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Authors: S Nithya
Published by: Amity Research Centers
Published in: 2012

Abstract

The breakfast table in several Indian households was predominantly spread with traditional Indian dishes. Changing lifestyle patterns, a growing number of nuclear families and a rise in the working women population, forced the consumers to look for quicker and healthier breakfast options. Coupled with these factors, increasing awareness about the health hazards of skipping breakfast led to the demand for breakfast cereals and packaged Indian breakfast foods. Nevertheless, the recent past witnessed the entry of FMCG giants like Britannia, PepsiCo, Heinz, GlaxoSmithKline Consumer Healthcare, into the Indian breakfast market with a variety of breakfast offerings, aiming for a piece of the rapidly growing breakfast market. Joining this expansion bandwagon was India’s very own cereal maker, Bagrry's. Bagrry's which started off as a wheat processing business had grown into a producer of high fibre premium breakfast cereals, through unremitting innovation. Aspiring to grow further, Bagrry's had put fourth major expansion plans which included doubling the production of its current offerings of oats and muesli, launching varieties of packaged Indian breakfast food and acquisition of companies to foray into new categories like natural food. However, most industry analysts were sceptical of Bagrry's expansion plans, as they foresaw a cut-throat competition from leading market player, Kellogg's and other new entrants in the market. Competitors' strategies with regard to offering products to target consumers, marketing communication and pricing, were anticipated to challenge Bagrry's strategies. Apart from competition, rising inflation and the preference given to traditional breakfast foods, added to the hindrances. Therefore, it remained to be seen, if Bagrry's would be successful in accomplishing its expansion plans, despite the challenges.
Location:
Industry:
Other setting(s):
2011

About

Abstract

The breakfast table in several Indian households was predominantly spread with traditional Indian dishes. Changing lifestyle patterns, a growing number of nuclear families and a rise in the working women population, forced the consumers to look for quicker and healthier breakfast options. Coupled with these factors, increasing awareness about the health hazards of skipping breakfast led to the demand for breakfast cereals and packaged Indian breakfast foods. Nevertheless, the recent past witnessed the entry of FMCG giants like Britannia, PepsiCo, Heinz, GlaxoSmithKline Consumer Healthcare, into the Indian breakfast market with a variety of breakfast offerings, aiming for a piece of the rapidly growing breakfast market. Joining this expansion bandwagon was India’s very own cereal maker, Bagrry's. Bagrry's which started off as a wheat processing business had grown into a producer of high fibre premium breakfast cereals, through unremitting innovation. Aspiring to grow further, Bagrry's had put fourth major expansion plans which included doubling the production of its current offerings of oats and muesli, launching varieties of packaged Indian breakfast food and acquisition of companies to foray into new categories like natural food. However, most industry analysts were sceptical of Bagrry's expansion plans, as they foresaw a cut-throat competition from leading market player, Kellogg's and other new entrants in the market. Competitors' strategies with regard to offering products to target consumers, marketing communication and pricing, were anticipated to challenge Bagrry's strategies. Apart from competition, rising inflation and the preference given to traditional breakfast foods, added to the hindrances. Therefore, it remained to be seen, if Bagrry's would be successful in accomplishing its expansion plans, despite the challenges.

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Location:
Industry:
Other setting(s):
2011

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