Chapter 1

Executive Summary

Swasthya Food Products is a newly established organization which basically deals with

the processed health food products which are related to health products. The company started

business on Public-Private Partnership mode with the Bakery training unit of the University of

Agricultural Sciences, Bangalore. The company has launched three new products, namely Ragi

malt with a brand name of Magic malt, Swasthya Plus a health drink which suits for all ages and

Gold 9 which is also a traditional Health drink which gives a real desi taste. All these three

products purely contain different nutritious and sprouted grains. Swasthya company has also

launched Instant Health Drink Vending Machine.

Market research is imperative for a company to know what type of products or services

would be profitable to introduce in the market. Also with respect to its existing products in the

market, good market research enables a company to know if it has been able to satisfy customer

needs and whether any changes need to be made in the packaging, delivery or the product itself.

This enables a company to formulate a viable marketing plan or measure the success of its

existing plan.

The present study titled “Market Survey of Traditional Health Drinks in Bangalore

Urban” was taken for the summer internship with the following objectives.

To study the market potential of Malt based traditional health drinks

To evaluate the consumer preference towards traditional health drinks

To evaluate the preference of the installation of health drink vending machine.

To study the consumer behavior towards Swasthya foods company products

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With growing health awareness, many people have become selective about their diet and

there is a marked preference for low calorie high protein food supplements. At the same time,

poor people cannot afford costly energy food available in the market. Thus, there is a growing

market for good quality health food if the prices are reasonable. In this regard traditional health

drinks like ragi malt, health mix have good scope in the market because of their better nutritional

value and affordable price. This study is centered about traditional health drinks like ragi malt,

health mix…

The study was taken up in important targeted areas of Bangalore. During the study the

researchers had interaction with sellers, consumers, top authorities of some major organizations

and institutions like KSAMB, NABARD, BMTC,KSRTC, IRCTC, BEL, BHEL, Department of

Agriculture and Department of Horticulture, etc…

The study was carried out with the survey of sellers and consumers. The overall study

revealed that among all traditional Health drinks sold, Ragi malt accounted for maximum

quantity followed by Health mix, Dia mix, Ragi rich and others. This is mainly due to the

demand for Ragi malt is much higher than those of Health mix, Dia mix and others.

The result of the study revealed that RT nagar, Basavanagudi, Vasanthnagar,

Sahakarnagar, Vijayanagar and Koramangala are the main areas in which the product types

concentration is seen more and in the same way the concentration is seen less in the areas of

Mathikere, Sadashivnagar, Jayanagar and others Among the available product type Ragi malt is

the major product type which is found more in the shelves of retail shops. Manna is the leading

ragi malt brand in these locations.

The result also revealed that consumer awareness on the traditional drink is about 79

percent but the awareness about the brands is negligible. The consumption percentage of the

Traditional Health Drinks is 71 percent, among them 80 percent of the consumption is

homemade Traditional Health Drinks like Ragimalt. The Regular, Ginger and Vanilla are mostly

preferred by all the age group of respondents.

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The study also deals with the survey regarding the preference for installation of the

vending machine by the private and public organizations in which the results reveal that most of

the organizations preferred to install the vending machine at the premises of the canteen.

As a part of the study demonstration was held at Hebbal campus to obtain the feedbacks

from the respondents by offering the Ragi malt of Swasthya Food Products company. The results

revealed a positive response for the drink and consumers gave their preference to purchase the

product if made available in the market.

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Chapter 2

INDUSTRY PROFILE

Present Status and Future Prospects of Indian Food Processing Industries:

The food processing sector is highly fragmented industry, it widely comprises of the

following sub-segments: fruits and vegetables, milk and milk products, beer and alcoholic

beverages, meat and poultry, marine products, grain processing, packaged or convenience food

and packaged drinks. This segment accounts for more than 70% of the output in terms of

volume and 50% in terms of value. Though the organized sector seems comparatively small, it is

growing at a much faster pace.

Source: D&B Research

Food processing industry is unorganized as a large chunk of the production is from small scale

units.

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Structure of the Indian Food Processing Industry

Food Processing Units in Organized Sector (numbers)

Source: Ministry of Food Processing Industries, Annual Report 2003-04

5

Industry Sub-Segments

Fruits & Vegetables

The processing of fruits and vegetables is estimated to be around 2.2% of the total

production in the country. The major processed items in this segment are fruit pulps and juices,

fruit based ready-to-serve beverages, canned fruits and vegetables, jams, squashes, pickles,

chutneys and dehydrated vegetables. The new arrivals in this segment are vegetable curries in

retortable pouches, canned mushroom and mushroom products, dried fruits and vegetables and

fruit juice concentrates.

