beverages & food processing times aug'12 (ii)

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India’s Ist Fortnightly Newspaper For Beverages, Food & Allied Industries

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country, the committee has Parliamentary panel has suggested asked the Coffee Board to Adeclaring tea as a increase its domestic promotion

"national drink" to increase its activities to enhance the consumption besides exports. beverages consumption in the In its report, the Parliamentary country, as it can act as an In order to increase tea origin. increased cost of fertlisers with Standing Committee on insurance against volatile coffee production in the country, it It recommended the department no subsidy benefit is one of the Commerce, chaired by Shanta prices in the international recommended to prepare a blue main factors behind less Kumar, said it would like to the market.print for mechanisation and productivity and also high cost Department of Commerce to "Presently about 70 per cent of modernisation of operations of of production.consider declaring tea as a the coffee grown in the country tea industry under a time bound "This high cost of production national drink keeping in mind is exported and as such there is programme. would adversely affect our price the growing demand from the no fall back option to our It also asked the Department of competitiveness in world stake holders and the heritage growers when the international Commerce to increase efforts market. The committee would value it carries. prices fall to non-remunerative towards value addition of tea by like the department to ensure "Its essential presence in the life levels," the parliamentary way of blending, packaging, tea that fertlisers subsidy is of every Indian, directly or committee said.bagging and intensify its available to growers and it also indirectly, assumes sufficient It said creation of domestic research for developing new engage the state governments reason to declare it as a national demand would provide buffer to varieties. for timely availability of "to evolve an appropriate drink. Its declaration would give Indian coffee prices as the The committee expressed fertliser for them," it said.monitoring mechanism in it a desired prominence in growers would be in a better concern over the unscrupulous Further, it asked to become respect of import of tea for promotional schemes and position to fall back upon exporters importing cheap tea innovative towards raising the exports and ensure that the activities strengthening the relatively higher domestic from other countries and are production since there is a licenses are issued only to beverage's association with process arising out of higher exporting it without significant strong demand of Indian tea in individuals /organisations with India in global markets and consumption and demand within value-addition under false the global markets.proven credentials."helping in exports," it said. country.certificate as tea of Indian To boost coffee sector in the It also said that the problem of

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n India, just as in Australia, sugar cane research organizations are tying up with producers and mills. The Institute of Sugarcane Research on has agreed to join with the sugar mills in the state to offer technological support I

to enhance cane yield and sugar recovery. The decision was made during an institute-industry conference held at Indian Institute of Sugar Cane Research. IISR director S Solomon, said sugar mill owners are seeking solutions for low

sugarcane productivity and decreasing sugar recovery in western Uttar Pradesh. A gradual decrease in sugar recovery has taken place in the past five years, along with poor soil quality and insect and pest problems.

Solomon advised farmers to implement the complete package

of cane cultivation practices, including techniques of soil health improvement, improved sugarcane varieties, varietal planning, three-tier seed production programme, wheat-sugarcane system, bio-intensive management of diseases and pests, post-harvest techniques to improve sugar recovery, training of sugar mill cane development staff for improving productivity and sugar recovery on sustained basis.

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everages & Food Processing Times-Aug-II-2012B

Indian Institute of Sugarcane Research teams with mills

3 everages & Food Processing Times-Aug-II-2012B

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everages & Food Processing Times-Aug-II-2012B 4Food Grains News

India will have any shortfall of foodgrains and food security of the people will be ensured," he said after meeting Finance Minister P Chidambaram.Stating that the country faces a shortfall in pulses and edible oils, Sharma said: "... What India needs to import are edible oil and pulses and for that the final figures will be known once the Agriculture Ministry gives the crop sizes.

he government said the There is always a shortfall of surplus quantity of agri- pulses and edible oil."products such as wheat, Earlier this week, Agriculture T

rice and sugar, would continue to Minister Sharad Pawar had be exported despite concern over opposed any move to ban sugar possible fall in farm production export in a bid to contain price due to poor monsoon. rise."What is exportable surplus "I do not think that kind of available will be exported and for thinking is there. I have not the commodities for which we do received any proposal to ban not have exportable surplus we export of these items," he had said will take an appropriate view," when asked whether the Commerce Minister Anand government may ban export of Sharma told reporters when asked commodities like wheat, rice, if government plans to ban export maize and cotton to contain of agri-products due to drought prices.like conditions. India had lifted the ban on wheat The minister said there is and non-basmati exports in adequate stock of wheat, rice and September 2011. The country is sugar in the country. estimated to export 3.5 million "...I don't forsee a situation that tonnes in 2011-12.

Govt will export surplus agricommodities: Sharmabuyback arrangements with “In the past few years, the asmati export companies

farmers. Satnam Arora, joint awareness about basmati rice has like Satnam Overseas Ltd B managing director of Satnam grown tremendously and so has the (Kohinoor brand rice) and L Overseas Ltd, said the demand for demand. The acceptance of Pusa T Overseas Ltd (Dawaat brand) are basmati rice is picking up in the 1121 as basmati has widened the hopeful of repeating last year's good international markets and Indian scope for exporters. Even African performance this season too. India exporters are eyeing a bigger pie countries are now demanding exported 3.2 million tonnes of this year. basmati rice,” said J K Suri, basmati rice last year and is “I don't see much impact of rain on chairman of Amir Chand Jagdish projected to export four million basmati cultivation. The price of Kumar Exports Ltd (Aeroplane tonnes of basmati rice this year.basmati is $1,000-1,500 a tonne for Prices of the commodity in brand rice).

He added the company has a buyback arrangement with farmers for organic rice, meant for the niche market. The export price of basmati rice in the international markets is $800-1,400 a tonne, depending on the variety. The price remained close to $800 a tonne due to high supply last year.Apprehensions regarding a decline in paddy area due to delayed and deficit rain are fading because the latest data available with government agencies shows that rice has been sown on 23.4 million hectares, compared to 19.1 million hectares a week before. The normal sowing at this point in year is 24.1 million hectares. According to

international markets are high and different varieties. Last year, it was Mahinder Pal Jindal, president of increased sowing in this kharif close to $800-900 a tonne. Iran is the All-India Rice Exporters season will ensure availability of coming up as a big importer and we Association, the yield of basmati paddy for exports. As a strategy to are now scouting new markets in rice will not be affected this year as harvest better quality paddy for the African continent. Daawat, as a it is grown mainly in the irrigated export purposes, some companies basmati brand, is doing well and we belt of Punjab, Haryana and Uttar including Amir Chand Exports expect a 20 per cent jump in Pradesh.(owner of the Aeroplane brand exports,” said V K Arora, managing basmati rice) have entered into director, L T Overseas Ltd.

Nadu to the proposed community. technologically equipped thus he Spices Board launched a leading to better involvement and venture that would help It is expected to have an initial T participation of the farming farmers in Tamil Nadu in strength of around 6,000 farmers,” community with the Board. There receiving voice messages related to Spices Board chairman A Jayathilak will be a help line also, where various aspects of spices said.farmers can seek solution to their cultivation, processing, marketing “The spice farmers will get the farm-related problems from the and exports, board officials said. benefit of voice messages every day experts” Jayathilak added.from the Spices Board on the The board in association with Iffco “We are happy to partner with IKSL schemes, projects, prices of spices Kissan Sanchar Limited (IKSL) of who will issue green cards to the and announcements. Farmers of Tamil Nadu has formed a new farmers free of cost during spices like cardamom, chillis, curry community of spices farmers called enrollment as member of the spices leaf, coriander, pepper, nutmeg, the 'Tamil Nadu Spices Community' communities. These SIM cards cloves and herbs will benefit. The who will use the mobile tele-when used will help the farmers in spoken message service can be a network for direct interface.receiving the voice messages daily boon to farmers in distant areas.

“The board is enlisting spices from the Board, ” he said.This will be of a great use to farmers across the state of Tamil IKSL will also transmit messages illiterate farmers who are not

on weather conditions and weather forecasts. There are opportunities for Phone-in programme through which farmers can interact with the expert for announced specialty. There will be quiz programmes in which farmers can participate and win some prizes also. Tamil Nadu is a major spice producing state contributing commercially important spices grown by thousands of farmers.The board is planning to link spice farmers in every state. To begin with, the board has launched the service in Tamil Nadu and will take it to Kerala, Karnataka, Sikkim, North Eastern States, Rajasthan, Gujarat and Madhya Pradesh.“We are launching this programme when efforts are being made for large scale backward linkages of exporters with the farmers. Simultaneously the board is also taking initiatives to bring in traceability of spices produced, processed, value added and exported, ”Jayathilak said.

Basmati exporters expect good performance this year too

Spice farmers in TN to benefit from mobile voice messaging

5 News everages & Food Processing Times-Aug-II-2012B

6Dairy & Ice Creme News everages & Food Processing Times-Aug-II-2012B

Hindustan Unilever told to erase 'Ice Cream' word from Kwality Walls advertisements

ndia's advertising regulator has India, the self-regulatory body of advertorial, it should be considered told consumer goods major advertising industry. as an expression of opinion of the IHindustan Unilever to stop celebrity featured in the The advertisements in question are

mentioning its Kwality Walls brand advertisement. However, with a in the form of advertorials, or as 'ice cream' in certain view to close the issue amicably, we advertisements designed in the style advertisements following a agreed with ASCI to include the of editorial matter. HUL published complaint by top ice-cream brand words 'Kwality Walls frozen three print advertorials, each Amul. dessert,'" he said in an email featuring a celebrity talking about

response to ET's query.Kwality Walls is frozen dessert, Kwality Walls brand, complete with which looks and tastes like ice heading, extensive text and Gujarat Cooperative Milk cream but is made with vegetable photograph. They feature singer Marketing Federation, which fat and not milk fat. Hence, under Shaan, chef Sanjeev Kapoor and TV markets Amul, had complained

toASCI that the mention of Kwality Walls as ice cream was a deliberate attempt to mislead people.

"The advertorial makes a clear mention to Kwality Walls Strawberry Cheesecake being an ice cream when in reality it is a frozen dessert," Nitin Karkare, COO of ad agency DraftFCB Ulka that represents Amul, wrote in a letter to the regulator soon after HUL released the first ad featuring Shaan.

"This is a case of a deliberate attempt at misleading the consumer, considering that the term has been strategically highlighted and hence cannot be a case of oversight," Karkare said.

