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Hammer Food & Beverage Business Review
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E D I T O R I A L
Publisher cum Editor
Rajneesh Sharma
rajneeshhammer@gmail.com
Associate Editor
Swarnendu Biswas Resident Editor
Sharmila Chand (Delhi) Ashok Malkani (Mumbai) Layout & Design
Hari Kumar. V Narender Kumar
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Mamta Sharma
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Pooja Anand
Advertising Sales
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Rajat Taneja
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E-mail: hammerpublishers@vsnl.net © 2015 Hammer Publishers Pvt. Ltd. No article can be reproduced in part or as whole without prior permission of the Publisher. Bakery Review is a bi-monthly magazine, printed and published by Rajneesh Sharma on behalf of Hammer Publishers Pvt. Ltd., 1202, Pragati Tower, 26 Rajindra Place, New Delhi. Printed at Swan Press, B-71, Naraina Industrial Area, Phase-II, New Delhi-110 028. Annual Subscription rate within India is Rs. 450 and overseas US $110, for surface mail. Single issue is available for Rs. 90 in India and US $25 overseas. Cheques are payable to Hammer Publishers Pvt. Ltd.
In the recent years, there has been a significant demand for healthy bakery products in urban India. Already a great many bakeries in urban India are taking into account of the health factors while developing their bakery products, and their numbers are expected to increase in the times to come. The increasing incidences of lifestyle diseases in our lives and at the same time increase in disposable incomes and as well as health awareness among a significant section of Indian population have given a momentum to the demand for bakery products spruced with health attributes. Bakery products with low carbohydrate content and/or endowed with healthy grains have become a part of the evolving consumer preferences of urban India. Gluten-free bakery products or bakery products made with increased Omega 3 fatty acids are also in demand. It can be safely assumed that sugar free bakery products would garner more demand in the near future among the growing numbers of health conscious consumers of India. In fact, an impressive array of healthy bakery products have been introduced in the Indian bakery industry during the recent years. We have discussed the healthy trend of market potential for healthy bakery products in detail in our Cover Story. Today with the Indian bakery industry showing impressive growth, bakery business has emerged as a potentially lucrative avenue for entrepreneurs to explore upon. But would be entrepreneurs should remember that bakery business is extremely competitive. You do not need much investment to open a bakery outlet, but you need creativity, hard work and sound knowledge of the business to achieve success in it. Franchising is an effective and comparatively easier route to success for new players willing to make a foray into the Indian bakery industry, though that is also not a cakewalk. In our Business Story, we have pointed out some prominent franchisors in the Indian bakery business and also the benefits and as well as factors to consider while taking the franchise route to attain success in bakery enterprise. The growing demand for premium biscuits during the recent years, the growth and challenges involved in India’s chocolate business, and the issue of tackling infestation in wheat flour are the important topics discussed in this issue, where we have, as usual, presented a healthy combination of information, analysis and perspectives to give our readers a comprehensive view of the happenings in the industry.
Editorial Policy : Editorial emphasis in Bakery Review magazine is on
educational & informational material specifically designed to assist those responsible for managing Bakery & Confectionery business. Articles are welcome and will be published on the sole discretion of the editor.
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18 COVER STORY
Healthy Bakery: Poised for Healthy Growth
24 BUSINESS
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Events
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News Scan
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Report
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Product Preview
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Interview
Baking Profits Through Franchise
29 FEATURE
The Premium Trend in Biscuits
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The Chocolate Business: Evolution, Growth and Challenges
34 INGREDIENT Dec-Jan ’15
Tackling Wheat Flour Infestation
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BAKERY REVIEW
A Show of Immense Magnitude for Bakery, Confectionery and Gelato SIGEP, RHEX and A.B.TECH EXPO, which was held during 17th-21st January 2015 at Rimini Fiera, Italy, attracted a total of 187,223 trade visitors, which was an 8 percent increase over the number of trade visitors that visited the three events in 2014. In the 2014 edition of the event, the number of trade visitors were 173, 904.The foreign visitors rose at the three expos to 38,122, which was an increase of 10 percent over the last year’s edition. Over a 1000 companies participated at the integrated expo scenario. 693,476 visits were made to the expos’ websites from 1st -22nd January, with a peak of 77,805 visits on the inauguration day of the grand show. The social networks also gave the events good coverage. The three expos were inaugurated by Stefano Bonaccini, the President of the Emilia Romagna Region, and Rimini’s Mayor Andrea Gnassi, along with Rimini Fiera Chairman Lorenzo Cagnoni. “Now SIGEP is a world player in the strategic chains of Italian-made products and we are ready for new challenges to ensure further growth,” stated Lorenzo Cagnoni.
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SIGEP 2015 also hosted the launch of the new edition of Gelato World Tour with dates all over the world (debuting in Singapore) for the promotion of Italian artisan gelato. SIGEP, which had its 36th edition, is acknowledged among the world´s most important events in the artisan gelato sector. On show were the very latest in raw materials, basic products, plant, machinery, furnishing and fittings for the artisan gelato and bakery trades. Extraordinary quality of the artisan
gelato, pastry and bakery chains were also showcased at the three events. Here it deserves a mention that Sigep is probably the only trade fair in the world in which the artisan gelato supply chain is fully represented: from sales premises concepts to services, passing through the core business of machinery, ingredients and accessories. All the busy international events held at the expo centre over the five days met with success, and the 2016 program already includes
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EVENTS’ CALENDER Aahar 2015 10-14 March 2015 Pragati Maidan, New Delhi www.aaharinternationalfair.com EDT Expo 25-28 March 2015 Istanbul, Turkey www.cnredtexpo.com HOTELEX 2015 30 March - 2 April 2015 Shanghai New International Exhibition Center, Shanghai, China www.hotelex.cn
the Gelato World Cup (the Italian team was selected at SIGEP Gelato d’Oro 2015) and The Pastry Queen World Championship, with the world’s best lady Pastry Chefs. “As well as the impressive increase in the number of visitors, there was also satisfied feedback from exhibitors and visitors who came to Rimini Fiera from all over the world to take advantage of the business meetings,” stated Rimini Fiera’s Business Unit Manager, Patrizia Cecchi. “We also highlighted Italy as an excellent hard-working country able to attract attention with its quality. There were also significant signs of an upswing in orders placed with Italian companies,” Cecchi added. The World Junior Pastry-Making Championship was an important show at the SIGEP 2015. Here young people
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from across the globe showcased their passion, determination and ambition that they had put into the profession. Japan won the World Junior PastryMaking Championship at the event. This competition was a key event at SIGEP 2015, with nine nations from five continents competing. The countries competing at the championship were Japan, Taiwan, Singapore, Australia, France, Poland, Croatia, Brazil, and Russia. Italy was missing, but only because being the current champion it could not take part in the contest. The Japanese team was comprised of the Team Manager Kajiro Mochizuki, and by the young contestants Kazumasa Yoshida and Koushi Oyama. In the competition, France came second and Taiwan third. In fact, Japan and France divided the awards for the individual tests: the French Chefs received those for the best mille-feuille dessert, the best chocolate cake, cleanliness and preparation, while the Japanese those for the best gelato dessert in a glass, the best praline and the best chocolate sculpture. Taiwan won the award for the best sugar sculpture. The World Junior Pastry-making Championship had as its theme as Italian Food Style, which can be construed as a tribute to typical Italian food specialties, which had to be presented by means of artistic works in sugar and chocolate and the confectionery ingredients laid down in the regulations.
SIAL China 2015 6-8 May 2015 Shanghai New International Exhibition Center, Shanghai, China www.sialchina.com HOFEX 2015 6-9 May 2015 Hongkong Exhibition Centre, Hong Kong www.hofex.com Anufood Eurasia 14-16 May 2015 Tuyap Exhibition Center, Istanbul, Turkey www.anufoodeurasia.com Thaifex World of Food Asia 20-24 May 2015 Impact Exhibition and Convention Center, Bangkok, Thailand www.worldoffoodasia.com AMBIENTE INDIA 25-27 June 2015 Pragati Maidan, New Delhi www.ambiente-india.in HEIMTEXTIL INDIA 25-27 June 2015 Pragati Maidan, New Delhi www.heimtextil.in
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BAKERY REVIEW
Britannia Good Day Chunkies Arrives Britannia Good Day has launched its latest offering, which is named Britannia Good Day Chunkies. This premium product heralds the introduction of a brand new category of cookies in the country. This new category is called ‘Chunkies.’ The brand has the Bollywood actress Deepika Padukone as its brand ambassador. Britannia Good Day Chunkies is specially crafted using state-of-the-art technology and machinery, imported from Italy. The dough is kneaded for 17 minutes and then loaded with 30 percent real chocolate chips, oodles of butter and fine cocoa powder. It is then baked to perfection, giving an indulgent chocolate cookie product in the process. Britannia Good Day Chunkies would not compete with regular cookies in the market, but are similar to specialty handcrafted cookies available internationally. Ali Harris Shere, Director Marketing at Britannia Industries said, “With Britannia Good Day Chunkies, we bring international standards of an indulgent cookie experience to Indian consumers. With a product as indulgent and rich, we needed a brand ambassador who truly embodies the essence of our product. We are happy to have Ms Deepika Padukone, an actor par excellence, as our brand ambassador. We have designed a comprehensive marketing campaign to support this launch, and are confident that Chunkies is going to be a success with the discerning, new-age consumers.” Britannia believes that the consumer is finding newer ways of accessing her/ his favourite products and brands, and keeping in line with the evolving consumer behaviour, launched Britannia Good Day Chunkies exclusively on Amazon last month. The product is now available at modern & general trade outlets across the country. The high quality of packaging facilitates that the taste of the product remains as fresh as when the Chunkies are just out of the oven. The product is priced at Rs.50 for 100 gm.