The fruits and vegetable processing industry is rather fragmented. A large number of

units are in household and small-scale sector, having low capacities of up to 250 tonnes per

annum. From the year 2000 onwards the industry has seen a significant growth in ready-to-serve

beverages, pulps and fruit juices, dehydrated and frozen fruits and vegetable products, pickles,

processed mushrooms and curried vegetables, and units engaged in these segments are export

oriented.

Milk and Milk Products

India has the highest livestock population in the world; it accounts 50% of the buffaloes

and 20% of the world’s cattle population, most of which are milch cows and milch buffaloes.

India’s dairy industry is considered as one of the most successful development industries in the

post-Independence era.

The total milk processing in India is around 35%, of which the organized dairy industry

accounts for 13% while remaining is either consumed at farm level, or sold as fresh, non-

pasteurized milk through unorganized channels.

In an organized dairy industry, dairy cooperatives account for the major share of

processed liquid milk marketed in India. Milk is processed and marketed by 170 Milk Producers’

Cooperative Unions, which federate into 15 State Cooperative Milk Marketing Federations. Over 6

the years, several brands have been created by cooperatives like Amul (GCMMF), Vijaya (AP),

Verka (Punjab), Saras (Rajasthan). Nandini (Karnataka), Milma (Kerala) and Gokul (Kolhapur).

The milk surplus states in India are Uttar Pradesh, Punjab, Haryana, Rajasthan, Gujarat,

Maharashtra, Andhra Pradesh, Karnataka and Tamil Nadu. The manufacturing of milk products

is concentrated in these states due to the availability of milk in huge quantity.

According to the Ministry of Food Processing Industries, exports of dairy products have

been growing at the rate of 25% per annum in terms of quantity and 28% in terms of value since

2001. Significant investment opportunities exist for the manufacturing of value-added milk

products like milk powder, packaged milk, butter, ghee, cheese and ready-to-drink milk

products.

Meat & Poultry

Since 1995, production of meat and its products has been significantly growing at a rate

of 4% per annum. Presently the processing level of buffalo meat is estimated at 21%, poultry is

estimated at 6% while marine products are estimated at 8%. But only about 1% of the total meat

is converted into value added products like sausages, ham, bacon, kababs, meatballs, etc.

Processing of meat is licensed under the Meat Food Products Order, 1973. Presently the country

has 3,600 slaughterhouses, 9 modern abattoirs and 171 meat-processing units licensed under the

meat products order.

Poultry industry is also among the faster growing sectors rising at a rate of 8% per year. It

is observed that the vertical integration of poultry production and marketing has lowered costs of

production, consumer prices of poultry meat and marketing margins. There are eight integrated

poultry processing units in the country, which of course hold a significant share in the industry.

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Marine Products

India is the largest fish producing country in the world it is the third largest fish producer

in the world while ranks second in inland fish production. Categorically India’s potential for

fishes, from both inland and marine resources, is supplemented by the 8,000 km coastline, 3 mn

hectares of reservoirs, 50,600 sq km of continental shelf area, 1.4 mn hectares of brackish water

and 2.2 mn sq km of exclusive economic zone.

Processing of marine produce into canned and frozen forms is carried out fully for the

export market. With regards to infrastructure facilities for processing of marine products there

are 372 freezing units with a daily processing capacity of 10,320 tonnes and 504 frozen storage

facilities for safe storage with a capacity of 138,229.10 tonnes, besides there are 11 surimi units,

473 pre-processing centres and 236 other storages.

Processed fish products for export include conventional block frozen products, individual

quick frozen products (IQF), minced fish products like fish sausage, cakes, cutlets, pastes,

surimi, texturised products and dry fish etc.

Exports of marine products have been inconsistent and on a declining trend which can be

owed to the adverse market conditions prevailing in the European and American markets. The

anti-dumping procedure initiated by the US Government has affected India’s shrimp exports to

the US.

Grain Processing

Processing of grain includes milling of wheat, rice and pulses. In 1999-00, there were more

than 91,000 rice hullers and 2,60,000 small flourmills which were engaged in primary milling.

There are 43,000 modernized rice mills and huller-cum-shellers. Around 820 large flourmills in

the country convert about 10.5 mn tonnes of wheat into wheat products. Also there are 10,000

pulse mills milling about 75% of pulse production of 14 mn tonnes in the country.

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Primary milling of grains is the considered to be the important activity in the grain-

processing segment of the industry. However, primary milling adds little to shelf life, wastage

control and value addition. Around 65% of rice production is milled in modern rice mills.

