Summary

An Analytical Study of Chocolate Industry in India with Special Reference to Cadburys

India is a sweet CHOCOLATE story of chocolates in the hot and humid plains of INDIA,
which
enlightens us aout the si!e " status of chocolate industry in India# The pro$ect gi%es information
aout the competitors, their mar&et share, and their product as&et and highlights success
features#
The pro$ect also presents data on types " categories of chocolates, a rief study of chocolate
manufacturing process
The pro$ect also co%ers a rief study of Cadury's India Limited ( the iggest player in the
Indian Chocolate Industry with reference to its presence, mar&et share, product offerings,
mar&eting
strategies, strengths " wea&nesses, success factors and )orm Contro%ersy *anagement# Also,
the
implication of pricing, distriution strategies and impact of e+ternal en%ironment has een
recorded#
The pro$ect throws light on prolems and challenges of the Indian Chocolate Industry, growth
opportunities and strategies to e adopted for growth in this industry#
,inally, the pro$ect gi%es information aout home-made chocolates and Chocolate .outi/ues
and the ways in which Indian consumers and Chocolate players are e+perimenting and
inno%ating
chocolates and gi%ing the Indian Chocolate Industry a new sweetness#
Table of contents
Sr. No Topic Page
No
0 1ro$ect O$ecti%e 2
3 An O%er%iew of Chocolate Industry in India 4
5 Types of Chocolates 03
6 Categories of Chocolates " ,orm of Consumption 06
7 Chocolate *anufacturing 1rocess 07
2 *ar&et 8i!e 9y %alue " y %olume: 02
; *a$or 1layers " their *ar&et 8hare 0;
4 Cadury's India Limited ( A 8tudy 04
< Cadury " The )orm Contro%ersy 5;
0= *A>?ETIN@ - 1>O*OTION of CHOCOLATE8 in INDIA 62
00 Nestle India 7=
03 Amul 9@C**,: 75
05 CA*1CO 7<
06 Home-made Chocolates 23
07 Interesting Chocolate ,acts 25
02 1rolems " Challenges in Indian Chocolate Industry 26
0; E+ternal ,actors affecting @rowth of Chocolate Industry in INDIA 22
04 @rowth Opportunities in Indian Chocolate Industry 2;
0< 8trategies for @rowth " 8uccess in India 2<
3= Chocolate .outi/ues " Designer Chocolates ;=
30 Conclusion ;3
33 .iliography ;5
Project Objective
This pro$ect aims at understanding the o%erall Chocolate Industry in India, the product
portfolios of different players in the mar&et, %arious factors affecting the growth and success of
chocolate industry in India, the challenges and opportunities which the mar&et offers and the
changing trends in the Indian Chocolate Industry# The pro$ect also co%ers a rief study of
Cadury's
India with reference to ao%e points#
An Overview of Chocolate Inustry in Inia
The chocolate industry in India as it stands today is dominated y two companies, oth
multinationals# The mar!et leaer is Cabury with a lionAs share of ;= percent# The companyAs
rands 9,i%e 8tar, @ems, Eclairs, 1er&, Dairy *il&: are leaders their segments# Till the early <=s,
Cadury had a mar&et share of o%er 4= percent, ut its party was spoiled when Nestle appeared
on
the scene# The latter has introduced its international rands in the country 9?it ?at, Lions:, and
now
commands appro+imately 07 percent mar&et share# The @u$arat Co-operati%e *il& *ar&eting
,ederation 9@C**,: and Central Arecanut and Cocoa *anufactures and 1rocessors Co-
operati%e
9CA*1CO: are the other companies operating in this segment# Competition in the segment will
get
&eener as o%erseas chocolate giants HersheyAs and *ars consolidate to gra a ite of the Indian
chocolate pie#
Per Capita Chocolate Consumption "in lb# of first $% countries of the worl
>an& Countries 1er Capita
Consumption 9in l:
$ 8wit!erland 33#52
& Austria 3=#05
' Ireland 0<#6;
( @ermany 04#=6
% Norway 0;#<5
) Denmar& 0;#22
* Bnited ?ingdom 0;#6<
+ .elgium 05#02
, Australia 03#<<
$- 8weden 03#<=
$$ Bnited 8tates 00#26
$& ,rance 00#54
$' Netherlands 0=#72
$( ,inland 0=#67
$% Italy 2#05
INDIA, stands nowhere e%en near to these countries when compared in terms of 1er Capita
Chocolate Consumption# The Inian chocolate inustry is e.tremely fragmente with a
range of
proucts catering to a variety of consumers# )e ha%e the arsCslas, $ellies, lollipops, toffees
and
sugar candies#
@i%en IndiaAs mammoth population, it comes as a surprise that per capita chocolate consumption
in
the country is dismally low - a mere &- gms per Inian# Compare this to over * !gs in most
evelope nations#
/owever0 Inians swallowe &&0--- tonnes of chocolate last year an consumption is
growing
at $-1$& percent annually.
The mar&et si!e of chocolates was estimated to e around 02,=== tonnes, %alued around >s#
6#02 illion in 0<<4# Dolume growth which was o%er 3=E pa in the 5 years preceding 0<<4,
slowed
down thereafter#
.oth chocolate and sugar confectioneries ha%e aysmally low penetration le%els, in fact, e%en
lower than iscuits, which reach 72 per cent of the households# *ar&et growth in the chocolate
segment has ho%ered etween 0= to 3=E# In the last fi%e years, the category has grown y 06-
07E
on an a%erage and will e+pect it to continue growing at a similar rate in the ne+t fi%e years#
The mar!et presently has close to )-mn consumers an they are mainly locate in the
urban areas. @rowth will mainly come through an increase in penetration as income le%els
impro%e#
/owever0 almost all of this consumption is in the cities0 an rural Inia is nearly
2chocolate1free3. .ut the fact is that three /uarters of Indians li%e in >ural Areas# Average
summertime temperatures reach 4 degrees Celsius in India! Chocolate melts at body
temperature of
" degrees!
Per capita consumption of chocolates in Inia is minuscule at &-gms in Inia as compare
to aroun %1+ !gs an +1$- !gs respectively in most 4uropean countries. ... Awareness
about
chocolates is very high in urban areas at over ,%5. ...
6rowth of other lifestyle foos such as malte beverages an mil! foo have actually
ecline by '.* per cent an $$.* per cent0 however the C/OCO7AT4S continue to grow at
the rate of $&.)5.
7ow price unit pac!s0 increase istribution reach an new prouct launches can be
sai to have fuelle this growth.
The launch of lower1price0 smaller bars of chocolate in the last two years an
positioning of chocolate as a substitute to traitional sweets uring festivals0 have booste
consumption. This is also ecause chocolate, which was considered to e an elitist food, has
caught
the fancy of uyers loo&ing for a lifestyle item at affordale cost#
Till recently, chocolate consumption had een restricted y low purchasing power in the
mar&et# Chocolates and other cocoa-ased snac& foods were loo&ed upon as food suitale only
for
the well-off#
After economic lierali!ation in 0<<0, ma$or changes ha%e occurred in food haits, partly on
account of rise in gross domestic product 9@D1: growth and higher purchasing power in the
hands of
the middle-class representing a third of the total population# A%ailaility of chocolate products
has
also e+ploded#
A study had pro$ected that sales of the Indian chocolate industry would rise from F037CF05=
million in 0<<4 to F0;7CF04= million y the year 3=== and to F67= million y the year 3==7
which
ACTBALLG happened irrespecti%e of %arious negati%e factors#
Per capita chocolate consumption continues to be low at about 200g per person, eing
mainly consumed in uran areas# In the middle and higher income groups, ;= per cent of
children, 65
per cent of young adults and 02 per cent of adults consume chocolate#
Chocolate Consumption Structure - 2004
Children
55%
Adults
12%
Young Adults
33%
Chocolate & Confectionery Market of India - 2004
Chocolate Counts
Rs. 250 Cr.
10%
Chocolate Bar
Rs. 350 Cr.
14%
Mints & Chew ing
gus
Rs. 325 Cr.
13%
!ugar Boiled
Con"ectioner#
Rs. 1$00 Cr.
