GROUP - 1

MEMBERS :

ABEY JAMES BIJU

JOYAL JOHNSON

SHAROOK ZIYAD

NUSREEN

BONNY V PAPPACHAN

Ghee
Industry

Ghee Industry

Ghee is a class of clarified butter that originated in ancient India . Ghee is

prepared by simmering butter, which is churned from cream, and removing
the liquid residue. Spices can be added for flavor. The texture, colour, and
taste of ghee depend on the quality of the butter, source of the milk used in
the process and the duration of the boiling.

10000 crore industry.

5% branded ghee players

Expected to grow 17% in 2011-17

India- largest producer(900000 tones) and consumer

Has strong penetration in both rural-21% and urban-37% areas- IMARC

Research studies.

Organized Players

Amul Ghee

Amul Amul s Ghee is among best seller Ghee brand in India and one of the
largest ghee brand that is exported to UAE, Sri Lanka, Japan, Hong Kong,
Australia, Singapore and many more.

Gujarat Co-operative Milk Marketing Federation (GCMMF)

Amul Ghee is made of pure milk and is available in small (200 ml) to big
packets (15 KG tin).

Marketed via nationwide chain of distributors and retailers.

30% market share.

Gowardhan

Parag Milk Foods , Maharashtra based, brands desi ghee is among most
consumed ghee brand of western parts of country.

Priced reasonably, this ghee is made up of cows milk and is known for
its purity and quality. Produced in advanced machineries and no
human contact involved in the preparation, making it extremely safe
and hygienic.

Many sweet shops in Maharashtra make their sweets especially in

Gowardhan Ghee.

Company owns one of the largest and widest cow farms in India and
Asias biggest cheese plant.

27% market share.

Patanjali

New entry into Ghee market and in a short span it has become one of the best
selling Ghee brands in country.

Made up of pure cows milk. Their milk is unadulterated and made in their
new machineries. They market their product free from any adulteration
and that has become a turning point for them.

Their Desi Ghees rich aroma and traditional taste had soon made them
preferred brand in Indian households.

10% of overall market

Sagar Ghee

Mehsana District Cooperative Milk Producers' Union Ltd., popularly known as

Dudhsagar Dairy owns Sagar Ghee brand.

1992 - 500 Grams Ghee Pouches launched in Market under the brand name
"SAGAR"

Dudhsagar Dairy has a membership of over 520,000 dairy farmers.

Mother Dairy

Mother dairy is leader in Milk and milk based products in India.

Established on 1974 by National Dairy Development Board
(NDDB)

Offer two types of Ghee Ghee made from Cows Milk and Ghee
made from Buffalos Milk. Both are made hygienically in modern
machines.

Cows ghee is popular than buffalos counterpart.

Very rich in taste, they are grainy in appearance and healthy

too.

They are available in various packs of 250 ml, 500ml and 1ltr.

Vita

Vita is a milk product brand of Haryana dairy development federation limited.

Vita Ghee is made up of quality milk and is priced very reasonably. They are
available in all corners of Haryana and Punjab, even the small villages and
towns.

Vita Ghee is marketed by Haryana dairy federation via web of distributors and
retailers in all north and central states of country.

Madhusudan

Started in the year 1991, Madhusudan Milk and milk

products such as Ghee is a leading brand of Uttar Pradesh.

Madhusudan Cows Desi Ghee is consumed in millions of

Indian households.

It has gained confidence of customers purely by word of

mouth.

Its quality, taste, aroma and affordable pricing made it

top selling brand in UP and Rajasthan.

RKG

RKG has 75 years of experience in manufacturing of Ghee.

Their Desi Ghee is considered very pure and has loyal

customer base especially in Tamil Nadu.

Their Ghee is Agmark Ghee certified by Tamil Nadus

Agmark Grading Lab. Their Ghee has other certifications
such as ISO 22000 and HALAL.

Made in state of the art factory and with best workforce,

their Ghee has also been exported to countries like
Malaysia and Singapore.

Aashirvaad Svasti Ghee

Made from pure cows milk, Aashirvaad Svasti Ghee is the first product from
ITCs dairy portfolio.

Manufactured at ITCs manufacturing facility in Munger (Bihar).

Aashirvaad Svasti Ghee promises to deliver impeccable taste & consistent

quality.

Aashirvaad Svasti Ghee is made using a special SloCook process that

enhances its natural aroma, giving it a distinct flavor profile. With its
wonderful aroma, rich granular texture and consistent quality, Aashirvaad
Svasti Ghee lends itself beautifully to varied Indian cuisines, making it a
must-have in every household.

Packed in convenient pack formats Uniquely shaped PET jars and refill
pouches, Aashirvaad Svasti Ghee is available in different pack sizes.

