FPI part3: Market Players
Indian food processors may be divided into the following main categories:
- Large Indian companies that have their production base in India or neighboring
countries (for tax-saving purposes)
- Public and private corporations
- Multinational and joint-venture companies that have their production base in India
- Subsidiary companies (foreign companies set up subsidiaries in the form of private companies)
- Medium/small domestic food-processing companies with a local presence
- Small local players in the unorganized sector
- Franchising
Recent Trends:
- Several multinational companies, including US-based companies like Pepsi, Coca Cola, ConAgra, Cargill, Heinz, Kellogg’s, IFF, and Mars (pet food only) have
entered the Indian food-processing industry with significant investments.
- Similarly, Indian food and beverage companies are expanding their operations to neighboring countries like Bangladesh, Nepal, Sri Lanka, Commonwealth of Independent States countries, and the Middle East.
- Takeovers and mergers are beginning to occur in the Indian food-processing
sector, leading to consolidation.
- Companies have added extras to their existing brands, including stylish packaging.
- Some previously unknown regional brands are gaining national acceptance
because of consistent quality and product safety, thereby providing some
competition to established companies.
Major Players Segment-wise:
- Cooking Oil: Although there are hundreds of regional/local processors
and brands, the national-level players are Godrej, Dhara, Marico, Liberty, and Ruchi. In
recent years, a number of multinational companies including Cargill, Adani Wilmar, and
Bunge have set up operations in India, either through port-based refineries, trading
subsidiaries, or brand acquisitions.
- Meat and Poultry: Major players include VH Group, Godrej, Sugunas, and
Arambagh in the poultry processing sector, and Allana's, Hind Agro, Al Kabeer in the
buffalo meat (“beefalo”) processing sector.
- Non-alcoholic beverages: Major players are Tata Tea and Coffee, HLL, Manjushree Plantations, Jay Shree, Goodricke, Harrison Malayalam, Eveready, Warren, Nestle, Barista, Qwiky’s, Narasu, Leo, and ABCTC.
- Alcoholic beverages: Key players are UB, Shaw Wallace, Jagatjit Industries, Mohan Meakins, and International Distilleries. Major multinationals operating in India include Diageo, Seagram, and Baccardi Martini. UB, SABMiller, and Mohan Meakins are the major beer-producing companies. Chateau Indage is the largest
domestic player in wines, followed by Grover Wines and Sula Wines. Key international
players who have a presence in India through distribution alliances include E&J Gallo,
Hardy’s, Canandaigua, and Fetzer.
- Confectionary: The confectionary market is highly fragmented with several local players such as Parle’s, Nutrine, and Ravalgaon. Key foreign companies are Nestle, Cadbury’s, Perfetti, Lotte, Wrigley, Candico, and Joyco.
- Milling and Baking: Major players in grain processing are ITC, Pillsbury, HLL, Agro Tech Foods, and Shakti Bhog Foods. Major players in bakery segment include Britannia, HLL, ITC, Parle, Priya Gold, and Cremica and finally Pepsi, Haldiram, SM Dyechem, Bikanerwala, etc., dominate the snack food.
- Dairy products: Major players in this segment are Mother Dairy, Amul, Haldiram, Paras Dairy, Vijaya, Vadilal, HLL, Nestle and Bikanerwala etc.
- Processed food and vegetables: This segment is dominated by HLL, Marico, Nestle, Heinz, Priya Foods, Pepsi, Dabur, Godrej, Haldiram, ITC, MTR and Parle ect.
Profile of major domestic players
| Company Name |
Segment |
Products |
Company Profile |
| Dabur India Ltd |
Beverages and Culinary |
Fruit juices, cooking paste, honey, coconut milk, tomato puree, lemon
Drink and chilli powder |
Closely held listed company with Promoters’ holding at 78.4 per cent of
the total share capital. Dabur Foods is a 100 per cent subsidiary of Dabur IndiaTurnover of US$ 19.12 million in 2004
The company will focus on boosting institutional sales to hotels, Restaurants and caterers in addition to retail sales |
| Godrej Industries Ltd. |
Beverages and Staples |
Vegetable oils, Vanaspati, bakery fats, fruit juices, fruit nectar, tomato paste, soy beverages |
Revenues from the food segment were US$ 250 million in FY04.
The company’s strategy is to increase capacity utilization in edible oils and to tap the niche health conscious market |
| Gits Food Products Pvt. Ltd. |
Snack foods and dairy |
Sweet mix, namkeens, snack mix meal mix, pure ghee, dairy whitener and
milk powder |
Gits exports to Europe, UK, USA, Australia, Canada, and the Middle East
contributing to the extent of approximately 35 per cent of its total revenue.Gits is an unlisted private family owned business
Gits is strategically growing and broadening its export market and has launched new international style export packaging. |
| Haldiram Marketing Pvt. Ltd. |
Snack Foods |
Sweets, namkeens, syrups, crushes, chips and papads |
Started in 1936 Major share in the namkeen and snack food market in India.