$3%
AC Nielsen O86 9arg report estimates the Inian Chocolate Inustry3 worth at 8s
&0---1crore "8s &- billion#
Types of Chocolates
Depending on what is added to 9or remo%ed from: the chocolate li/uor, different fla%ors and
%arieties of chocolate are produced# Each has a different chemical ma&e-up, the differences are
not
solely in the taste#
0# :nsweetene or ;a!ing chocolate is simply cooled, hardened chocolate li/uor# It is used
primarily as an ingredient in recipes, or as a garnish#
3# Semi1sweet chocolate is also used primarily in recipes# It has e+tra cocoa utter and sugar
added# 8weet coo&ing chocolate is asically the same, with more sugar for taste#
5# 9il! chocolate is chocolate li/uor with e+tra cocoa utter, sugar, mil& and %anilla added#
This is the most popular form for chocolate# It is primarily an eating chocolate#
Cocoa is chocolate li/uor with much of the cocoa utter remo%ed, creating a fine powder# It can
pic& up moisture and odors from other products, so you should &eep cocoa in a cool, dry place,
tightly co%ered#
There are several !ins of cocoa
% 7ow1fat cocoa has the most fat remo%ed# It typically has less than ten percent cocoa utter
remaining#
% 9eium1fat cocoa has anywhere from ten to twenty-two percent cocoa utter in it#
% <rin!ing or ;rea!fast cocoa has o%er twenty-two percent left in it# This is the cocoa used in
chocolate mil& powders li&e NestleAs Hui&#
% <utch process cocoa is cocoa which has een specially processed to neutrali!e the natural
acids in the chocolate# It is slightly dar&er and has a much different taste than regular cocoa#
Decorator's chocolate or confectioner's chocolate isnAt really chocolate at all, ut a sort of
chocolate
fla%ored candy used for things such as co%ering strawerries# It was created to melt easily and
harden
/uic&ly, ut it isnAt chocolate#
Categories of Chocolates
Commercial Chocolates are a%ailale in the following formsI
0# .ars or *oulded Chocolates
3# Counts
5# 1anned Chocolates 9@ems:
6# Jclairs
7# Assorted Chocolates
.ars or moulded chocolates 9li&e Dairy *il&, Truffle, Amul *il& Chocolate, Nestle 1remium,
and
Nestle *il&y .ar: comprise the largest segment, accounting for 5;E of the total chocolate
mar&et in
%olume terms# ### )afer chocolates such as ?it-?at and 1er& also elong to this segment# 1anned
chocolates accounts for 0=E of the total chocolate mar&et# ### )afer chocolates such as ?it-?at
and
1er& also elong to this segment# ##
=orm of Consumption
a# 1ure Chocolates
# Toffees
c# Ca&es " 1astries
d# *alted .e%erages
e# )afer .iscuits " .a&ed .iscuits
f# Chocolate Desserts
Chocolate 9anufacturing Process b
)or&ers cut the fruit of the cacao tree, or pods open and scoop out the eans# These eans are
allowed to ferment and then dry# Then they are cleaned, roasted and hulled# Once the shells ha%e
een remo%ed they are called nis# Nis are lended much li&e coffee eans, to produce
different
colors and fla%ors# Then they are ground up and the cocoa utter is released# The heat from the
grinding process causes this mi+ture of cocoa utter and finely ground nis to melt and form a
freeflowing
sustance &nown as chocolate li/uor# ,rom there, different %arieties of chocolate are
produced#
>hat is conching?
>aw unprocessed chocolate is gritty, grainy and really not suitale for eating# 8wiss
chocolate manufacturer >udolph Lindt disco%ered a process of rolling and &neading chocolate
that
gi%es it the smoother and richer /uality that eating chocolate is &nown for today# The name
AconchingA comes from the shell-li&e shape of the rollers used# The longer chocolate is conched,
the
more lu+urious it will feel on your tongue#
9ar!et Si@e "by value A by volume#
The Indian chocolate mar&et is %alued at >s# 27= crores 9i#e# >s# 2#7= illion: a year# The
Indian chocolate a!aar is estimated to e in the region of 33,===-36,=== tonnes per annum, and
is
%alued in e+cess of B8F 4= million#
Chocolate penetration in the country is a little o%er 6 percent, with IndiaAs metros pro%ing to
e the ig draw cloc&ing penetration in e+cess of 07 percent# Ne+t, comes the relati%ely smaller
citiesCtowns where consumption lags at aout 4 percent# Chocolates are a lu+ury in the rural
segment,
which e+plains the mere 3 percent penetration in %illages#
The mar!et presently has close to )-mn consumers an they are mainly locate in the
urban
areas.
9ajor Players A their 9ar!et Share
The ma$or players in the Indian Chocolate Industry areI
0# Cadury's India Limited
3# Nestle India
5# The @u$arat Co-operati%e *il& *ar&eting ,ederation 9@C**,: ( A*BL
6# Cocoa *anufactures and 1rocessors Co-operati%e 9CA*1CO:
;ars Count
7ines >afer Panne Premium
Cabury3s Dairy *il& "
Dariants
7-8tar, *il&
Treat 1er& @ems,
Tiffins
Temptation "
Celerations
Nestle *il&y .ar .ar One,
Crunch
?it ?at,
*unch Nutties
Amul
*il& Chocolate
,ruit Kn' Nut
,BNDOO
.indaa!
Almond .ar
Campco Campco .ar,
Cream
?rust,
Turo Treat
Cabury3s Inia 7imite B A Stuy
CA<;:8C3S INT48NATIONA7
Cadury is a %ery old trusted name# It all started in .irmingham in England when Lohn
Cadury started his family grocery shop with side usiness of cocoa and chocolate products in
around 0436# His two sons, >ichard and @eorge, e+panded their family usiness of cocoa and
chocolate# .ourn%ille, a town near .irmingham, was uild y them as a part of e+pansion of
their
usiness#
Cadury family is also &nown for their contriution in social reforms and considered as lierals#
This family was in the forefront of adult education mo%ement in England#
CA<;:8C3S IN<IA 7I9IT4<
Cadury was originally incorporated as a wholly owned susidiary of Cadury 8chweppes
O%erseas Ltd 9C8OL: in 0<64# The company's original name was Cadury ,ry 9India: Ltd# In
0<;4,
C8OL diluted its e/uity sta&e to 6=E to comply with ,E>A guidelines# In 0<43, the name was
changed to Hindustan Cocoa 1roducts# C8OL's shareholding was increased to 70E in Lan '45
through a preferential rights issue of >s;==mm# The current name was restored in Dec '4<# In
3==0,
Cadury 8chweppes made an open offer to ac/uire the 6<E pulic holding in the company# The
parent holds o%er <=E of the e/uity capital after the first open offer# A second open offer has
een
made to uyac& the alance shareholding, after which the company would operate as a 0==E
susidiary of Cadury 8chweppes 1lc
E%er since the Cadury is in India in 0<6;, Cadury chocolates ha%e ruled the hearts of
Indians with their faulous taste# The company today employs nearly 3=== people across India#
Its one of the oldest and strongest players in the Indian confectionary industry with an
estimated 24 per cent %alue share and 23 per cent %olume share of the total chocolate mar&et# It
has
e+hiited continuously strong re%enue growth of 56 per cent and net profit growth of 36 per cent
throughout the 0<<='s# Cadury is &nown for its e+ceptional capailities in product inno%ation,
distriution and mar&eting#
)ith rands li&e Dairy *il&, @ems, 7 8tar, .ourn%ita, 1er&, Celerations, .ytes, Choc&i,
Delite and Temptations, there is a Cadury offering to suit all occasions and moods#
Toay0 the company reaches millions of loyal customers through a istribution networ!
of %.% la!hs outlets across the country an this number is increasing everyay.
O;D4CTIE4S AN< EA7:4S
Our objective is to
@row shareholder %alueMo%er the long term
Cadbury in every pocket
Our marketing strategy is aimed at achieving this vision by growing the market, by
appropriate
pricing strategy that will create a mass market and to have offerings in every category to
widen the
market
Our 9anaging =or Ealue Process incorporates
8etting stretched financial o$ecti%es#
Adopting Dalue .ased *anagement for ma$or strategic and operational decisions and usiness
systems#
Creating an outstanding leadership capaility within our management#
8harpening our company culture to reflect accountaility, aggressi%eness and adaptaility#
Aligning our management rewards structure with the interests of our shareowners#
!"!O#
$ife %ull Of Cadbury
Cabury is an organisation which impacts an interacts with the consumers.
Cadury is present in most happy occasions in the life of our consumer#
Our rands e+cite our consumer#
Cadury is an e+pression of a consumerAs life#
Cadbury %ull Of $ife
Cadury as a company is %irant#
Cadury ia a fun and energising wor&place#
Cadury is roust and ali%e#
;usiness
Cadury dominates the Indian chocolate mar&et with ao%e 27 ( ;= E mar&et share# .esides, it
has a
6E mar&et share in the organi!ed sugar confectionery mar&et and a 07E mar&et share in mil&C
malted foods segment#
Changing prouct mi.