The ice cream-plus-frozen desserts market in India is estimated at about

Indian laws, it does not qualify as actress Smita Bansal along with 1,700 crore, with market ice cream. The consumer their families.An HUL spokesman leaderAmul holding about 40% complaints council has concluded said the company will replace the share. Other big players include that the mention of Kwality Walls word 'ice cream' with 'frozen Kwality Walls, Ahmedabad-based as an ice cream is misleading," said dessert' in the ads. "We have agreed Vadilal, NDDB's Mother Dairy and Alan Collaco, secretary general of with ASCI that wherever the word Ravi Jaipuria group's Cream Bell.Advertising Standards Council of ice-cream appears in the said

said, is expected to make companies and Cocoberry are the only major HMEDABAD, JULY 21: penetrate fresh markets through players in the country, he said, What do Cocoberry, Amul A adding that his company currently and McDonald's have in

has an 85 per cent market share in common? They are all offering India. While Amul appeals to smaller packs with lower price tags masses, Cocoberry is attempting to to penetrate new markets and jack penetrate a 'class market'.With a up the volumes of products in the turnover of Rs 11,668 crore in Indian cities.Mr G.S. Bhalla, CEO 2011-12, Amul has around 6,500 and Founder of frozen flavoured outlets and plans to add another yogurt maker Cocoberry, says the 1,000 this fiscal.Cocoberry, with a yogurt market is moving up with turnover of nearly Rs 16 crore in “innovative pricing” to capture 2011-12, currently has 50 outlets in wider target customers.“We have nine cities and plans to introduce not reduced prices in absolute terms two retail formats, Café Cocoberry but offered lower price portions. and Cocoberry2Go.According to Recently, we have reduced the

affordable prices as more market sources, the global food yogurt pack's weight from 90 gm to consumers can taste the new chain giant McDonald's also 60 gm with price tags products.While the Gurgaon-based lowered the prices of some products correspondingly going down from Cocoberry had launched yogurt in to reach wider audience across the Rs 54 to Rs 30.”He told that while 2009, Amul did so in 2011. Mr world.The same-store sales in the Amul offered factory-packed Bhalla said the market for these US market increased 3.7 per cent in yoghurt, Cocoberry offers fresh products is nascent in India but is the April-June 2011 quarter year-product in retail. “Amul, too, now expected to go up to Rs 300 crore in on-year as more customers flocked offers 100 gm of yogurt for Rs the next five years.At present, Amul to its outlets.30.”This innovative pricing, he

joint commissioner (food), FDA, 50 and 47 of the Food Safety and he Food and Drugs Pune division. Standards Act ( FSSA) 2006.Administration (FDA) Timposed a penalty of Rs Saccharin is 300 to 500 times

50,000 on the owner of an ice- sweeter than table sugar. Due to cream parlour in Pune district for its bitter aftertaste, it is often using saccharine, an artificial blended with other artificial sweetener banned in certain food sweeteners. It is widely used in products including ice-cream. diet foods and beverages as it

provides no calories and passes "Samples of two different flavours through urine.taken from an ice-cream parlour at

Yelse village in Maval taluka did "Studies have shown that use of not conform to set standards of saccharine in inappropriate quality. A laboratory test found the amount can have harmful effects As an adjudicating officer, Kekare presence of saccharine in both the on human body," Kekare said.imposed the penalty under section samples," said Shashikant Kekare,

estle India, the subsidiary of setting up manufacturing units in Swiss dairy major Nestle, is the state.Nall geared to set up its ninth These include, Colgate-Palmolive,

plant in the country. The company Amway India and Teva-Proctor & had acquired about 50 acres of land Gamble joint venture. Israel's Teva at Sanand, nearly 30 kilometres Pharmaceutical Industries, through a from Ahmedabad, for a joint venture with Proctor & manufacturing plant, said Gujarat Gamble (P&G), plans to establish government officials. its first manufacturing facility at The proposed investment was Sanand. Colgate-Palmolive, with an estimated to be about Rs 400 crore. investment of Rs 200 crore (Rs 2 The company had bought land at the billion), plans to have its facility by Gujarat Industrial Development 2014. And, Amway India had lined Corporation (GIDC) estate by up an investment of about Rs 400 paying Rs 1.3 crore per acre, crore (Rs 4 billion) for its first informed sources. company-owned manufacturing An email query to Nestle India facility in the country.remained unanswered. The state, Nestle India's first manufacturing which had been dominated by facility was set up in 1961 in Moga, Gujarat Co-operative Milk Punjab, followed by factories in Marketing Federation (GCMMF), Tamil Nadu, Karnataka, Haryana, had found opposition about multi- two in Goa, Uttarakhand and the national companies entering the eighth one in Tahliwal, Himachal state with Dr Verghese Kurien, Pradesh, this year.former chairman of GCMMF, being The company is expected to launch most vocal about the threat to milk new products this year, and co-operatives. according to market expectations, However, in recent times, a number the Switzerland-headquartered of MNCs had been setting units in FMCG major may launch breakfast the state. Nestle would join a cereals in the Indian market.number of other fast moving This is a category where Nestle has consumer goods companies that are a strong presence worldwide.

he proposed free trade March 2012 deadline set when agreement between India New Zealand Prime Minister Tand New Zealand has hit John Key visited India last year.

a speed breaker due to the The eighth round of negotiations Centre's silence on opening the that took place in New Delhi in country's dairy and farm goods end June was supposed to move sector to imports. The broad- the talks towards conclusion but based free trade agreement that got stuck on dairy products.

"There is no way we could have proposes to cover goods, made any offers in the dairy services and investment was sector without taking in views of supposed to be concluded by the agriculture and food March.

The agreement is important for ministries as it is a very India as it hopes to get more sensitive sector," the official work visas for its professionals said.

India has not yet given any especially teachers, healthcare significant concession in dairy providers, technicians, IT to any of its other FTA partners experts, architects and including Singapore, Japan, hospitality providers.

The commerce department has South Korea, Sri Lanka and the told a negotiating team from Asean.

The dairy industry, however, is New Zealand that visited New central to New Zealand's Delhi recently that it was yet to economy and it is not willing to get a nod from the ministries of seal its offer in services without agriculture and food and commitments in the area.therefore was not in a position to "We are absolutely aware of the make any offers in the sensitivities that you have in agriculture and dairy sectors.your agriculture sector. But there "The New Zealand team was is scope to work around it," New disappointed and nothing Zealand trade minister Tim significant could happen at the Groser had told earlier in an meeting as its offers in areas interview.important to New Delhi such as New Zealand could export high-services is contingent upon what end dairy products and also it gets in the farm and dairy share technology, he said.sectors," a government official New Zealand, on its part, is told.willing to offer greater work New Zealand was also not opportunities to skilled workers. happy with the safeguard It has already started discussing measures India has proposed to reciprocal recognition of some guard its agriculture sector that professional degrees outside the will allow the country to FTA.increase import duties several The two sides are hoping to times if there is a surge in increase bilateral trade from a imports.little over $1 billion at present to The India-New Zealand free more than $3 billion by 2012.trade negotiation that began in

2009 have already missed

Nestle India enters Amul's home with Gujarat factory

Amul, Cocoberry offering yogurt in smaller packs to penetrate new markets

The yogurt market is moving up with “innovative pricing” to capture wider target customers, says Mr G.S. Bhalla, CEO and Founder of Cocoberry.

Ice-cream parlour owner told to pay Rs 50k penalty

New Zealand upset over India's silence on

opening farm and dairy sector to imports


about violations by food of Preventive Medicine (IPM) said.ny information regarding manufacturers can be rewarded but misleading or extravagant In fact, food safety authorities in the A it is only now that the FSSAI has claims about a food state have already started to record, decided to get the public into the product may earn you a reward of take photographs or make note of picture - to seek information from Rs 500. The Food Safety and advertisement relating to food them and reward them.Standards Authority of India products to verify their claims.

(FSSAI) has come up with this idea "As it is there is a lot of awareness The public have been asked to to bring about awareness among the among people about the product attach the audio or visual publicity customers and to keep a check on they buy. If one is alert and reads material of the concerned food violations in manufacturing of the details on the product packaging product manufacturer and the same

may be produced before the FSSAI authorities to claim the reward. representation or pronouncement made by means of any light, sound, smoke, gas, print, electronic media, internet, notice, circular, label, wrapper, invoice or other documents'.

Once the unfair trade practice is recorded, the FSSAI will take action under section 24 of the FSS Act, 2006 against the manufacturer. Specifications pertaining to labelling of a product have been defined in the Act. It may be mentioned here that the FSSAI has been particularly concerned about the wrong nutritional claims, health claims and claims of risk reduction of products. Manufacturers will have to necessarily rely on reliable research data to make claims about their products. Claims cannot even be made in general terms. For those interested in playing policemen and informing the FSSAI about wrong claims being made by manufacturers, the authority will packaged food products. Under the which could be misleading, the also keep the identity of the provision of the Food Safety and same can be intimated," A Sudhakar informants secret.Standards Act, 2006, informants Rao, joint food controller, Institute

FSSAIto reward customers on info over wrong claims of manufacturers

Metallized Carbon Corporation Announces Metcar Grade M-58 for Food Contact Applications

etallized Carbon many other machine part Corporation, a global applications where an FDA Mleader in the approved, self-lubricating

manufacture of oil-free, self- material, with low friction and lubricating, carbon-graphite long wear life is required. For materials for severe service FDA approved bearings, seal lubrication applications, rings, vanes, rotors, end plates, announces that its Metcar Grade piston rings, valve seats and other M-58 has received approval from machine parts that must run the FDA so that it can be used in submerged in beverages or food contact applications. This liquefied foods, Metcar carbon-will permit the use of Metcar graphite grades that are Grade M-58 in dry running, food impregnated with thermal setting mixer seals to provide lower seal resin, copper, tin bronze or nickel friction and longer seal wear life. chrome are used.Dry running mechanical seals are

About Metallized Carbon used on large, vertical mixers to Corporationseal the clearance between the Since its inception in 1945, agitator shaft and the mixer Metallized Carbon Corporation housing at the location where the has been manufacturing high-shaft enters the top of the mixer. quality, dependable bearing Primary seal ring wear life has solutions for severe operating been a problem with these environments. With over 50 years mechanical seals because they of Application Engineering must run dry with high shaft run-experience, Metallized Carbon out.offers the field expertise and data Metcar grade M-58 is an electro necessary to provide The Solid graphite base material that Choice for Lubrication® in a contains a special additive to wide variety of industries, reduce friction and improve the supplying completely machined dry running wear rate. Available components as well as materials fully machined to the customer's for customer machining. drawing specifications, Metcar Metallized Carbon is ISO Grade M-58 primary seal rings certified and produces the Metcar can be used in temperatures

o o brand of solid, oil-free, self-between -30 and 800 F. lubricating materials. It is anticipated that Metcar

Grade M-58 will also be useful in

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News

8Beverage News everages & Food Processing Times-Aug-II-2012B

Soft drinks market will reach $2,4 billion by 2015and a country where we felt we There was some testmarketing of such as the US.he size of the non-alcoholic could make inroads into," says Big Cola too in and around beverages market in India is Big Cola set to take on Coke, Big Cola is also not available in T Sorin Voinea, director, marketing - Mumbai, Pune and Surat last year. likely to reach the $2,4 Pepsi returnable glass bottles, which make

Barring the odd soundbyte around Asia-Pacific, Aje Group. But with a formal launch now, its billion mark by 2015, Associated up 35-40 per cent of sales for a cola the official launch a few weeks ago, footprint is wider including places Chambers of Commerce and But the big question is: Can Big company in India, and are key for Spanish beverage major Aje, the Industry of India (Assocham) said. penetration into traditional trade owner of Big Cola, a brand strong too.Growing at a CAGR of about 20%, in Latin America, has opted to the non-alcoholic beverages sector Despite this, Devendra Chawla, maintain a low profile in the Indian is currently worth about Rs. 6,000 president, food & fast moving marketplace - the fourth Asian crore, according to a study on consumer goods business, Future country it has stepped into after 'Opportunities in the Indian Non- Group, says that the response to the Thailand, Vietnam and Indonesia in Alcoholic Beverages Market´ by the brand has been good at Big Bazaar.the last few years.Associated Chambers of Commerce

"It is available at Big Bazaar in Big Cola is ranked number two in and Industry of India (Assocham).