However, the sheller-cum-huller mills operating give low recovery. Wheat is processed for flour,

refined wheat flour, semolina and grits. Apart from the 820 large flourmills, there are over 3 lakh

small units operating in this segment in the unorganised sector. Dal milling is the third largest in

the grain processing industry, and have about 11,000 mechanised mills in the organised segment.

Oilseed processing is another major segment, an activity largely concentrated in the cottage

industry. According to estimates, there are approximately 2.5 lakh ghanis and kolus which are

animal operated oil expellers, 50,000 mechanical oil expellers, 15,500 oil mills, 725 solvent

extraction plants, 300 oil refineries and over 175 hydrogenated vegetable oil plants.

India received sufficient rainfall during the year 2007-08 and also relatively a far better

oilseed crop while some oilseed growing countries faced drought/ decrease in oilseed crop

during the year. This gave the Indian farmers and vegetable oil industry an opportunity to reap

very good overall profits from the high prices of vegetable oilseed products in the international

market. The high prices of vegetable oilseeds products have encouraged the farmers to retain the

areas under oilseed cultivation during the current year. During the year 2007-08, export of oil

meals increased by just about 5 per cent in quantity terms but realization increased by around

74% in face of major oilseeds prices increasing by 35% to 40%. The price realization would

have been still better had the Rupee not appreciated against the Dollar.

India during the year 2007-08, accounted for 8.73% (7.63%) of the world's oilseed

production; 7.31% (6.74%) of the world's oil meal production; 7.53% (6.78%) of the world's

meal export; 6.03% (5.86%) of the world's oil production; 9.22% (9.58%) of world oil imports

and 9.33% (9.28%) of the world's oil consumption. India is the third largest importer of

vegetable oil in the world next to Europe and China. In 2006-07 (Nov- Oct), India imported 5.59

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million tonnes of vegetable oils including vanaspati compared to 5.43 million tonnes a year ago.

Imports of non-edible oil decreased to 630,000 tonnes from 710,000 tonnes a year ago.

On the export front, export of oil meals, oilseeds, minor oils (fats) and castor oil during

the financial year 2007-08 is provisionally reported at 62.6 lakh tones valued at Rs.10,795 crore

against the exports of 58.9 lakh tonnes valued at Rs. 6,500 crore in the previous year. The

solvent extraction processing of oilseed, oilcakes and rice bran during 2007-08 is reported at

121.2 lakh tonnes compared to 122.115.4 lakh tonnes during the previous year. However, the

overall production of solvent extracted oils during 2007-08 form rice bran, oilcakes & minor

oilseeds and soybean is reported at 19.4 lakh tonnes against 18.3 lakh tonnes during 2006-07.

(Source- Annual Report for the year 2007-08 of the Solvent Extraction Association of India).

The Ministry of Food Processing Industries provides financial assistance in Edible Oil Milling

Sector under the Scheme of Technology Upgradation/ Modernisation/ Expansion.

Indian Basmati rice has gained international recognition, and is a premium export

product. Branded grains as well as grain processing is now gaining popularity due to hygienic

packaging.

Pulse Milling & Flour Milling Sector:

For the adequate and focused growth of the sector the Ministry is providing financial

assistance to the grain processing industries for its setting up/ expansion/ modernisation in the

form of grant. The main aim of the scheme is to promote the food processing sector with respect

to adoption of modern technology to increase quality of the product, reduce cost of production

and generate employment in addition to reduction in wastage, value addition, fortification of

food etc.

 

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Beer & Alcoholic Beverages

When discussed on alcoholic beverages, India is considered to be the third largest market

for alcoholic beverages in the world. The domestic beer and alcoholic beverage market is largely

dominated by United Breweries, Mohan Meakins and Radico Khaitan. The demand for beer and

spirits is estimated to be around 373 million cases per year. There are 12 joint venture companies

having a licensed capacity of 33,919 kilo-litres per annum for production of grain based

alcoholic beverages. Around 56 units are manufacturing beer under license from the Government

of India.

Country liquor and Indian Made Foreign Liquor are the two segments in liquor; both

cater to different sections of society. The former is very much consumed in rural areas and by

low-income groups, while the middle and high-income groups consume the latter.

Liquor license outlets in India figures approximately 23,000 with another 10,000

outlets in the form of bars and restaurants. Regulations in this sector differ state-wise in terms of

excise and custom duty. In Tamil Nadu, Kerala and Andhra Pradesh, the distribution is

controlled by the state government, and any change XVIII in the ruling party has a direct impact

on the availability of alcohol.

The wine industry in India has come into prominence lately and has been receiving

support from the Government as well, to promote the industry,. The market for this industry has

been estimated to be growing at around 25% annually. Maharashtra has emerged as an important

state for the manufacture of wines.

