 wholesalers catering to approx 4 lakhs outlets.

- A two hundred strong force services these retailers and wholesalers.

- Parle-G are easily available in any store in any city in india. Even
Panwalas sell Parle-G biscuits

- Parle-G is also available in Rural Areas


Parle-G Promotion
 In 1997, Parle-G sponsored a huge successful tele serial of Indian
superhero – Shaktimann.

 TV commercials showing Parle – Genius kids saving a bungalow


 Staring Amir Khan with few kids.

 Allows school kids to visit companies plant.

 Parle is socially involved to built green planet. Following green initiatives


are undertaken
 Planting trees
 Water conservation
 Power Conservation
Price
Parle uses price for the segmentation of various products:-

Parle-G :
 product for lower end of the segment.

 An product for masses.

 Price affordable to a common man.

 Variable Packaging size and price allowed for wider market

 For 19grams:Rs.1/-
 For 44grams:Rs.2/-
 For 93.5grams:Rs.5/-
Video from NDTV
/-
Tiger Biscuits : Britania
 Major competitor of Parle G
 Background
 Marketing Mix: Product, price, place,
promotion

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