Mumbai and has done pretty well," Latin America (including markets “Domestic consumption of non- he says.such as Peru, Mexico, Ecuador, alcoholic beverage currently stands Venezuela, Colombia etc) after But executives at Coca-Cola say at about 17,200 crore litres and is Coca-Cola thanks to its local that with modern trade constituting likely to cross the 34,000 crore flavours and discount pricing. under 10 per cent of sales for a cola litres mark by 2015,” said India, say officials at the privately- company, consumer response to the Assocham secretary general D S held Aje, is demographically similar brand at these outlets cannot be a Rawat while releasing the findings Cola really shake-up the cola such as Aurangabad, Ahmedabad, to the Latin American region with a true measure of its success.of the study. market here like it did in Latin Goa, Indore and Navi Mumbai large and growing middle class,

"For the cola segment as is the case America? Aje actually debuted in besides the cities of Mumbai, Pune youth population and climatic Coca-Cola, Pepsico, Parle Agro Pvt with most other FMCG categories, India in December 2010 when it and Surat.conditions that make it imperative Ltd, Dabur and Godrej are among traditional trade is still the most set-up a bottling plant outside of for the beverage major to launch In all these locations, Big Cola, the leading players in the domestic critical aspect of the business. If the Mumbai, in Patalganga, operations here. available in three flavours including non-alcoholic beverage circuit, code can be cracked there, then yes, Maharashtra.highlights the Assocham study. orange, lime and cola, retails mostly "India is an important market for us you will be taken seriously," says an

in modern official.

trade Voinea declines to indicate whether including Big Cola will be available in mom Big Bazaar and pop stores - a segment that is (from difficult to crack owing to the Future stranglehold of Coke and Pepsi in Group) and these outlets.D'Mart

besides "A combination of factors have allied helped Coke and Pepsi in traditional malls and trade including providing hypermark refrigeration facilities to its strong ets. Price brand pull, which goads small points retailers to stock their products," include Rs says Arvind Singhal, chairman, 12 for a Technopak Advisors.300-ml Ironically, Aje has opted for an PET bottle, aggressive distribution strategy in Rs 20 for a its home turf of Latin America, 500-ml where it dived right into the heart of bottle and the cola market with its proprietary Rs 40 for a cola drink, opting to position it as a 1.5-litre brand for the lower-income groups, bottle - who found Coke and Pepsi too more or high-priced and aspirational.less in line

Starting from Peru, Aje through with

Kola Real, as Big Cola is referred to competitio

in this market, saw a ready base n (read

when Coke and Pepsi found it Coke and

increasingly difficult to distribute Pepsi),

their products during the war which are

between guerrillas and government also

forces in the late 1980s.aggressivel

Distributing Kola Real in recycled y priced beer bottles, Aje slowly graduated owing to to marketing it in PET bottles that it the low produced in-house. Today, Aje has penetration nearly 30 plants across the world, of all controlled by it and vertically carbonated integrated. This, say experts, has beverages allowed the company, which also in India.markets juices, tea, water, beer as

India's per-well as sports and energy drinks, to

capita keep costs under control as well as

consumptito be able to monitor progress and

on of set targets, which is not possible

carbonated when you have a string of bottlers

beverages doing production for you. To tide

is just 20 over these issue, both Coke and

bottles of Pepsi have a mix of franchise

200 ml per bottlers and company-owned units

person a in India to ensure that production is

year as not marred on account of too much

opposed to dependence on the former.

92 bottles According to industry estimates, of 200 ml Coke has 35-40 per cent of its per person overall production coming from a year, bottlers, while the balance 60-65 which is per cent is managed by it at its own the per-production facilities.capita

consumpti For Pepsi, nearly half its production on in comes from bottlers, while the mature balance comes from its own in-markets house units.


Premium food and beverage market to see fast growthlifestyle are expected to propel also broad level boundary smaller size. Hence effective n gradually ramp up capabilities he premium food and the need for convenience leading conditions that might be at play utilisation of low cost BTL to avoid high corporate beverage market in India T activities become critical. In case overheads. Traditional is expected to grow

it is a newer product offering in organisation structure rapidly. Going by the traditional the market, sampling activities frameworks would not be business rule book may not be become critical, especially in feasible.enough. Premiumisation initial years. In case the product continues to be one of the most The last few years has seen the is established and the brand significant trends in the FMCG premium segments in many F&B premiumness needs to be sector with consumers shifting categories become sizeable. With established, then shopper across categories and also players having realised this, the experience zones in modern trade upgrading within categories. market shelves are expected to

In fact we can see this shift most could be effective. get increasingly cluttered. apparent in what we eat and Digital media which typically Traditional methods are likely to drink on a day-to-day basis. For plays a supporting role could yield below par results.example, the shift from squashes easily be the cornerstone for any Players should look to adopt a to carbonated soft drinks to branding strategy in this segment. differentiated, targeted approach juices, from glucose biscuits to

Brands which are well in all key business activities. That cookies, from polypack to

recognised globally have a clear would provide them with a sound tetrapak milk, from palm oil to

advantage here. Pringles, Nestle platform to cream the premium to increased consumption of because all investment decisions refined vegetable oil to heart

Coffee Drink, Ferrero Rocher are F&B market opportunity in India.categories such as RTE and UHT would need to be made in that healthy oil.

examples of such products who Rajiv Subramanian is principal, This trend has given rise to a milk. context.command shelf space with Rakesh Nag is consultant and sizeable premium segment in Western influence: Rising Having identified the target minimum brand building. Manmohan Agarwal is associate multiple food and beverage acceptance of Westernised consumer segment and their need When it comes to the consultant, Tata Strategic categories. In fact some products is expected to drive the gap, an unbiased view on the organisation, any new company Management Groupcategories have evolved riding on consumption of categories such market opportunity needs to be should look to be lean initially this trend. The premium food and as breakfast cereals. There are formed. A syndicated research and beverage market in India had expected to be 5.3 million exercise could provide significant thereached a market size of Rs 140 households in FY2016 with confidence with respect to the

billion in FY2011, more than 10 average incomes equal or higher validity of the concept.per cent of the total market. than the average income in the Our experience indicates that In the past, this premium United States (on a PPP basis). consumer research output segment in branded F&B

Their consumption patterns coupled with India market trends products was niche due to low would be similar to those in the and discontinuities, global levels of affordability, United States (and in other learnings and surrogates provide acceptability, availability and developed markets). These a sound basis to assess the awareness which are the key households would be at the market opportunity.drivers in the F&B landscape. forefront of new category The importance of having the This led to the share of this adoption and thus would be lead right price point should not be segment being below one to two users for the premium F&B under-estimated even in the per cent at an overall level till segment. Tata strategic research premium segment. There could about five to six years back.suggests that this premium be a case where in the company Positive demographic shifts are segment is expected to reach a would import finished products forming the basis for a market size of Rs 450 billion by in the near term with plans to turnaround across all these 4As, FY2016, that is 16 per cent of the shift to India manufacturing in a thus driving consumption for this total market. gradual manner.segment. Increasing incomes, In large categories like biscuits, The long term pricing strategy faster urbanisation, younger the share of premium is expected should be thought through and population, more working to increase from Rs 10 per cent to implemented from launch to women, smaller families are Rs 21 per cent between FY2011- avoid any pricing related driving affordability and 16. We are likely to see growth of backlash from the market.acceptability.multiple premium categories like

The distribution of such products The spread of modern trade and premium yogurt drinks, needs to be highly targeted, refurbishing of stand-alone self functional beverages, smoothies focused on modern trade outlets service outlets has provided a and seasonings which are and top groceries in the more fillip to availability of these available today in a limited than 10 lakh population cities. products. Emergence of niche, manner.The phasing in of the number of focused media vehicles has also

Share of modern trade in the cities and penetration within each played an important role in this F&B market will go up in city would vary by category, evolution, for example the TV coming years. This share would target consumer and proposed channels targeting the urban be much higher for the premium price-value equation.upper middle class or social segment given overlap of the media where the youth of today Existing players could look to set target segment of these categories spend a lot of their time. They up a separate channel for and the footfalls into the modern have provided a viable platform premium products to bring focus trade outlets.for creating awareness. into distribution by sales like Already in certain urban centric Pepsi has done for its Tropicana From the overarching trends premium categories like ready brand.impacting the overall F&B meals, noodles, sauces and soups, market, we believe that three A widely exercised option by modern trade constitutes more trends will be enablers for future existing large players is to create than a quarter of the overall growth of the premium segment. appropriate check mechanisms in market. How should companies

an as-is channel that the product This would be in addition to the effectively target the premium reaches the right outlets and is premiumisation trend in itself F&B market in India?showcased effectively.which has been discussed earlier:

Extending a traditional FMCG Health and wellness: Growing Newer, smaller players entering mindset for the premium F&B awareness of health and wellness this market have traditionally market is more likely to make the and rising incidences of lifestyle adopted the importer route. In business model inefficient and/or diseases would drive the fact even for a global brand like ineffective for any company with consumption of categories such Pringles, P&G had adopted an ambition in this segment. The as olive oil, sugar substitutes as importer route even while having starting point is like any other well as health and wellness a large on-going Indian business entry decision. The offerings within categories such operation.company needs to have a clear as salt and juices/juice drinks.

Premium brands tend to have understanding of its business Convenience: Changing lower marketing budgets vis-a-intent from the Indian market and household profiles and busy vis mass brands given their

Beverage News

for further process optimization to reducefiltration costs.

Prefiltration and Membrane FiltrationThe differentiation between a prefilter and a membrane filter is based on the filter media used. A prefilter consists of a threedimensional network of non-woven fleece material with a relatively non-directional

particles and microorganisms. ntroduction: Due to the Air or carbon dioxideincreased customer demand used to prepare the beverage is for bottled beverages, Imembranefiltered as well. implementation of a final

filtration step prior to bottling Prefiltration with crossflow

has become state of the art in systems in the preparation of

most beverage applications. The wine removes particles and

filtration step upstream of the microorganisms

fillingTo prevent a contamination of

machine consists of a prefilter the bottled beverage a final

(depth filter) and a final filtration step prior to bottling is

membrane filter. The filtration installed between the filling tank

step during production of(buffer tank) and the bottling the beverages (e.g. wine, beer, machine. In bottling plants, both water), has to assure that the manually operated and fully beverage is free of product-automated filtration systems are spoiling micro-organisms toencountered. Most systems are guarantee reliable quality for the equipped with two filter customer. As well as this, housings installed in a series. filtration costs need to be The first filter housing is reasonable and the filtration equipped with filter cartridges process has to be performed

structure. The retention of for the prefiltration step and the without affecting the taste or the particles andsecond housing contains aroma of the beverage itself. microorganisms is mainly membraneachieved in the “depth” of the filter cartridges for the final Applications (wine, beer and filter matrix by mechanical filtration step prior to bottling. water) retention and adsorption. The Several filtration steps are The filter housings are mainperformed during the beverage connected to the supplies for advantage of these filters is the production process. For water, steam, gas and the CIP high particle holding capacity. example, prefiltration with solution. These media are used The particle retention capability crossflow systems in the for the cleaning and sterilization is influenced by the diameter of preparation of wine removes process of the filter elements, the fibres and the thickness of housings and stainless steel pipe the filter structure.work. The pressure conditions

across the filtration system are The main advantage of these

monitored by pressure gauges. filters is the high particle

For the regularly performed holding capacity. The particle

integrity test the final filter retention capability is

housing is equipped with the influenced by the diameter of

required connectionthe fibres and the thickness of valves. Fully automated the filter structurefiltration systems are Membrane filters are

programmed with process predominately used in the final

control software which allow filtration step because they

regular cleaning andassure the most reliable sterilization cycles to be retention of particles andperformed. Process data and test specific beverage-spoiling

results of the integrity test are microorganisms. Retention

stored in database systems. The mainly takes place on the

processmembrane surface by the data can be regularly reviewed sieving affect. Particles and in order to monitor the microorganisms larger than the consistency of the process and actual pore size of the

ood contamination is a colossal issue today in the world of food processing. Every year we tend to see thousands of cases of illness due Fto it. In addition to the public cost, the impact of food safety lapses can