Strong presence in northern India especially in New Delhi. Exports to USA, UK, Canada, Australia, Singapore and the UAE. The strategy followed is competitive pricing and labor intensive products that predominantly cater to the Indian palette |
| MTR Foods Ltd. |
Snack Foods, Ice creams |
Ready-to-Eat curries and rice, Ready-to-Cook gravies, frozen foods, ice creams, instant snack and dessert mixes, spices (turmeric, coriander, black pepper), pickles and papads. |
Turnover is estimated at US$ 261 million with the export market accounting for approximately 10 per cent of MTR’s total sales. An ISO 9002 and HACCP certified company is amongst the top five
processed food manufacturers in India. The company was recently acquired by Orkla, a Norway-based company
for US$ 80 Million. After establishing itself in the south, MTR is developing its brand in the west and north Indian markets in line with the rapid expansion of its product line |
| Parle Agro Private Ltd. |
Beverages and Bottled water |
Fruit drinks and mineral water |
Leading player in the fruit based beverages segment and the bottled
water segment. Its flagship product is the fruit based drink Frooti Mango, which has 75 per cent market share
The Backward integration and aggressive media campaign for its products launches has broadly been its strategy. |
| Milkfood |
Milkfood |
Milk powder, baby food, cheese and other milk products |
The company is a subsidiary LP Investments Ltd. which is a wholly
owned subsidiary of Jagatjit Industries Ltd. Revenues of around US$ 6.8 million in 2006-07 |
| Mother Dairy Dhara |
Dairy |
Dairy products, ice cream, canned vegetables, fruit juices, cooking oils, Ghee, Cheese and Probiotics |
li> Set up in 1974 it is wholly owned by National Dairy Development Board.
Mother Dairy markets approximately 2.8 million liters of milk daily in the markets of Delhi, Mumbai, Saurashtra and Hyderabad. Mother Dairy Milk has a market share of 66% in the branded sector in Delhi |
| Amul |
Dairy |
Dairy products, ice cream, chocolate |
Sales turnover was around US$1504million in 2008-09 |
| VH Group |
Poultry |
Poultry products |
It is a Rs. 1300 Crore conglomerate, the largest fully integrated poultry group in Asia |
| Nutrine Confectionary Company |
Confectionary |
Confectionary, chewing gum |
NUTRINE has a wide range of more than 72 varieties of candies, toffees, lozenges etc |
| Rasna (Pioma Industries) |
Beverages |
Instant drink, health drink, soft drink concentrates, flavours |
It holds approx 93% of market share in the soft drink concentrate market in India |
| Punjab Markfed |
Food and Cluinary |
Canned food, rice, vegetable oils |
It is the largest marketing co-operative in Asia with an annual business turnover of over Rs. 10671 Crores A vast range of products from Markfed have found markets in the UAE, UK, US, Canada, Germany, Poland, Hungary, Czechoslovakia, Afganistan etc. |
| Vista Processed Foods |
Food and Vegetables |
Frozen chicken and vegetables |
Vista, is a frozen processed food manufacturer, exclusively for McDonalds – India Annual sales turnover is US$10 Million - US$50 Million |
| Dynamix Dairy Industries |
Dairy |
Cheese, whey, other dairy products |
|
| Marico Industries |
culinary |
Vegetable oils, jams |
Marico’s flagship brand is Parachute Marico’s share in the coconut oils category along with Nihar and Oil of Malabar stands at 52.3%. Saffola another brand of the company grew by 21.9% in Q2FY10 |
| Weikfield Products Company |
Confectionery |
Custard powder, baking powder, jelly crystals, drinking chocolate, sauces, soups |
Weikfield is currently the largest selling custard powder in India. |
| Priya food |
Snack food, culinary, and Vegetables |
Pickles, ketchup, namkeen, ready-to-eat food |
|
Profile of Multinationals and Joint Venture players
| Company Name |
Segment |
Products |
Company Profile |
| Hindustan Unilever Limited(HUL) |
Beverages, Staples, Dairy, Snack Foods |
Tea, instant coffee, biscuits, ice-creams, salt, wheat flour -atta, instant drinks, soups, jam and squash |
The parent company Unilever holds 51.55 per cent of HUL’s equity Unilever is a Fortune 500 transnational, which sells Foods and Home and Personal Care brands in about 100 countries worldwide India’s largest fast moving consumer goods company, with leadership in Home & Personal Care Products and Foods & Beverages HUL’s brands, spread across 20 distinct consumer categories, with combined volumes of about 4mn tons and sales of US$ 2.17 billion HUL’s Foods segment is at 9 per cent, beverages are at 12 per cent of its businesses HUL has followed the strategy of divesting its non-core businesses and focusing on its food business as a growth driver. |
| Britannia Industries Ltd. |
Bakery Products |
Biscuits, flavored milk, dairy whitener, ghee, bread, cake and rusk |
