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2023

India Branded Food Staple Market

India Branded Food Staple Market Size, Share, Competitive Landscape and Trend Analysis Report by Product Type (Grains, Pulses, Spices, Value Added, and Others), and Distribution Channel (B2B and B2C): Opportunity Analysis and Industry Forecast, 2022-2031

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Author's: Indranil Chakraborty| Vidit Gite | Roshan Deshmukh
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The India branded food staple market size was valued at INR 27, 507.94 crore in 2017 and is projected to reach INR 105,123.34 crore by 2031, growing at a CAGR of 10.1% from 2022 to 2031.

Branded food staples are important food commodities offered under a specific brand name. These products often comprise grains, pulses, spices, and other basics commonly found in Indian households. Branded food staples are advertised to customers as items that provide constant quality, security, and dependability, and are frequently packaged in appealing and handy shapes. These items' branding and marketing are meant to distinguish them from generic or unbranded competitors and to foster customer brand loyalty. Branded food staples are an important component of the Indian food market, and they are distributed through a range of distribution methods, including contemporary retail shops, e-commerce platforms, and local kirana stores.

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Customers are seeking nutritious items to help them maintain a healthy lifestyle as pollution levels rise and poor eating habits become more common. People are becoming increasingly aware of the advantages of eating organic food. Customers are growing more health-conscious, and they prefer food that is free of dangerous chemicals and pesticides. Organic foods are regarded to be healthier and safer than conventionally farmed food. Organic foods are becoming more readily available in India, both in retail stores and online. This improved accessibility has contributed to increasing consumer awareness about the benefits of organic food staples.

“The growing urbanization, demand for convenience & higher quality branded staples, growing popularity of online retail, and increasing competition between branded market players are the factors that are driving the growth of India branded food staple market.”

Furthermore, the Indian government has initiated several efforts to encourage organic cultivation and raise public knowledge of the benefits of organic food staples. These programs have served to enhance public awareness about the relevance of organic food staples.

The COVID-19 outbreak has disrupted supply chains for food staples all over India. Furthermore, the impact of the pandemic on society and the economy has been witnessed as a result of lockdowns across India, labor mobility restrictions, travel bans, airline suspensions, and most importantly, a slowdown in the economy, which has seriously affected the sustainability of supply chains of acquiring raw material from all around India. India branded food staple market has faced several additional issues due to COVID-19, including safety, unavailability of labor, crisis management and response, awareness, re-forming business models, technological innovation, and other unintended consequences. The COVID-19 impact had decreased the India branded food staple market revenue and has caused a demand-supply imbalance.

The Indian agricultural market is extensively regulated by rigorous regulations for various agricultural approaches such as organic and conventional farming. Agricultural legislation are critical in India's agriculture business. They are intended to guarantee that the agriculture industry runs securely, sustainably, and efficiently.

The National Program for Organic Production (NPOP), a Ministry of Agriculture and Farmers' Welfare division, regulates organic farming in India. Standards for organic production, certification, accreditation processes, and recommendations for the labeling and packaging of organic products have all been established by the NPOP.

In India, organic farming is dependent on certification. Examination and certifying farmers, processors, and traders are some of the certification organizations the NPOP has accredited. The certification procedure entails checking the farm or processing facility for compliance with the organic requirements by inspection, record review, and testing of the soil, water, and food.

Commodity price movements further posed hurdles for branded food staple enterprises, with prices of certain staples such as wheat and pulses soaring due to supply chain disruptions and panic purchasing. Furthermore, because physical businesses were closed during the lockdown, the need for branded essential commodities increased on the internet. Companies with a strong online presence and distribution infrastructure fared better in this trend, while those with a weak online presence were compelled to endure hardships.

The India branded food staple market is moderate sized market, but there are fewer market participants to keep up with the competition, increasing the possibility of using low-quality items in the manufacture and packaging of food staples. Throughout the last decade, there has been an increase in customer demand for fresh and nutritious food. Customers are scrutinizing food and beverage labels these days as a consequence of increased awareness and consciousness, and food staples are no exception. Manufacturers are introducing clean-label and natural food essential goods to the market to suit client demand. Clean-label items are enticing consumers and driving the sales of food products that are supposed to bring advantages. Customers can discern between high-quality and low-quality food staples on the market because they are knowledgeable and aware of the ingredients used in food items. The rise in knowledge and awareness increase the India branded food staple market demand for quality food.

