Hemant Malik, Divisional Chief Executive (Foods), ITC said that changing the food habits is not easy. Incorporating flour into staple food in the southern states was not an easy task. Under PMGKY, free flour/wheat was distributed to the poor. This has led to a spurt in the consumption of flour in the southern states. There has been a slight change in the eating habits of the people. Being the market leader in branded flour, we will try our best to capitalize on this. ITC launched Ashirwad Atta 20 years ago and today it has a 58 per cent market share in the packaged and branded flour market. Ashirwad accounts for 90 per cent of the packaged and branded flour market in South India.
branded flour price
Parle Products, a company that sells flour in the northern and western states, is also now preparing to enter the southern and eastern states. The company’s senior category head Mayank Shah said that wheat is not included in staple food in southern states but now the trend of packaged flour is increasing there. Parle Products entered the flour market two decades ago and re-entered the market a few years back. Industry experts say that the southern states account for 27 per cent of the branded and packaged flour market.
Branded flour always costs more. If the cost of 10 kg packaged flour is Rs 380 then the cost of branded flour will be Rs 400 to 410. This is the reason why people prefer milling flour instead of buying branded flour. Also, it makes people feel that their flour is fresh. Breaking this mindset is a big challenge for companies. For this, they are finding new ways. ITC has started selling flour as per the orders of the customers through its e-store. The company has started an initiative named ‘Meri Chakki’ in NCR. It has the name of the customer on the package.
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Source: navbharattimes.indiatimes.com
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