La Terrazza Trattoria, at Hyatt Regency Pune Makes India’s Longest Pizza La Terrazza Trattoria, an authentic Italian, home-style restaurant at Hyatt Regency Pune has created history by making the country’s longest pizza. The event, which was held at the hotel, saw the creation of the enormous 60X6 feet pizza. La Terrazza Trattoria is an authentic Italian restaurant that serves home-style Italian cuisine and features an open kitchen that showcases the Chefs preparing Italian delicacies. Taking this Italian legacy forward, La Terrazza Trattoria decided to create the record breaking pizza to highlight that it serves some of the best thin crust pizzas in the city along with other unsurpassable Italian delicacies. Speaking on the occasion Mohammad Labban, General Manager, Hyatt Regency Pune said, “We want to reinforce the message of La Terrazza Tratorria being a truly Italian restaurant through an event that is unique, fun, involves the local community and attracts the media. The current registered record for the longest pizza in India is approximately 16X5 feet long as per the Limca Book of Records and now there is a new record that has been created.”
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McDonald’s Enters Mangalore Hardcastle Restaurants Private Limited (HRPL), a master franchisee for west & south India operations of McDonald’s restaurants, announced its entry into Mangalore with the launch of two restaurants in quick succession. These new outlets make the total number of restaurants in Karnataka having McDonald’s brand name to 44. The 128 seat attractive new restaurant at the centrally located Forum Fiza Mall sprawls across 3500 sq.ft. and offers comfortable seating for guests while the restaurant at CityCentre Mall can seat up to 134 guests within the restaurant and 32 guests outdoors. The restaurants will each have a team of 50 employees to manage operations in the initial phase. Commenting on McDonald’s launch in Mangalore, Ranjith Paliath, Vice President, Business Operations, McDonald’s India (West & South) said, “We are proud to open two McDonald’s restaurants in Mangalore, a city which offers great opportunity to grow our brand. Our commitment is to deliver a modern and exciting restaurant experience with delicious food and drinks, at the convenience our customers can expect from McDonald’s.” “Mangalore, as a market holds huge potential for growth and we look forward to building our brand and our business responsibly here and make a positive impact in the local community,” he added.
BAKERY REVIEW
The End of a Partnership Gloria Jean’s Coffees, the Australian coffee café brand, has ended its master franchise agreement in India with Citymax Hospitality. Here it deserves a mention that Citymax Hospitality is the hospitality division of the Dubai-based Landmark Group. Landmark Group is a retail giant whose retail operations in India’s food & beverage industry include the brand of Krispy Kreme Doughnuts. Gloria Jean’s Coffees entered the Indian retail coffee market by launching four outlets in the country, in the first quarter of 2008. Citymax expanded the number of outlets to 27 and Gloria Jean’s Coffees was having brand presence in Mumbai, New Delhi, Gurgaon, Bangalore, Chennai, Hyderabad, Ahmedabad and Pune. But the journey of the Gloria Jean’s Coffees brand in India has not been a smooth sailing one. Citymax couldn’t achieve the desired expansion plan of the brand due to operational challenges. Citymax even found difficult to maintain the operations of some of the outlets in India reflecting Gloria Jean’s Coffees’ brand name. Citymax went on to shut down five of these 27 outlets. More recently, Citymax did shut down five more of Gloria Jean’s Coffees’ outlets in India. At the time of the end of the agreement, there were only 17 Gloria Jean’s Coffees outlets in the country.
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Pizza Hut Poised for Impressive Expansion
Sbarro to Come Up With New Outlets
Over the next one year, Pizza Hut is poised to increase its number of outlets in India by 100. Out of these additional 100 outlets being envisaged, 75 percent will be in small format delivery and dine-in outlets. This focus on small format delivery and dine-in outlets is perhaps to counter competition from its main rival in the country, Domino’s Pizza. According to Unnat Varma, General Manager, Pizza Hut and Taco Bell (India), smaller outlets are more commercially viable. Notwithstanding the sluggishness in the fast food sector since the last 12-18 months, the massive expansion plan of Pizza Hut in the country is expected to pay rich dividends for the Yum! Brands Inc. (the company which owns globally renowned brands — KFC, Pizza Hut and Taco Bell) as Indians seem to have taken to pizza in a big way. According to Verma, this scaling up is because the company perceives an opportunity. Yum! Brands Inc. is managing 733 restaurants across India, which include approximately 400 Pizza Hut outlets spread through 80 cities of the country. Pizza Hut is also investing in marketing and new menu creation. Presently, the annual pizza consumption in India is worth close to Rs.700 crore. Only in December of the last year, India became the second largest market for Domino’s Pizza after the US. Till 29th November 2014, there were 818 Domino’s Pizza restaurants across 173 cities of the country.
Sbarro, the US-based pizza chain, is planning for expansion of its brand in India. The chain is expected to add 20 New York style pizza restaurants to its Indian portfolio within end 2016. These 20 outlets will come up in north and east India. The investment entailed for this expansion is Rs.30 crore. Here it deserves a mention that Sbarro, based in Columbus, US, has presence in over 40 countries. Sbarro’s north and east India operations are through its master franchise Jyoti International Foods. In the first phase of this expansion process, primarily areas of Delhi-NCR are expected to be covered. According to Akhil Puri, the Chief Executive Officer of Jyoti International Foods Pvt. Ltd., this expansion of Sbarro in India will involve plans of adhering to different models for different locations. In some locations, there would be flagship restaurants whereas in some other locations there would be inline stores. Puri also stated that opening of home delivery stores was aimed to be focused upon. The sizes of these additional Sbarro outlets will also differ. The flagship outlets would be spread across around 2000 sq.ft. while the inline stores in malls would be ranged between 10001200 sq. ft. and inline stores in food courts and kiosks would have an area ranging between 400-600 sq. ft.
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65,000 Members in ClubRATIONAL A year ago, the cooking appliance specialist Rational provided its customers with a new version of ClubRATIONAL. Since then, more and more Chefs have been using the Internet platform to get tips for their kitchens. In one year, the Club has grown to 65,000 members worldwide. Professional Chefs are increasingly turning to ClubRATIONAL to benefit from the experiences of the RATIONAL pros. 15,000 Chefs joined the Club in the last year alone. Club members mainly use the platform to download the free software updates for their RATIONAL appliances. Application videos with tips on preparing a wide range of dishes are also popular. Users welcome the fact that ClubRATIONAL is also very easy to use. Rational believes it is important that customers can easily navigate the site. Each Chef must get the information he/ she needs and which is of interest to him/her within seconds, claims the manufacturer. Anyone opening a recipe will also get
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appropriate suggestions for similar dishes. Rational continually adapts the Club to customer requirements and wishes. Trends are also taken into account. For example, the manufacturer has added many new vegan recipes, a vegan cookbook and Indian recipes in the last few months. Few exotic Indian recipes featured on ClubRATIONAL are Lauki Seekh, Kakori Kebab, Gobhi Mussallam, Qabooli, Mirch Salan. Members themselves can also create recipes. In order to enter instructions for complete menus and for more elaborate dishes, all recipes can now be shown with up to four different cooking processes. It costs nothing to join ClubRATIONAL. Customers and potential purchasers can register at ‘www.club-rational.com‘ with their name and e-mail address. ClubRATIONAL is also available as a free app for Android and IOS.
Box of Happiness In order to make the happy and celebratory occasions even more special, Mad Over Donuts has introduced its Box Of Happiness, which comprises a box full of delicious donuts. They can add delight to the forthcoming Valentine’s Day and many more happy and celebratory occasions. The Box of Happiness comes with 24 square-shaped donuts which are filled with delightful dark chocolate ganache and topped with white chocolate. This tempting box is priced at Rs.750. At the launch of the Box of Happiness, Tarak Bhattacharya, COO—Mad Over Donuts said, “Celebrations have changed quite significantly over the past few years. People are becoming more expressive and prefer to personalise their messages rather than going with generic ones. With our Box Of Happiness, we wish to enhance the joy of every occasion with our immensely popular donuts.” Here it deserves a mention that Mad Over Donuts, a Singaporean gourmet donut brand, has created a niche for itself in the F&B segment in India. Mad Over Donuts currently has a strong foothold in cities like New Delhi & NCR, Mumbai, Pune and Bangalore. The Box Of Happiness will be available at selected Mad Over Donuts’s outlets from 1st February onwards. The orders for the Box Of Happiness need to be placed 24 hours in advance to ensure getting one’s personalised Box of Happiness well in time for gifting to someone.
