Why MNC have failed in Indian Bakery Industry

Indian bakery today stands for Rs 6000 Crore Industry . Since opening of our markets for Overseas companies Bakery Industry is the Industry which these Multinationals have not able to crack where as in other industries they have remarkable presence like Pepsi , Coke , Unilever , Samsung , LG , Panasonic , Nike , Adidas , Citi , Hsbc , Procter and Gamble ,Colgate List goes on ---- . Companies like Excelsia , Unilever , Kellogg's ,Kraft ,United Biscuits ,Ceylon Biscuits , Unibic are either launched / trying to launch their products/ or have very negligible presence .


The reasons which can be attributed to failure of MNC in bakery Industries can be attributed to .

1. Jv These companies have tried to enter Indian market through partners .

2. Indian Competition was stiff from very much entrenched players like Britannia and Parle

3. Pricing done by these companies was on the on the premium side hence didn't get mass market slice .

4. Recipes which were not palatable to Indian tastes . Even Macdonalds and KFC have got Indian variants.

Parle G the undisputed leader in Glucose biscuit

I was just wondering how come Parle G has maintained its leadership for such long in glucose variety .Even when you had competitors like Britannia presence in market .Major Points which come in my mind are following .

Recipe: Parle G Recipe has been unique and all of it characteristic like bite , baking ,taste and aroma stands different from other brands of glucose. Britannia early response was with a product known as Glucose -D .Now of course they have launched new product called Tiger which has got substantial share of glucose market but yet it has to catch up with Parle -G

It started early .Parle was the one which started glucose biscuit in mass production .

Marketing : Its penetration to entire spectrum of market is envious . You can find Parle G in any corner of India .Of course the packaging with the child with a smile over its pack has won million consumer . The target consumers have been children who are dominant part of consumer base .

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