Authors:
P. S. Venkateswaran , S. Devi Dharshini, S. Krithik Kumar, Dhivya Lakshmi, Dinesh Balan, Dipakkumar Kanubhai Sachani
Addresses:
Department of Management Studies, PSNA College of Engineering and Technology, Dindigul, Tamil Nadu, India, venkatespsna07@psnacet.edu.in, devidharshinis@psnacet.edu.in, krithikskumar@psnacet.edu.in, dhivyalakshmi@psnacet.edu.in, dineshbalan@psnacet.edu.in. Department of Business Analyst, Arth Energy Corporation, Pittsburgh, Pennsylvania, United States of America, dipaksachani01@gmail.com.
Abstract:
The Indian food industry boasts a rich tapestry of flavours woven from staple ingredients like Atta, rava, and maida, embodying distinct characteristics and culinary traditions. Rava, or sooji, stands out with its versatile nature, seamlessly transitioning from sweet delicacies like rava kesari to savoury dishes like rava upma. While regional players dominate their market share, national brands are making strides, offering convenience without compromising quality. Maida is the refined wheat flour backbone of various Indian breads. It is renowned for its smooth texture and ability to produce fluffy rotis and crispy samosas. With significant market share, national brands compete fiercely, focusing on affordability, fortification, and brand loyalty to sway consumers. In contrast, Atta, or whole wheat flour, gains momentum driven by health consciousness, retaining wheat’s nutritious goodness and robust flavour. Its market share is rising, spurred by interest in healthier lifestyles. Brands emphasizing nutritional benefits and offering diverse options, such as organic or stone-ground Atta, resonate well with health-conscious consumers. The result indicates that Aachi Rava, Naga Maida, and Anil Atta are the leading brands in their respective segments.
Keywords: Market Share Analysis; Advertisement Awareness; Rava, Maida and Atta; Market Dynamics; Affordability and Fortification; Barriers to Growth; Select Food Products; Identifying Key Drivers.
Received: 12/07/2023, Revised: 08/09/2023, Accepted: 22/10/2023, Published: 07/03/2024
AVE Trends in Intelligent Social Letters, 2024 Vol. 1 No. 1 , Pages: 1-12