The Indian Cheese Industry: Marketing

Like what you are reading? Buy the complete report in PDF format.

In terms of market segmentation, all the Indian cheese brands cater primarily to the retail sector. On the other hand, Dabon International Private Limited and Bel Fromageries have a a retail and institutional client focus. The insitutional sector, comprising fast food chains, restaurants, in-flight caterers and hotels also source their cheese from private dairy companies like Dynamix Dairy.

Geographically, cheese is produced and marketed for domestic consumption. Amul Malai Paneer is only cheese product exported to the Middle East, Singapore and North America. Paneer is targeted at the large Non Resident Indian (NRI) population in these countries.

Importing cheese, especially for mass consumption faces two main stumbling blocks:
i) High costs: Added to the high cost of importing cheese, importers often also have to invest substantially in a distribution network due to the lack of cold chains. Indian consumers are price sensitive and importers find it difficult competing against local, better priced brands, which are also in synch with the local palate.
ii) Inordinate time lag in supplies: Due to logistics and the duration of the import process, replenshing stock takes atleast a couple of months, making it difficult for importers to cater rapidly to demand variations.

Click to read more