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MARKET SURVEY

OF WESTERN
ODISHA

BY: KUNAL GHOSH

AREAS COVERED

MARKET OBSERVATIONS

FEEDBACK

MAJOR PLAYERS

B2B

RECOMMENDATIONS


URBAN
SAMBALPUR
RURAL
BOUDH
RAIRAKHOL
LOISINGHA
GANESH NAGAR
KUCHINDA
DEOGARH
SINDURPARK
TOTAL OUTLETS : 350
TOTAL OUTLETS REACHED : 204
LEADING PLAYERS:
ATTA : AASHIRVAAD, DURGA BHOG, RAJ BHOG,
NATURE FRESH,
SAHARA
MO : DOUBLE HIRAN, ENGINE, BULLET
RBO : FORTUNE
SOOJI/BESAN : 7 STAR, GANESH, MANGAL KALASH
SUNFLOWER OIL : SAFFOLA, FREEDOM


Quality of Rishta atta is not good, impurities found in atta
Most of the retailers dont want to sell RBO because of its
low awareness among customers
Demand for loose sooji is more
Promotions required to spread awareness of Rishta
Demand for Mustard Oil 5 lt and 2 lt jars were high


TOTAL OUTLETS : 20
TOTAL OUTLETS REACHED : 15
LEADING PLAYERS:
ATTA : AASHIRVAAD, SARVOTTAM, 7 STAR
MO : DOUBLE HIRAN, TEZ, ENGINE(PREMIUM)
RBO : FORTUNE
SOOJI/BESAN : 7 STAR
SUNFLOWER OIL : FORTUNE, NATURE
FRESH,SWEEKAR,DALDA


Sarvottam atta costs Rs 22/kg, which is 2 to 3 rupees
cheaper than Rishta atta
The retailers said atta priced below 25 will be easier to sell,
as customers prefer low priced atta
Sarvottam atta is offering a credit period of 20 to 30 days
Most of the retailers insisted on increasing the MRP print on
Rishta products
The retailers feedback on small pouch mustard oil in this
region was not satisfactory, they said small pouch will not
sell here
RBO awareness was very low
There were complaints of leakage and capping problems in
Mustard Oil bottles
Demand for Mustard Oil 5 lt and 2 lt jars were high

TOTAL OUTLETS : 20
TOTAL OUTLETS REACHED : 15
LEADING PLAYERS
ATTA : SARVOTTAM, AASHIRVAAD, RAJ BHOG, MANGAL
KALASH,
N BRAND
MO : DOUBLE HIRAN, SALONI, BULLET, ENGINE
RBO : FORTUNE
SOOJI/BESAN : GANESH, MANGAL KALASH, RAJ BHOG
SUNFLOWER OIL : FORTUNE, DALDA

Demand for MO 5 lt and 2 lt jars were high
Local players such as Saloni and Shalimar were preferred
more because of low price
No demand for RBO
On time delivery problems due to which other brands were
getting more shelf space
The retailers were not happy with the Stockist
Loose atta is easier to sell
Promotions required
Double hiran 5 lt jar 445 and 2 lt jar 190

TOTAL OUTLETS : 15
TOTAL OUTLETS REACHED : 7
LEADING PLAYERS
ATTA : AASHIRVAAD, SARVOTTAM, KRISHNA BHOG
MO : DOUBLE HIRAN, ENGINE, TEZ
RBO : OM, KRISHNA
SOOJI/BESA : SHIV SHAKTI, KRISHNA BHOG
SUNFLOWER OIL : SILVER DROP, DALDA, FORTUNE

The stockist is dealing in competitive brands, such as
Double Hiran, Tez, Krishna Bhog, Aashirvaad
The retailers said that the stockist does not push Rishta
products
Price cut or promotions required
Om and Krishna are offering RBO at Rs.68/- which is low
compared to Doc. Bran
Piece to piece replacement by competitors incase of
damaged goods.

