Shakti Bhog Divss Comes Out With Atta Glucose Biscuits

   Owner of  popular  flour (  wheat )  brand   Shakti Bhog  had announced  launch of  DIVSS brand of biscuits last year . It make sense as biscuit production  would help in forward  integration  of  their  flour business thus  having  some cost advantage over competitors .

Having  declared their intention  to join  the biscuit market  it took some time  for Shakti  bhog  team to  launch these biscuits . Even  before launch of   biscuit   we had seen  aggressive  media advertisement  from Shakti  bhog. Along with  advertising we could  also   see HR  drive  to hire  sales team all across India.
Divss  biscuits  are produced  at their  Haridwar  manufacturing unit .


We now  can see the products  on retail shops in Delhi .  Product. which  I could get  was tikki packs  of  DIVSS Glu Coco  and  Shakti  - AG   priced Rs 2/-  for  40 g .

DIVSS   biscuits   are trying  to  place it self  on the healthy  biscuits segment where one gets biscuits  of  ATTA  ( whole grain )   instead of MAIDA  hence  they  are using   AG  (  Atta  Glucose biscuits )  as tagline    for  their glucose biscuits .


It  would  be interesting to see consumers  response to these atta biscuits  . Parle s   PARLE G  and  Britannias  TIGER  are main competitors in  mass glucose  segment .

Glucose biscuits market share on slide- Indian story

Glucose biscuits are the mainstay of Indian biscuit industry . Glucose market share was growing at a very low rate but suddenly for the last three years there has been drop in glucose biscuit sale . All three major biscuit manufacturers( ITC ,Parle , Britannia ) has started re jigging their product mix ( SKU s ) in favour of premium biscuit against glucose biscuit .The Glucose share is almost 50% of the total biscuit market share .Rest are other varieties like cream , crackers , snacks ,digestive, marie ,nice ,wafers etc

"Parle-G, which contributed to more than 70% of Parle’s revenues a couple of years ago, now accounts for 60-65%. According to a report released last month by Motilal Oswal, contribution of the glucose segment to ITC Foods’ revenue has come down from 56% in 2007-08 to 48% in 2008-09. Britannia’s largest brand Tiger yields just over 20% of the company’s revenue."
Ref : ET .

The ever increasing Indian middle class are now experimenting different categories of cookies /biscuits at premium range .Tapping this market Britannia , ITC , Parle all have come up with their own product . such as Britannia s Nutrichoice , Parles Hide and seek bourbon biscuit . The Genius of Parle G is waning .

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