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A Beneficial Joint Venture for the Indian Bakery Industry
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ine Organics and Zeelandia have set up a joint venture in India named Fine Zeelandia. This joint venture will serve India and its neighbouring markets with dry and liquid baking ingredients, most of which will be produced locally. The joint venture marks Zeelandia’s establishment of local presence in all five BRICS countries. The joint venture will also enable Fine Organics to give a wider range of high quality & competitively priced food ingredients to its customers in the baked goods and confectionery segments. Within its first year of operations, Fine Zeelandia will also develop a fully equipped production site for bread and patisserie mixes, Carlo release agents, Finagel cake gel and Paletta jellies. As a result of this joint venture, some of these ingredients that are presently being imported to India will now be available locally. “We are already active in food additives and emulsifiers,
amongst other products. This joint venture with Zeelandia is an important way for us to secure a share of the growing market in India for specialised bread and pastry ingredients and similar products,” explained Jayen Shah, CEO of Fine Organics. “This will speed up local deliveries and make Zeelandia prices more competitive by eliminating the import process for most products,” pointed out Guido Janssen, CCO of Zeelandia. Here it deserves a mention that Fine Organics is an important player in the emulsifier segment in India and is a globally recognised manufacturer of oleochemical derivatives. Zeelandia is a global leader in bakery and patisserie ingredients. The JV will leverage upon Fine Organics’ extensive and expanding distribution network for maximum reach and customer service. Fine Zeelandia will be based in Mumbai and is a 50/50 joint venture between Fine Organics and Zeelandia. It will combine the technical and marketing strengths of both the companies to bring an innovative range of baking and patisserie ingredients. The joint venture will start approaching the Indian market in Q12015, initially with imported Zeelandia products. The current, dedicated sales team at Fine Organics will be transferred to Fine Zeelandia. In cooperation with regional distributors, the joint venture will cater to customers throughout the country, as well as in Sri Lanka, Bangladesh and Nepal.
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There is Something About Dairy
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t seems the dairy business is becoming a lucrative business avenue for many giant players in the Indian food & beverage industry. The Ahmedabad-based Vadilal Industries is expected to expand its presence in the dairy industry. It has plans to come up with paneer or cottage cheese in the near future, for the domestic market. The company would launch paneer under its frozen food brand named Vadilal Quick Treat. The company would launch paneer in Gujarat and Maharastra in a month’s time. The company has been exporting paneer to the United States, UK, Australia, New Zealand and the Middle East, since the last two years. Here it deserves a mention that just two years back, this renowned ice-cream maker included flavoured milk in its dairy business portfolio. The company introduced the Power Sip range of flavoured milk in the market about two years ago. Presently ice-cream segment comprises 80 percent of Vadilal Industries’ revenues. The company wants to reduce its dependence on the ice-cream segment. At the same time, ITC Ltd. would also invest Rs.1000 crore into dairy and juice business. ITC’s expansion into dairy business entails setting up processing plants in Punjab, Bihar, Uttar Pradesh, Maharashtra, Telangana and Andhra Pradesh. Trial production in Munger, Bihar will commence soon. In the dairy business, the company will initially introduce milk powder and ghee and eventually ITC aims to launch a wide variety of dairy products. ITC’s entry into dairy business is expected to be sometime in the late next quarter. ITC seems to be well prepared. For its expansion into the dairy business, the company has already established 261 cattle development centres in seven states and its milk procurement network in Munger includes 194 milk producer groups with an impressive average daily procurement figure of more than 13,700 litres per day. That is not all. Dharampal Satyapal Group also envisages to have five additional production units to bring out a range of dairy products in the next three years, for the Indian market. These five additional plants, which are planned to become realities within the next three years, will entail an investment of Rs.200 crore. The group’s dairy division has recently acquired a production plant in Rajasthan. The plant is equipped with an installed capacity to process 1.5 lakh litres of milk per day. According to an official of the dairy division of DS Group, the commercial operation of the plant is expected to commence by March 2015. Overall, the DS Group’s dairy division is aiming to garner a revenue of more than Rs.1000 crore by 2017-18. Moreover, for its dairy products, DS Group also has plans to introduce a greenfield plant in Assam, which will be having an installed capacity of processing 1 lakh litres of milk per day. The setting up of the proposed plant will entail an investment of approximately Rs.30 crore. With all these giants showing growing interest in the Indian dairy business, can Amul be far behind? Amul also has plans to invest Rs.5000 crore to set up about 10 milk processing plants in the next fiscal, with the objective to achieve a revenue of Rs.50000 crore by 2020. Out of these 10 forthcoming milk processing plants, two would be in Delhi, three in Uttar Pradesh, one in Kolkata, West Bengal, one in Maharashtra, and the remaining three in Gujarat.
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Healthy Bakery: Poised for Healthy Growth
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Health has been at the forefront of the entire Indian F&B sector, including bakery. The changing socio-economic environment and the desire to spend less time on food preparation, as a result of growth in the number of nuclear families and with more and more women joining the workforce, has created a growing demand for bakery products in urban India. However, the growth of sedentary lifestyle, continual pressures of fast-paced urban life and unhealthy food habits during the last two decades have also together led to huge incidences of lifestyle diseases in the urban Indian society, and as a reaction to this a growing trend of health consciousness has began to gain momentum across urban India.
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ainstream consumers in urban India have become more health conscious during the last decade and if the rising popularity of organic food, sugarless cakes and low fat and zero cholesterol oil are any indication, the trend is just hitting its stride. Increasing cases of obesity, cardiovascular diseases and diabetes have placed healthier diets in the front and center of the urban Indian food habits. Though just by showing a shift towards consumption of healthy food products doesn’t mean we have become a healthy society, but it shows that definitely we are becoming a healthier society than before. And this shift towards healthy food choices is also reflected in greater demand for healthy bakery products. Vinita Bali, ex Managing Director,
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Britannia Industries, states that India is becoming increasingly health-conscious “and a lot more declarations are now required on food packs. The scope for growth of packaged foods is huge.” Moreover, the sustained economic growth in the country has led to increased disposable incomes among Indian consumers. This has also enabled many middle class and upper middle class urban Indians to become more health conscious than they were before a decade earlier and they are seen demanding healthier bakery products. Along with this consumers are also willing to spend more and experiment on food. This has obviously encouraged manufacturers to offer various options for the health conscious populace for their breakfast and snacking options. Manufacturers of breakfast cereals in India have been carrying out campaigns highlighting the positive health benefits of their products. And not only demand
This growing health consciousness has permeated into the Indian bakery industry in the way of greater demand for healthy bakery products during the current decade. This is reflected in increased demand for multigrain breads and healthy cakes made with natural sweeteners in place of sugar. Ashok Malkani takes a look at the changing scenario and finds that 2015 is going to create more demand for healthy bakery products, in India.
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BAKERY REVIEW health, and may help reduce blood pressure and prevent heart disease. Analysts at Mintel said, “There seems to be more focus now than in the past on the origin of the Omega-3, especially with regard to multigrain that is positioned as naturally rich source of Omega-3.” Also it is believed that if suppliers develop and promote healthier bakery products with soybean oil-based solutions, while ensuring they continue to deliver on taste, sales may grow even higher than anticipated.
is influencing the supply, but supply is also in turn influencing demand. The result is that Indian consumers are slowly realising the benefits of functional breakfast cereals such as highfibre products (which facilitate in weight maintenance), and products high in wholegrain content (which are beneficial to the heart). Consequently, consumers who are health conscious are replacing their traditional Indian breakfast with a bowl of functional breakfast cereals in order to maintain good health.
What is Health Food? With a variety of products being marketed as health foods an individual may well be tempted to ask: “What exactly describes health food?” The answer is simple. “As far as bakery is concerned, all food which are spruced with special health benefits, other than normal nutritional supply, are health food,” explained Janki Paingy, an enterprising baker who operates from her house. Among the good food products are those containing Omega 3, fibre, and the food which are low in fat content. “When people ask for healthy baked food products we normally use multigrain flour and, wherever necessary, avoid sugar. I have baked cakes without sugar and even eggs. This has in no way affected the taste of the end product,”
asserted Paingy. The concept of healthy baking includes the reduction of trans fats, increased use of whole grains, sodium reduction and inclusion of ingredients that deliver added omega-3s, fiber or antioxidants. In addition to using reduced levels of trans and saturated fats, salts and sugars, fortification of ingredients has become common, with many baked goods containing hearthealthy nuts and dried fruits.
Omega 3 is in Demand An upcoming trend is consumer demand for baked goods made with increased omega-3 fatty acids. These polyunsaturated fatty acids positively influence the overall cardiovascular
Gluten-free Products Another baking trend in India is the change of grains for breads. As more consumers are foregoing white flour in their diets, bakeries in India are looking to offer a wider variety of baked goods made from ancient grains, as well as gluten-free items like polenta, soy, linseed, seeded rye, spelt and kamut. In addition, there is an increase in demand for products in the Indian bakery industry that are organic, dairy-free and vegan. The number of bakeries offering breads, pastries, cakes, cookies and other dessert items as gluten-free and vegan options are increasing. Doctors agree that gluten intolerances or celiac disease is a lifelong illness which is caused by sensitivity to gluten. Today, an overwhelming number of people are said to suffer from celiac disease, an autoimmune disorder triggered by gluten ingestion, which is said to cause diarrhoea, weight loss and osteoporosis. When a person with celiac disease eats or drinks anything containing gluten, the immune system responds by damaging the lining of the intestine. Unfortunately, celiac disease is often mistaken for an eating disorder. However, bakers use gluten because it gives food the elastic ability to ‘hold’ together. It is found in pasta, bread, cookies, pizzas, etc. For gluten free bread, bakers have to replace the normal flour with a mixture of fine rice fibre, potato starch and tapioca fibre. Xantham gum has to be added to provide the bread with structure and to prevent crumbiness.