be devastating within the food industry. While many food industry executives think of regulatory penalties as a risk, the major risks are potential shut downs or, even worst, more permanent damage to brands and companies. The news media of today is attuned to food safety stories. They know that food safety stories sell a lot of newspapers and generate a lot of TV viewers. Does the consumer care? Of course, they do. And this can have a devastating effect on the products and there sale……..Nervous consumers can cause distributors and brokers to quickly abandon such tainted products in the channel…..Many food companies are investing significant money and effort to build awareness for their brands in the market, which strategy can pay-off amply in competitive, commodity markets. One highly publicized recall and the negative image generated in the media, however, can turn an established brand asset into a liability.Food safety is a global issue, and the present-day threats and potential costs associated with food safety have never been higher. As companies seek to increase their control and in turn, minimize the risks, they discover that many varied activities, both within and outside the organization and both up and down the supply chain, must be considered and addressed.Also I believe it was time that the govt. brought very Stringent Food safety regulation for imported food items. The move by the FSSAI was on time and welcomed;as a matter of fact they have started working on developing quality standards for imported foods items in India.FSSAI is working on the standards with all the stakeholders including scientists, experts, industry officials and laboratories from the food business operators (FBOs), involved in import-export of food material.To ensure that imported food items are accepted, there is a need to set standards that are internationally obligatory.It is important for our food exporters have to adhere to various stringent set of rules and regulations for exporting food, while we do not strain the same sort of stringency on imported food and thus it is imperative to evolve standards for domestically consumed food as we have been having a lackadaisical approach towards setting standards.Still talking on food regulation it doesn’t come as surprise to me that Indian government has extended ban on import of milk and its production from China for one more year.The prohibition of import includes chocolates and chocolate products and candies/ confectionary/ food preparations with milk or milk solids as an ingredient. The prohibition on import of milk and its products from China was originally imposed September 24, 2008 with reports that the milk products imported from China contain melamine – a banned substance injurious to health. The ban was extended since then time to time.As many reports have said that milk sold in China was laced with melamine, which possiblycauses acute toxicity problems - basically damaging the kidneys and forming stones (solid deposits within the kidneys or bladder). As we have seen tens of thousands have been affected and several have died in China. Why this problem is not more widespread, given the rather large number of infants potentially having been drinking contaminated formula-milk for months is unclear.Despite repeated clarification from the Chinese Authorities of resolving melamine issue, the ban on imports of milk and its products continued in India which saw similar ban on import of Indian seafood into China.India is gearing up to fight the US….and not on any political agenda…rather the US will formally fight India at the World Trade Organisation over import restrictions imposed by New Delhi on poultry products from countries reporting outbreak of low-intensity bird flu, hoping to grab the country's growing market for chicken legs.India has rejected US' attempt to establish a dispute panel last month on the ground that its restrictions were based on science and there was scope for more discussions between the two countries on the issue. But the US maintains that the ban imposed by India on import of poultry products from countries' reporting outbreaks of low pathogenic notifiable avian influenza have no basis in science and was also not supported by World Organisation for Animal Health.The US is keen to ensure predictable market conditions in India for its poultry exporters so that they can encash the big demand for chicken legs where they are hugely competitive.The US has put forward the point that if India's 'trade barriers' were eliminated, the value of US poultry exports to the country each year would surpass $ 300 million. But India isn’t standing behind it has already started getting more studies done to strengthen its case that the ban is backed by scientific evidence of risk.Food safety is a vital issue where several levity as well as lives depends and its high we all take a serious step to make our food safe, thus making food industry global and create an India with safety as its prerequisite.I can’t end without adding this important information; we just started the agro and food processing help line - A reliable information source for all your queries related to the agro and food processing.If there are a few names in the agri & food processing magazines market and we are definitely one of them (Beverages & Food Processing Times). Empowering the agri and food industry family to make a better industry is our target.Business owners from various agri and food can get tied up with us to sell their own offerings and in return to get inquiries from our help line. This will help to get more businesses and ease the dilemma of many agri and food processing companies.As customers are always in the need of information as well as business vendors, we strive to satisfy both – Customers as well as businesses. For any type of food processing, packaging, food safety, cold chain technologies you can get in touch with us. So just dial the green number +91-22-28555069 and we create free help from our side. Just like that...Food processing help line (FP Dial) - 91-22-28555069 - you have got questions and we have got answers......

10Filtration in Beverages report everages & Food Processing Times-Aug-II-2012B

Filtration in beverages: Process

membrane are effectively conditions. for the user and uncompromised system prior to the start of the Polypropylene fleece shows the removed. The selection of the safety for the consumer of the filling process to guarantee that highest performance compared right pore size of the membrane beverage. For filter cartridges, the complete production lot is

In beverage applications mainly to other polymer fleece is based on the potential standard test procedures are free of beveragespoiling micro-membranes made of PESU (polyester), because the fleece beverage spoiling defined to check for: organisms.(Polyethersulfone) or CA structure of the polypropylene is flow rate;microorganism present and the (Cellulose Acetate) are used. long-term mechanical stability;able to withstand long-term size of the particles which need

thermal stability; For the final filtration step of Long termthermal exposure in comparison to be retained. To install an chemical compatibility;andstability for pressure pulsations beverages prior to bottling two to other fleece materials, e.g. economic filtration system and service life.and high flow rates, the two main aspects have to be taken polyester.to optimize the total filtration Prefilters are typically tested for main considerations when into consideration.particle retention and dirt The bottled beverage must be looking to reduce filtration holding capacity. Furthermore free of product-spoiling costs, are achieved by new the protection efficiency of the microorganisms. This important membrane developments. prefilter for the final membrane quality parameter of the Improved membrane structures, filter is tested under application beverage is achieved by using developed according to the conditions. membrane filter cartridges with different application

requirements, assure an appropriately selected retention improved service life performance to remove reliably performance. the product spoiling

The test is Glass fibre fleece compared to process, the optimal The key features of PESU performed using a polypropylene fleece provides combination of a prefilter and a membranes, which are used for standard test an additional adsorption effect final membrane filter has to be Vinosart PS, Sartocool PS and solution, which in specific wine applications. selected. The prefilter must Aquasart PS final filter consists of particles, Finer particle retention in protect the final membrane filter cartridgescolloids and proteins is the chemical compatibility for combination with a higher dirt effectively to guarantee an as a worst case caustic and acetous CIP holding capacity is the main extended service life for the challenge fluid. solutions in the pH range 1 to advantages of this fleece complete filtration system and Different fleece 14. Caustic, available in every material. Sartorius have thereby reduce the filtration material plant,developed Jumbo Star, a unique costs significantly.combinations are guarantees an effective prefilter cartridge designed evaluated for regeneration process. The especially for applications with

The service life cycle of filter optimal protection of service life performance of the extremely high flow rates A cartridges used in beverage the final filter. The filter elements is extended by new pleating technology production plants ranges from finally selected repeated cleaning which results guarantees an extended filter several months up to one year, fleece material in lowest filtration costs. For surface area. This new depending on the process combination assures sensitive beverage (near water development assures a long conditions. Many sterilization best protection of drinks) application, where microorganisms present.service life and the highest cycles (hot water or steam) are the final membrane in a given Regularly performed cleaning lowest adsorption ofdegree of protection of the final performed during the period of ingredients is required, cellulose application. The most important and disinfection cycles Cleaning membrane filter in the use. Long-term use and stressful acetate membranes show the aspect of the qualification of cycles of the whole filling prefiltration step of multiple process conditions are variables highest filtration performance. membrane filter cartridges is system including the filtration beverages prior to filling. to be considered during the In bottled water applications their capability to removal equipment are a major Membranes are characterized development process of new filter microorganisms reliably from prerequisite for a safe and according to their pore size (e.g.

cartridges with a cellulose filter cartridges. Another aspect the fluid stream. These tests are reliable process. The 0.2 μm, 0.45 μm or 0.65 μm). acetate membrane yield to be considered is the cleaning typically performed using functionality of the filtration The type of beverage spoiling extremely high performance and disinfecting agents used for beverage spoiling systems in place for bottling microorganisms present in the which results in extended usage.CIP. microorganisms which are must be regularly verified by beverage to be bottled

present in the different performing filter integrity tests. determines the pore size of the beverages to be filtered. For Based on the different mmembrane filter to be selected Membrane filter elements are example, membrane filters used application needs the selection for the filling step. individually integrity tested in breweries are tested with of theoptimal combination of

during the manufacturing Saccharomyces Cerevisiae and prefilters and final filters assures

process to guarantee highest Pediococcus Damnosus, known the most economic process

product qualityUsually, non-woven as two typical species with need solution. and reliable process conditions polypropylene fleece or glass to be effectively

fibre fleece is used for prefilters. Contact:removed from beer.The combination of coarser and Ulrich Braeutigam, Ulrich. finer fleece has a strong impact [email protected]. on particle retention and the To guarantee the Sartorius is a total solution service life of the filter functionality of the provider for the beverage cartridge. Polypropylene membrane filters under industries. The comprehensive features a broad chemical process conditions even product portfolio consists of compatibility. Caustic and acid after multiple steaming multiple techniques for can be used for the CIP process and cleaning cycles and preparation of beverages, in the pH range from 1 to 14. In to reliably prevent especially wine, water and beer. the beverage industry microbiological One major component of these sterilization processes are contamination, solutions are filtration systems commonly performed with hot membrane filters are for final bottling of beverages, water (> 80 °C) or steam (105 regularly tested for utilizing the companies broad °C – 110 °C). The complete integrity. The integrity range of prefilters and final filter cartridge construction test has to be performed filters. Ulrich Bräutigam has (outer cage, inner core, adapter) after the sterilization been working at Sartorius AG is made of polypropylene to process of the filter for Seven years as a product withstand these harsh process cartridges and the manger Filtration Technologies.

determines the pore size of themembrane filter to be selected for the filling step.

Summary

Membrane filters used in breweries are tested with Saccharomyces Cerevisiae and Pediococcus The key features of Damnosus, knownPolyethersulfone membranes as two typical is the chemical compatibility species with need to for caustic and acetous CIP be effectively solutions in the pH range 1 to removed from beer14.

Membranes and fleece media

Filter qualificationLong-term use and stressful process conditions are variables to be considered during the development The type of beverage spoiling process of new filter cartridge microorganisms present in the

beverage to be bottled

Integrity Test

.


innovation for the final step prior to bottling

The production processes for beverages

demand that the final result is a drink

that meets the expectations of

customers, both visually and

gastronomically. Ulrich Braeutigam of

Sartorius explains how the last step in

this process could be the most

important, and how a new product

could help.

Filtration in Beverages report

12

Animated movies and cool entertaining and with lead healthy beverages go hand in characters that are so engaging hand especially for kids. Taking and fun for kids that it offers a cue from that, MTR Foods, MTR's Badam Drink Mix & known for its wide range of Chocolate Badam Drink Mix the packaged meals, has launched a perfect platform for new range of kids drinks and association.”also associated itself with the “Ice Age is the most successful Hollywood movie franchise, Ice animated franchise in India, Age 4. which is hugely anticipated in The two drinks targeted towards particular, amongst children and young children include a Badam families. We are, therefore, Drink mix and a Chocolate delighted with the association Badam Drink mix with 25 gms between Ice Age 4: Continental sachets of the two at a price of Drift and MTR's new range of Rs. 10 and a 1 kg pack priced at kid's drinks,” added Vijay Singh, Rs. 280. The new flavours will CEO, Fox Star Studios.be available across India at all MTR has lined up a promotional major outlets and beverage campaign and customer counters from July 2012. engagement activities to On the company's association leverage this association. These with Fox Star Studios for the include Ice Age 4 co-branded upcoming movie, Vikran packs, free Sippers with packs, Sabherwal, VP Marketing, MTR an SMS based contest, Ice Age 4 Food said, “Ice Age titles are a branded movie merchandise as massive success, highly well as special movie screenings

et ready for a charged up product,” says Krunal Mehta, battle in the Indian vice-president, brand Gglucose drink market. management, Angel Broking.