Contriution to turno%er
$,,(
Contriution to turno%er
&--$
Chocolate 7<E 27E
8ugar Confectionery <E 0=E
,ood Drin&s 53E 36E
CategoriesC .rands
Chocolate .ars , Count lines , 1anned confectionery ,
)afer chocolates, Assorted Chocolates " @ift Chocolates
8ugar Confectionery @oogly , *oc&a, @ollum, ,rutus " Nice Cream
,ood Drin&s .ourn%ita, Delite " Drin&ing Chocolate
CaburyFs Inian operations are not just the largest in Asia but also the cheapest. In Inia0
Cabury has the largest mar!et share anywhere in the worl an has been the fastest
growing
=9C6 Company in the last three years with a compoun annual growth rate of $&.% per
cent.
Plant locations
Cadury's manufacturing operations started in *umai in 0<62, which was suse/uently
transferred to Thane# In 0<26, Induri ,arm at Talegaon, near 1une was set up with a %iew to
promote
modern methods as well as impro%e mil& yield# In 0<40-43, a new chocolate manufacturing unit
was
set up at the same location in Talegaon# The company, way ac& in 0<26, pioneered cocoa
farming in
India to reduce dependence on imported cocoa eans# The parent company pro%ided cocoa seeds
and
clonal materials free of cost for the first 4 years of operations# Cocoa farming is done in
?arnata&a,
?erala and Tamil Nadu# In 0<;;, the company also too& steps to promote higher production of
mil&
y setting up a susidiary Induri ,arms Ltd near 1une# In 0<4<, the company set up a new plant
at
*alanpur, *1, to deri%e enefits a%ailale to the ac&ward area# In 0<<7, Cadury e+panded
*alanpur plant in a ma$or way# The *alanpur plant has moderni!ed facilities for #ems$ %clairs$
&er' etc# Cadury also operates third party operations at 1halton, )arana and Nashi& in
*aharashtra#
These factories churn out close to 4,=== tonnes of chocolate annually#
8aw 9aterial Composition in &--(
Prouct Name Guantity
"in Hgs#
Cost
"8s# I :t
Total Cost
"in 8s.#
*il& 1owder C Li/uid *il& C Cream 3235320= 07#;< 606303<00#<
Dry ,ruits 65356= 023#2 ;=3<4646
Edile Oil 302;67= 70#;3 0030==706
@lucose-Li/uid 3;=20=<= 05#0; 5725<6777#5
Cocoa .eans C .utterC 1owder 46;462= 0=<#<7 <533=22;;
*alt E+tract 42;<2<= 3=#5< 0;2<;44;<#0
Total &-)&$,&-&$
Cadbury's India Limited
a! Material Composition in 2004
"in s#$
Malt &'tract
(%
Cocoa Beans)
Butter)*owder
4$%
&di+le ,il
5%
-r# .ruits
3%
Mil/ *owder)
0i1uid Mil/)
Crea 20%
2lucose30i1uid
14%
=INIS/4< P8O<:CTS <4TAI7S "as on &--(#
%roduct &ame Stock
"'$
%roduction
"units$
Sales (nty
"units$
Sales
"s# Cr#$
Chocolates ) Coated 5a"er & Con"ectioner# 56.54 23610343 220$4(12 516.51
Malt .oods 78ar)Re"ill)9in: 22.02 320$253 303054( 1(4.(4
&'cise dut# 13.$( 3 3 121.23
Con"ectioner#3 ;ard Boiled 4.04 4425456 402324$ 35.4(
Cocoa <owder 79in)Bags: 1.$4 33312 2((04 14.46
)otal **#** +,4-./*/ 2*,40/-, 00.#20
Cadbury's India Limited
1inished %roducts - Sales e2enue - 2004
"in s# Crores$
Cocoa <owder
79in)Bags:
2%
Con"ectioner#3
;ard Boiled
4%
&'cise dut#
14%
Chocolates)
Coated 5a"er)
Con"ectioner#
56%
Malt .oods
78ar)Re"ill)9in:
22%
Cabury3s Inia 7imite
Sales in 8s. 9illion
Cears $,,+ $,,, &--- &--$
Sales ''%( '+,& ('&( (*$)
Sales
3354
36(2
4324
441$
0
1000
2000
3000
4000
5000
(6 (( 00 01
3ears
s# Million
P8O<:CT 9IJ 1 C/OCO7AT4S
P8O<:CT ;ASH4T
Category .rand Dariants
.ars Dairy *il&
1lain
,ruit n Nuts
Doule Dec&er
>oasted Almond
Chun&y
7-8tar
7 8tar
Count Lines 7 8tar Chrunchie
*il& Treat Chocolate
Orange
)afer Chocolate 1er& 1er&
1er& NL
Other Choc&i *int, 8trawerry " Chocolate
1remiumC @ift Chocolates Temptation >um, Cashew, Almond " Orange
Celerations Darious @ift 1ac&s
Cabury3s <airy 9il! "C<9#K
Cadury's <airy 9il! is the flagship rand of Cadury's not only in India ut world wide# CD*
is
the single largest selling unit in India# It has annual sales to the tune of >s 3== crore# CD* not
only
accounts for 5= per cent of the total chocolate mar&et in %alue, ut commands nearly 32 per cent
in
%olume terms and close to '- per cent of Cabury3s annual turnover#
*o%ing from a predominantly adult positioning in the days of the legendary dancing girl ad, to
the teens and the tweens, when the Cyrus .roacha ads hit the airwa%es, CD* has made a long
sweet
$ourney# In spite of the new categories eing e+plored y Cadury, its star rand remains
Cadury
Dairy *il& 9CD*: which continues to corner almost 5= per cent of the chocolate mar&et#
Cabury3s TemptationK
Cadury's Temptation is premium chocolate rand aimed for high %alue consumption# Darious
%ariants a%ailale are Almond, >um, Cashew " Orange# Cadury's temptation is priced at >s# 6=
Cabury3s Celebration
Cadury India launched its premium Celebrations range, which contains traditional Indian dry
fruits wrapped in Dairy *il& chocolate# This gifting option comines the pleasure of gi%ing away
dry
fruits O which Indians traditionally consider a premium, healthy gift O with chocolate#
Cabury
now has ,- per cent mar!et share in this profitable segment.
P8O<:CT 84EA9PIN6 A INNOEATIONS
Cadury's chocolate rands registered doule-digit growth in 3==3, touching an astounding
0< per cent in the second half of that calendar year# @etting the power rands right was the first
priority, so genuine re-launches of the products were made#
Howe%er, the growth rate was declining after that# The growth went down from 0< per cent
in 0<<< to 03 per cent in 3=== to single-digits, with se%en per cent in 3==0# If it staged a smart
reco%ery to nearly 0= per cent in 3==3, it was largely on the ac& of Choc&i and the re%amped
power
rands#
P8O<:CT INNOEATIONSK
% % STA8K
Consumer feedac& suggested that the ol % Star was too chewy, and people complained of it
stic&ing to their teeth# It was made softer and melted easily in the mouth " introduced as % Star
Crunchy
% P48HK
1er& was made much lighter and the si!e of the ar increased to match Nestle's *unch# 1er&
had een under fire from Nestle's deadly duo of ?it?at and *unch, ut after the relaunch, its
mar&etshare is two per cent more than ?it?at's# And, the fi%e-year-old rand is now almost as
ig as the decades-old 7 8tar in si!e, oth in the region of >s 7=-77 crore#
% /48O4SK
1ac&aging inno%ation has played a %ital role in re%amping of %arious Cadury's rands#
/eroes bran is simply a multi-pac& with miniatures of all its most popular rands in a single
outer case#
N4> P8O<:CT 7A:NC/4S
8ich <ry =ruit Collection
=or 6ifting =estive Season
Cadury Celerations' >ich Dry ,ruit
Collection ( a range of premium
chocolate gift o+es#
A%ailale in attracti%e pac&s, the Collection caters to a premium gifting consumer and is an ideal
festi%e gift# It is a uni/ue comination of the est Cadury chocolate and premium dry fruits and
comes in four different formats each of which is a mi+ of select premium dry fruits enroed in
rich
Cadury Dairy *il& chocolate#
CaburyFs Creative 7aunch
A new 2after innerF segment
Cadury Desserts
Pfor sweet moments after dinnerQ
P?haane ?e aad ?uch *eetha Ho LayeQ#
>s# 3=C- per pac&et of 66 gms
Cadury Dairy *il& 9CD*: Desserts ( with rich indulgent crRme center, in e+otic " traditional
fla%ors of Tiramisu and ?ala&and# CD* Desserts offer the perfect rounding off taste, after meal
that
adds special K9eethaF moments to the family# The rich tastes of CD* comined with the uni/ue
crRme center in e+otic fla%ors pro%ide a special chocolate e+perience# CD& Desserts add delight
to
the after'meal moments, especially with the consumers whose current choice of sweets range
from
home made delicacies to fruits to meethai#
P8ICIN6
After the roaring success of Nestle's *unch and Chocostic&, Cadury's empire struc& ac& hard#
The 8s % price point accounts for more than half of all chocolate sales# Nestle had sei!ed the
initiati%e at this price point, with its launch of *unch, now a roaring success 9and the largest
selling
product at that price point:# Today, Cadury has four products at this price pointI CD*, 1er&, 7
star
and @ems O and the five1rupee C<9 bar is its single largest1selling SH:.