Agriculture and associated industries account for approximately 20.1% of India's GDP, contributing a major share in the country's economic structure. A sizable section of the population has access to agricultural employment possibilities in addition to getting food and raw materials from it. In response to the nation's growing need for food essentials, the government is proposing new programs and laws. These projects seek to raise yields, improve quality, and achieve a balance between supply and demand. For example, the Rashtriya Krishi Vikas Yojana was created in 2015 to help the agriculture business. The program's goal was to promote sustainable agriculture practices, enhance productivity, and boost farmer income. Farmers were given financial assistance under this strategy to adopt organic farming practices. Moreover, the Mission for Integrated Development of Horticulture (MIDH), founded in 2014, aimed to improve horticulture development and assist farmers in applying sustainable and organic farming practices. Consequently, increasing government assistance for agriculture is expected to raise agricultural food staple output and quality. As a result, it provides a chance for branded enterprises to acquire agricultural products and promote them through their brands. The introduction of organic and pesticide free agricultural products companies is expected to increase the India branded food staple market size in the overall agricultural food staple industry.

Pricing is a key factor in the success of a product and the overall profitability of a firm in the branded food staple market in India. The existing market participants in India's branded food staple industry are engaged in a price war with their competitors to gain the largest share of the market. To stay competitive, all existing market competitors are using a similar pricing strategy: they are employing economic pricing on popular daily essentials and charging a premium for food staples that are less popular and are likely to develop prominence in the future. Furthermore, distribution channel plays a major role for a company or a brand to deliver its products or services to the end consumer. For an established or a growing company in the India branded food staple market the usage of a proper distribution channel is important as proper multi-channel distribution of products increases product promotion and helps to capture market share. For new market players that are planning to enter the market of food staples, the planning for setting up a distributional channel is very important as a proper distribution channel could provide a better advantage over the existing market players and help to capture the market shares in the untapped areas. For India, rural regions cover the majority of the market share, and conquering the rural region will provide extensive exposure and growth to the company in the India branded food staple market.

India branded food staple market is segmented into product type and distribution channel. Depending on product type, the market is classified into grains, pulses, spices, value-added, and others. Depending on the distribution channel, it is segregated into B2B and B2C.

According to product type, the value-added segment gained a major share of the India branded food staple market in 2017 and is expected to sustain its market share during the India branded food staple market forecast period. In recent years, consumer preferences for value-added grain products in India have increased, as more people seek nutritious and accessible food alternatives that meet their hectic lifestyles. Processed grain products that provide extra health advantages or convenience over whole grains are referred to as value-added grain products. Furthermore, people are becoming increasingly conscious of the environmental effect of their food choices and are looking for grain products that are produced in a sustainable and environmentally friendly manner.

India Branded Food Staple Market
By Product Type
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Pulses segment would exhibit the highest CAGR of 13.0% during 2022-2031, owing to the increased consumption in consumers due to its nutritional benefits.

According to the distribution channel, the B2C segment gained a major share of the India branded food staple market in 2017 and is expected to sustain its market share during the forecast period. The development of the B2C sales channel for branded food staples has been fueled by the rise of the Indian middle class and growth in disposable incomes as well as increased urbanization. The growing rate of urbanization in India has resulted in a rise in demand for branded food products that give convenience and variety.

India Branded Food Staple Market
By Distribution Channel
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B2B segment would exhibit the highest CAGR of 10.8% during 2022-2031, owing to the increased demand from HoReCa and increasing popularity of branded products in institutuons.

Players operating in India branded food staple market have adopted various developmental strategies to expand their India branded food staple market share, increase profitability, and remain competitive in the market. The key players profiled in this report include Green Agrevolution Pvt. Ltd. (DeHaat), Sresta Natural Bioproducts Pvt. Ltd. (24 Mantra), Khanal Foods Pvt. Ltd. (Himalayan Natives), Mangat Ram Dal Mill Pvt. Ltd., NatureLand Organic Foods Pvt. Ltd., Mehrotra Consumer Products Pvt. Ltd. (Organic Tattva), Pro Nature Organic Foods Private Limited, Victoriafalls Ingredients Pvt. Ltd. (Rajdhani), Safe Harvest Private Limited, and Tata Consumer Products Limited (Tata Sampann).

Some Examples of Expansion in The Market

  • In October 2021, Green Agrevolution PVT. LTD., (DeHaat) raised INR 903.9 crore ($115 million) to expand its geographical presence in Rajasthan, Maharashtra, and Madhya Pradesh, that is expected to further improve its technology platform.
  • In March 2019, Green Agrevolution PVT. LTD., (DeHaat) raised INR 31.44 crore ($4 million) to expand and deepen its presence in Bihar, Uttar Pradesh, and Odisha.
  • In August 2020, Tata Consumer Products Limited (Tata Sampann) expanded its sales presence for its spices & pulses products lines. Under this expansion, it focuses on expanding Tata Nutrikorner, which is an online store, in more cities.
  • In August 2022, Tata Consumer Products Limited (Tata Sampann) expanded its presence for its spice product line in South India. Under this expansion, it will provide products with a focus on local taste and the demand for consumers and will increase its India branded food staple market share.