Kolkata-based Emami is gearing However, Emami through its up for a head-on clash with products like Himani Sona Chandi established players like Heinz and Chyawanprash, Boroplus, Dabur. After soft launching its Navratna, Fair and Handsome and glucose brand called Zandu Gluco Fast Relief had proved in the past Charge early this year, the FMCG that it is possible to take on major is looking for a phase-wise generic products. Analysts say launch across the country, that the ready-to-drink concept competing with brands like could be one way of taking on the Glucon D of Heinz and Glucose D giants in a big way.by Dabur.

The Emami brand variants According to analysts, the Rs 550- “Classic, Orange and Pineapple” 600 crore category is growing at are also aggressively priced to 16 per cent per annum. The beat competition. While Classic category, however, is dominated 100 gram is priced at Rs 21, the by Glucon D, which holds 55 per other two variants cost Rs 26.cent share, followed by Glucose D

The brand is targeting the value-(25 per cent). The other players

added energy positioning even are GSKCH-Boost Glucose and

through its tag line, “Energy se Glaxose D. Emami has launched

bharpur, Bimariyon se rakkhey its brand in West Bengal, which

dur”, highlighting the vitamin C has a high per capita consumption,

content in its brand.and is on the lookout for new

While accepting that it would be a horizons. “The initial consumer tough battle ahead, Chakraborty and trade response from West says the focus for a new brand in Bengal has been quite an old category is to ensure a high encouraging. Apart from this, degree of trials, for the consumers Uttar Pradesh, Maharashtra, to feel the difference . As long as Bihar, Andhra Pradesh and Tamil this is done well, market-share is a Nadu are also big in the derivative.”consumption of glucose,” says

Saroj Chakraborty, chief executive Emami expects the category to officer, Emami Biotech. grow 117 per cent to Rs 1,300

crore from the current Rs 600 But it may not be an easy ride for crore in the next five years, where Emami, as other new entrants like all the brands have space to grow. Glaxo Smithkline and Rasna are “With the deep pockets that also in the race. “Competition is Emami has, I am sure it will very fierce in the segment. The attack the distribution channel of emphasis still remains on Heinz and Dabur and try to distribution-and-push strategy establish a strong brand rather than demand-generated pull connection with Gluco charge. strategy. The reason: consumers Emami's initial test marketing and still prefer ready-to-drink over to-product positioning gives the be-made. Also, Glucon-D is perception of a very healthy already generic in the industry and competition,” Mehta adds.traditionally it has always been

difficult to break the generic

MTR digs up Ice Age to launch beverages for kids

Emami set to charge up glucose drink market

Beverages News

markets where the New York- products like cream biscuits sell hree years ago when, for the headquartered PepsiCo has better in Punjab and Delhi.first time in its history,

"Regional differences are becoming T regionalised its brands to such beverage maker PepsiCo quite stark now...the metros minute detailing. Says Vidur Vyas, tweaked the taste of its Pepsi cola especially have a life of their own, PepsiCo's marketing director - brand with higher fizz in Andhra and are almost like unique foods: "Making Kurkure regionally Pradesh to challenge rival Thums countries," says Jayant Kapre, relevant is core to our strategy. It Up's dominance in the state, it was president, UB. The biscuits helps us gain share in key markets."an unheard-of move. The jury is

PepsiCo has been facing stiff category, at 12,000 crore, has been still out on whether it paid off well competition from local brands like growing at 10-12%, but is fraught for PepsiCo or not, but increasingly Balaji and Garden in the west and with challenges like low margins makers of consumer goods, from Haldiram's in the north. It has been and price-sensitivity.biscuits and packaged snacks to

Future Group which rolled out its losing share to such regional beverages and even hair oil, are own brand Ektaa two years back, biggies in the Rs 7,500 crore salty customising products to cater to under which it only sells snacks market, a category it regional preferences.commodities catering to regional dominated till four years back. Reason: they are either unable to

The country's largest biscuit maker tastes, is looking to add more challenge regional brands or capture Parle Products challenged West variants. It has been selling rice in market share in smaller but captive Bengal stronghold brand Bisk Farm variants like Red Matta from markets.by launching its Top crackers in the Kerala, Sona Masoori from Andhra "The next wave of growth in state last year in the buttery Pradesh, Govind Bhog from West packaged consumer products will segment, and managed 15-20% Bengal and Basmati from Punjab at come from community-specific and share in general trade within the its Big Bazaar and Food Bazaar regional-focused efforts. Many year. Enthused, Parle rolled out stores under the Ektaa umbrella. companies are working closely with products like Fulltoss Jhalmuri Future Group's Chawla says: "India us in this direction," says Devendra Kolkata Bhel in that region. Says is like many countries put together Chawla, president (food & FMCG)

as taste varies every 200 km; besides, the size of each region is large enough to launch region-focused brands." The retailer expects Ektaa to be a 100-crore brand within two years.Dairy giant Amul, which sells butter, ice-cream and cheese nationally, says its regional products like fermented milk drink Shrikhand has captive markets like Gujarat and Maharashtra. The same is the case with AmulBasundi, a traditional Gujarati dessert made from concentrated milk. Says R S Sodhi, MD of Gujarat Cooperative Milk Marketing Federation (GCMMF), maker of Amul: "The regional products don't have a huge national market but they are meeting our expectations and those of consumers as well. They complete our portfolio." Customisation is not just restricted to foods but personal care products as well. Dabur, which makes Vatika shampoo and Amla hair oil, is

at the country's largest organised Mayank Shah, group product calling the same product different retailer Future Group, although he manager at Parle Products: "Locally names across cities to drive declined to mention specific relevant products have helped us consumption. So its Amla hair oil is examples. not only help in getting a foothold called Amla Usiri in Hyderabad, PepsiCo Foods' Rs 1,000-crore-plus in new markets, but they are also and Amla Nelli in Tamil Nadu. Says national snack brand Kurkure is great testing grounds." George Angelo, Dabur's executive now selling locally relevant variants British firm United Biscuits, maker director - sales: "The reality is India like Mumbai Chatpata, Bengali of McVitie's, says it has begun is a continent in itself - a mix of Jhaal and South Spice Mix mainly customising its products for different markets. So, you need to in captive markets like different cities. The digestives add a distinct local flavour to your Maharashtra, Kolkata and Chennai, segment is growing more rapidly in brands to help them gain respectively. India is among the few markets like Chennai; indulgence acceptability."

company is fully geared up to S Group, the Rs. 2,200 challenge and compete with crore business D market leader Rasna, which for conglomerate with several years has enjoyed a near footprint across diverse sectors monopoly in the market.that ranges from Rajnigandha

pan masala to infrastructure, has The similarity of YOMIL with set its eyes on the rapidly Rasna ends wherein both are growing beverage concentrate beverage concentrate products. market with launch of YOMIL Even as Rasna remains a soft — a milk-based drink drink concentrate the DS concentrate. “With YOMIL, the Group's YOMIL is milk-based.

DS Group claims a ready-to- every year.industry's first ever milk-based drink milk concentrate powder powdered beverage, we are DS Group already has several is the first of its kind in India.expanding our product portfolio. popular brands such as

With this product we aspire to The beverage concentrate Rajnigandha pan masala, Catch build a focused consumer market is estimated at around brands of spices under its kitty connect while catering to Rs. 500 crore that is growing at and boasts of a robust supply evolving customer a robust pace of 15% annually. chain across India through requirements,” said Rajiv The overall beverage market in which it would take YOMIL Kumar, vice chairman DS India is estimated at Rs. 1,500 from the neighbourhood grocery Group.With this foray, the crore that is growing at 20% stores to modern retail outlets.

Food & personal care marketers like PepsiCo and Parle Products go local en masse

Rajnigandha maker forays into powdered drinks, Rasna zone


having capacity to house 150 stablished in 1948 in Pune, persons , The new R&D center Nichrome ventured into the E houses the complete Engineering world of packaging in1977 and Design facility with hi-tech 3D and since then has achieved a modeling software, parametric distinguished repute in the industry. design and product data With over 35 years of experience in

Design, Development and management facility.The new facility has a Training Manufacturing, and 5000 Center for conductingcustomer installations across 40 countries, trainingprograms, a Pouch& Brand Nichrome has evolved as a Gallery . The new facility is also premium brand for the packaging equipped with a Product and Pouch needs of the market.

Nichrome has a state of the art, Testing lab.modern manufacturing While inaugurating the new office, infrastructure spread across 12 acres Mr. E.K.kumar said “The of land at 'Shrimal', near Shirwal, association of Tata Global about 45 km south of Pune, with Beverages Ltd. goes back to 1985

stover 150 skilled work force for when Tata Tea launched the 1 planning, engineering, automation, pouched tea in India using supply chain, machine assembly, Nichrome machines.” Nichrome product trials, testing , first developed an electronic commissioning and service. weighing system on its packaging Nichrome's new R&D Center and

machines for Tata Tea back then. 17 the office building was

yearson and more than 70 inaugurated by Mr. E.K.Kumar,

machines later , Nichrome is stilla General Manager, Asia Pacific,

preferred packaging partner of Tata Tata Global beverages Ltd.

Global Beverages.Covering a total area of 12000 sqft ,

he world market for markets and applications,” added aseptically packed products Esther Renfrew, Market Intelligence Tamounted to 123 billion Director at Zenith International Ltd.

Other findings of the 2012 Global litres in 269 billion packs during Aseptic Packaging report include 2011, according to the new Global insights that:Aseptic Packaging report from *There are over 13,000 operational leading food and drinks consultancy aseptic filling systems worldwide Zenith International and packaging and more than 40 companies supply experts Warrick Research. Volumes aseptic filling systems.have grown by just over 5% a year *The largest regional markets forsince 2008, with South/South East aseptic packaging are set to be ChinaAsia achieving the fastest rise at and South/South East Asia both22% a year. overtaking West EuropeWhite drinking milk accounts for as the former largest region.

39% of aseptically packed products, with beverages responsible for 37% *World use of aseptic packaging hasand other dairy or food products reflected global economic trends.making up the remainder. Aseptic Usage has been static in much offilling has yet to make a significant Europe, while there hasimpact in food markets, but there are been rapid growth in many countries

across Asia. some established niche applications - sauces, tomato products and baby

*Value added dairy products will be afood are important new areas of fast growing area of demand fordevelopment.aseptic filling systems. In some “The market for aseptic packaging regions, fillers are useddeveloped in Europe and the industry for both ambient and chilled

supplying it has been centred on products.

Europe. This report shows the market shift to Asia in the past four years and By 2016, Zenith and Warrick raises the prospect of this continuing estimate that the world market for in the next few years,” commented aseptic packaging will reach 153 David Warrick, Director of Warrick billion litres using 333 billion packs. Research Ltd. “At a time of economic The majority of additional demand recession in much of the world, the will come from South/South East aseptic packaging market has grown Asia and China, where growth is at over 5% a year in the past four forecast at 11% a year and 3.5% a years as the technology is well year respectively.positioned to supply the needs of new

Packaging News 13

icroscan, a global leader in mount lens configuration for two of For more information about the QX

technology for precision its products: the popular QX Hawk Hawk imager and the Vision Mdata acquisition and imager and the Vision HAWK smart HAWK smart camera, visit us

control solutions, announces that its camera. The QX Hawk imager is online at www.microscan.com.