LThis is a potent price point in Inia0 because the average purchasing power is abysmally
low0M is what industry analyst ha%e to say#
Nestle &ic&ed off one of the iggest success O the li/uid chocolate category with its rand
Chocostic& priced at >s#3 O three months ahead of competition# Cadury did react with Choc&i,
priced at >s 3, e+panding the concept of sachetisation to new frontiers# Choc!i has been the
single
biggest growth river for Cabury as well as the entire chocolate category# The no%elty of
the
format endeared itself to the e+isting customer# In less than one year, it constituted nearly 0= per
cent
of the total chocolate mar&et, split e/ually etween Cadury and Nestle#
Eolume le growth strategy
Cadury has followed a well-planned strategy of fuelling %olume growth y introducing smaller
unit
pac&s at lower price points# 8imultaneously, the company seems to ha%e astutely $uggled with the
larger pac& si!es and raised prices to a degree higher than what appears at face# The strategy has
dri%en %olumes in the last two years and we e+pect the %olume growth to continue in the ne+t
two
years#
P8IC4 >O4S
Choc&i, selling at a potent price point of >s 3, was ideal for smaller towns, especially since it did
not
need refrigeration# .ut Choc&i started to cannialise other higher-priced chocolates in larger
mar&ets#
The stuents of ;ombay Scottish "an upmar!et school in 9umbai# are not suppose to eat
Choc!i0 they shoul not have even hear of the prouct.
<istribution
Chocolate nees to be istribute irectly0 unli!e other =9C6 proucts li!e soaps an
etergents0 which can be sol through a wholesale networ!. ,-5 of chocolate proucts are
sol
irectly to retailers.
Distriution, in the case of chocolates, is a ma$or deterrent to new entrants as the product has
to e &ept cool in summer and also has to e adapted to suit local tropical conditions#
CaduryAs distriution networ& used to encompasses 30== distriutors and 67=,=== retailers#
The company has a total consumer ase of o%er 27 million# .esides use of IT to impro%e
distriution
logistics, Cadury is also attempting to impro%e distriution /uality# To address the issues of
product
staility, it has installed EISI coolers at se%eral outlets# This helps in maintaining consumption
in
summer, when sales usually dip due to the fact that the heat affects product /uality and therey
offta&e#
To a%oid canniali!ation of its higher priced products from lower priced ones, Cadury is
setting up two separate distriution channels ( one for CO84 usiness " other for 9ASS
mar&ets,
with different stoc&ists, wholesalers and retailers# One set will e dedicated to Cadury's high-
end
products and traditional chocolates# The other will cater to the mass mar&et rands namely
Choc&i,
Halls, Eclairs et al O all products priced elow >s 5#
.ut today, CaduryAs distriution networ& reaches out to si. la!h outlets each for its
chocolate " confectionery rands "i.e. total reaching$& la!h outlets#.
Promotion
Typically it is said that chocolates are eing eaten when e%eryone is happy# And this is
something ad%ertising has always portrayed# .ut it is found chocolates are eaten under di%erse
conditions and moods - when people are an+ious, when they are sad, when happy - a whole
range of
emotions# Condensing these %iews " thoughts, it can e said chocolate is a true soul mate#
8omeone
who is with you through the ups and downs of life, helping you ounce ac&# And thatAs what
CaduryAs Dairy *il& 9CD*: positioned itself as - a special friend#
5 Share of various ;rans A spening of Cabury
Here, the 2 Cadury rands shown in the graph comprise 47E of the ad%ertising pie, whereas,
rest of
the < rands ad%ertised y Cadury comprise 07E of the ad%ertising# Cadury Dairy *il&
Chocolate
is the most ad%ertised rand 9with 33E:#
841INE4NTIN6 CA;<:8C
()ya "wad *ai +indagi &ein, redefined the way Indians loo&ed at Cadury
Chocolates# 9The commercial showed a eautiful young lady o%ercoming all ostacles on the
cric&et
ground, crossing oundary, watchman, securities and emracing her lo%er who won the game y
hitting a si+:# This theme introduced in around mid <='s ought instant growth to Cadury's
Dairy
*il&# The Ad campaign ran successful for aout four years and immersed deeper inside hearts of
Indians#
In *arch 3==3, Cadury launched its ne+t ad%ertisement campaign for its flagship chocolate
rand, CaduryAs Dairy *il& 9CD*:# The campaign featured a tele%ision 9TD: commercial that
was
significantly different from the companyAs earlier commercials for the rand# It featured Cyrus
.roacha inter%iewing college students and as&ing why they li&ed to eat CD*# This was followed
y
college students AsingingA their e+cuses for eating CD*# Lust as the commercial seems all set to
end
with the students and Cyrus singing the famous CD* theme, ')hane -alon )o )hane )a
.ahaana Chaahiye' 9those who want to eat, will find e+cuses:, a student comes up and
/uestions
Cyrus,
The avertisement aime at conveying the iea that no specific occasion is reNuire for
consuming C<9. This was a significant eparture from CI7Fs strategy of appealing to
aults
in Inia0 who sought a rational justification for inulging in chocolate consumption.
Cabury rope in Preity Ointa for its P48H bran. 1reity Sinta's angelic dimples laid the
foundation for what would ecome the Indian teenager's fa%orite snac&# After this campaign,
1E>?'8 sale surged
Cabury3s avertising has0 over the past few years0 aptly reflecte Inia3s passion for
chocolates.
CA<;:8C A<E48TIS494NTS
Dil &o $a &ushi choo $aye###T###&uch meetha $o $aye##T
A&hir ar%i pass ho hi gaya#T &uch meetha $o $aye##
Log Cadury ?yon ?hate HaiM#?haane waalon &o &haane &a ahaana#T
Cadury's Dairy *il&M##Asli swad !indagi &a
CA<;:8C <4S48TS
khaane ke baad kuch meetha ho jaaye.
CA<;:8C C474;8ATIONS
Loo&ing wistfully at a photograph, *r# .achchan
thin&s, he recollects the photo-shoot when he had
thrown the cap off his friendAs head#
Aa( dil ne socha yun$ 'issi apne 'o 'ya doonU
)o usse 'ahe tum apne ho,
#(o apne aap mein 'haas ho,
(o sirf taufa nahin ehsaas ho
)isme rishto 'i mithas ho*!
Cabury3s Celebrations
/ishto ki &ithas
Cabury An The >orm Controversy
The disco%ery of worms in some samples of Cadury's Chocolate in early Octoer 3==5
created one of the iggest contro%ersies in India against a *ulti National reputed for eing a
enchmar& of HBALITG#
The contro%ersy created an deep ad%erse impact on the company with their sales not only
drastically dipping down, ut at the same time allowing the competitors to estalish their
foothold
and ta&ing ma+imum ad%antage of Cadury's misfortune#
The contro%ersy, and the ad%erse pulicity recei%ed in se%eral countries, set ac& its plan of
outsourcing model which would ha%e resulted in significant re%enue generation, se%eral months
ac&#
The Pworms3 controversyP came at the worst timeQ.the ne.t few months were the pea!
season of <iwali0 4i A Christmas. Cabury sells almost $0--- tonnes of chocolates uring
<iwali. In that year0 the sales uring festival season roppe by '- per cent. The company
saw
its value share melt from *' per cent in October &--' to ),.( per cent in Danuary &--(. In
9ay0
however0 it inche up to *$ per cent. C<9 sales volumes ecline from )+ per cent in
October
3-' to )( per cent in Danuary &--(
Clearly0 the worm controversy too! a toll on CaburyFs bottom1line. =or the year ene
<ecember &--'0 its net profit fell '* per cent to 8s (%.) crore "8s (%) million# as compare
with a &$ per cent increase in the previous year.
