Académique Documents
Professionnel Documents
Culture Documents
CHOCOLATE IN INDIA
Provide relevant country and market information to foreign chocolate manufacturers who want to enter the Indian chocolate market.
AGENDA
1.
2.
3.
4.
5.
6.
Chocolate in India
Name
Population
Official languages Administrative divisions Currency
1,170,938,000 (2nd)
English, Hindi 28 states and 7 union territories Indian Rupee (INR)
Fast development of the country Increasing income levels Westernization of the national culture Wide variety of opportunities for foreign companies
Overpopulation
Chocolate in India
Taxation system: income taxes, custom duties, Central Excise, sales taxes, etc.
Chocolate in India
Sources of economic growth: Services: 54% (of GDP) Agriculture: 28% Industry: 18%
High inflation rate of up to 10% Inequalities between the rich and poor Poor physical and social infrastructure Poverty (37% below poverty line) Strict labour laws which prevent FDI
Chocolate in India
Total population
Growth rate Life expectancy Urban population Population below poverty line Literacy rate, male resp. female Official languages Regionally recognised languages % under 65 years
95%
Southern and Western India are more developed with strong agricultural and
industrial sectors
Hyderabad
India is a young country, less than 5% over 65 years, 50% under 25 years Younger generations are more westernized and brand-conscious Hofstedes cultural dimensions: high PD, moderate UA, MSC, IND Cast systems still relevant
Chocolate in India
General Overview
Market still very small ($300 mil.) but steady growth of 1820% p.a. Huge growth potential for premium segment
Consumer Behaviour
Chocolate consumption still very low: 300g p.a. (1,9kg in Britain) Westernization of Indian lifestyle
Competition
Two dominant players with a long tradition: Cadbury and Nestle (90% of market) Local manufacturers: Amul, Campco, etc. International players: Lindt, Godiva, Hersheys, etc. (premium segment) Housewives
Jan. 2011 - Kraft Foods acquires Cadbury India Jul. 2011 - Hersheys exits JV with Godrej Group Oct. 2011 - Ferrero opens first production facility in India Nov. 2011 - Campco increases production to 23,000 ton./year Dec. 2011 - Kraft Foods increases investments in Cadbury India
Distribution Channels
Kirana and Paad-Beedi shops
Chocolate in India
Conclusions
India high cultural, economic, ethnic, linguistic, religious diversity Differences between regions and income levels Huge growth potential of the chocolate market, many international players are entering Westernization of culture and lifestyles
Recommendations
Large capital investments for branding and marketing to compete with major players Appropriate pricing strategy is crucial