If you pull back the curtains and look deep into the evolution of an industry, receiving praise from outside the region of operations always brings out the real worth of the industry. Biscuits comprise around 33% of the Indian bakery industry production, signifying the reach and the infrastructure created by biscuits manufacturing companies across the country.
Biscuits are a part of everyone’s life, helping start conversations and destress during breaks. But the clincher is this: Biscuit manufacturing in India is not just consumed in the country; it is exported to other regions of the world in unimaginable numbers. Going further than glucose biscuits were initial hits and currently mainstream, new segments like cookies and premium variants are becoming evergreen sellers. Let’s find out how India’s biscuit manufacturing companies became the source of most of the world’s most loved snack.
Catering to Diverse Consumer Requirements:
The world craves for variety. That’s why menus are more extended, and wardrobes are more extensive. But the cookie jars in homes are increasing as well. Chefs are trying out various combinations to satisfy an increasing versatile palate. And the world is segmenting their diets according to their moods, or occasions. Snack food manufacturers are catering to the market’s requirements, be it having digestives in the morning after a run, or devouring those sinful biscuits wrapped around chocolate cream. They want it all. Out of the Rs. 36,000 crore biscuit industry, digestive biscuits are worth 400 crores with a growth rate of 15-16% every year.
India is also meeting rising needs by offering quality, often handmade-esque products that become a part of the Indian food exports industry. But if you notice, the world is seeing the unique taste of the Indian biscuit, establishing a launchpad for significant exports.
Major manufacturers like Britannia have best-selling products like NutriChoice, but there are specific requirements for biscuit types in individual countries, based on climatic conditions, dietary habits and more which the state is shipping. With semi-branded or small-scale industries comprising a major share of biscuits manufacturing in India, they are catering to needs from across the world, providing quality at unbeatable prices.
Low Input & Labour Costs
India has the queer affinity to identify not just its needs, but the world’s evolving tastes too. The biscuits manufacturing in India is no different. The industry has the scale of available labor, and the vast availability of low-cost inputs to mass produce biscuits, a scale that few other regions can match. This competitiveness, along with an unforgiving customer market makes it a great testing ground for global products as well, showing the resilience of the industry to build products for many geographies. In bakery products, snack food manufacturers’ associations quote reports of food & related exports growing 11.74% between 2011 and 2016. Industrial production is always high, with even biscuit manufacturing companies abroad setting up large manufacturing capacities in the country, to leverage this unique combination. But in the midst of it all, the universal snack has still been able to reach Indian customers, especially rural customers at affordable prices, sometimes becoming an alternative to a regular meal as well.
Firm Marketing & Branding Focus
If you thought of the advertiser’s vanity in selling biscuits on television, it shows how tightly knitted the cookies we eat are part of our culture. From the past few decades, even before Independence, brands like Parle-G became household names because of their smart advertising that was captivating, as much as their product was appetizing. Who doesn’t remember the image of the girl over a yellow striped package?
The path to establishing one of India’s flagship FMCG products was set because of this marketing focus that made the top two biscuit brands become iconic brands. They were also ranked as some of the most recalled brands. The news spilled over to other regions of the world as well, marking enormous interest in export possibilities, while bringing international biscuit and bakery brands to India. Big names began to grab significant market share, but on the enterprise front, biscuit manufacturing in India got a huge boost. Wholesalers began securing large contracts when other countries heard about the hard-to-ignore standards and cost-arbitrage the state offered.
Bringing out the Culture of India:
A biscuit can only be as good as the availability of input material, or how well it can represent the region of its origin. A diverse country like India has been manufacturing a myriad of biscuits, cookies, and more. PepsiCo launched a biscuit type that was a combination of spicy Indian snacks and a traditional biscuit. Another recognized brand did the same with a well-recognized variant of their original product. The markets have been in a buying frenzy ever since. Biscuit manufacturing in India has been conquering new horizons ever since, with local and global brands launching biscuits that bring the essence of regions through exciting flavors. The growth of premium brands cannot be ignored, estimated to occupy a massive 5,000 crores of a predominantly low-cost biscuit market. Primary export destinations are increasing Indian food export orders, and newer markets are steadily following the import route to bypass costly local manufacturing and still sell great products to their consumers.
Research shows that despite the Great Biscuit Story originating from India, the per capita biscuit consumption is around 2kgs a year and around 10 kilos in the US & UK. India might not consider biscuits as a staple snack after their staple diet, but the world’s cookie requirements are probably high. Wafers manufacturing in India surely has decades of experience and the infrastructure and talent competencies to beat other markets in sourcing export contracts, and our growth is a testament of interest being shown from various quarters across the world.