Nandini

Nandini is a flagship brand of Karnataka Co-operative Milk Federation.

Nandini Ghee is made up of cows milk and is manufactured in Karnatakas

state of the art manufacturing facilities.

Their Ghee has great taste and aroma and very competitive pricing, which has
made them Karnatakas favorite Ghee brand.

Nestle Everyday Ghee

Pure Ghee is 100% Shudh [pure] Ghee which is untouched by hand and
hygienically packed to preserve its rich aroma and granular texture.

As a cooking medium, NESTL EVERYDAY Ghee helps you add that authentic
ethnic aroma and flavour to Indian preparations every time, everyday.

Britannia Ghee-Milkman

Britannia Ghee has loads of freshness, purity and aroma which are retained
even when not refrigerated for a year.

Britannia Ghee comes in different variants - Cows milk Ghee, Danedar ghee
which is grainy in texture and 'High Aroma' Cow Ghee. Available in pet jars,
cartons and tins.

Diary Best-Kwality Limited

AGMARK certified pure ghee produced from fresh milk of excellent quality
under hygienic conditions using the most modern equipment.

It has traditional granular texture which gives a rich & mouth-watering

aroma. It contains plenty of antioxidants & vitamins.

ISO certified company which is established in 1992 and acquired by Dhingra

Family in 2002

VADILAL QUIKTREAT Ghee

VADILAL QUIKTREAT Ghee. Ahmedabad based

conglomerate Owing to its strong linkages with local milk
co-operatives, Vadilal group is steadily expanding in
various affiliated dairy products like flavored milk
(launched under the name Power Sip) , Paneer and Ghee.

The VQT Ghee is available in 500 ml (452 g) and 15 kg

(16.5 litre) nett.

Vadilal is committed towards ensuring the best of quality,

freshness and purity in VQT Ghee as well.

Orissa State Cooperative Milk Producers

Federation (OMFED)

Orissa State Cooperative Milk Producers Federation (OMFED) is a well known

diary makers in country which is established on1985.Main Products of the
company areToned Milk, Ghee, Curd, Cheese, Lassi, Butter and Ice Cream
etc.

Vijaya Ghee[Andhra Pradesh Dairy Development

Cooperative Federation Ltd. (APDDCF)]

Vijaya Pure Ghee is Agmark certified special grade product of mixed milk fat
which is hygienically manufactured and packed. It has a pleasant flavor and
rich in the source of energy and used as a cooking medium.

AAVIN

AAVIN is a well known Tamil Nadu Co Op Milk producers federation ltd. The
organisationEstablishedon1958. TheirMain Products areToned Milk, Full
Cream Milk, Flavored Milk, Ghee, Cheese, Butter etc.

Ghee in 500 Ml and 1000 ml packings.

Aavin Ghee is manufactured and packed in tins, and pet bottles in Madurai,
Krishnagiri, Erode and Salem dairies.. Ghee in carton is manufactured only in
Erode Dairy.

Verka

Product of Milkfed -Punjab State Co-operative Milk Producers Federation

Limited.

Warna Ghee

Maharastra based cooperative society owned Ghee .

Milma

Kerala Co-operative Milk Marketing Federation(KCMMF) or

Milma is another well known diary makers in India.

Contains 99.7 percent milk fat. Manufactured by melting

fresh cream under hygienic conditions. Milma ghee has the
ideal golden yellow colour due to presence of natural
carotene in cow milk. (In contrast, ghee manufactured from
buffalo milk is white in color). No artificial colours or
flavours are added in Milma ghee. Natural aroma and flavour
of ghee is retained since ghee is produced directly from
fresh cream instead of going in for melting stored butter

Farm Fresh Ghee

Organic ghee

4S Foods

Milk from their own farms grown with organic diet-free from pesticides

Unorganized Players

Ghee Retailers in Naranpura, Ahmedabad

Ghee Wholesalers in Kalupur, Ahmedabad

SWOT ANALYSIS OF
SWOT ANALYSIS
OF INDIAN
GHEE MARKET
INDIAN
GHEE
MARKET

STRENGTHS
Increasing demand

Availability of raw
materials
Vast Resources

Technical Manpower

WEAKNESSES
Logistics of procurement
Erratic power supply

Under Developed
Systems
Perishability

OPPORTUNITIES
Value Addition

Markets

Export Potential

IT support

THREATS
Milk Vendors , unorganized
sector

Infestation

Government Regulations

!
Creation of Non-Trade barriers
by developed western nations

Michael Porters Five Forces Analysis

Threat Of New Entrants

Bargaining power of suppliers

Bargaining power of buyers

Rivalry among competitors

Threats from substitutes

THREAT OF NEW ENTRANTS

New entrants can raise the level of competition , thereby reducing its
attractiveness.