Healthy Grains and Gluten-free During the recent years, attention was directed on having bakery products with
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low carbohydrate content and in having bakery products spruced with healthy grains. Gluten-free products are also gaining popularity in India. The whole grain bread products are more enriched with fibre than refined bread products. Fibre is not digestible, and as such doesn’t bring any calories into the body. Moreover, it promotes regularity and overall colon health. The calorie count of whole grain bread products is usually similar to that of the corresponding refined bread products. However, their glycemic index is lower, making them preferred items in a weight control diet. Substitutes of wheat flours are now being used to cater to the consumers who are sensitive to gluten. Corn, rice and potato flours are often used as substitutes for wheat flour. Sorghum, quinoa, millet, amaranth, flax and buckwheat are also attracting popularity among the consumers in India. Brian Strouts, Vice President, Baking and Food Technical Services, AIB International, believes that salt and salt substitutes are also critical issues in the creation of healthy baked goods. “Worldwide, salt consumption tends to be well above recommended levels for maintaining proper blood pressure levels and general cardiovascular health. Various methods of salt reduction may be employed. Salt content in baked goods can also be reduced (depending on the product) through the use of sea salts and potassium chloride blends,” he declared.
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Naini Setalvad
for diabetics but also for the health conscious young individuals. Choosing the right artificial sweetener that suits your health as well as your taste buds is a blessing. So, here is a list of basic, important points to keep in mind while opting for an artificial sweetener. Firstly, they should have zero calories, and neither they should leave a bitter taste in the mouth. They should also be safe for consumption, should facilitate in diabetes management, and should help in maintaining dental health. According to Mhatre, Splenda satisfies all these conditions.
Low Calorie Sweetener
Alternates to Sugar
The sugar content of bakery products is another concern for health conscious consumers. Baked goods are often high in sugar, and sugars are often used to compensate for flavour that might be lost when fat content is reduced. Excess sugar consumption has been linked to a number of health issues, including obesity and diabetes. Artificial and substitute sweeteners are often used to reduce the amount of sugar in baked goods. Dinar Mhatre, General Marketing Manager, Johnson & Johnson Ltd. said, “Indians today are more health conscious than ever. Consumers are also on the lookout for enhanced options to fulfill their desire for health, taste and versatility. Keeping this in mind, we have launched Splenda, the World’s No. 1 Sweetener. Splenda can be used in all beverages. Splenda is made from sucralose and tastes like sugar but without any of the calories that are contained in sugar.” “Going forward, our aim is to also create awareness and education for the low-calorie sweetener category. We will continue to expand our footprint in India by providing holistic solutions and motivating consumers to take charge of their health and well-being by choosing smarter options such as Splenda,” he pointed out. According to Mumbai-based dietician Sushila Sharangdhar, sucralose happens to be a non-nutritive sweetener that does not raise blood sugar levels. Therefore, it can be had by the diabetic population. “Among many food products that are gaining popularity, artificial sweeteners are now emerging as an option not only
Different bakery products would need different sweeteners. The bulk and texture of cookies can be maintained with Maltitol syrup of Crystalline Maltitol. This sweetener is derived from corn. These nutritive sweeteners produce sweetness without insulin-level spike associated with conventional sugar. However, bakers state, maltitol is not a reducing sugar and does not contribute to browning when baked. Colour development can be attained from other naturally occurring sugars or proteins or may be enhanced with natural colours such as caramel. Stevia, the high intensity all-natural sweetener, which is extracted from the leaves of the stevia plant, is being used in bakery production too. “Since it is derived from the extract of a herb, it is one of the low-cal alternatives to sugar. But as Stevia is 100 times sweeter than sugar, its use should be limited. However, it does not raise blood sugar levels,” explained Sushila. “As it is completely natural, it can be partaken by the diabetics,” stated Naini Setalvad, a nationally renowned nutritionist. Stevia has no known sideeffects, except for the feeling of fullness and nausea.
Say No to Trans fats Another major potential health hazard in the bakery industry is trans fats. They are derived via partial hydrogenation of vegetable oils. They have a longer shelf life than natural fats, and are therefore advantageous for the food industry. Unfortunately, however, trans fats are also highly detrimental to health, and have been incriminated in the massive
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BAKERY REVIEW increase in cardiovascular disease during the recent years. Furthermore, trans fats are believed to play a role in the development of certain types of cancers. Consumers today are savvier than before about different fats, including trans and saturated fats, and they increasingly demand trans fat free alternatives for the food products they enjoy. They are willing to pay more for bakery items with healthier profiles, which include less or no trans fat.
Summing Up Today’s consumers are more health conscious and more in the know than ever before. In this context, it will be very important for bakeries in India to use locally sourced, free-range, organic materials and to put this information on their labels. It is all about educating patrons on what you are doing. IBISWorld said value conscious customers were gravitating towards the private-label offerings of supermarkets, while consumers concerned with health and quality were increasingly purchasing high margin products from artisanal
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Sushila Sharangdhar
bakeries. Moreover, nowadays taste and health are not mutually exclusive, which was often the case about a decade or so earlier, in the Indian food & beverage industry. In this context, one can take the example of Diat Foods India, which has a wide range of diabetic foods under the brand Sugarless Bliss. In its gamut of products there are Mithai Bite Packs, Gulab Jamun & Rossogullas,
S T O R Y
Eggless Cakes, Oatmeal Creme Cookies, Eggless Cupcakes (Muffins), Dark Chocolates, Halwa, North Indian Sweets, Dry Fruit Sweets and much more. These products from Diat Foods India can be savoured by diabetic and health conscious people. Way back in 2001, the company’s team of expert food technicians, nutritionists and doctors from both India and abroad began their extensive researches to bring over 250 Indian sugar free & enriched mithais, cookies, cakes, chocolates, honey, etc. for the market. Britannia Industries can of course be regarded as one of the early players to enter the healthy bakery segment in India. The Britannia NutriChoice Oat Cookies, Britannia NutriChoice Ragi Cookies and Britannia NutriChoice 5 Grain Biscuits are right examples of perfect combinations of taste and health. With today’s healthy and sugarless bakery products tasting great too there is hardly any reason for the ongoing healthy revolution in the bakery industry to not achieve its desired success in the Indian bakery industry. n
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Baking Profits Through
Franchise The bakery industry is one of the high growth segments of the country. As a result of changing eating habits in urban India during the recent years, due to social considerations and the improved standard of living and also as a result of the influence of globalisation, bakery industry in India is going through impressive growth rates. With the international bakery chains turning their attention to India and even the Indian brands like Monginis expanding at a rapid rate, there are ample opportunities for enterprising entrepreneurs in the Indian bakery industry to opt for the franchising route. Ashok Malkani takes a look at the franchising opportunities available for investors in the Indian bakery industry.
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iscuits, cakes and breads were originally not part of Indian culinary culture or snacking traditions. The influence of colonial era made India familiar with the bakery products. However, today bakery items in India are items of mass consumption. With rapid growth and changing eating habits of people, bakery products have gained popularity among masses.
A Market with Potential Indian bakery industry has evolved to be one of the biggest sections in processed food industry of the nation. The rising influence of globalisation, emergence of female working population in a very big
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way, and the changing food & beverage consumption patterns due to fast-paced lives with little time for cooking elaborate meals, have together attributed strongly towards fostering growth of the bakery industry in India. Today, according to a report by Research and Markets, the bakery industry is the third-highest revenue generator in the Indian processed food sector. The market research report titled ‘Bakery Industry in India (Bread, Biscuits and Other Products) Present & Future Prospects, Market Size, Statistics, Trends, SWOT Analysis and Forecasts (Upto 2017)’ released by Niir Project Consultancy Services, indentifies growth
factors of the Indian bakery industry as changing perception of the bakery products coupled with changing lifestyles of the Indian population. The report also notes that the rising preference for premium biscuit category is another factor that will contribute in the volume growth for the industry. Glucose segment has been losing its share to categories like cookies and cream biscuits which are growing at a much higher rate than the overall biscuit sector. Also the industry has been experiencing fortification of the bakery products in order to satiate the preferences of the ‘health conscious’ Indians, whose numbers are increasing.
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BAKERY REVIEW Numerous healthy products have been launched in the bakery segment in India during the recent years and they are garnering popularity. The above-mentioned report of Niir Project Consultancy Services notes that the mounting presence of bakery chains has further triggered the growth in the sector. Several international bakery chains have entered in India; recognising potential of the industry.
