DFM Foods

IN 2003 No of employees were 325

The 1980s were a watershed for Delhi Flour Mills. The mill was set up in
1916 by British founders and transferred to Indian owners at the time of
Independence. But it was not until the 1980s that the company began to
diversify. On a suggestion by one of its Italian machine suppliers, it
ventured into packaged snacks. There was little demand for such products
at the time. That did not deter the company and, in 1984, it launched CRAX
corn rings.
"We had to struggle a lot to establish the concept of packaged snacks," says
Mohit Jain, Managing Director of DFM Foods, the snack food company
spun off from the flour mill in 1993.
Today, the company makes packaged snacks under three main brands CRAX corn rings, Natkhat wheat puffs, and CRAX Namkeens - at its two
plants in Greater Noida and Ghaziabad, on the outskirts of Delhi.
Corn rings remain its top product, contributing 75 per cent to total sales. It
sells its products across north, west and central India. "We hope to cover all
of east zone by 2014," says Jain. "We want to get into South India, too. In
the coming two to three years, we should be national."
Over the years, several big companies such as ITC and PepsiCo have
entered the packaged snacks market. But DFM is still growing at a fast clip
despite the competition. Its sales have expanded at a compound annual
growth rate (CAGR) of 53 per cent in the past three years, from Rs 72 crore
in 2009/10 to Rs 169 crore in 2011/12. Net profit grew at a CAGR of 57 per
cent during the same period to Rs 10.4 crore in the last fiscal year.
The reason for the rapid growth in recent years is the company's focus on
marketing and advertising, says Rohan Jain, Executive Director and elder
son of Mohit Jain. DFM spends as much as a fifth of its revenue on
marketing.
Activities include adding a surprise gift for kids - their most important
target - inside the packs. Last year, DFM also tied up with distributors of
the animation movie Ice Age 4 to promote its products.

DFM Foods
DFM Foods Ltd. is in the business of manufacturing, selling and marketing of
packaged snack foods and has been a leader in the space for over 25 years.
Today, with sales across North, West and Central India, DFM Foods is a public
company listed on BSE

DISTRIBUTION
Our products are sold through an extensive distribution network spanning the states
of Delhi, Uttar Pradesh, Punjab, Haryana, Uttarakhand, Himachal, J&K, Rajasthan,
Madhya Pradesh, Maharashtra and Gujarat. Serviced by our distributors, and
overseen by our own Sales Team, retailers receive regular and ready delivery of
fresh stocks, ensuring customer satisfaction at every outlet.
We are gearing up to meet the demand for our products across the nation.