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HISTORY:

Indian Biscuits Industry came into limelight after 20th

century when the urbanized society called for ready made

food products at a tenable cost.

It is assumed as sick-man's diet in earlier days. Now, it has

become one of the most loved fast food product for every age

group.

Bread and biscuits is the two major product of the bakery

industry and covers around 80% of the total bakery market,

out of which Biscuit covers up to 70% of the total production.

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India biscuit industry is the largest amongst all the food

industries and has a turn over of around Rs. 300 Cr .

India is known to be the second largest manufacturer of 

biscuits in world after USA.

It is classified under two sectors:

(i) Organized Sector (35%)

(ii) Unorganized Sector (65%)

The biscuit industry employees 3.5 lakh people directly and

30 lacks people indirectly.

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MAJOR PLAYERS:

BRITANIA INDUSTRIES LIMITED:Net sale for FY 2008 -09 was Rs 3112.2 cr and for 

FY 07-08 biscuit recorded sales for Rs 2329.9 Cr 

KEY PRODUCTS:

TIGER, GOODDAY, BORBON, 50-50, MARIE GOLD,TIME PASS.

PARLE PRODUCTS PVT LIMITED:

Established in 1929, company has factories in Mumbai,

Bangalore,Baharadurgarh in Haryana,

It shares approximately 30-35% of the total biscuit market

KEY PRODUCTS:Parle-G, Hide and Seek, Krack Jack, Monaco, Parle Marie,

Milk Shakti, Parle 20-20.

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SURYA FOOD AND AGRO LTD.

Manufacturing and selling of biscuit under brand ³ PRIYAGOLD´

Company has three plants located in Greter Noida Lucknow and

Surat.

Key products:

Classic Cream, Butter Bite, Bourbon, Marie Lite, Magic Gold, CNC , Sanack zig zag, don.

ITC LIMITED:

In july 2003 ITC entered in to the biscuit market with the

SUNFEAST range of biscuits.

Sunfeast with a current market share of 10%.

Key products:

Sunfeast Milky Magic, Sunfeast Marie Light, Sunfeast Dream Cream, Sunfeast Snacky

Sunfeast Sweet & Salt, Sunfeast Special

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ANMOL BISCUIT LIMITED:

Anmol is the popular brand of eastern and northern region

having manufacturing facilities in W.B. AND U.P.

KEY PRODUCTS:

Marie 2in1, Butter Bake, DilKhus, GolMol, Jadoo

Marie Time, Snackes, Milk made.

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REGION WISE CONSUMPTION PAYTTERNS:

The Indian biscuit industry is dominated by major brands like parle, britania, andsunfeast (ITC)

Also the category has strong regional brands such as

Priya gold ±north

Cremecia- North West

Dukes ±south

Anmol- east and north

Other popular brands horlicks, biskfarm-east, rose- A.P. and south, sobisco-east

and northeast Also launched in A.P. and M.P.

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REGIONWISE CONSUMPTION

NORTH

25%

EAST

28%

WEST

23%

SOUTH

24%NORTH

EAST

WEST

SOUTH

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Main categories of biscuits:

Glucose ,Marie, Sweet, Salty, Milk and Cream.

Glucose biscuit accounts for more than 50% of the total biscuit market value

PARLE-G dominate this market with more than 60% share followed by BRITANIA

and ITC.

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GLUCOSE

COMPANY BRANDS PACKEGING 

(gms)

PRICE (R s)

PARLE PARLE-G 16.5/ 38.5/ 60.5/ 99/ 209 2/4/10/20/40

BRITANIA TIGER/ TIGER

BANANA/ TIGER

IRON ZOR

16/38/60/82/99/200 2/4/10/20/40

SUNFEAST (ITC) SUNFEAST

GLUCOSE

16/40/80/100/200 2/4/10/20/40

PRIYAGOLD DON 16, 39, 61, 83 & 200 2/4/8/12/20

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SWEET AND SALT

COMPANY BRANDS PACKEGING 

(gms)

PRICE 

(R s)

PARLE KRACKJA

CK

75/120/ 240 10/20/40

BRITANIA 50-50 16/75/120 2/10/20.

SUNFEAST

(ITC)

SWEET N

SALT

75/120/240 8/20/40

PRIYAGOLD CNC 14/25/ 60/ 120/240 2/5/10/20/40

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SALTY

COMPANY BRANDS PACKEGING PRICE

PARLE MONACO 75/120/240 10/20/40

BRITANIA TIMEPASS 60/120/140 10/20/40

SUNFEAST (ITC) SNACKY 75/120/240 10/20/40

PRIYAGOLD SNACKS ZIG ZAG 60/120/240/ 10/20/40

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COOKIES

COMPANYB

RANDS PACKEGING PRICE

PARLE 20-20 24/50 5/10

BRITANIA COOKIESGOOD DAY

24,50/50,100,200

5-10/5,10,20

SUNFEAST (ITC) SPECIAL

COOKIES

24/48/100 5/12/22

PRIYAGOLD BUTTER BITE 75/150 10/22

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PROMOTION:

Different companies uses different techniques for promotions.

Major promotion of products is done by advertisement.

That is through T.V. commercials, Posters, Paintings, Promotional

Campaign, etc.

Some company¶s uses brand promotion by brand ambassadors

Eg Sachin Tendulkar brand ambassador of BRITANIA TIGER

Hritik roshan for PARLE HIDE AND SEAK

Amir Khan for PARLE-G

Shahrukh khan for SUNFEAST CREAM

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DISTRIBUTION CHANNEL:

Distribution channel of almost all the companies is same.

They work through channels which consists of 

Agencies/stock iest, whole seller/Retail chains, Retailer.

It can be expressed in following steps:

Production

Companies agencies

hole seller/Retail chain

Retailers

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