Not a Cakewalk This backdrop makes investing in bakery industry of India a potentially lucrative option. If you are an aspiring entrepreneur and the very thought of cakes and freshly baked cookies tantalise your taste buds then bakery business is the best option for you, especially in today’s times. However, Saroj Samtani, the Director of HangOut put forward a cautionary note. “For a bakery, the first year is the testing period; once you survive this period and people realise that you are here to stay, the customer loyalty
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streams in. For us, the initial two years were tough. However, we overcame that through patience and perseverance,” she stated. The initial investment for venturing into bakery business is not much. You can start it from your home. There are several small entrepreneurs who start their own home bakery. Baking cakes and other goodies from home is becoming
quite common not only in India but also globally. Of course, the quality of the home baked baking products should be good enough to match those created by professional bakery chains in order to successfully cater to the market. If an entrepreneur is thinking of starting with a bakery chain, she/he should remember that besides making substantial investment, maintenance of
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stringent quality control at all the outlets is also crucial. It is extremely necessary to maintain quality at all the outlets. Having a centralised bakery could facilitate maintaining the quality of bakery products across outlets of a bakery chain. Starting up a bakery requires knowledge of the baking ingredients and the market preferences of the locality where the store is to be located. Starting a bakery could be risky business if you are not really aware of the intricacies of baking business. At the same time, an aspiring entrepreneur in the bakery business should also remember that awareness and knowledge of the bakery business will help you tackle the comptetion but would not help you much in going ahead of it. The knowledge and awareness should also be complemented by creativity and a passionate love for baking to consistently stay ahead of the competition. A sound sense of costing is also needed, especially for the new entrants in the bakery business with modest investment. Lots of bakeries fail each year because the owners lack preparation and careful planning.
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business to get quick recognition. Moreover, franchisors generally provide relevant training and timely support to the franchisees in areas of marketing, handling human resources and raw materials, operations and selection of location for opening outlets, which may help the new entrepreneurs to do away with much of teething troubles. For example, the bakery franchisees of Down to Earth are given training to provide them with the tools to successfully own and operate their business. Major areas of training include baking skills and production management, imparting product knowledge, bakery team training and customer service, marketing and promotions, purchasing and inventory control, effective management practices and bakery staff development. Their
The Franchising Route Entrepreneurs foraying into bakery business may question, “Why opt for the franchising route?” Franchise of a bakery business generally requires low investment yet it has high possibility of reaping lucrative profits. It is because taking the franchising route can facilitate an entrepreneur venturing into bakery
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Zoher Khorakiwala
training programme is conducted in a bakery environment at designated bakery locations. Training is competency based and designed to be completed within a limited period of time. Down to Earth provides a wide range of healthy bakery products, which ranges from multi-grain bread to organic cookies. Franchising is also an effective option for the established brands to grow quickly in this highly competitive bakery business of India. On the franchise growth of the brand, Zoher Khorakiwala, Chairman and Managing Director, Monginis Foods Pvt. Ltd., said, “We have entered the road of franchising way back in the year 1971. Franchising has surely facilitated a great deal in the growth of Monginis brand. Dedicated franchisees have not only resulted in increased sales but also in spreading a positive word of mouth around in their respective neighborhoods.” Yes, a comparatively easier way of starting a bakery with an established name is to opt for franchising. However, when taking a brand’s franchise, a prospective franchisee may usually have lots of queries regarding the choice of formats. According to Anupam Saluja, CEO, Cookieman India, “All formats have their own advantages. Location plays a crucial role in the success of a bakery unit. The ideal model should always take into account of a combination of factors like location, space available, target consumer profile, etc.”
Some Prominent Franchisors There are several Indian and international brands that an enterprising entrepreneur can opt for to venture into the bakery business through franchising route. Bisk Farm, Bread Talk, Monginis, Cookie Man, Birdy’s, Dunkin Donuts, Krispy Kreme Doughnuts are just a few of them. Here are details on some of them. Monginis: Monginis is a premier and popular destination for lovers and connoisseurs of all varieties of cakes, chocolates, pastries and cookies. It basically assists customers in conveying happiness to their loved ones in memorable and personalised ways. Monginis has a presence in 12 cities around India and two in Egypt. A leading brand of cakes with a wide range of packaged cakes, it is a leader of retailing
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of celebration cakes and offers a profitable business opportunity. As far as business opportunities with Monginis go, you can become: (1)Retail Franchisee (2)Manufacturing Franchisee (3)Distributor or (4)Super Stockist. Cookie Man: Cookie Man, launched in India in January 2000 by Australian Foods (I) Pvt. Ltd., has a premium range of cookies made from unique recipes refined over 50 years, at an exclusive R&D centre in Australia. Today, Cookie Man is India’s number one brand of fresh baked cookies. Cookie Man is committed to becoming the largest fresh baked cookie chain in India. Birdy’s: This chain of gourmet bakery and patisserie shops has a wide array of products. Patisserie, desserts, sandwiches, muffins, European chocolates gateaux and teatime favourites are just a few of the irresistible products available at Birdy’s. Expanding at a rapid pace, the Birdy’s currently has 55 outlets spread across Mumbai and Delhi. The franchise option with Birdy’s has been in operation ever since the company’s inception. Though it has outlets mainly in Mumbai and a few in Delhi, Birdy’s is evaluating strategic options to move into other cities with retail opportunities in Bangalore, Hyderabad, Chennai, etc. Dunkin’ Donuts: Dunkin’ Donuts is the number one retailer of hot and iced coffee by the cup, and the largest coffee and baked goods chain in the world. With nearly 10,500 locations in 31 countries, it plans to double the number of restaurants in the US within the next 20 years. A Dunkin’ Donuts store sells coffee, donuts, bagels, muffins, compatible bakery products, sandwiches, as well as other food items and beverages compatible with the franchisor’s concept. Since its launch in 2012 in India, Dunkin’ Donuts has set up 21 stores in northern India and aims to set up around 100 stores in the country by 2017. Puffs & Rolls: Puffs ‘n’ Rolls -The Bake Shop, which was established in 2001, prides itself in being Nashik’s leading manufacturer of bakery & confectionery products. It creates custombaked goodies for any social celebration or business occasion. The business has grown successfully over the years and this is primarily due to the quality of the products and to the excellent service
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Saroj Samtani
offered to all the customers. Krispy Kreme Doughnuts: The Krispy Kreme Doughnuts has a strict set of criteria for all interested franchisees. One of this is that the interested franchisee must have an adequate amount of money in financing an entire market of Krispy Kreme stores, with at least ten stores in each market. The Krispy Kreme Doughnuts requires the interested franchisee to have substantial working experience in terms of food service operations and to sign an area agreement in which they promise to give their best full-time efforts to make sure of the success of their Krispy Kreme market. Café Coffee Day: Till date, Café Coffee Day does not offer any franchise options. However, you can still enjoy the revenue potentials of their growth, which is as good as opening a CCD franchisee. Costs and investments are also less, and you will enjoy a good return every month without getting into trouble of running a business. If you have a large commercial space or a commercially convertible space in a high or high-medium footfall area,
Anupam Saluja
you can go for renting a CCD. All you would need is 1000-1500 sq. ft. ground floor space, a minimum frontage of 25 running feet and sufficient parking space. Ribbons & Balloons: Ribbons & Balloons has established a dominant leadership & a cult-like following in the cake and confectionary industry within a short span of five years! Ribbons & Balloons has built up a concrete franchise family enterprise, partnering with business aficionados and brand enthusiasts, all over the Mumbai city.
Factors to Consider Does it mean that franchising has no risks and everything is hunky dory once you take up franchising to further your bakery business? There are certain challenges a franchisee has to face in bakery business, like in any business. The franchisee must maintain the quality of products that the franchisor is associated with. If the franchisee does not deliver the products of a certain quality that is associated with the brand which he/ she is carrying, not only the business of the franchisee but the long-standing reputation of the franchising company can suffer. Simply relying on the brand name, without delivering the quality of products to match the reputation of the franchisor would not help the franchisee bakery business (or rather any business) to thrive. Furthermore, bad or inappropriate location can lead to the failure of a franchisee despite the leverage of brand support. Before starting his/her bakery business by investing to become a franchisee, the entrepreneur or the potential entrepreneur should do his/her homework, which of course include market research about his/ her prospective business. Otherwise adversity in the business may caught the entrepreneur unawares, whose perpetuation without astute handling may lead to closure of the shop. And the players going for franchisee route, like the players going for standalone bakeries without support of any brand name, shouldn’t expect profits from the first day either, though in franchising the profits do have a high possibility of trickling in quicker than in a non franchise option. n
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The Premium Trend in
Biscuits
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reads and biscuits are probably the most important products of the Indian bakery industry. They constitute around 80 percent of total bakery products in India. India happens to be the second largest market for biscuits in the world, which according to Mintel, had a retail volume of 2.3 million tonnes in 2013. About 30 percent of the Indian biscuits industry falls in the realm of unorganised sector. However, the present popularity of biscuits in India was not always so. Biscuit became a popular product in India only during the second half of the twentieth century, when urban India, which was getting fast-paced and busier than before, began to seek readymade affordable snacks in a big way. In their early days in India, biscuits were being regarded as sick man’s diet, but gradually their popularity among the Indians increased. Today biscuits are the integral part of the snacking habit of urban India. And the market for biscuits in urban India is only expected to grow in the future.
Integral to Snacking It is because in urban India the lives have become more fast-paced than they were even a decade before with growing number of nuclear families and more and more women joining the work force. This is leading to lesser time for cooking
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By Swarnendu Biswas
at home than before. And this trend is expected to not only continue but also to gather more force in the years to come. In this scenario, ready-to-eat snacks are expected to gain more importance. According to Euromonitor International’s report titled Biscuits in India(which was published in February 2014), as more women join the work force, convenience and time have become major factors among urban households. Consumers are increasingly relying on snacks and baked goods as substitutes to traditional breakfast.
