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The following extracts from the handbook Technology of Indian Milk Products would be of interest to Marketers of Milk Products.

Section 1.2 - Market Survey & Analysis

Market Size (Pg 25)

The cooperative unions, which virtually represent the organized sector in the country, are involved in manufacturing-cum-retailing of traditional products in a limited way. A review by the National Dairy Development Board (NDDB) based on the data collected from 66 district unions for the period 1995-96 to 1997-98 showed an average growth of 20 per cent in turnover during this period
The product profile of cooperatives indicates relatively higher success in the marketing of peda (southern unions), shrikhand (western unions), peda and milk cake (eastern unions) and milk cake (northern unions). Other products, which show high seasonal sales, include buttermilk, curds and lassi.

Market Structure
(Pg 27)

The organized sector is focusing on new product development, packaging, retailing and export orientation for its further expansion. Chatterjee and Mishra (1998), studied the working of leading mithai names of Kolkata including K.C. Das, Ganguram, Tewari Brothers and Haldiram's. K.C. Das is known for product innovations, having to its credit rasogolla, rasomalai and sweets for diabetics. They have over 100 varieties of sandesh. The organized sector's stress on quality has also been noticed. Both the K.C. Das and the Ganguram groups have quality control laboratories. Haldiram's are known for aggressive marketing, and their distribution network has helped them attain leadership within the organized sector.

Product Profile
(Pg 27)

In terms of regional preferences, the khoa-based mithais are more popular in northern, western and southern parts of the country while chhana-based sweets are popular in eastern India. The growth of cultured products like shrikhand in western India and chhana-based sweets in northern and southern India is levelling out the regional preferences for traditional sweets.

Market Opportunities (Pg 29)

....multinational companies like Nestle had introduced innovations of blending product design of Western pastries with khoa-based sweets marketed as "Mithai Magic" and position it for corporate gifting.

Instant-mix Sweets
(Pg 29)

The 'instant mix' market in India was estimated to be around Rs 1,000-1,250 million in 1998. The most popular 'instant mix' so far is that for gulabjamun which is available in a number of brands, including Amul, Nestle and Gits. The other traditional products introduced in the 'instant mix' product form are kalakand, kesar kulfi and shahi rabri by Nestle under the brand name 'Milkmaid'.

Retailing (Pg 30)

Retailer category
Sweet category
Khoa (80.7%) > Chhana (13.1%) > Others (6.2%)
Khoa (64.5%) > Chhana (22.6%) > Others (12.9%)
Khoa (60.9%) > Chhana (18.4%) > Others (20.7%)

Market Development
(Pg 30)

The time is ripe for the organized sector to increase its market share through:

  • Automation by employing technological interventions,
  • Product improvement mainly in terms of shelf life and packaging,
  • Modernizing direct manufacturing of end-products thus bypassing preparation of intermediate products like khoa and chhana,
  • Attaining the ability to respond to seasonal and peak demand,
  • Development of new products in response to consumers' choices, and
  • Consolidation and upscaling of retail network.

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India's Vast Dairy Market Updated
The handbook provides an update on India's vast dairy market, the world's largest, valued at $22bn, with wide-ranging analysis of the demand and supply situation.
- Barry Wilson, Dairy Industry Newsletter, UK
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