C-mount design QX Hawk barcode ideal for industrial track and trace About Microscan

imager has won a 2012 Ringier applications, with powerful Microscan is a global leader in

Technology Innovation Award in algorithms for reading virtually all technology for precision data

the Packaging Industry category. linear and 2D barcodes. The rugged acquisition and control solutions

Microscan's Weijiang Song Vision HAWK smart camera serving a wide range of automation

accepted the award during a combines the same decode and OEM applications. Founded in

ceremony in Shanghai. This event capability with a complete vision 1982, Microscan has a strong

was co-organized by Ringier Trade toolset to enable a broad range of history of technology innovation

Media and its magazine inspection and identification tasks. that includes the invention of the

International Packaging News for Both products can now be used with first laser diode barcode scanner

China, together with ProPak China interchangeable lenses to address and the 2D symbology, Data

2012. Following a strict selection more application needs, such as Matrix. Microscan remains a

process by an independent judge high magnification and wide fields technology leader in automatic

panel, with reference to online of view. identification and machine vision

voting results, 21 winning “This new right angle C-mount lens with extensive solutions for ID

companies were selected for their design is an important addition to tracking, traceability and inspection

innovative products and our Auto ID and Machine Vision ranging from basic barcode reading

technologies across 5 categories, product portfolio,” states Microscan up to complex machine vision

including Package Converting, Product Champion, Machine inspection, identification, and

Packaging Application, Packaging Vision, Dr. Jonathan Ludlow. “We measurement.

Materials, Package Printing and can successfully address a wider As an ISO 9001:2008 certified

Green Packaging. The overall aim variety of today's industrial barcode company recognized for quality

of the award is to commend the and vision applications. These are leadership in the U.S., Microscan is

contributions of companies ideal cameras for applications known and trusted by customers

promoting the development of requiring external lighting, right worldwide as a provider of quality,

packaging industry. angle mounting in tight spaces, or high precision products. Microscan

At the beginning of this year, fields of view that the integrated is a Spectris company.

Microscan introduced a new C- lens models don't address.”

research in the field of aseptics and leadership in the packaging of osch, the leading global run a microbiology test laboratory liquid and paste-like food products.supplier of technology and B since 2005.services, intends to acquire Apart from manufacturing its own

Ampack Ammann, located in Extending technological leadership machines and equipment, Ampack Königsbrunn near Augsburg, Ammann offers an extensive range "Ampack Ammann is a Germany. Agreements to this effect of after-sales services. These technological leader in the area of

include the maintenance and overhaul of used machinery and the supply of spare parts. Ampack Ammann also acts as general contractor for complete filling and packing lines. Its customers include European dairies as well as producers of food and of nutritional products for hospitals and infants.

Rainer Ammann, the executive director and son of the company founder Siegfried Ammann, regards the planned takeover by Bosch as an important milestone in the company's development: "Bosch Packaging Technology's global sales and service network will put us in an even better position to

low-germ and aseptic processing of were signed on July 20, 2012. market our filling and packaging pre-formed cups and bottles. With Ampack Ammann develops, machines internationally." In the acquisition of Ampack Ammann manufactures, and sells filling and Ammann's view, exploiting this we will be able to complement our packaging machines for liquid and additional market potential will existing product portfolio in this paste-like foodstuffs. Employing

some 250 associates, the company has generated average sales of some 35 million euros over the past few years. The parties have agreed not to disclose the purchase price. The planned takeover is subject to approval by the antitrust authorities.

Equipment developed and produced by Ampack Ammann includes cup and bottle filling machines as well as dosing systems and peripheral machinery. The equipment is mainly used to fill and pack highly sensitive food such as dairy segment", said Friedbert Klefenz, support the strong further products, baby food, and hospital president of the Bosch Packaging development of this family food, but also dosable products Technology division. Klefenz business, which was established in such as cereals. Moreover, the believes this will enable the Bosch 1973.company has conducted its own division to extend its technological


Microscan's C-Mount QX Hawk Imager Wins 2012 Ringier

Technology Innovation Award for Packaging Industry

Global Aseptic Packaging To Grow 24% In Next 5 Years

Nichrome's New R&D Center and office Building Inaugurated

from L to R Mr. S.V.Joshi, Chairman, Nichrome India Ltd., Mr. E.K.Kumar, General Manager, Asia Pacific, Tata Global beverages Ltd .and Mr. Harish Joshi, M.D., Nichrome India Ltd.from L to R Mr. S.V.Joshi, Chairman, Nichrome India Ltd., Mr. E.K.Kumar, General Manager, Asia Pacific, Tata Global beverages Ltd .and Mr. Harish Joshi, M.D., Nichrome India Ltd.

Bosch Packaging Technology Bosch plans to acquire Ampack Ammann

Snack Food 14 everages & Food Processing Times-Aug-II-2012B

Yummy Tummy: How hot chips grew in India(socioeconomic classification) C owned warehouse. In the and D class outlets had for years northern suburb of Malad, as been neglected by Indian many as 30 distributors show up consumer goods companies. every morning in their Piaggio These are typically in lower Ape tempos, and take goods class neighbourhoods and slums worth Rs 15,000 to sell every where the consumption is lesser. day. Each tempo owner makes Consequently, few shops here Rs 9,000 a month after all are supplied by big company expenses.distributors and have to rely on the wholesale channel for NO ADS PLEASEsupplies. Now imagine someone Kumat has so far run a tight ship comes along agreeing to supply and used taste to succeed. His products that meet the needs of challenge now is to build a pan-their customers and in exchange India brand. asks for immediate payment. Kumat doesn't believe in Since the shop owners had been advertising - for a small brand paying the wholesaler like his, it is hard to justify the immediately anyway, they expense. According to him, lapped up the offer. packs of chips and namkeens (Prakash, like Balaji, has more strung on shops are the best recently ventured into A and B advertising one can ask for. class outlets where its products As he ramps up to Rs 400 crore are being well received. The in sales this year, he doesn't plan company has kept its terms of to change that. He's far more mit Kumar's Prakash crore in revenue last year and is Virani, managing director of trade unaltered but Kumat comfortable giving it back to the Snacks is one of the on track to become a Rs 400 Balaji Wafers. acknowledges that once the shopkeeper as additional Afastest growing crore player this year. And this Kumat spends a company gets into the modern incentive or to the customer in companies in a space that's is a tough market. There is a disproportionate amount of time trade channel, that may well the form of a free tattoo or toy. difficult to succeed in. His host of unorganised players. experimenting with flavours. change.) Those, according to him, work secret: Getting the flavour right There is a multinational giant He's very cagey talking about This approach has also allowed much better in driving sales.Frito-Lay, traditional biggie this. His main testing ground: Amit Kumat laughs: "That's not Prakash to operate a very tight But VT Bharadwaj of Sequoia, Haldiram's and an His family. The flavours are happening in the next decade." ship with its working capital. who is now an investor in entrepreneurial outfit out of made at home by his wife and a The subject of discussion is The company gets a 15-day Prakash Snacks, thinks that Gujarat, Balaji Group. few helpers and then brought to healthy potato chips. "All that credit for its raw materials. advertising support will be To enter this market is easy, as the factory in a concentrate the consumers care about is the Kumat has made sure that there needed as Prakash grows in size. capital costs aren't much. But form. "Even my employees taste; this health thing is just a is no more than seven days of Kumat would do well to realise succeeding is very difficult. don't know how it is done," is fad," he says. All ye city slickers inventory in his system. The that the trade relationship he Parle, Perfetti Van Melle, ITC all he is willing to let on. may look aghast and consider super stockist keeps another enjoys in the northern part of the and CavinKare are all large Kumat's utterances week of inventory, which he country may be much more players who found the market RECEIPE FOR SUCCESSblasphemous. But think about pays for upfront - again no contested in the west and the tough going. It is creditable then But there are two other factors - this: The snack food market in credit is given. For any small south where brands such as for Amit Kumat to create one of falling equipment prices and India is worth Rs 10,000 crore FMCG company, stuffing the Frito Lays and Balaji are very the largest snack food clever distribution strategy - that with 12,000 tonnes being channel and achieving sales by strong. Also, the taste companies in the country. What have made Prakash Snacks consumed every year. Ten years offering credit to show growth is preferences will change. sets Kumat apart is that he has succeed. ago the consumption number alluring, says VT Bharadwaj, To combat these challenges he managed to expand beyond his First, consider the equipment was 1,000 tonnes. Kumat knows managing director at Sequoia will need a much stronger brand home base in Madhya Pradesh. prices: Kumat's first challenge what we may not care to admit. Capital. "We are wary of identity. It will be interesting to His brand has strong market was manufacturing. While That this stuff is sinful and no investing in such companies." see how Kumat brings his frugal positions in leading snack touring small-town India, he'd one can eat just one! At any given point of time approach to brand building as markets like Maharashtra, Delhi seen that large consumer goods In the last decade, Kumat and Prakash's receivables are no well.and Haryana. companies worked on margins partners - brother Apurva and more than Rs 5 crore. The super Curtsey: Forbes IndiaPrakash Snacks' rapid expansion of over 50%. There was enough Arvind Mehta - have stockist makes sure his prompted Sequoia Capital to room for a player who was bootstrapped their way to liabilities for the raw material invest Rs 125 crore in April willing to offer similar quality at becoming among the top five are below this amount. 2010 for an undisclosed stake in a lower price. To get that quality snack manufacturers in the Instead of solely focussing on the company. Sequoia Capital's he would need the best country. In just nine years profits, Kumat has sometimes investment will allow the machines. Kumat and company have built chosen to lose money in the company to scale up faster. He made sure he didn't go for an the fastest growing snack foods short term to make sure that the Turnover targets have been set Indian line as the difference in company in the country - consumers get his chips at and Prakash plans to clock Rs quality would have shown up Prakash Snacks. Its Yellow affordable prices. Take for 600 crore by 2014. Earlier, immediately. Japanese Diamond brand has managed to instance the time when potato Kumat had planned to expand manufacturer Ishida was chosen. clock a growth rate in excess of prices doubled to Rs 20 a kg slowly across the country and Kumat's facility in Indore works 50% every year since it started two years ago. Kumat lost ramp up from 500,000 outlets to with fully automatic lines - in 2003. money for a quarter but did not 2 million in five years. He now potatoes are cleaned, peeled, "They have a strong brand with raise prices. plans to do that in three years or cut, washed, fried, flavoured and consistent positioning," says Consider distribution now. so. Sequoia is also investing Rs packed. They can churn out as Abheek Singhi, a partner at the Initially, the company set up a 70 crore in a new manufacturing many as 50,000 packets in a Boston Consulting Group, who network of super stockists who line. day. Along the way, Prakash has has spent time studying regional supply to distributors who in been aided by falling prices for snack food companies in India. turn supply to shopkeepers. But So what helped Kumat equipment. A line now typically Kumat had tapped Indore's as Mahesh Purohit, area sales succeed? costs Rs 60 crore and pays itself informal business network to get manager at Prakash explains, The ostensible factor is taste - off in four years.capital to start his business. His they quickly realised there was a though hard to define, how a brother Apurva had gone to loss of margin and it was product tastes is perhaps the school with Arvind Mehta who difficult for the company to CLEVER DISTRIBUTIONmost important thing that over the years emerged as a justify a super stockists' return Once the flavouring and decides consumer preference. significant player in the city's on investment. So, in a production were under control, "Mainae bahut paroducts launch real estate business. With this departure from what other things began to move fast for kiyae hain jo sirf flavouring ke introduction, Kumat approached snacks companies do, Prakash, Prakash. His next challenge was karan nahi chalae hain [I have Mehta and got Rs 2.5 crore in in large cities like Mumbai, distribution. This is where he launched many products that startup capital. supplies directly to the says he took a strategic step. didn't succeed only because of The company made Rs 260 distributor through a company-Retailers in SEC flavour]," says Chandubhai

everages & Food Processing Times-Aug-II-2012B 15

"We generally use Nielsen's data for trend — over a 12-month period — arket research firm Nielsen market share as there isn't any other because that evens out errors." and India's consumer M option for us. However, for Nielsen counters that the retail audit goods companies are in category growth, we rely on our cannot be compared with sales sharp disagreement over growth sales numbers and listed companies' numbers that companies report.rates in the sector. In the April-June

Says a Nielsen spokesperson: "The performance," adds Vineet Agrawal, quarter of 2012, sales growth in retail audit is focused on sales president at Wipro Consumer Care value terms of some of India's offtake through a sample of retail & Lighting, which saw a 15 per biggest fast-moving consumer stores that tracks sales to the end cent jump in volume growth in goods companies is higher than consumer. It is technically incorrect to compare it to the financial results of companies, which report sales to distribution channels." The research firm also said sales reported by companies may include those beyond retail stores from institutions such as army canteens, restaurants and transport hubs, which are outside the scope of its retail audit.An FMCG analyst points out on condition of anonymity that ignoring the Canteen Services Department (CSD), which caters to the Indian defence services, may be one explanation for the discrepancies.After all, CSD can easily qualify as

Nielsen's growth estimate for the soaps in the first quarter of the India's largest retailer with some overall FMCGmarket, raising fiscal year. 3,500 outlets across the country.