One an affordable snacking option can say that the fast-paced urban life and the increasing number of nuclear families have contributed towards enhancing the need for biscuits in urban India as during the recent years. The report further observed that with the launch of a series of cookies and sandwich biscuits offerings, biscuits were now being viewed as a quick breakfast option among women and children. “This has helped drive sales of biscuits, especially cookies and sandwich biscuits, over 2013,” stated the Executive Summary of the report. It is no wonder that over the last five years, the Indian biscuits market is experiencing impressive growth.
Promising Potential Going by the trends it seems that a convenient snacking option like biscuit is expected to assume even greater importance in urban India with the passing years. In fact, one can infer that in the near future we may see more healthy and filling biscuits which can address the in between hunger pangs between two meals in a healthy way for a busy professional, without the investment of much time. Moreover, despite being graduated to a product of mass consumption in both urban and rural India, the annual per capita consumption of biscuits is merely 2 kg in the country, which is much lower as compared to 4.5 kg in the South-east
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Asian countries and 7.5 kg in the US. So there is huge potential for growth in this sector, which the big Indian players and multinationals are expected to tap in the future, in market savvy manner.
Players Going High-end The organised segment of the Indian biscuits industry is dominated by three players — Britannia Industries, Parle Products and ITC. Britannia leads the cookie sub-segment with an estimated market share of 30 percent. ITC is the largest player in the creams sub-segment. When you combine these two subsegments, then Parle Products becomes the largest player. The share of Parle Products in the cookies plus creams market of India is 25 percent. According to IBNA Research’s research report(published in October 2014) titled ‘Indian Biscuits Market Forecast to 2019’, the strong economic growth of the last few years and increasing brand consciousness among the new wealthy Indian middle class combined with a greater exposure to western lifestyle has created hunger for branded biscuits in the country. The premiumisation of biscuits in India is also very much visible in Indian snacking habits. These days, probably
BAKERY REVIEW because of the growth in disposable incomes on a sustained basis across select but sizeable pockets of urban Indian society, a section of consumers are showing a shift towards premium biscuit offerings. This becomes evident from the fact that presently India’s biscuits market is growing at a reasonably healthy rate of 8 percent per annum but the premium category of biscuits is experiencing a huge growth rate of 17 percent per annum. The glucose segment has been losing its share to categories like cookies and cream biscuits, which are experiencing much higher rate of growth than the overall biscuits sector in India. The demand for premiumisation of biscuits in India gets reflected from the fact that major players in the Indian biscuits segment have made additions into the premium biscuits category in the recent years. On early November of the last year, Britannia Industries introduced NutriChoice Heavens, which is priced at Rs.50 for a 100 gm pack. According to Varun Berry, MD – Britannia, “NutriChoice Heavens signals our intent to launch significantly differentiated products in the space of delightful health. Heavens is an effort to give the Indian consumer a truly world class product, using state-of-theart baking technology.” Baked using top class European technology, these cookies come in two flavours – Cranberries & Oats, and Almonds, Banana & Oats. The healthful mix of juicy cranberries, fine bananas, crunchy almonds and sun-kissed wholegrain oats delivers great taste in every bite of NutriChoice Heavens. The NutriChoice Heavens is markedly costlier than even the premium Nutrichoice range. Britannia NutriChoice Oat Cookies, Britannia NutriChoice Ragi Cookies and now the NutriChoice Heavens also show the
demand for healthy biscuits and cookies in urban India. ‘Healthy’ biscuits are slowly emerging as a new sub-category in the Indian biscuit market, with most of the major home-grown companies launching such products, noted an expert from Mintel, sometime in 2014. “NutriChoice’s core consumers are health believers; they are the early health adopters who have a pre-disposition towards health and who actively lookout for products and services to support their health goals. However, in order to lead the next wave of growth the objective of the brand is to enable even health beginners adopt health,” averred Berry. According to Berry, the share of NutriChoice in Britannia’s overall revenues would escalate from the present 6-7 percent to 20-25 percent within the next three years. In the very recent past, Britannia introduced another premium
offering named Britannia Good Day Chunkies. Of course, Britannia is not alone. On early 2014, ITC introduced Sunfeast Farmlite, which is another foray into the health and premium biscuits segment. Spruced with oats and wheat fibre, the product is available in two variants — almonds and raisins. Sunfeast Dark Fantasy Choco Fills is another premium offering from ITC. It comes across as an exquisite combination of luscious chocolate filling enrobed within a perfectly baked rich cookie outer. Parle Products is also not far behind. During the last two years, Parle has come up with a range of premium biscuit offerings. Some of them are Parle Milano Centre Filled — Dark Cookies, Parle Milano Mini Cookies, Hide and Seek Black Bourbon Creme Sandwich, Golden Arcs, and Happy Happy Cream. Mondelez International with Oreo sandwich cookie is also an important player in the premium biscuits category.
The Growth Challenges It is expected that the market for premium and healthy biscuits will grow
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further among middle class urban India, in the years to come. However, it would be simplistic to assume that only greater premiumisation in the Indian biscuits industry would lead to higher rates of growth for the industry. Presently, the biscuits industry in India is garnering impressive growth, but its annual growth rates are not very high since quite a few years. To tap the rural market in a bigger way the biscuit giants must also simultaneously focus on the mass market segment of the Indian biscuits industry. Presently, the penetration of biscuits in the rural market is still within the range of 50-65 percent, which needs to be enhanced. Unless the rural market is tapped more vigorously with more
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imaginative packaging and pricing options, the biscuits industry would not garner its potential growth in India. According to Indian Biscuits Manufacturers Association, during 2011-12, the biscuits industry in India witnessed an annual growth rate of 11 percent. According to IBMA’s figures, the annual growth rate of the biscuits industry in India was 11 percent during 2010-11 also, which dropped from the growth rate of 14 percent during 200910. The revival of the growth rate of the biscuits industry of India to 2009-10 levels is still a challenge for the industry. Simply premiumisation and growing demand and consequently supply for healthy biscuits wouldn’t be adequate to solve the problems of the Indian biscuits industry. The reduction in value added tax on biscuits is the need of the hour to give the desired fillip to the Indian biscuits industry. “Presently, the value added tax or VAT on biscuits ranges between 13.5 percent to 14.5 percent across the states of the
country, which ideally should be reduced to 5 percent. We have been appealing to the Chief Ministers/Finance Ministers of all states and also to the Chairman of the Empowered Committee on VAT, seeking reduction in the rate of VAT on biscuits to 5 percent, but till now nothing has been materialised in that direction,” observed KP Mohan Das, Secretary General, IBMA. And of course, the steep prices of raw materials like wheat flour, vegetable oil, sugar, milk, etc. remain a perpetual challenge for this low margin industry, which in fact impedes the Indian biscuits industry to present its products at more affordable rates. Unless the prices of
the ingredients for biscuit making are addressed in an effective manner, the industry cannot achieve its desired growth route.
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The Chocolate Business: Evolution, Growth and Challenges By Swarnendu Biswas
E
ven two decades back, chocolate products in India were primarily meant for the consumption of children. Since the mid ‘90s, chocolates began to get popularity among the adult population also. The next stage in the evolution in the consumption of chocolates in urban India(chocolate products in the country are largely consumed in urban India) was the graduation of chocolate products into gift items in celebrations and festivities. This trend coalesced during the first decade of the twenty-first century. The chocolate products are now giving traditional mithai a competition as gift items during celebrations and festivities. Now the recent trend is projecting chocolate products as energy booster or as a means of satiating hunger. I have discussed all these in detail in the last issue of this magazine, so there is no need to go into any more detail about this. We can sum up that since the last two decades, market positioning and consumer profile of chocolates in urban India have undergone significant transformation. Parallel to the trend of chocolate products being used in celebrations and chocolate products being used to boost energy or satiate hunger, we are seeing the trend of handcrafted and customised chocolates. One’s imagination can be reflected in chocolates, which can enhance the celebratory mood in birthdays and festivities. For example, a heart shaped chocolate in Valentine’s Day can make an added impression for the wooer. Similarly a toy train shaped chocolate cake in a kid’s birthday can bring some extra joy to him. What about chocolates in the shape of fire crackers to
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light up the Diwali even more? Or what about chocolate jewellery? Mumbai-based and Zeba Kohli led Fantasie Fine Chocolates is a major player in the area of handmade and customised chocolate products. Another important player in this niche segment of customised premium chocolates is the Delhi-based Nidhi Bhageria-led Celeste Chocolates. There are many other creative small players in this segment. Many Pastry Chefs in five-star hotels are also engaged in artisan chocolate creations. But this trend of artisanal chocolates customised to the individual tastes of
the clients is a niche market in India; which is largely confined to the upper echelons of the society in the big cities of India. In order to cater to a more broad-based market, the dessert creators and/or chocolatiers would have to make their chocolate products more affordable, without compromising much on creativity. Without the element of creativity the customised chocolates would not have much relevance. Perhaps the only other way for the artisan chocolate entrepreneurs for catering to a more price-sensitive market is to somewhat compromise on the quality
of ingredients or more preferably, to compromise on the rate of profit by increasing productivity. However, the good news for players in the chocolate segment is that the annual per capita consumption of chocolates in India did experience an increase from 0.05 kg in 2005 to 0.12 kg in 2013. This figure is very less as compared to the per capita chocolate consumption in many European nations, but the potential for the growth of the chocolate market in India is highly promising. According to the report of ValueNotes titled Chocolate Industry in India 2014-19 “The chocolate industry in India, valued at Rs. 58 billion in FY 2014, has been growing at a CAGR of 15 percent over the last three years.” ValueNotes estimates that the industry will be worth nearly Rs. 122billion by FY 2019, growing at a CAGR of 16 percent. This scenario can encourage many chocolatiers to make foray into creating exquisite creations in chocolates. The growth in chocolate consumption could not only be attributed to sustained increase in disposable incomes in select but sizeable pockets of urban India, but also because of the influence of globalised tastes on our consumer preferences. The rising popularity of chocolate products as gift items has also perhaps given a fillip to the chocolate consumption in the country. Not only the consumption of chocolates increasing in India, its character is also showing a shift. According to the above-mentioned report by ValueNotes, milk chocolate is the most popular category of chocolates in India, contributing 75 percent to the total sales of chocolate in the country.
