OF

"NAMKEEN INDUSTRY"

Red Ocean Strategy

Presented By:ShrutiAchin Vasudev

INTRODUCTION

• India – second largest food producer in the world.

• Namkeen industry is most likely to double itself in the coming 10 years.

• Namkeen market cateogorised in 2 segments:

• Organised

• Unorganised

PLAYERS

• Haldiram : 1937, sweet and namkeen shop, Bikaner, Rajasthan.

• First company, India to brand Namkeen.

• Bikano : International brand.

• An 100 year old company.

• Lehar : 1996 with small packs and traditional flavors, re-launched in 2006.

PRODUCTS

HALDIRAMS:

Shahi mixtureCorn flakes mixture

BhujiaKashmiri mixture

Khatta meetha

BIKANO:Aloo bhujiaAloo lachha

Dal mothTasty

Khatta meethaNavratan mix

LEHAR:Shahi mix

Chatpata mixNut crackerAloo bhujia

Navratan mix

MARKET SIZE

60%

40%

Branded Namkeens

MARKET SHARE

Haldirams41%

Bikano31%

Lehar28%

CUSTOMER PROFILE

• Mainly the middle class and upper class

• Lower class mostly depends on the local producers such as ‘Halwais’

• Full market coverage

• Namkeen product needs three things:

• Taste

• Variation

• Quality

• Urbanites consume namkeen 10 times more than that rural consumer

RISKS AND UNCERTAINITIES

CONCLUSION AND RECOMMENDATION

• Haldirams - The most strongest co. in terms of market size, share, sales etc followed by Bikano and Lehar.

• Brand awareness for Haldiram is very high

• They could venture into corporate tie-ups at its various outlets.

• Set up mini outlets inside the multinational office complexes.

• Should need to increase positioning stratagies in “Namkeen” industry.

THANK YOU!

QUESTIONS IF ANY ?