Eg: Patanjali foray into Indian ghee market with desi ghee . Now it has
become a 1000 crore market.

BARGAINING POWER OF SUPPLIERS

The cost of items bought from a supplier can have a significant impact on
companys profitability. If company have high bargaining power , the
companys industry is less attractive.

The bargaining power of suppliers will be high when many buyers and few
dominant suppliers.

BARGAINING POWER OF BUYERS

The bargaining power of buyers will be greater when there are few dominant
buyers and many sellers in an industry.

RIVALRY AMONG COMPETITORS

The rivalry among competitors would be greater when there is local , national
and international players in the industry.

Eg: Stiff competition between amul and patanjali

THREAT OF SUBSTITUTES

The threat of substitute products can lower industry attractiveness and

profitability because they limit price levels.

Eg: In ghee industry , there are many players offering the ghee in the same
price. So , threat of substitutes do exist in this industry.

MARKETING ENVIRONMENT
GHEE

ENVIRONMENT IN DETAIL

Currently, South Asia is the largest producer and consumer of ghee with India being
the biggest market. Besides Asian markets, ghee is also gaining recognition in
American and European countries due to its nutritional value and increasing
availability.

Indian Ghee Market to Grow at 14% During 2011-2017An increase in both rural and
urban incomes coupled with an increase in the consumer basis expected to expand
the per capita consumption of ghee in India. India currently represents both the
worlds largest producer and consumer of ghee. Due to its numerous benefits and
the fact that it has represented an integral part of the Indian diet, ghee represents
the second largest consumed dairy product in India after liquid milk. Ghee is
currently used in India for various purposes; these include cooking food, traditional
rituals, medicinal uses, etc.

Macro Environment:

The macro-environment consists of broader forces that not only affect the company
and the industry, but also other factors in the micro-environment. They affect the
industry majorly from the outside.

The components of a macro-environment are:

Demographic Environment

Economic Environment

Technological Environment

Political Environment

Legal Environment

Social and Cultural Environment

DEMOGRAPHIC FACTORS

Though ghee is consumed in all parts of India, the preference of consumers in

different regions, in terms of flavour and texture, are not similar.

Its been highly used in the north side of India and the major states include
Punjab, Haryana , Madhya Pradesh.

POLITICAL ENVIRONMENT
This includes tax policy, labor law, environment law, trade
restrictions ,tariff.

In all the aspects India is leading. When we talk about tax policy it is
at for Ghee. GOI maintains no restrictions on trade of Ghee and zero
import duty on similar kind of export. And at end great among all India is
highly politically stable county.

ECONIMICAL FACTORS

This includes economic growth, interest rates, exchange rates

and inflation rate.

The

GDP of India in 2016 is 7.20 at quarter and is annual growth

rate is expected by 5.7 % by 2020.In terms of growth rates India

is one among the fastest recovering economy in the world.

SOCIAL FACTORS

This includes the cultural aspects and health consciousness

,population growth rate, age distribution and safety.

With

rise in the educational levels of Indians ,they are

becoming highly health conscious and due to that they prefer

those items which do not affect their health. Population
growth is and major part of the population is young.

TECHNICAL FORCES

With the establishment of world class institutions like

IITs , CFTRI and various agricultural universities,
providing the basic and advanced technologies which is
making the industry to boom

Market Quality of Ghee and Regional

Preferences

The organoleptic quality and physico-chemical properties of ghee offered for sale in the market
are referred to as its market quality. The organoleptic quality includes colour, flavour and body
and texture of ghee and is the index of consumers acceptability and the market sale including
price. The physico-chemical constants are the legal requirements (PFA rules) and are mandatory
as far as marketing of ghee is concerned. The physico-chemical constants are affected by many
factors like its colour, flavour, texture

MARKET SEGMENTS

India currently represents both the worlds largest producer and consumer of
ghee

Geographic

The market penetration of ghee was about 37% in urban areas and about 21% in rural areas

Purchasing power of the households was lower in rural areas than in urban areas

Demographic

Indian Dairy Market Report & Forecasts 2012-2017 suggests that an increase in both rural and
urban incomes is expected to expand the per capita consumption of ghee in India

Used by every age group

Socio-graphic

Mostly used by northern people as part of culture and tradition

Behavioral

Prefer quality standards

Price

Flavor

Color

Texture

Psychographic

Some use branded ghee

Varies with income

CONSUMER BEHAVIOUR - GHEE

FACTORS INFLUENCING THE PURCHASE

BEHAVIOUR
Taste
Texture
Colour
Odour
Accessibility

in local markets

Prices
Experience

derived from first use

Texture:

THANK YOU