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BAKERY REVIEW However, it also pointed out that though dark chocolate ranked third with only 9 percent of the market share, it was expected to be the fastest growing segment of chocolates in the country. According to ValueNotes, the chocolate industry can be segmented by the type of ingredients which is used to produce the chocolates. This includes dark, milk and white chocolates. Moreover, a section of Indian consumers are opting for high-end brands of chocolates in the recent years, which was not seen even a decade earlier. This has led to introduction of premium chocolate products in the Indian market, during the recent past. The high-end spectrum of the Indian chocolate industry is not only reflected by Ferraro Rocher, Kinder Joy, Snickers, Lindt but also by the Toblerone by Mondelez India Foods Private Limited and Alpino by Nestle India. According to ValueNotes, the latest trends witnessed in the industry reveal
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that companies are constantly engaged in improving the packaging and adapting the flavour of the chocolates according to the tastes of the consumers. From this we can infer further the rise in popularity of chocolates in the future, across India. The report also pointed out that manufacturers were increasing their investment in the cold chain facilities across the country. This can enhance the supply of chocolate products in India. But despite increases in per capita consumption of chocolate products, the chocolate market is far from being a mature one in India. However, in order to make the chocolate market in India more mature in real sense, two things must be done quickly by the makers of chocolate products. One is to raise the awareness among Indians about the quality of chocolates and develop taste for good chocolates among them, and second is to tap the huge and largely untapped rural market for chocolates. It is lamentable that still 80 percent
of chocolate consumption in India is accounted by urban areas. This can be changed only through more affordable packaging and pricing options and introduction of more mass market chocolate products in the near future. Premium brands like Ferraro Rocher and Snickers are unlikely to tap the rural market in a perceptible manner. Presently, the mass market of the chocolate industry is dominated by only two players , Mondelez India Foods Private Limited and Nestle India. Mondelez India Foods Private Limited’s Cadbury Dairy Milk and 5 Star, and Nestle’s Kit Kat are important mass market brands of India, which could take a lead in exploring the market of rural India in a big way. And of course, the bolstering of our disappointing cold chain infrastructure and more institutions for training potential chocolatiers are also the need of the hour, in order to give the desired momentum to the Indian chocolate industry. n
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BAKERY REVIEW
Tackling Wheat Flour Infestation By Waykar Uttam
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nfestation in wheat and wheat flour is a common problem faced by the wheat traders & flour millers. In this regard, it becomes a challenging task to maintain the quality of wheat & wheat flour. With proper care and controlled conditioned environment, flour can be stored up to six months without any sign of damage. However, in India, it is difficult to achieve this objective. It gets infested within two months, affecting the shelf life of wheat & wheat flour in the process. Infestation in wheat and wheat flour is caused due to several reasons. They include rodent infestation in wheat at the farms, moisture content of the wheat/ wheat flour, bad storage conditions, cross-contamination, unhygienic conditions, cracks on the floors & walls, standing water near the stores, spillage & bird faeces in the stores’ stairs & floors, presence of wheat germs in the wheat flour, and type of packaging materials used among others. Moisture content in the wheat flour
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is a crucial parameter that influences the shelf life of the wheat flour. If the wheat received from the farm is having higher moisture content and it is not cleaned properly, it will be infested faster. Wheat should be stored in a clean, hygienic, wellventilated and isolated store. Stored wheat should be inspected regularly for any infestation. When the wheat is brought to the mill store area, miller should check it for infestation and other quality parameters. After receiving the wheat, it should be fumigated by fumigant namely aluminium phosphide tablets and needs to be kept under fumigation for a long time i.e. more than 72 hours. Do not keep the wheat idle at one place for a long time and temperature of stored wheat should be monitored continually. Before taking wheat for milling, miller should ascertain that it should be free from weevils. If infestation is found then fumigate infested wheat for 72 hours & take another batch that is free from any weevils for milling. Use Emery rolls or scouring machines
in the cleaning line & before milling line to clean dirt from the wheat. Generally, insects’ eggs are deposited in the crest of the wheat as it is an ideal place for the egg deposition. Extract all the screenings from the wheat and use clean wheat for tempering and milling. Keep the flour moisture at less than 14 percent (12.5 to 13.5 percent is ideally recommended). Use prefumigated packing materials for the flour packing. Always keep the bags/ container sealed. In order to improve the shelf life of the wheat flour, following additional precautions should be taken by millers -: • Use clean & fumigated wheat for milling • Use scouring machines in the cleaning line • Set cleaning machines with optimum efficiency to separate out all the impurities from the wheat • Clean the dead pockets of the cleaning line frequently, to get rid of non-moving grains at elevator bottom
Dec-Jan ’15
I N G R E D I E N T
BAKERY REVIEW & outlets, wheat conveyor troughs and tempered wheat conveyors. • Fumigate empty wheat bag • Before milling, use scourers to remove dirt in tempered wheat • Regularly clean the milling equipment like roller mills, feed hoppers, flour conveyors, gravity spouts, plan shifters purifiers, bran finishers, flour bins, flour elevators, flour packing hoppers, bran elevators line, etc. • Fumigate packing materials before every use • Frequently fumigate bins & conveyors • Always keep the packing area & the flour storage area clean • Building/store entrance should have sliding doors with fine wire mesh to arrest flies & insects • Cover all the water tunnels that are in close proximity to the mill and stores • Mill and stores surrounding should be free from grass • Avoid gaps between beams and walls • It is advisable to smooth finish the walls and roofs to prevent dust adhesion • Surrounding areas should be cleaned properly • Used mill spares & sieves must be
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cleaned and then placed at the store • Employees should use clean uniforms, hair nets and gloves • Keep the flour bags closed all the time • Flour storage area should be well ventilated • Keep the packing materials in a hygienic location • Fumigate the mill with proper sealing annually. However, if you keep the mill, store & process clean, hygienic and well ventilated habitually, you may not be required to fumigate mills & stores. In this context, I would like to talk in brief about a new bio-insecticide, which is being developed by our parent company Muhlenchemie from Germany to control wheat infestation. Named ‘EMCEantiBug 9010’, it is a chemically inert nontoxic white amorphous powder. It is absolutely uncritical to handle. 1 percent of EMCEantiBug 9010 binds approximately 2 percent water and about 1.5 percent oil or fat. With grain weevil, 100 percent results can be achieved in two weeks with as little as 2gm of EMCEantiBug 9010 per kg wheat at 11- 12. 5 grain moisture.
Good results have been observed after dusting an empty grain storage area with about 10 g/m2 and repeating the treatment with 20 g/m2 after a further 14 days. Moreover, EMCEantiBug 9010 powder covers even emerging larvae immediately and dries them out. Here it deserves a mention that EMCEantiBug 9010 attacks and partially absorbs the wax coat of the weevils. Powder particles of EMCEantiBug 9010 also block the insect’s breathing holes (stigma) and in some cases the powder gets build up over the weevil’s body. The mechanical effects of EMCEantiBug abrasive particles on the entire locomotors system (joints, cavities and intersegmental parts) impede the insect’s freedom of movement and reproductive ability. After treatment with EMCEantiBug 9010 the insects are found to have lost their weight and their body fluid content gets reduced, in some cases. The insects treated with EMCEantiBug 9010 die due to dehydration after a varying time period, which depends on relative humidity. The author is the Director, Operations, Stern Ingredients India Pvt. Ltd.