TOTAL OUTLETS : 10
TOTAL OUTLERS REACHED : 6
LEADING PLAYERS
ATTA : AASHIRVAAD, PATANJALI, MANGAL KALASH
MO : DOUBLE HIRAN, ENGINE(PREMIUM)
RBO : SAFFOLA
SOOJI/BESAN : PATANJALI, MANGAL KALASH
SUNFLOWER OIL : FORTUNE ACTIVE, DALDA, FREEDOM

Rishta Atta price high compared to its quality
Stockist not giving enough effort to reach all retailers
Local players are offering atta at low price, so more demand
for local atta
Customers not satisfied with color and odor of Rishta
Mustard Oil
No awareness of RBO
Promotions required
TOTAL OUTLETS : 20
TOTAL OUTLERS REACHED : 16
LEADING PLAYERS
ATTA : AASHIRVAAD, PATANJALI,RAJ BHOG, SHIV BHOG
MO : DOUBLE HIRAN, SALONI, KRISHNA, TEZ
RBO : SAFFOLA
SOOJI/BESAN : PATANJALI, SHIV BHOG
SUNFLOWER OIL : FORTUNE ACTIVE, DALDA

Rishta Atta price high compared to its quality
Local players are offering atta at low price, so more demand
for local atta
Customers not satisfied with color and odor of Rishta
Mustard Oil
No awareness of RBO
Promotions required ( local newspaper ads, sun boards,
combo offers)
There were complaints of leakage and capping problems in
Mustard Oil bottles

TOTAL OUTLETS : 25
TOTAL OUTLERS REACHED : 22
LEADING PLAYERS
ATTA : AASHIRVAAD, MANGAL KALASH, DURGA BHOG
MO : DOUBLE HIRAN, SALONI
RBO : SAFFOLA
SOOJI/BESAN : PATANJALI, MANGAL KALASH
SUNFLOWER OIL : FORTUNE ACTIVE, DALDA

Rishta Atta price high
Local players are offering atta at low price, so more demand
for local atta
Mangal kalash is the top selling atta brandmus
100 ml and 50 ml mustard oil demand high in this region
Engine , shiv, and krishna are offering 100ml and 50 ml mo
bottles
Piece to piece replacement by competitors incase of
damaged goods.

TOTAL OUTLETS : 10
TOTAL OUTLERS REACHED : 9
LEADING PLAYERS
ATTA : AASHIRVAAD, MANGAL KALASH, PATANJALI
MO : DOUBLE HIRAN,RUCHI, SALONI
SOOJI/BESAN : MANGAL KALASH
SUNFLOWER OIL : FORTUNE , DALDA

Rishta Atta and besan price high compared to local players
Mangal kalash is the top selling atta brand
100 ml and 50 ml mustard oil demand high in this region
Engine , Shiv, and Krishna are offering 100ml and 50 ml mo
bottles
Double hiran and Ruchi are the top selling mustard oil
brands
Ruchi retailer landing is 80 and customer price is 83-85


BRAND AREA
MANUFACT
URED
CHANNEL
USED
TRADER
LANDING
RETAILER
LANDING
CUSTOMER
PRICE
SARVOTTA
M
BOUDH TRADING 525 537.5 625
SHIV BHOG SAMBALPUR TRADING 537.5 550 625
DURGA
BHOG
SAMBALPUR

TRADING 492 500 600
MANGAL
KALASH
SAMBALPUR

TRADING 482 490 600
BRAND AREA
MANUFACT
URED
CHANNEL
USED
DISTRIBUT
OR
LANDING
RETAILER
LANDING
CUSTOME
R PRICE
DOUBLE
HIRAN
ALIGARH SD 81.60 85 87-92
SALONI UP,
RAJASHTAN
SD 79.68 83 85-87
TEZ SAMBALPU
R

SD 86.40 90 95-100
ENGINE JAIPUR,RAJ
ASHTAN

SD 86-87 90 100-102
SAMBALPUR
JAIL
JHARSUGUDA
INDUSTRIAL
MESS
TALKS
ON
PROCESS
Promotions required:
Btl - ( cooking competition, gifts to comsumers like spoon inside or with atta packet,
coupons discount on next purchase for consumers)
Atl - (print ads in local newspapers, ads in local channels like tarang)
Pops and pods- sunboards, danglers, shelf strips
Rishta bus tickets to increase awareness
Rishta menu cards at hotels
Drawing and cooking competition

Bundled offers like 2kg of maida free with one bag (25kg) of atta
Retailer schemes (discount on bulk purchase, combo schemes)
Mustard oil 5 lt / 2 lt jars should be launched similar to double hiran and
saloni
Solve the packaging issues related to mo bottles
Competitive pricing of atta to overtake the local players in this region
More manpower required for monitoring
Motivate the stockist in regions such as rairakhol and loisinga to push
rishta



THANK YOU