What went wrong for a very popular brand of north India " Bakemans " having wide range of products from biscuits , bread and cakes has been now sold to Srilankan company .
Excerpt For ET
In the 1990s, a north-based biscuits company, Bakemans Industries, gave industry leaders Britannia and Parle Products sleepless nights with its aggressively-priced offerings in the Marie and Glucose segments. The regional brand with an enviable 13% share, most of it coming out of Uttar Pradesh, was going places - until it decided to go national.An attempt to carve out a pan-India presence ended in disaster with it plunging into a sea of red. To wipe out its losses, Bakemans raised prices on its home turf, in Uttar Pradesh. That move proved to be the proverbial final nail in the coffin; Bakemans not only failed to become a national player, it lost pole position in the market in which it once ruled the roost. The company was put up for sale, but even the acquisition by a Sri Lankan biscuit player ended calamitously.
The Bakemans debacle serves as a grim reminder for regional brands seeking to go national.
Full article on ET
My childhood was bakeman's biscuits brought from CSD, dunked in milk and tea. Have fond memories of the giant ten-packet biscuit box. Feel bad to see it is no longer in service. In my memories, Bakeman's will continue to hold a place of high esteem.
ReplyDeletethat super pack of 10 packets yellowish and brown stripes from CSD... ha ha! Awesome days
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