Dairy

Western Milk Products
Western take out products such as butter, tall mallow, yogurt incur gained popularity in the Indian market only if during the last few years. However consumption has been expanding with increasing urbanisation.

butter

Most Indians prefer to use home made clean butter (makkhan) for reasons of taste and affordability. Most of the branded butter is sell in the towns and cities. The 50,000 ton branded butter market determine at Rs6bn is estimated to be festering at 8-10% pa. The study brands atomic number 18 Amul, Vijaya, Sagar, Nandini and Aarey. Amul is the leading national brand while the other players have greater shares in their local markets. The latest entrant in the butter market has been Britannia. Britannia has the advantages of a wide distribution nark and a strong brand recall. Priced at par with the Amul brand, it is anticipate to give stiff competition to the existing players.

Cheese

Branded cheese market is estimated to be 9,000 tons pa valued at Rs1.8bn (MRP).

Cheese is mainly consumed in the urban areas. The four subway system cities alone account for more than 50% of consumption . Mumbai is the largest market (accounting for 30% of cheese sold in the country), followed by Delhi (20%). Calcutta (7%) and Chennai (6%). Mumbai has a larger number of domestic consumers, compared to Delhi where the bulk institutional fragment (mainly hotels)is larger.





Demand for various types of cheese in the Indian market

typecast of cheese
% of total consumption

Processed
50

Cheese spread
30

Mozzarella
10

Flavoured/Spiced
5

Others
5


Before the entry of multinational Britannia in 1997, Amul was the undisputed leader in the cheese market with a market share of about 70%. Other major brands were Vijaya, Verka and Nandini (all brands of various regional dairy cooperatives) and Vadilal. In the past, the market was growing at 7-8% pa. In July 97, Britannia launched cheese made from cow milk in cubes, slices and spread forms. In...If you want to get a profuse essay, order it on our website: Orderessay



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