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Competition of The Giants in The Indian Glucose Biscuit Market

10 July 20132 min reading
As one of the biggest biscuit companies of Indian biscuits sector Parla Products is in competition with ITC and Britannia that are the fast moving consumer goods giants in the glucose biscuits category.  As one of the biggest biscuits producers of India Parle Products is in competition with ITC and Britannia that are the fast moving consumer goods giants in the glucose biscuits category with its Parle-G brand. According to the Financial Chronicle news, Motilal Oswal’s research data shows that Parle-G who is experiencing the threat of losing its leadership in glucose biscuits category against Sunfeast (ITC) and Tiger (Britannia) brands tends to regain its market share. According to the Motilal Oswal research’s interpretations the market share of Britannia in glucose category has decreased from 11.6 percent value two years before to 9 percent in 2012. Also ITC’s market share has decreased to 8.6 percent in 2012 compared with 9.4 in 2010. Parle products has showed 78 % expansion in 2012 compared to the rate of 74.7 in 2010 in glucose category market share. In his speech for Financial Chronicle the marketing director of Britannia Industries Anuradha Narasimhan says that, “Consumers prefer the other alternatives that are better in terms of sensorial and nutritional aspects compared to conventional glucose biscuits. The growth rate of glucose category is approximately one-third of the value of biscuit markets growth rates.” According to the Motilal Oswal research Britannia has a four times bigger market share in health-focused biscuits. It is in the same level with ITC in the premium creamed category. According to the research data while Indian biscuit industry has showed 8 % increase in volume between 2010 and 2012, the glucose category has showed 4.5 % decrease in the same period. But the glucose category has showed a lower performance in 2012 compared to cream and cookie categories.
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