It's a similar story in toothpastes, a concerns over the world's largest Nielsen is no stranger to category that grew 9 per cent in research firm's accuracy in India. controversy on the market share

Seven listed domestic companies, volumes according to Nielsen; front. In May 2009, HUL disputed which control over 70 per cent of however, this doesn't tally with the researcher's data that showed a the FMCG market, have posted an internal sales data of Colgate and steady fall in the company's market average value sales growth of 19.28 Hindustan Unilever Ltd (HUL), share across segments, saying it per cent in the first quarter of fiscal which together command roughly contradicted internal estimates as 2013. A Nielsen spokesperson says 80 per cent of the market. Colgate well as data from household their figure for this period is 17.6 saw a 13 per cent rise in volume research firm IMRB. The issue per cent. Even in categories such as growth. snowballed into a crisis when soaps, juices, oral care and hair oils, Dabur, Godrej and Marico echoed

No Stranger to Controversyleading players, which contribute similar doubts over Nielsen data. For HUL also it was higher, said between 60 per cent and 75 per cent Dabur and Perfetti Van Melle even CFO R Sridhar at a recent financial to each segment, have posted much went so far as to cancel Nielsen's results' presentation. In packaged higher volume growth than what subscriptions in categories such as juices, Nielsen says the category Nielsen's data suggests. When hair oils, juices, candies and grew 18-19 per cent in the April-contacted, Nielsen did not validate confectionery.June quarter in value terms and that the numbers that ET has obtained A year ago, Unilever CEO Paul Dabur grew 24 per cent. But from the research firm's FMCG Polman questioned the accuracy of Dabur's quarterly sales numbers clients. Nielsen's data for India, underlining show its juice business grew 34 per For instance, Godrej Consumer that the country's largest consumer cent. Dabur leads the packaged Products Ltd saw a 24 per cent product maker was still unhappy juices market with the Real brand, spurt in soap volumes even as with the market researcher two which accounts for more than half Nielsen estimates growth for the years after first raising the issue. "I of all juices sold.overall segment at a sombre 5 per know you all like to write about it. Dabur CEO Sunil Duggal says: cent in the April-June quarter. But they (Nielsen) are not very "Our quarterly growth numbers are "There is a bit of under-reporting by

accurate with what their numbers generally ahead of what Nielsen Nielsen. The issue lies with its

are," Polman had said while reports. So we prefer to study statistical method," says Adi

commenting on the performance of Nielsen numbers as a longer-term Godrej, chairman of Godrej Group.

Unilever's Indian arm.

new Nestlé investment in environment,” he added.India will increase the Mr Duvoisin was joined by Shri Acompany's production Manohar Parrikar, Chief Minister

capacity in one of the fastest of Goa, and Antonio Helio Waszyk, growing emerging markets Chairman and Managing Director worldwide. The factory extension of Nestlé India, at the inauguration at Nestlé's existing site in Ponda, event.Goa – part of the company's 7 “The decision to invest in our billion Indian Rupee (over CHF chocolate and confectionery 121 million) investment in the state business in India will strengthen over the past three years – will our competitive advantage and produce brand favourites such as create value for everyone,” said Mr Kit Kat and Munch. Waszyk.In recent years Nestlé has It will create employment for invested billions of Indian Rupees nearly 250 people. to increase capacity, set up new “We have been in India for 100 factories and modernise and years and have factories in eight expand existing ones in India.locations across the country,” said As Nestlé reported, this includes a Jean-Marc Duvoisin, Global Head new manufacturing site in of Human Resources at Nestlé. Nanjangud in Karnataka producing “India is important for us and we Maggi sauces, noodles, bouillons have deep roots here. and seasoning, and a new factory “Our decision to invest in a new in Tahliwal, Himachal Pradesh, manufacturing facility in Ponda is which will manufacture Maggi a clear indication that we have noodles as well as chocolate and confidence in the region and its confectionery products.

FMCG biggies HUL, Godrej, Dabur report higher sales growth numbers than estimated by Nielsen

Nestlé invests in India to boost production capacity and create jobs

he Competition combination have subsidiaries in products were offered by the parties Commission of India (CCI) India and their respective turnover to the combination. Nestle had filed Thas approved the proposed is more than the value of assets its response on July 23, this year.

combination of global FMCG specified under Section 5 of the “Considering that Pfizer is not major, Nestle SA, with Competition Act, the proposed engaged in the nutrition business in pharmaceutical major, Pfizer. combination falls under India and there is no horizontal The proposed combination relates Competition Act. overlap or vertical relationship to the acquisition of the global The fairplay body had earlier asked between the parties to the nutrition business of Pfizer by Nestle to furnish additional combination, the proposed Nestle in April this year. Nestle had information regarding the combination is not likely to give acquired the infant nutrition and acquisition. Since the proposed rise to adverse competition nutritional supplement products, acquisition pertains to Infant Milk concerns in India”, CCI said.maternal supplements and adult Foods/Formula and the nutritional Pfizer has infant nutrition brands nutrition products for USD 11.85 supplements businesses, which are like SMA Gold, Promil Gold, billion, a move that will enhance the regulated in India by the Food Progress Gold and Promise Gold. Swiss food giant's position in Safety and Standards Authority of None of these brands are present in emerging markets. India, CCI needs clear guidelines. India.Nestle, in a notice to the anti- In addition, the infant Milk Analysts tracking the sector say the monopoly watchdog, said that none Substitutes Feeding Bottles and baby food market in India is of the acquired corporate entities of Infant Foods Act is also applicable estimated at Rs 1,500 crore, Pfizer or their subsidiaries are to the manufacture and sale of growing at 10-15% annually. located in India or have any infant milk foods in India. Nestle's baby food portfolio nutrition-related turnover or assets Nestle, in its notice to CCI, said that includes brands such as Lactogen, that can be attributed to India. in India Pfizer did not sell any of its Nestum, Cerelac, Nan and it Since both parties to the nutrition products and no similar commands a 80% market share.

CCI okays Nestle's acquisition of Pfizer nutrition biz

TC Ltd, diversified start operations soon.consumer goods major, said “The ground breaking of the Iit is looking to accelerate Munger dairy project will take

planned investments across place shortly. As this CSR sectors after a period of relative (corporate social responsibility) slack even as it blamed delay in intervention achieves scale, it regulatory clearances for the will enable the development of a execution lag. competitive value chain which, “We had a problem in getting in turn, can feed a packaged clearances. I am hoping our dairy products business and execution record will improve. It support the creation of vital has already improved in the last Indian brands,” Deveshwar said.year. In fact, we have created a He said ITC's plan is to become central projects organisation a storehouse of brands overtime, whose job is only to execute following the success of projects. But sometimes it is consumer food brands like beyond the control of our project Bingo, Yipee and Ashirwad.people when we have to get

“We would like people to refer permissions from regulatory

to the company as Indian authorities, but there is no dearth

Trademark Corp, creating of finance from us and no dearth

several winning brands. Maybe, of ideas about where to invest,”

we can take them to overseas YC Deveshwar, chairman, ITC, markets after making them a told reporters. success within the country,” The company plans to invest Deveshwar said.Rs25,000 crore in the next 5-7 Among its businesses, FMCG is years, Deveshwar earlier told the focus area where ITC plans shareholders at the annual to treble its topline. “It is your general meeting. company's aspiration to be the “At the current moment, over 40 No.1 FMCG player in the projects, large and small, are at country. A recent Nielsen report various stages of implementation has highlighted that ITC's new across the country,” he said. FMCG businesses are the These investments would be fastest-growing among the top made into paper, hotels and consumer goods companies foods and other sectors. ITC is operating in India.”The FMCG foraying into branded dairy topline is expected to treble over products business with a dairy the next 5-7 years to a level of farm in Bihar that is slated to Rs15,000 crore, Deveshwar said.

ITC plans to accelerate investments

Corporate News


MTR Foods Joins RTC race

MTR Foods Joins RTC race TR Foods, a wholly owned subsidiary of Norwegian food company Orkla Brands, and one of the top five processed foods manufacturers in M

India, is expanding its portfolio by foraying into ready-to-cook (RTC) range. It has announced the launch of the Rasoi Magic brand of meal mixes, which had a limited presence in the markets of the west till now, on a national scale.

MTR acquired Pune-based Rasoi Magic last year. Rasoi Magic is aimed at housewives who do not want to spend hours in the kitchen but want to serve freshly cooked food to their families and also offer variety. “Consumers prefer the powder format to paste. Rasoi Magic meal mixes are in a powder format and the consumer only has to add fresh ingredients such as vegetables, paneer, milk etc,” says Vikran Sabherwal, vice-president, marketing, MTR Foods. The Rasoi Magic range consists of 21 regular dishes under Rasoi Magic and nine that are devoid of onion and garlic and are called No Onion No Garlic. These packs serve four and are priced between Rs 36 and Rs 42.

The meal mixes category in India stands at Rs 60 crore, and is growing at 40 per cent. The more well-established and aggressive brands in the category are Knorr and Parampara. “Meal mixes, unlike ready-to-eat (RTE), gives the consumer the joy and flexibility to make the final dish,” believes Sanjay Sharma, chief executive officer, MTR Foods.

The overall market for RTE foods — of which RTC is a part — is primarily dominated by home-grown brands. Some of the key players here are Kitchens of

India (ITC), Haldiram, Al Kabeer, Sumeru and Kohinoor. Rising incomes, increasing exposure, greater experimentation and more emphasis on convenience, are some of the factors contributing to the growth of the RTE/RTC market in the country. Most of the players in this category have well-established and extensive retail distribution networks, which allow them to roll out the new product range quickly.

Primarily, the offerings in the category are skewed towards Indian food and vegetarian meals such as rajmah, dal makhni, samosas, paranthas, aloo tikki etc. “The regional cuisine and non-vegetarian cuisine markets are relatively under-serviced with a concentration on the vegetarian north Indian meals. Among the non-Indian products, fries, a variety of nuggets, spring rolls, burger patties and potato-based options have heavy demand,” notes an observer.

MTR is looking to build both the category and brand by advertising across TV and print nationally. It is also engaging customers through demonstrations across key modern trade and general outlets. The company will spend about 16 per cent of sales on marketing.

Based in Bangalore, MTR has a considerable presence in the spices segment as well. At 46.5 per cent, the largest value share in its overall sales is generated by the RTE segment, according to a recent Nielsen report. The second position is held by breakfast mixes with 31.3 per cent. The company says it is aiming for a three-fold jump in its revenues to Rs 1,000 crore in the next three years. MTR reported sales of Rs 350 crore for the financial year 2011-12.