Some Examples of Expansion in The Market

  • In May 2020, Tata Consumer Products Limited (Tata Sampann) partnered with Domino’s and Zomato which are restaurant and food delivery companies. With this partnership, it will strengthen its product distribution channel and product reach in Delhi, Mumbai, and Chennai, and will distribute various food such as Tata Sampann Spices, Pulses, and Tata beverages.
  • In April 2020, Tata Consumer Products Limited (Tata Sampann) partnered with Flipkart, which is an online store company. Under this partnership, it launched a new distribution channel for delivering essential food such as Tata Sampann spices, pulses, and beverages including Tata Tea.
  • In March 2022, Khanal Foods Pvt Ltd. (Himalayan Natives) partnered with Royal Challengers Bangalore, which is a cricket team based in Bengaluru, Karnataka. With this partnership, it will utilize brand assets in its retail outlets, and packaging for expanding its brand presence, sales, and consumer base.
  • In January 2022, Mehrotra Consumer Products Pvt. Ltd. (Organic Tattva) partnered with FoxyMoron a performance agency under Zoo Media which is an advertising company. With this partnership, FoxyMoron will handle all the strategic design for all social media platforms and marketing operations for Organic tattva.

Key Benefits For Stakeholders

  • This report provides a quantitative analysis of the market segments, current trends, estimations, and dynamics of the India branded food staple market analysis from 2017 to 2031 to identify the prevailing India branded food staple market opportunities.
  • The market research is offered along with information related to key drivers, restraints, and opportunities.
  • Porter's five forces analysis highlights the potency of buyers and suppliers to enable stakeholders make profit-oriented business decisions and strengthen their supplier-buyer network.
  • In-depth analysis of the India branded food staple market segmentation assists to determine the prevailing market opportunities.
  • Market player positioning facilitates benchmarking and provides a clear understanding of the present position of the market players.
  • The report includes the analysis of India branded food staple market trends, key players, market segments, application areas, and India branded food staple market growth strategies.

India Branded Food Staple Market Report Highlights

Aspects Details
India Branded Food Staple Market By Product Type
By Product Type
  • Grains
    • Organic
    • Pesticide Free
    • Natural
    • Conventional
  • Pulses
    • Organic
    • Pesticide Free
    • Natural
    • Conventional
  • Spices
    • Organic
    • Pesticide Free
    • Natural
    • Conventional
  • Value Added
    • Organic
    • Pesticide Free
    • Natural
    • Conventional
  • Others
    • Organic
    • Pesticide Free
    • Natural
    • Conventional
India Branded Food Staple Market By Distribution channel
By Distribution channel
  • B2B
    • HoReCa
    • Online Stores
  • B2C
    • Retailers
    • Online Stores
    • Supermarkets and Hypermarkets

Analyst Review

According to CXOs, "In today's world, the key to success is to position a brand efficiently on the e-commerce platform." E-commerce platforms have increased consumer access to branded food essentials across the country, particularly in outlying locations with inadequate traditional retail infrastructure. Furthermore, E-commerce platforms give consumers the ease of buying from home and a diverse choice of items to pick from. This has aided in increasing the market awareness and availability of branded food essentials. Moreover, E-commerce platforms offer data analytics and insights that may assist businesses in better understanding consumer behavior and preferences. This information may be utilized to create customized marketing campaigns and enhance product offers.

The hectic lifestyles of the urban population as well as a surge in the working population have reduced the time available for the consumption of quality meals. This has affected the overall health of the consumers and led to immunodeficiency. As a result, to meet their nutrient requirements, the population is migrating toward consumption of organic food staples.

In the post-COVID era, the demand for organic and pesticide-free products is rising, though consumer awareness in rural areas is low and it is expected that the growth of branded staples in the rural market will rise in the upcoming years. Furthermore, with the increasing initiatives by the government, the market for organic and pesticide-free farming is expected to grow at an exponential rate.

Author Name(s) : Indranil Chakraborty| Vidit Gite | Roshan Deshmukh
Frequently Asked Questions?

The India branded food staple market size was valued at INR 27, 507.94 crore in 2017 and is projected to reach INR 105,123.34 crore by 2031, growing at a CAGR of 10.1% from 2022 to 2031.

The India branded food staple market registered a CAGR of 10.1% from 2022 to 2031.

Raise the query and paste the link of the specific report and our sales executive will revert with the sample.

The forecast period in the India branded food staple market report is from 2022 to 2031.

Which are the top companies in the India Branded Food Staple Market?

The India branded food staple market report has 2 segments. The segments are product type and distribution channel.

By product type, pulses segment in the India branded food staple market has the highest growth rate at a CAGR of 13% from 2022 to 2031.

Post-COVID-19, India branded food staple market is witnessing new heights of growth and the rate of hoarding and panic buying has normalized. The change in consumer consumption patterns has increased the popularity of organic and nutritional food staples in the market. Consumers are eager to try new value-added fortified products and maintain a healthy lifestyle to cope with the post-effect of the COVID-19 pandemic.

By product type, value added segment will dominate the India branded food staple market by the end of 2031.

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India Branded Food Staple Market

Opportunity Analysis and Industry Forecast, 2022-2031