A leading player in the Indian organised biscuit market with nearly 30 per cent value share The Nusli Wadia group, one of the oldest business houses in India and Groupe Danone, French multi-products food company, equally share the 48.5 per cent promoter holding in Britannia Sales of US$ 327.6 million in 2004 Britannia will strengthen its position by launching new products and improving volumes and introducing variants of the existing ones |
| Agro Tech Foods |
Staples and snack food |
Wheat flour (atta), edible oil, vanaspati, popcorn, french fries and green peas. |
A dominant player in the edible oils and branded foods sector, in India. ConAgra Foods Inc of USA, world’s third largest foods company, along with Tiger Brands of South Africa holds a majority stake of 52.3 per cent in Agro Tech Foods Ltd, through CAG Tech Holdings, Mauritius. Revenue: US$ 230 million in 2007 Intends to diversify its product portfolio and foray into new markets by focusing on vending as an important mode for product and brand differentiation. |
| ITC Ltd. |
Staples and Snack Foods |
Wheat flour-atta, salt, ready-to-eat meals, biscuits, confectioneries, snacks and cooking paste. |
ITC is a listed company with British American Tobacco (BAT) holding 33 per cent stake and Institutions holding 50 per cent stake. ITC made its entry into the branded & packaged foods business in August 2001 with the launch of the Kitchens of India brand. A more broad based entry was made in mid 2002 and the company currently has a wider portfolio in the confectionery, staples and snack foods segments. ITC’s Corporate strategy aims at creating multiple drivers of growth using its wide distribution reach, superior brand building capabilities, effective supply chain management and acknowledged service skills in hoteliering. |
| Nestle India Pvt. Ltd. |
Dairy, Beverages and Snack Foods |
Instant coffee, condensed milk, dairy whitener, infant food, chocolates and confectioneries. |
Incorporated in 1959 as Food Specialties, Nestle Alimentana, Switzerland promoted Nestle India (NIL). Nestle India is a 51 per cent subsidiary of Nestle SA (founded 1866), which is today the world’s largest food and beverage company. Gross turnover in the year 2007 was US$ 652 Million The company is focusing on launching new products in all product segments. |
| Pepsico India Holdings |
Beverages, Bottled water and snack foods |
Soft drink, fruit juice, mineral water and Chips |
PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in 2001. Pepsi’s focus is high volume scales and is planning to raise capacity by setting up of new greenfield plants as well as appointing new franchisee bottlers. |
| Cadbury India Ltd |
Confectionery |
Chocolates, hard boiled confectionery, malt foods, cocoa powder |
Cadbury, a subsidiary of Cadbury Schweppes is a dominating player in the Indian chocolate market with strong brands like Dairy Milk, Five Star, Perk, Gems etc. Dairy milk is the largest chocolate brand in India. Chocolates and confectionery contribute to 75 per cent of Cadbury’s turnover. Sales of around US$ 234.54 million in 2007. The company plans to increase franchise of its existing brands and continue to explore new product opportunities including adjacent market opportunities. |
| Cargill |
Staples |
Vegetable Oils |
Its flagship brand is ‘Nature Fresh’. other brands Gemini and Purita In FY2009, Cargill had $116.6 billion in sales and other revenues. |
| Heinz |
Beverages |
Ketchup, health drinks |
main brands Complan, Glucon-D, Nycil |
| Kellogg’s |
Snack foods |
Breakfast cereals, biscuits |
entered Indian market in 1994 with an investment of approx US$ 30mn |
| Bunge |
culinary |
Vegetable oil, margarine |
Bunge owns Dalda, the only national vanaspati brand. |
| Pillsbury |
Bakery, staples, Snack food |
Wheat flour, cake mixes |
|
| GlaxoSmith Kline |
Beverages, milk food, medicines |
Health drinks |
Popular brands Horlicks, Boost, ENO and Iodex Sales increased by 17% and profits by 13% in the quarter ending Sep’09 Horlicks has 50% and Boost 13% of the market share in health drinks segment |
| Perfetti Van Melle |
Confectionary |
Chewing gum, candy |
popular brands Alpenliebe lollipop, Center Fresh, Mentos. 3rd largest confectionery player in the world |
| Lotte India Corporation Ltd. (Parry’s) |
Confectionary |
Chocolates, Chewing gum, Ice cream, Biscuits |
It recorded a growth of 7.9% in Q1 2009-10 |
| McCain Foods |
Snack food |
French fries |
set up in 1994, exports 10-15 per cent of its output to South and South-east Asian countries and the Middle East. |
| Adani Wilmar Ltd. |
Culinary |
Cooking oils, bakery shortenings |
Adani Wilmar Limited is a 50:50 joint venture between two recognized LNCs – the US $5 Billion Adani Group and Wilmar International Limited, Singapore, revenues exceeding US $16.5 billion popular brand – “Fortune”
|
| The Solace Company |
Snack foods |
Soya Nuggets |
|
| Effem India (Mars) |
Animal feed |
Pet food |
popular brand – Pedigree owned by Mars group
In India Pedigree is marketed through a 100% subsidiary Effem India Pvt Ltd. |
Next: Segment-wise attractiveness and competition
Indiabiznews, December 16, 2009
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