Howe%er, Cadury's reiterated that all through the 77 years of leadership in India, that it has
remained synonymous with chocolates and ha%e remained committed to high /uality and
consumer
satisfaction#T
CA;<;:8C3S =I6/T1;ACH
FProject EishwasF
LSteps to ensure Nuality A regain the confienceM
,ollowing the contro%ersy o%er infestation in its chocolates, Cadury India Ltd un%eiled
FProject EishwasF, a plan in%ol%ing distriution and retail channels to ensure the /uality of its
products#
The companyAs team of /uality control managers, along with around 5== sales staff, chec&ed
o%er 7=,=== retail outlets in *aharashtra and replaced all /uestionale stoc&s with immediate
effect#
The Dishwas programme was intended to uild awareness among retailers on storage
re/uirements for chocolates, pro%ide assistance in impro%ing storage conditions and strengthen
pac&aging of the companyAs range of products#
Cadury reduced the numer of chocolates in its ul& pac&ets to 33 ars from the present 2=
ars# These helped stoc&ists display and sell the products Tsafely and hygienicallyT $,-0---
retailers
in !ey states were covere uner this awareness programme.
The ;ig 2;3 =ACTO8
The ig factor that has pushed up CD* sales is the Amitah .achchan campaign# It helped
restore consumersA faith in the /uality of the product# In early Lanuary, Cadury appointed
Amitabh
;achchan as its rand amassador for a period of two years#
The company elie%ed that the reputation he has uilt up o%er the last three decades
complements their own, which was uilt o%er a period of 7= years#
Get, the entire credit of reco%ery could not e attriuted to the rand mascot#
Incisi%e action ta&en y the company also helped# 8ome of which wereI
$. >esponded to consumers concern o%er the issue rapidly# Also, the communication campaign
wor&ed effecti%ely in gi%ing out the central message#
&. The pac&aging was changed to include a sealed plastic wrapper inside the outside foil#
Cadury's launched a new Apurity-sealedA pac&aging for its flagship product, Cadbury +airy
,il'# The pac&aging is in response to foreign odies, notaly worms, eing found in its
products# Over the ne.t few wee!s Cabury will wor! towars introucing either a
heatseale
or a flow1pac! pac!aging that offers a high level of resistance to infestation from
improper storage.
'. New ad%ertising " promotion campaigns were in place which accounted for an Ad spend of
nearly >s 6= crore 9>s 6== million:
Cabury investe nearly 8s &% crore "8s &%- million# this year on new machinery for the
improve pac!aging.
Addressing his audience, Mr. Bachchan says, "Mujhe aapse kuch kehna hai, jis kaam
mein manushya ki antar aatma uske saath na ho, uss kaam ko karne se usse sab kuch
mil sakta hai... man ki shaanti nahin mil sakti. Isliye jab Cadbury walon ne mujhe kaha
ki unki baat main aap tak pahunchaoon, to pachpan saalon se Cadbury khaane wala
main bhi thoda sa hitchkichaya.... ...Maine unse ek sawaal poocha,ki kya iske baad main
chain ki neend so paoonga ya nahin, to jawaab mein voh mujhe apni factory le gaye."
Walking into the Cadbury factory,
he takes a look at their complete
manufacturing process and continues,
"Aur mujhe apni international
technologyapne kade !uality controls
aur double protection packaging
dikhayi"
"aying which he takes a bite of the
chocolate
#inally giving his personal assurance and
approval he says,
"Aaj kal mein badi
chain ki neend so raha hoon"
"Ab aapki favourite Cadbury $airy Milk
naye purity seal pack mein"
CA<;:8C3S SIN6IN6 S>44T7C A6AIN
All is well that ens well. An for Cabury3s Inia0 nothing can be sweeter than
8egaining ;ac! the Consumer Confience.
Than&s to /uic& action ta&en to reco%er the damage done y the worm contro%ersy li&e
Operaion Dishwas, adopting new pac&aging " massi%e ad%ertising with *r# Amitah .achchan
as
their rand amassador, Cadury's regained its mar&et share#
The sur%ey conducted y the company says that consumers ha%e long forgotten the
contro%ersy and are ac& to their merry chocolate-chomping ways# 8ales were ac& to the
precontro%ersy
le%els# Consumer confidence in the product was ac& and there was a steady progression
in sales #The company posted a high doule digit sales growth in that year end#
The recovery began in 9ay &--( when CaburyFs value share went up to *$ per cent.
/ires AT Hearney to curb costs
Cadury India appointed management consultancy firm AT ?earney to draw up a strategy to
control
costs in se%eral areas, including sourcing of raw materials and pac&aging# This was partly an
outcome of the worms' contro%ersy more than a year ago# Among other things, it changed the
wrappers for its Cadury Dairy *il& rand and introduced etter coolers#
The consultancy firm will also loo& at the sourcing of direct and indirect materials li&e
renegotiating with suppliers for longer term contracts and %endor management# Other costs
9indirect
e+penses: li&e tra%el costs and hotels were also eing studied#
In other words, Cadury is trying to reduce the cost per stoc& &eeping unit 98?Bs, or pac&s:#
The aim is to impro%e efficiencies#
4arnings sensitivity factors
Cocoa bean prices0 +omestic as well as international prices of 'ey raw material - cocoa have
significant impact on margins!
12cise duties 0 Changes in e.cise levied on malt and chocolate influences end product prices
and
thereby volume growth as well as margins!
Changes in custom duties and foreign e2change fluctuation0 As /01 of raw material is
imported$
changes in custom duties 2 foreign e.change fluctuations have significant impact on the final
cost of
the product!
Competition from &#Cs li'e 3estle as well as imported brands! Increasing competition puts
pressure on advertisement budget and margins! 4owever on the positive side$ it helps in
e.panding
the mar'et!
Success factors of Cabury3s Inia 7imite
$. 6lobal management processesK
India occupies a high profile position in the gloal organi!ation, with ad%ocates in regional and
gloal head/uarters# @loal management has allowed the local operation a high degree of
fle+iility
in growing the usiness, understanding that asset utili!ation may e lower and returns slower to
arri%e, ut e+pecting %olume share to compensate for lower margins in the long run#
&. 7ocal management processesK
The Cadury India team is all-Indian and has a deep understanding of local mar&et dynamics#
The usiness is set in a way that highlights locali!ation across all facets ( dri%ing the elief that
the
only way to succeed in India is y de%eloping locali!ed usiness models# ,or e+ample, the
company
tailored the chocolate formula in India to pre%ent melting in the country's open-air high
fre/uency
store en%ironment#
'. Customi@e business moelsK
Local management has set up systems to test and de%elop products from the ground up with
speciali!ed interlin&ed cells that e+ecute inno%ation and mar&et testing hand-in-hand# Cadury
India
is &nown as a &ey product inno%ator# .esides Dairy *il&, the entire Cadury product portfolio in
India has een de%eloped locally to suit Indian consumer tastes# 1ac&aging, mar&eting and
distriution ha%e all een tailored to local mar&et conditions#
(. 8oyalty StructureK
>oyalty to Cadury 8chweppes 1lc#, is around 0 per cent of the turno%er# .ut with that, the
company gets unlimited access to latest technology, new products and so on# They can also
introduce
new products from the parent, if it is suitale for Indian mar&et#
%. Subtle reengineering of raw material mi. le to cost savingsK
Cadury has reduced its dependence on cocoa, thus lowering its e+posure to %olatile raw
material
prices as well as cutting costs#
It appears that they ha%e sutly altered its recipe y using less of costlier cocoa and more of
mil& and sugar# CaburyFs launch of Per! has also contribute significantly in reucing the
proportion of cocoa in the overall raw material mi.. ConseNuently0 Cabury save about
8s.,(mn "$.+ percent of net sales# in =C$,,,.
9A8H4TIN6 1 P8O9OTION of C/OCO7AT4S in IN<IA
Traditionally, chocolates were always targeted at children# .ut stagnancy in growth rates
made the companies re-thin& their strategies# Cadury was the first chocolate company that too&
the
mar&et y storm y repositioning rands at adults, as opposed to children#
I
;:CIN6 ;4/AEIO:8
Chocolates are consumed as indulgence and not as snac& food, as pre%alent in western
countries# Almost ;7E chocolates are impulse purchases# Chocolates are ought predominantly
y
adults and gifted to children# On an average the wholesalers sells 8s%----Imonth of
Chocolates
"all brans inclue#. Also the wholesaler usually deals in all &inds of ,*C@ goods, ,oodstuff
in
addition to the chocolates# The items li!e chocolates are place near the counter.