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P R O D U C T
P R E V I E W
BAKERY REVIEW
Baked With Love
Fruit Fillings
Julie’s biscuit factory started in 1981 in Alor Gajah, Melaka, Malaysia. For over 30 years, Julie’s has been consistent in practicing its motto ‘Baked with Love’, that later became its tagline. In its manufacturing process, the company’s focus has been on quality, food safety and hygiene, using selected premium ingredients that are also free from harmful artificial additives and colouring. The core values of the company are, ‘Accountability’, ‘Integrity’ and ‘Passion.’ In its pursuit to improve the quality, the company has developed new innovative and attractive packaging designs and invested in modern production technology to produce new products. With an emphasis on Julie’s philosophy, “What we don’t eat, we don’t let people eat,” the company assures consumers that they will get value-for-money by purchasing the company’s products, comprising a variety of crackers, cream sandwiches, wafer rolls, waffles and cookies. Perfect Food Manufacturing (M) SDN. BHD. enquiry@julies.com.my
Narsaria, one of India’s leading brands in the bakery ingredients segment with ISO 22000 and HACCP certification, has launched its new product named ‘Fruit Fillings’ for the bakery and confectionery industry. Narsaria is committed to provide the bakery industry with finest whip topping, bakery glazes, powder colour, liquid aromas, eggless concentrate. The company of late had a technical tie up with a Belgium company for manufacturing fruit fillings in India. The company has set extremely high standards for its finished products. Whole blueberry, Kiwi slices, mango pulp, and pineapple are some of the luscious fruits the company uses to make first-rate fillings for delicious pies, pastries, chocolates, cold cheesecakes, baked cheesecakes, mousse, fruit-filled muffins, cookies, fruit breads, breakfast rolls, Danish pastries, croissants and other culinary treats, which reflect a homemade, indulgent character. The Fruit Fillings can also be used as toppings on icecream. The fillings are hygenicaly packed. The company serves retail bakery operations of widely varying sizes, commercial manufacturers, foodservice operators and distributors across the country. Narsaria Industries Pvt. Ltd. info@frollik.com
Whole Wheat Baguette Mix & Bread Improver S200 SwissBake has recently launched two new bakery products, the Whole Wheat Baguette Mix and S200 Bread Improver. Both of them are specially developed by their R&D center in Switzerland. SwissBake Whole Wheat Baguette Mix is India’s first and only baguette premix to be offered in a whole wheat variant. The bread improver S200 was specially formulated from newly developed functional enzymes. SwissBake claims that S200 is amongst the best bread improvers currently available in India and offers both high yield and consistent results irrespective of the flour quality. Swiss Bake Ingredients Pvt. Ltd. solutions@swissbake.in
Nutritional Solutions with Applications in Bakery Tata Chemicals has made an innovation to indigenously develop and produce prebiotic dietary fibers called FOSSENCE™ (Oligofructose). With up to 95 percent fiber content it is naturally sweet. The product is endowed with several health attributes. Besides being rich in fiber, it has low calorie content, has no added sugar, and has low Glycaemic Index. Besides these, FOSSENCE™ gives you the edge on taste and texture due to its sensorial properties, humectancy, mouthfeel and binding benefits. The product has applications in all kinds of sweet and non-sweet bakery products including cookies, biscuits, rusks, nutritional bars, breads, and cakes. Through its team of scientists and food technologists Tata Chemicals offers science & technology-driven customised solutions to those keen to launch wellness products. Tata Chemicals Limited nutra@tatachemicals.com
Cleansing Fruits & Vegetables It has always been made to understand that vegetables and fruits are among the best forms of nourishment through food. This is now a fact proven by modern science & medicine. Humans are advised to consume vegetables and fruits in their natural form to get maximum nourishment & benefit from these food sources. Unfortunately, the fruits and vegetables that we consume can also be a source of many diseases, even cancer, as these vegetables and fruits are often exposed to many contaminants. VegWash Plus is a scientifically proven natural cleaner that gently cleans toxicants present on the surface of fruits and vegetables. VegWash Plus is tested by major multinational laboratories to clean 99 percent of all toxicants, such as pesticides, fungicides, weedicides, artificial ripeners, etc. It kills 99 percent of all germs present on the surface of fruits and vegetables, that are harmful for human consumption. It leaves no residue. The packs are available in 1 ltr and 5 ltr. Autoydnamics Engineering Pvt. Ltd. info@autodynamics.co.in
The information published in this section is as per the details furnished by the respective manufacturer/distributor. In any case, it does not represent the views of Hammer Publishers Pvt. Ltd.
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Dec-Jan ’15
Create edible masterpiece with fancy wafer flowers BAKERY REVIEW
P R O D U C T
Madhav Enterprises Email: madhaventerprises.sale@yahoo.com, info@bakersolutions.in Facebook: www.facebook.com / madhavent Address: 58-A, Adchini, Near Qutub Institutional Area, New Delhi 110017 Contact: 8373911101 Dec-Jan ’15
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ADVERTISER’S INDEX
BAKERY REVIEW
ADVERTISER’S INDE X COMPANY
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AARBEE FOODS ARTS 14 ADANI WILMAR LTD. 15 APPLE BAKERY MACHINERY PVT. LTD. 25 ARCHII 17 BUNGE INDIA PVT. LTD. 05 CREMICA FOOD INDUSTRIES LTD. BIC DABON INTERNATIONAL (P) LTD. BC EDT EXPO 2015 27 FINE ZEELANDIA 11 HOTELEX SHANGHAI 2015 21 MADHAV ENTERPRISES 37 NAGPAL BROTHERS (REGD.) 09 NARSARIA’S INDUSTRIES PVT. LTD. 35 NEENA ENTERPRISES 10 RANS TECHNOCRATS (INDIA) PVT. LTD. FIC RATIONAL INTERNATIONAL AG 08 REMINGTON STEEL ARTS 31 RITE EQUIPMENTS PVT. LTD. 33 SATELLITE PLASTIC INDUSTRIES 10 STEC STAINLESS STEEL PVT. LTD. 07 STERN INGREDIENTS INDIA PVT. LTD. 13 TATA CHEMICALS 01 THAIFEX 2015 38 THE BUTLER SUPERMARKET 12 THE NEW INDIA ELECTRIC & TRADING CO. 12 TROPILITE FOODS PVT. LTD. 23 PRODUCT PREVIEW 36
* BC - BACK COVER
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* FIC - FRONT INSIDE COVER
* BIC - BACK INSIDE COVER
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I N T E R V I E W
BAKERY REVIEW
The Creative Team Player By Sharmila Chand
An alumnus of the prestigious IHM, Kolkata, Chef Vikas Kumar, Executive Chef, Flurys Swiss Confectionery, Kolkata, began his career with the Taj Group of Hotels. He has also worked with some of the best luxury cruise liners including the iconic RMS Queen Elizabeth 2. He was the opening team member of the RMS Queen Mary 2. He has had the privilege of cooking for some famous people including the Queen of England, the Duke of Edinburgh, and numerous Hollywood personalities. He returned to India in 2007, and worked for the next three years as the Pastry Chef at the InterContinental The Grand Resort Goa. He has been working in Flurys as Executive Chef since March 2010. The excerpts of the interview follow: What are the current trends in the Indian bakery industry? The current trend is strongly towards products with healthier and good quality ingredients and variations. In the celebration cakes segment, simple flavours with high quality ingredients and simple garnishes are the trend. The era of artificial colours, artificial flavours and rich traditional garnishing seem to be slowly coming to an end. Moreover, there is very heavy demand these days of ready to bake/ready to assemble products such as frozen pizza bases, burger buns, pita breads, ready to bake cakes and frozen puff pastries, etc. because people now want to indulge in their own creative culinary skills. Did you become a Pastry Chef by design or default? I was always interested in food production and always wanted to become a Chef. However, once I was selected for the Hotel Operations Management Trainee (HOMT) Program of the Taj Group, I thought it would be a good idea to try and become a Pastry Chef since La Patisserie of the Taj Hotels was quite renowned those days and also because I was aware that the profession of Pastry Chef was highly creative and offered great opportunities. It still does. Who are your idols, that is who all have inspired you? I have been inspired by quite a few Chefs throughout my career. I have been very lucky to have worked with some excellent Pastry Chefs from all over the world and have been greatly impressed by Chef Santosh Tiptur , my once Head Chef and now the Chef and Owner of Coco Sala in Washington DC.
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What are the hot selling bakery and confectionery items at Flurys? The Flurys Milk Bread and Rum Ball are our hottest selling items.
that the products that we make are generally exclusive and celebratory in nature; which are had once in a while, and provide much more joy and satisfaction to the consumers than regular food. What about the health quotient? I also like that through my writings, How do you take care of that aspect? shows, etc. I am able to reach a very wide We at Flurys do not use any preservative section of youngsters and home cooks and shelf life improver in our food products. who want to take the profession of baking All our breads and fresh cream products seriously and that I am able to inspire and have a declared shelf life of only one day. support them. Other than that we have a healthy range of products which include products that are What are your professional sugar free, gluten free, vegan, with low GI strengths? among others. I like to use different products and techniques, slightly away from what is What are the challenges a Pastry considered to be as normal. I also believe Chef in India has to face in her/his job? that in this age direct guest contact and For a Pastry Chef in India, the most customisation is absolutely essential for challenging problem is that of manpower. the Chefs, which I usually adher to. Bakery and confectionary being a highly specialised field, there is always a huge What is your working philosophy? demand of well-trained manpower in My working philosophy is quite simple, India and it is challenging to retain these really. It is to be able to produce and help personnel. my team to produce food creations that are Secondly, in India, the fluctuation in the fresh, use extremely high quality ingredients quality and prices of raw materials such as and derive inspiration from the nature. sugar, flour and eggs is also a challenge and a strong regulatory framework is the need How do you like to de-stress? of the hour. By engaging myself in exercising, Third, the availability of high quality running and spending time with my two machinery and equipment is also a big beautiful daughters. issue with most of our equipments being imported. The cost of these is quite What is your mantra for success? high, especially after the high taxes and My mantra for success is to be true transportation charges and their after to oneself, enjoying what you are doing, sales service and support, which is a big taking criticisms seriously and using them problem. towards self-improvement, taking care of smallest details, and to taking serious care What do you like about your job? of one’s health. Without health there can I like the creative freedom, and the fact be no success and joy.
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