Parle has now entered lucrative market of rusk ( toast ) which has been dominated by Britannia . Uptill now Britannia was only branded rusk pan India with few local brands competing with it . Now that Parle has entered the Rusk market it would be interesting to watch the price war and product launched in this
section of bakery .
Rusk is popular among working class as it substitute for quick breakfast which can be savored with tea or milk . Its also popular among elderly people as tea time snack and family get together . Higher shelf life also makes its a essential bakery product for house wives grocery purchase . Variety such as milk rusk , sooji rusk and elaichi rusk are popular among consumers .
Rusk manufacturing has been traditionally manufactured with local bakeries with conventional method of bakery but for these big manufacturers entry the rusk manufacturing is now done with automated plant with capacities running as high as 10- 15 ton /unit / day .
Indian manufacturers have innovated rusk manufacturing by integrating bread manufacturing with biscuit manufacturing technology for mass production . Rotary racks ovens has been replaced with high speed tunnel ovens for higher production .Local brands would have tough competition with these two giants making branded rusks hitherto dominated by local bakeries
Few other brands which have significant presence are Bonn and Kitty
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