Chocolates are &ept in cardoard o+es and are also deli%ered in the same# ### In a few of the
cases the chocolates were &ept separately 9as per e/uipment pro%ided y the manufacturer ( e.g.
EISI Coolers:, In addition to mar&eting promotions companies ha%e een focusing e+tensi%ely
on
the promotions y the sales staff# Also the companies can de%ise there mar&eting strategies that
are
catering to specific segments and are thus more effecti%e#
II
NAT:84 O= 84TAI7 O:T74T
Chocolates are primarily sold through ?irana 8tores, @ift stores, *edical 8tores, canteens,
1an-.idi stores, .a&eries, 8weet 8hops etc# This is true for chocolates also# The space allocated
for
the chocolates was less when compared to the total area of the shop# Of the space allocated for
chocolates, Cadury rands occupied more than Nestle rands#
The chocolates category thrives on e.citement. ItFs all about giving the consumer a
choice an taste which they enjoy.
III
STOCHIN6 O= T/4 P8O<:CTS
In most of the cases, %arious rands of chocolates are &ept together# In some of the cases the
chocolates are stoc&ed depending on the manufacturer's pro%ision# The chocolates are &ept in
@lass
Lars and o+es ( These are pro%ided y the respecti%e companies along with the product# The
chocolates are &ept there# .ut in most of the cases chocolates are stoc&ed near the counter#
Ideally
the shop&eeper tries to &eep chocolates within the reachale 9sitting on the counter: distance#
Chocolates are !ept at or below the eye level. This is to facilitate %isiility of the chocolates
for the
customer who is %isiting the store#
9eium si@e retailers sell chocolates of about 8s. (-- B 8s. +-- per wee! while big
retailers sell chocolate worth 8s$--- or more per wee!.
C/OCO7AT4 A<E48TISIN6 IN IN<IA
6rowth of Chocolate Avertising on TelevisionK Cear &--' 1 &--(
Company1wise A Spening
The graph shows that CaburyFs Inia 7t. tops with %&5 share of the avertising pie on
television. Nestle Inia 7imite grabs the &n position with '(5 share0 whereas0 Parle
Proucts gets the 'r position with +5 of the avertising share.
Chocolate As shift focus from HI<S to CO:T/
Indian chocolate mar&et is almost totally depended on purchases of &ids# In recent times, the
chocolate ma$ors, Cadurys and Nestle too& ma$or initiati%es to ring in grown-ups into this
mar&et#
)hile Cadury is trying to sell indulgence to adults, ?it ?at is selling AritualisticA rea& to
teenagersC young adults# This is reflected in the changing ad%ertising patterns across different
channels#
Out of $-- channels0 eight channels account for (- per cent of chocolate avertising.
This pac! of eight is heae by Cartoon Networ!0 which is obvious0 since the main buyers
of
this prouct category are chilren.
.ut hea%y ad%ertising on channels li&e *TD, *AN, 8tar 1lus, See, See Cinema, Disco%ery
and Channel VDW pro%es the changing profile of the potential consumer for the ad%ertisers, in this
category, from children to teenagersCyoung adults as well as adults#
N4ST74 IN<IA
;ac!groun
Nestle India was promoted y Nestle Alimentana, 8wit!erland, a wholly owned susidiary of
Nestle Holdings Ltd#, Nassau, .ahama Islands# Nestle is one of the oldest food *NC operating
in
India, with a presence of o%er a century
Nestle has a presence in 45 countries worldwide# It has a total numer of 7=< factories out of
which 33= are located in Europe, 075 in America and 052 in Africa, Asia and Oceania
The Swiss foo giant has been in Inia for ,- years0 with si. manufacturing plants0
'0%-- employees an almost R%-- million in sales in &--&.
;usiness
Nestle has a presence in the following categories - .ay ,ood, *il& products, .e%erages
9Coffee,
malted e%erage:, Chocolates " confectionery and other processed food products#
Chocolates A Confectionery
Nestle forayed into chocolates " confectionery in 0<<= and has cornered a fourth share of the
chocolate mar&et in the country# Chocolates contributes $(5 to Nestle3s turnover# It has
e+panded its products range to all segments of the mar&et# In fact0 Nestle is the fastest growing
company in chocolates in Inia.
The )itkat rand is the largest selling chocolate rand in the world# Other rands include
,il'y 5ar$ ,arbles$ Crunch$ 3estle Rich +ar'$ 5ar-6ne$ ,unch etc# New launches such as
3estle
Choco Stic' and ,il'y 5ar Choo were made at attracti%e price points to woo new consumers#
The
company introduced two new rands, Charge and Crunch, in 0<<4# The company has
discontinued
products Chocostic&, as it did not add %alue to the its portfolio# Nestle achie%ed roaring success
by
grabbing the 8s % price point. =rom Dan B Sep 3-%0 Nestle chocolates witnesse a growth of
$(.+
per cent.
New Prouct Introuction A Innovations
The Company sustained momentum during the year y dri%ing distriution through inno%ati%e
consumer promotions and trade offerings and supporting &ey price points#
/igh temperatures are a typical characteristic of Indian sucontinent# Chocolate starts
melting at such high temperatures thus ma&ing chocolate unfit for consumption# Hence, Nestle
introduced an inno%ati%e 7IG:I< C/OCO7AT4 B C/OCO STICH at a price tag of >s# 3C-
which was in instant hit#
N4ST74 9:NC/0 which is the largest selling unit in the wafer segment an the most
wiely istribute0 continue to gain in volumes. NE8TLE CHOTB *BNCH, which was
launched at >s# 3C- price point, was well recei%ed#
A range of other inno%ati%e and reno%ated products were launched which included NE8TLE
*il& Chocolate, NE8TLE ,ruit " Nut, NE8TLE ?runchy, NE8TLE *IL?G.A> 8TA>S,
NE8TLE CHOO, NE8TLE Chocolate Eclairs, NE8TLE Coffee Eclairs and %arious fla%ours for
CHOCO8TIC?,
N4ST74 C/OCO7AT4 P8O<:CT PO8T=O7IO
N4ST74 9A/A9:NC/
A 8OA8IN6 S:CC4SS
NE8TLE *AHA *BNCH
>u& Na 1ayeMM >u& Na 1aye
Nestle *AHA *unchMonly >s# 7
Amul "6C99=#
The >s 3,;64-crore @C**, is in chocolate segment since /uite some time# Howe%er, its mar&et
share is $ust 7E and the company did not loo& aggressi%e till recently# Amul chocolates used to
come
in not so attracti%e pac&ages and %ery little mar&eting effort was seen#
.ut things ha%e changed and for good# Amul is now an important player in this growing
chocolate industry# It has firmed up its measures with mar&eting and new product launches and
re%amping its pac&aging#
Amul $ust recently launched new chocolate rands in the mar&et - >e$oice, ?ite .ite and
Nuts Xout Gou#
Cabury3s >orm Controversy A A9:7
The brea!up of Cabury3s worms3 controversy accelerate A facilitate Amul3s mar!eting
efforts. The irect impact of Cabury3s loss was Amul3s 6AIN.
In *umai, which accounts for almost 0= per cent of the >s 27= crore 9>s 2#7= illion: a year
chocolate mar&et in India, the company raised its mar&et share from 3 per cent in the eginning
of
Octoer 3==5 3time when worm controversy broke4 to 07 per cent y the end of the month# The
company sol nearly &- tonnes in Oct &--' in 9umbai0 against only & tonnes in Oct &--&
3= E o%erall growth of Amul's chocolate share can e purely contriuted to the Cadury's
worm contro%ersy#
In an attempt to boost sales0 the company launche three new chocolates in 9umbai
uner the brans =unoo0 ;inaas an Almon ;ar.
)hile the first two were een priced at >s 0= for a 5= gm stic&, Almond .ar carried a price tag
of >s
0= for a 57 gm chocolate#
7aunch of Coo!ing Chocolate
Though, coo&ing chocolate is a%ailale in the mar&et, it is offered only as a commodity, not
as a randed product# The @u$arat Co-operati%e *il& *ar&eting ,ederation 9@C**,:, owner of
the
rand Amul, is strategi!ed to capture a lionAs share in the chocolate segment y tapping the
hitherto
untouched su-segments with the launch of its new rand Amul Chef in Luly 3==5, ma&ing it the
first
e%er randed coo&ing chocolate to e made a%ailale in the Indian mar&et#
The XpremiumA %ariant of the coo&ing chocolate was priced at >s 00= for 7== grams and the
XclassicA %ariant was priced at >s 0== for 7== grams#
Amul targete various segments with its new prouct0 incluing housewives from S4C
A an ; househols0 caterers0 ba!eries0 restaurants0 biscuit manufacturers0 ice1cream
parlours0 an confectioners. Amul also aimed to capture a mar&et share of 3= per cent in the
first
two months in Delhi and *umai#
The mar!et si@e of coo!ing chocolate in 9umbai an <elhi alone is estimate at %-
tonnes per month.
