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NAME: SNEHA SUDGE

ROLL NO: 18523

SUBJECT: PRODUCT AND SERVICES MARKETING

ASSIGNMENT: CRITICAL ANALYSIS OF AN ARTICLE

The title of the article is “Frozen Foods & Snacks Market in India”
authored by Tarun Jain (Vice President, Food Services & Agriculture) and Vidul
Sharma (Principal Consultant, Food Services & Agriculture). The purpose of this
article is to create awareness about the growth of frozen/convenience food
industry in India.

According to the data released by India’s Ministry of Food Processing the


Indian frozen food market is much smaller than even China’s, which is also not
considered a well-developed market. In this article the authors argue that the
Indian frozen food industry has a healthy growth , at a CAGR of 15-20% thanks
to increasing customer appetite and acceptance, complemented by an increase
in selling points, deeper penetration by organized retail players, as well as an
increase in available freezer space in retail domain. Moreover the frozen
snacking market is expected to double in the next 5 years due to increase in
demand and many new entrants both in terms of the number of players and
the variety of products offered to fulfil this demand.

The changing lifestyle and paucity of time among young individuals has
created a huge demand for such frozen/ready to eat food. The
frozen/convenience industry which started by offering basic frozen vegetables
and fries, today offers a wide range of products, from fruits & vegetables to
frozen meals and ready to cook, snacking and full meal options. The market is
also dominated by some organised players like Mother Dairy, Venky’s, and
McCain and so on which have both vegetarian and non-vegetarian product
offerings. Their product offerings include cold cuts, meatballs, hot dogs and
sausages, samosa, kebabs, jalapeno and cheese sticks, spring rolls, nuggets,
French fires, fillets, breaded fingers, patties and cutlets, among others. Having
such a wide range of product offering shows that frozen food and snacks
industry in India had a huge demand. These products can be like saviours for
un planned get together or can be consumed as quick/instant food for people
with paucity of time. In restaurants too such as Quick Service Restaurants
(QSR) these frozen food products are used where shop floor kitchen skills are a
challenge. Frozen food can be used to maintain consistency, for speed service
and assured quality.

Despite the various offerings available and promising growth this


industry faces certain challenges. There is lack of awareness about frozen
foods among the consumers. Many brands like Mother Dairy, Mc Cain, Godrej
Tyson are taking efforts to create awareness about their products and their
usage. Improper logistics and transportation further adds to the challenge. To
overcome such issues manufactures have started supplying their own
equipment to transporters and retailers.

By having a wide range of product offering the brands are trying to meet
the needs of different consumers, be it food for unplanned get together, for
commuters, vegetarian and non-vegetarians. In order to maintain the quality
of their products they are suppling equipment too to transporters ad retailers
to keep their products fresh

The authors have very nicely stated their arguments and have put their
point in front of the audience by explaining reasons for increasing demand,
how brands are overcoming their challenges of logistics and product
awareness. They have used with facts and figures wherever required to prove
their point. This has only made their argument strong and effective. While
putting forth their point the authors have not only focussed on all the positive
aspects about the concerned industry but they have also mentioned the
challenges faced by them and how the market players are working towards
overcoming these hurdles. This convinces the readers to support their point of
view.