Domino's Pizza launches lip

smacking side snacks Spicy

Twistyz and Potato Smackers

ubilant FoodWorks Ltd has launched amazingly

tasty, hard-to-resist side snacks "Spicy Twistyz

and Potato Smackers" priced at Rs.25 and Rs.49 Jrespectively to enhance their Dine in offering. THese

scrumptious snacks add a special zing and a yummy new

dimension to a pizza-meal. Spicy Twistyz and Potato

Smackers are already star attractions at Domino's Pizza

outlets across India.

Potato Smackers are hot potato wedges seasoned with

red paprika and parsley to be enjoyed best with Cheesy

Jalapeno dip. The new Spicy Twistyz has pizza bread

sticks filled with a cheese blend and exotic Mexican

seasoning. The just introduced tangy, spicy snacks are

proving to be runaway hits with consumers. With this

array of side dishes, Domino's Pizza now offers

consumers a full range of main pizza and side dishes.


Cooking-oil purchases by India,

the world'sbiggest consumer

after China,probably dropped for

the first time in 5 months in June.General of Foreign Trade ( after the year till September he government has DGFT) said in a notification 2012.banned export of edible T issued recently. Last year, exporters were oils in branded consumer Export of the consignments however given relaxation on pack of up to five kilos on handed over to the customs up branded small consumer packs.concern that productivity of to August 1, 2012 will be Market experts said the ban on some oilseeds may take a hit on

export of branded edible oil in small packs would be irrelevant as the country exports a meagre quantity.The government has taken this step fearing price rise in some of the edible oils in the wake of poor monsoonlikely to hit Kharif production including some of the oilseeds like groundnut, they said.Overall area sown under oilseeds stands at 13.83 million hectare till July 27 of the current Kharif season, which is close to last year's level.However, less acreage under groundnut is a cause of worry because of drought-like

account of 20 per cent deficit permitted, it added. situation in key growing states -rains so far. The country, which meets 50 per - Gujarat, Karnataka and "Export of edible oils is cent of edible oil demand Rajasthan. Area sown under permitted only in branded through imports, exports small soyabean (which has less oil consumer packs of up to 5 Kgs, quantities of groundnut, content) is, however, higher at within a ceiling of 10,000 sunflower and rapeseed oils to 10.15 million hectare from 9.43 tonnes, for the period November cater to expatriate demand. million hectare in the review 1, 2011 to October 31, 2012. To ensure domestic supply and period.Now, with immediate effect, contain price rise, India banned

The country imports about 9 even such export of edible oils export of unbranded edible oils

million tonnes of edible oils.is prohibited," the Directorate in 2008 and extended it year

chairman of Hyderabad-based 2012-2013 may ooking-oil purchases by Transgraph Consulting Pvt. “In the exceed the 9.5 India, the world's biggest C festival season, we might not see million tons consumer after China, any considerable surge in demand estimated for this probably fell for the second as food inflation is very high and year as the worst straight month in July after Indian rural consumption is likely monsoon since refiners slowed purchases to pare to take a beating due to crop 2009 curb oilseed domestic stockpiles.failure in many states.” planting, B.V. Shipments slid 4.2 percent to

Mehta, executive Palm oil for September delivery director at the rose 0.6 percent to 2,882 ringgit Solvent Extractors ($924) a ton on the Malaysia Association, said Derivatives Exchange on Aug. 10. on July 31.The most-active contract rose to a

13-month high of 3,628 ringgit on The area under April 10. oilseeds including

soybeans and Festival Demandpeanuts fell to 15.2

“The time of stocking up for million hectares as

festivals is gone as palm oil is of Aug. 9 from

available round the year and 15.8 million

international prices are also not too hectares a year

high,” Atul Chaturvedi, chief earlier, according

executive officer at Adani Wilmar to the farm 875,000 metric tons last month Ltd., said by phone.ministry.from 913,179 tons a year earlier,

Imports between August and according to the median estimate Crude soybean-oil October may be around 850,000 in a Bloomberg survey of five imports probably tons to 900,000 tons a month, said processors and brokers. Imports of fell to 125,000 Sandeep Bajoria, chief executive crude and refined palm oil tons in July from officer of the Sunvin Group. The declined to 600,000 tons from 163,650 tons a peak demand season in India is 619,322 tons, the survey showed. year earlier, while between August and November.The Solvent Extractors' sunflower-oil A surge in imports this year lifted Association of India will publish purchases may be cooking-oil inventories including shipment data this week. unchanged at those at ports to a record 1.7 100,000 tons, the Reduced imports by India, the million tons in May, according to survey showed.world's biggest palm oil buyer, the extractors' association. may swell inventories in Palm oil comprises Stockpiles may be about 1.6 Malaysiathat climbed to a five- almost 80 percent million tons as of Aug. 1, Bajoria month high in July. Futures have of India's cooking-said.slumped 21 percent from a 13- oil imports. The Shipments in the eight months month high in April on speculation nation buys palm through June jumped 25 percent to that demand may wane due to a from Indonesia 6.4 million tons, according to the slowdown in China and and Malaysia, and extractors' association. India theEuropean debt crisis. soybean oil from bought 8.7 million tons in 2010- Brazil and “The market is already over 2011. Vegetable-oil purchases in Argentina.supplied,” said Nagaraj Meda,

The rupee sank to a low of 57.3275 ooking-oil purchases by to a dollar on June 22, raising the India, the world's biggest C cost of commodities priced in the consumer after China, U.S. currency.“The rupee probably dropped for the first time depreciation made imports in five months in June after a plunge expensive and kept importers in the rupee to a record low deterred away,” said Sandeep Bajoria, chief importers. Futures in Malaysia executive officer of Mumbai-based tumbled.

Shipments slid to 850,000 metric tons last month from 862,550 tons a year earlier, according to the median estimate in a Bloomberg survey of five processors and brokers. Imports of

brokerage Sunvin Group. “Buyers crude and refined palm oil declined were also holding back purchases to 16 percent to 600,000 tons from take advantage of the lower 712,356 tons, the survey Indonesian export tax in showed.Palm oil, used in candy and July.”Indonesia cut the tax rate for fuel, has slumped 17 percent from a exports of crude palm oil in July to 13-month high in April on concerns 15 percent, a level last seen in that a slowdown in China and the January, from 19.5 percent in June, European debt crisis may curb Deddy Saleh, director general of demand. Lower Indian imports may foreign trade at the Trade Ministry, boost inventories in Malaysia, said June 25. The base price to second-largest palm oil supplier, as calculate the levy was cut to $944 a production enters the peak period. ton from $1,098, he said.

Government bans export of branded edible oil in small packs

Cooking-Oil Imports By India Set To Drop On Stockpiles

Edible oil News

19Events News everages & Food Processing Times-Aug-II-2012B

Naturex unveils new health

ingredients at Vitafoods Asia 2012

aturex will display a In an ever ageing world, painful variety of new joints and arthritis are becoming Ningredients at Vitafoods a major concern and offer huge

Asia that will help functional market opportunities. Known to food, beverage and dietary relieve rheumatism, supplement manufacturers bring Iridoforce™ is a devil's claw fresh and innovative concepts to extract found in Southern market. In addition, the group Africa. This ingredient is the will be showcasing some of its natural solution to help reduce bestselling ingredients in pain and improve joint health, various applications. thanks to its very high content in

harpagoside.A flower to improve urinary health for women Naturex harnesses the power of

grape seeds in GrapePure™. It is estimated that 50% of Derived from polyphenols, the women at some point in their secret of this extract is its high life will experience urinary content in flavanols and its discomfort, which is associated unique antioxidant and anti-with a burning sensation. inflammatory action. To provide Naturex has developed its customers with a premium Utirose™, its unique product, the group has carefully composition makes it the natural selected two of the world's most solution to relieve women from famous areas in grape daily pains. Extracted from cultivation: Champagne and hibiscus flower, this ingredient Burgundy.helps to reduce the incidence of

Urinary Tract Infections among Naturex is proud to offer Maca women who are particularly powder (Lepidium meyenii) susceptible to reoccurring which has recently been adopted episodes. This unique ingredient into the Chinese functional food received the “Most Innovative and food regulations. This Ingredient” Award at Vitafoods treasure from the Peruvian Europe 2012. region has proven benefits for

enhancing strength, libido and fertility. Several studies have ® The NAT activ range confirmed its efficacy and have

extended with Iridoforce™, highlighted the role of GrapePure™ and Maca roots macamides and macaenes.

BioFach India together with India Organic 2012

India to continue rapid expansion of organic sector*Dynamic development of with India Organic in the South 50 % above the previous year's exports Indian city of Bangalore from attendance. The positive

29 November to 1 December. development in the Indian *Innovative trade concepts The exhibition duo attracts organic market reflects the boost domestic market interested visitors from country's ambitious plans to

production, manufacturing, continue the sector's rapid India is also the last stop on trade and services for the fourth expansion and become BioFach's annual world voyage time. The premiere at the new established in the top group of in 2012. BioFach India, the location in Bangalore in 2011 international suppliers. The youngest daughter of the World delighted 171 exhibitors and development of the domestic Organic Trade Fair BioFach in 7,529 highly interested market is also being pushed Nürnberg, takes place together international buyers, more than with great commitment.

Consulting EditorBasma Hussain

everages & Food Processing Times-Aug-II-2012B 20Back Page

natural flavours.“ China was a sustainability of supply and natural flavours for yoghurts of what they are eating.”ales of natural flavours in big market, with even a small stability under different and confectionery, he said in the Western Europe are set to In value terms, the global S shift towards natural flavours processing conditions are past five years there had been be overtaken by sales in natural flavours market was making a big difference, he preventing natural flavours from value growth of 14.3% in the Asia-Pacific market within worth about $200m (€163.9m) added. overtaking their synthetic confectionery and 7.9% for the next three years, according in confectionery, against $900m

counterparts, he said. “The yoghurts and desserts. “People to market research firm RTS. The market (€737.7m) for soft drinks, the sustainability time bomb is that buy in those categories shift biggest single market.This was just one of the findings going to come soon. We can't seem to have a high awareness indicates to emerge from RTS's Flavours grow all the how swiftly – Natural and Synthetic report, natural the region is which focuses predominantly on ingredients to adapting to industrial flavourings and meet demand. Western excludes areas such as herbs, One or two trends. spices and seasonings.companies are Mexico was The report claims the global even investing in also “one to market in natural flavours is synthetic flavours watch”, said growing at a rate of 9.1% and because of price Rice, with value growth of 5.4% was worth $3.3bn (€2.71bn) in and consistency predicted in natural flavours in 2010. of supply.”the next three years.

The report also states that The market for However, despite the rapid yoghurt and confectionery synthetic food growth in some regions, RTS categories are clocking up the and drink said this was set to slow, not fastest growth in natural flavours still only in Europe and North flavours globally. Soft drinks remains larger America but also in the and ice cream are the largest than natural emerging markets of China, categories for natural flavour variants, at India, Mexico and Turkey. For use, according to RTS. 184,236 tonnes . example, it said China, which Big difference “I don't think enjoyed 15% year-on-year

natural [flavours] Jamie Rice, RTS research and growth in the past five years, will achieve marketing director, told : “In will see this slow to 7.5% year-parity with terms of the markets offering on-year over the next three synthetics for most opportunity for natural, years. “Things are going to get another 10 North America will be biggest in tougher as competition years,” said Rice.value and volume, but Asia- increases,” Rice, said.

Pacific is going to overtake Referring to the Sustainability time bombWestern Europe in terms of swift growth in

In addition, major issues such as

Asia-Pacific to overtake Western Europe in natural flavours

beverages & food processing times aug'12 (ii)

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