;ran New Proucts A Pac!aging to push Chocolate ;usiness
Amul re%i%ed its chocolate usiness with new products and renewed pac&aging#
The company launched Choco5oo rand of chocolates in Decemer 3==6, to target the age group
of
four to 06 years#
.esides introducing new products in the chocolate segment, Amul also re%amped its
pac&aging with the help of T9A0 which is an international agency.
Amul also launched occasion1relate sub1brans. Its Nuts 2bout : bran was launche
on the eve of Ealentine3s <ay0 while the Hite ;ite bran was unveile uring the !ite1flying
festival in Ahmeaba.
Amul has decided to segment the mar&et with rands catering to the Ximpulse' and Xteen'
segments, as well as ha%ing rands catering to different occasions#
Amul, which reaches out to o%er five la!h retail outlets, has o%er &0)-- istributors under
its fold#
@C**, has also drawn up plans to ma&e its chocolate usiness a separate di%ision of the
company#
CA9PCO
Central Arecanut an Cocoa 9anufactures an Processors Co1operative
A sudden withdrawal y the uyers of cocoa from the procurement operations
due to crash in the international mar&et came as a shoc& to cocoa culti%ators in India# ?arnata&a
and
?erala @o%ernments enthused, at this stage, the CA*1CO to enter on the scene to rescue the
farmers
from distress# CA*1CO willingly too& up the responsiility to enter the cocoa mar&et and
performed a sa%iorAs role#
As a strategy for sur%i%al in the International scene the CA*1CO played a ma$or role in
estalishing a name for Indian Cocoa, which hitherto had not een achie%ed# It procured cocoa
pods
from growers and adopting scientific processing methods to mar&et standards, released dry cocoa
eans matching in /uality in the world mar&et e/ual to that of @hana, .ra!il and other cocoa
culti%ation nations#
After entering into the Cocoa mar&et, the Co-operati%e was ale to e+port Cocoa .eans worth
>s 6= million to European countries in the initial phase of operations# India was not &nown as a
Cocoa producer in the international Trading Community, since yearly production was hardly 7 to
2
thousand tonnes which is not e%en =#5E of the total world consumption#
Through sustained efforts CA*1CO has een ale to ensure reasonale prices to Cocoa
growers# The Co-operati%e had to face the prolem of a limited internal mar&et and un-
remunerati%e
e+port mar&et# )ith the setting up of the chocolate manufacturing factory at 1uttur, 7=?* from
*angalore, the Co-operati%e has een ale to increase local consumption of cocoa ased
products
and to e+port %alue added semi-finished products# >ith a view to creating a permanent
eman
an a steay mar!et for the
beans0 CA9PCO establishe a Chocolate 9anufacturing =actory at Hemminje village in
Puttur Talu! in <a!shina Hannaa istrict0 aopting foreign technical avancement in
chocolate ma!ing. The =actory was set up in $,+) at an initial investment of 8s.$$).*
9illions.
CA9PCO C/OCO7AT4S
C:884NT STAT:S of CA9PCO
Howe%er, the company does not ha%e much %isiility in the Indian mar&et# No ad%ertising are
seen
eing aired on TDMat least not on the prime channels# The company seems to ha%e restricted its
mar&eting efforts in south India only#
Campco, eing a co-operati%e is functioning under pressures from %arious political parties and is
surrounded y %arious contro%ersies all of which arising out of internal disputes#
/ome1mae Chocolates
Another area of chocolate industry in India is /O9419A<4 C/OCO7AT4S. This segment
is
highly fragmented and operates independently# They are more pronounced for manufacturing
distinct
fla%ors and %arieties of chocolates in %arious shapes and si!e# .ut, these chocolates are usually
priced at a higher price than that a%ailale for randed products for the same /uantity# House-
wi%es
from elite class usually indulge in this &ind of usiness# They usually operate in local area and
through their contact networ&# 8ome home-made chocolate manufacturers manufacture really
attracti%e @I,T CHOCOLATE8#
Interesting Chocolate =acts
>hy is Chocolate in Inia ifferent than most 4uropean chocolates?
The temperatures in India are much higher than that of the European countries# To pre%ent
the chocolate from melting and to enale shape retention under such high temperatures the recipe
of
the chocolate is adapted to the Indian climate# Therefore the mil& fat content in Indian chocolates
is
lesser than that of European chocolates and hence they taste different#
Sometimes0 white spots appear on Chocolates sometimes. Is that safe?
)hen a chocolate gets e+posed to temperature %ariances from a hot day to a cold night
9which is %ery common all across India:, the fat e+pression happens on the surface of the
chocolate#A
This means white spots emerge on the surface of the chocolate# This phenomenon is called Ffat
bloomF# It is entirely safe to consume chocolates howe%er the feel and the taste of the chocolate
may
not e the same as is originally intended to#
Are chocolates available for iabetics?
Currently in India no manufacturer produces chocolates for diaetics, as the go%ernment
regulations do not permit manufacture of such chocolates# The industry ma$ors are liaising with
the
go%ernment authorities to enale manufacture of such chocolates in India# Chocolates for
diaetics,
though, are a%ailale in certain parts of the world#
ChocolateK the new solution for bloo pressure?
Cocoa eans ha%e antio+idant compounds called fla%anols, and scientific research suggests
they do good things to lood %essels# <ar! chocolate contains flavanois0 an antio.iant
which
helps the boy by neutralising potentially cell1amaging substances !nown as o.ygen1free
raicals0 a normal byprouct of metabolism.
Problems A Challenges in Inian Chocolate Inustry
$. T49P48AT:84K
A peculiar prolem that hinders the distriution to far-off places is the tendency of chocolates to
melt
under e%en moderate heat# The temperatures can reach as high as (+ egrees in summers,
whereas
chocolate starts melting at boy temperature "about '*1'+ egrees# #*anufacturers ha%e to
ta&e
precautionary measures to ensure the preser%ation of chocolates especially in summer#
&. :NAEAI7A;I7ITC O= CONT8O774< 84=8I648ATIONK
India does not ha%e controlled refrigerated distriution# Air-condition supermar&ets are rare#
Cabury loses $.% percent of annual sales of 8s. ).+ billion to heat amage. Companies
re%ise
ingredients to ma&e chocolate withstand heat, and so Indian chocolates are more resilient to heat
than
Eurupean chocolates y a factor of 3 degrees# Ironically, the chocolate mar&et has grown recently
ecause smaller retailers ha%e stuffed fridges and coolers supplied y the cola companies Co&e
and
1epsi with chocolates#
Nestle and Cadury ha%e tried to pro%ide loans for retailers to uy fridges, ut to hold down
power costs the shop&eepers switch off the fridges at night# As a result the cocoa fat melts and
migrates to the main ody of the chocolate ar# )hen the cooling is switched on in the morning,
the
cocoa fat solidifies and turns white, presenting a i!arre, un-sellale white on lac& form# Nestle
trie to provie friges with see1through oors0 but was appalle to see its chocolates
sanwiche between ea chic!en0 butter an vegetables.
8mall coolers were pro%ided to retailers to &eep the chocolate from melting, ut that didnAt /uite
do
the tric&# 4lectricity costs money an is not provie in a uniform way0 so on an off the
electricity goes an the prouct may suffer sometimes
'. 8A> 9AT48IA7SK
Cocoa is the !ey raw material an accounts for aroun '%5 of the total material cost
"incluing pac!aging# of chocolates. The price of cocoa has een hitting a new high of late#
Cocoa
prices are at a near 3=-year high at F3574 per ton, up from F<== a year ac&# India does not
produce
cocoa to any noteworthy e+tent ut is a large consumer of chocolates# Consumption of
chocolates
and other cocoa-ased products, especially among the middle class, has een growing#
(. T8ANSPO8TATIONK
Chocolate needs to e distriuted directly, unli&e other ,*C@ products# <=E of our products are
sold directly to retailers# .uilding such a direct networ& in rural areas is a daunting tas& since the
infrastructure is poor in India in rural areas#
%. T/84AT =8O9 I9PO8T4< ;8AN<SK
,ree a%ailaility of imported rands ought through illegal routes pose a threat to the domestic
chocolate industry# Bsually, these imported chocolates taste etter than domestic chocolate due to
recipe difference# Hence consumers who are willing to spend a little more, prefer these imported
chocolates#
Howe%er, the premium rands, which come through official channels, do not pose a threat to
the mar&et, as these cater to a small niche mar&et# Howe%er there is a lot of dumping from
neighoring countries li&e Duai, Nepal, etc of inferior rand of imported chocolates# These are
not
only of low /uality, ut are rought %ery near to their e+piry dates# *ost of the cheap chocolate
rands that are a%ailale do not meet Indian ,ood >egulations#
4.ternal =actors affecting 6rowth of
Chocolate Inustry in IN<IA
% 6ood monsoon ensures ade/uate a%ailaility of raw materials, which are mainly agricultural
in
nature# >aw material prices ha%e significant influence on margins#
% 6overnment policies in terms of licensing, duties, mo%ement of agricultural commodities etc#
also affect the introduction of products, time lag for a product launches, ta+es, e+cise, etc all
influence the usiness#
% &arket growth dri%en y o%erall economic growth and urani!ation also contriutes# An
o%erall
ooming economy will consume tonnes of chocolates ecause consumer spending increases#
Also, the asolute numer of consumers in middle class " upper middle class increases#
% /upee depreciation impro%es e+port reali!ations, howe%er it also ma&es import of raw
material
9esp# cocoa: e+pensi%e#
6rowth Opportunities in Inian Chocolate Inustry
:ntappe 9ar!et A 7imite ConsumptionK
The fact that chocolate is not a traditional food, high prices and domestic production prolems
will
pro%ide the main prolems to mar&et growth# As these mar&ets de%elop, prices will fall ma&ing
these
products more accessile to the wider population# Howe%er the Indian mar&et is still untapped
and
pro%ides immense scope for growth, oth geographically as well as product as&et wise#
Chocolates right now reaches aout ;=mn to ;7mn consumers# It is estimated that chocolates
ha%e a potential mar&et of aout 002mn consumers#
Chocolate consumption in India is e+tremely low# 1er capita consumption is around 02=gms
in the uran areas, compared to 4-0=&g in the de%eloped countries# The per capita chocolate
consumption in India is still much elow the East Asian standards# Hence per capita consumption
has
a immense scope for impro%ement#
In rural areas, it is e%en lower# Chocolates in India are consumed as indulgence and not as a
snac&
food# A strong %olume growth was witnessed in the early <=As when Cadury repositioned
chocolates
from children to adult consumption# The iggest opportunity is li&ely to stem from increasing the
consumer ase# Leading players li&e Cadury and Nestle ha%e een attempting to do this y
%alue
for money offerings, which are affordale to the masses#
)e also elie%e that the near term opportunity lies in increasing penetration rather than
increasing intensity of consumption#
In the past five years0 the chocolate business grown by $(1$%5 on an average an is
e.pecte to grow further for at least ne.t five years.
Changing Attitues A Consumption patternK
In the past, chocolate consumption had een restricted y low purchasing power in the mar&et#
Chocolates and other cocoa-ased snac& foods were loo&ed upon as food suitale only for elitist
consumption till recently#
.ut with the launch of lower-priced, smaller ars of chocolate in the last two years and
positioning of chocolate as a sustitute to traditional sweets during festi%als, ha%e oosted
consumption#
Chocolates which were considered to e an elitist food hit the fancy of masses loo&ing for a
change in life style at affordale cost#
8ural e.pansionK
>ural mar&et and small town mar&ets are seen as the &ey to spurring doule-digit growth#
1roducts such as li/uid chocolate pac&s from the e+isting portfolio are e+pected to enale rapid
acceptance#
7everage Inia for offshoringI
India is eing le%eraged for e+port of finished goods, as a superior destination for
manufacturing est practices, and for .1O opportunities#
All the ao%e points ring us to a conclusion that there's an immense scope for growth of
chocolate industry in India not only in its offering pattern ut also for increment in its total
consumption %alue and si!e#
Strategies for 6rowth A Success in Inia
0# 8evamp the product to &eep the e+citement ali%e#
3# Companies should loo& at new avenues, while e+panding the reach of its products#
<istribution
will hold the &ey# Companies need to reach out to smaller towns, where three-fourths of the
population does not e%en &now the product#
5# 9erger A AcNuisitionsK *ergers " Ac/uisitions with companies that match the product
portfolio " o%erall growth strategy should e considered which will not only strengthen the
company to estalish a stronger hold in the country ut also ward off possile competition in the
select category# 8uch collaorations will also facilitate companies to use each other's distriution
networ&s#
Chocolate ;outiNues A <esigner Chocolates
They call it Achoco feverF# Chocolate .outi7ues are a complete chocoholic e+perience#
8urrounded
on all sides y scrumptious chocolates wrapped neatly in colourful foil and paper, any one will
e
gripped y this fe%er#
It's a world of chocolates where the fla%our of Lamaican rum truffle melts in your mouth e%en
as your hand reaches out greedily for a &iwi-fla%oured concoction or where roasted almonds are
a
delight to eat while your mind flirts with ha!elnut praline#
*anufacturers are finding an increasing numer of curious customers whoAre pampering their
taste-uds to apricot and peach chocolate, strawerry chocolate or etter still wild erry in
cognac
fla%oured chocolate# *anufacturers are now luring their patrons with chocolates in geometric
shapes,
animal figurines coloured in metallic hues and glitter# ,or the more ad%enturous, there are also
chocolates with pan-supari, cardamom fla%ours and li/ueur filling# 1roducts li&e nut-ased
praline
chocolates, some uni/ue fla%ors li&e tamarind and chilli chocolates, and champagne and
Lamaican
rum truffles are also demanded in the mar&et#
These manufacturers also cater to the older and the health-conscious choco-lo%ers, the high
fire, low fat and sugar ones are /uite popular# Apart from the festi%e season, weddings and ay
announcements also see hea%y offta&e of premium sweet delicacies# ,or those who are health
conscious there is also a special range of sugar-free and diet chocolates# These are usually ought
y
corporates or indi%iduals who want to ma&e a special statement#
E+tensi%e range of .ay chocolates are a%ailale which are eautifully wrapped in pin&s and
lues and emellished with decorations li&e ay ottles, satin rions, sil& flowers, is and
ows
are also a%ailale and are getting %ery popular in elite classes#
Designer chocolates are tailored for customers whoAre loo&ing at gifting chocolates with a
personali!ed touch# Emossing of names, logos of companies and personali!ed message on the
chocolates are fast ecoming popular#
There are 0,=== %arieties of designs to choose from -- ranging from good luc& charms, NAmas
figurines and animals -- and nearly 7= &inds of gift pac&aging a%ailale to suit any particular
occasion#
,rom festi%e occasions to personal celerations to corporate gifting, made-to-order
chocolates are most sought after# And we are not tal&ing aout the oring old rectangular slas of
cocoa
These designer chocolates focus a lot of attention on pac&aging# The pac&aging of these products
includes materials li&e imported mesh, gold foils and rocade, lace and satin-draped o+es eing
in
hea%y demand#
)ith the rise in disposale incomes, people do not mind spending on designer chocolates,
most of which costs etween >s 7== and >s 3,7== per &g# ,ew chocolate ma&ers cater only to
corporate clients for festi%e occasions, product launches, new employee $oinings and
management
training programmes# ,rom logos to company names eing emossed in chocolates of different
shapes and colours, these are all in demand#
CONC7:SION
The Indian Chocolate Industry is a uni/ue mi+ with e+treme consumption patterns, attitudes,
eliefs, income le%el and spending# At one hand, we ha%e designer chocolates that are consumed
when priced at e%en >s 37==C&g while there are places in India where people ha%e ne%er e%en
tasted
chocolates once#
Bnderstanding the consumer demands and maintaining the /uality will e essential#
Companies will ha%e to &eep themsel%es areast with the de%elopments in other parts of the
world#
P8ICIN6 is the &ey for companies to ma&e their product reach consumers' poc&ets# >ight
pricing will ma&e or rea& the product 8BCCE88# 4conomical istribution of the products will
also e e/ually important#
The companies3 strategies shoul focus on riving sales through a right prouct mi.0
efficient materials procurement0 reuce wastages0 increase factory efficiencies an
improve
supply chain management.
There's an immense scope for growth of chocolate industry in India - geographically as well
as in the product offering#
The Inian Chocolate Inustry is estine to grow an will o so in the future.
;ibliography
www#rediff#com
www#indiainfoline#com
www#usiness-standard#com
www#India-stats#com
www#Agencyfa/s#com
www#E/uitymaster#com
www#indiantele%ision#com
www#myiris#com
www#ief#org
www#thehinduusinessline#com