 

Constraints & Drivers of Growth

 

Changing lifestyles, food habits, organized food retail and urbanization are the key

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factors for processed foods in India, these are post-liberalization trends and they give boost to the

sector.

There has been a notable change in consumption pattern in India. Unlike earlier, now the

share and growth rates for fruits, vegetables, meats and dairy have gone higher compared to

cereals and pulses. Such a shift implies a need to diversify the food production base to match the

changing consumption preferences.

Also in developed countries it has been observed that there has been a shift from

carbohydrate staple to animal sources and sugar. Going by this pattern, in future, there will be

demand for prepared meals, snack foods and convenience foods and further on the demand

would shift towards functional, organic and diet foods.

Some of the key constraints identified by the food processing industry include:

Poor infrastructure in terms of cold storage, warehousing, etc

Inadequate quality control and testing infrastructure

Inefficient supply chain and involvement of middlemen

High transportation and inventory carrying cost

Affordability, cultural and regional preference of fresh food

High taxation

High packaging cost

In terms of policy support, the ministry of food processing has taken the following

initiatives:

Formulation of the National Food Processing Policy

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Complete de-licensing, excluding for alcoholic beverages

Declared as priority sector for lending in 1999

100% FDI on automatic route

Excise duty waived on fruits and vegetables processing from 2000 – 01

Income tax holiday for fruits and vegetables processing from 2004 – 05

Customs duty reduced on freezer van from 20% to 10% from 2005 – 06

Implementation of Fruit Products Order

Implementation of Meat Food Products Order

Enactment of FSS Bill 2005

Food Safety and Standards Bill, 2005

Apart from these initiatives, the Centre has requested state Governments to undertake the

following reforms:

Amendment to the APMC Act

Lowering of VAT rates

Declaring the industry as seasonal

Integrate the promotional structure

The study, that has been carried out on traditional health drinks,made from processed grains.

These traditional health drinks are prepared from cereal grains and millets like rice, wheat,

maize, barley, ragi, bajra and jowar.

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Importance and health benefits of these cereal grains and millets are explained below:

RICE

Oryza Satitva (Botanical Name) Tandula (san), Chaval (Hindi /Urdu), Uruz (Arab), Birinj

(Pers), Akki (Kan), Vari (Telu), Ari (Mal), Tandool (Mar), Charnoor (sindhi), Shahi Dhaniya

(Bengali), Arisi (Tamil).

Rice is one of the most popular cereals that is extensively grown all over the eastern

world starting from India to Japan. It is the staple food for hundreds of millions of people in

India, Burma, China, Japan, and other oriental lands. It is the next most widely used of all cereals

next to wheat. There are number of varieties of rice. Its nutritive value is high and its

productivity is great. Rice cannot be grown in cold countries.

Rice is available as milled, unpolished, polished, parboiled, flaked and puffed rice. Rice

is a bland grain of great versatility. It blends with many items of food. The nutritive content of

rice is influenced by variety, the kind of soil in which rice is grown and by the applications of

organic fertilizers. The degree of milling also determines the amount of nutrients removed.

Nutritive values: 100 grams of brown rice provide 141 calories of energy where as white

rice provides 138 calories. The major carbohydrate of rice is starch which is about 72-75%.

Whereas the amylose content of starch varies according to the grain type. The fiber of

rice is the hemicelluloses. Brown rice is a good-source of fiber. Rice protein is superior to wheat

(85-95%) and also easily digestible. Proteins, fats and minerals are present in greater quantities

in the germ and the outer layers than the starchy endosperm.

Brown rice is a good source of vitamin B group such as Thiamine, (B, 1) riboflavin (B, 3)

niacin and minerals potassium, iron, phosphorous and magnesium. The amount of fat soluble

vitamins A & D in rice are negligible as in other cereals. The vitamin C is practically absent, but

poor in riboflavin and minerals, iron and calcium. Parboiling nee helps the B vitamin to migrate

from the bran to the grains where they are trapped.14

Polishing of rice reduces B vitamins content to different degrees depending upon the

extent of polishing. Highly polished white rice is very low in B vitamins. As cereals are also

source of B vitamins eating of white rice causes B vitamin, Folic acid, and niacin deficiency

diseases. Rice is deficient in lysine and threonine aminoacids. The biological value of rice

protein is 80 where as wheat protein has 66 and maize protein is 50.

Precautions

Partial replacement of eating only rice with other cereals and millets is needed to

contribute other minerals and vitamins.

For supplementation of vitamin C, good quantity of fruits and vegetables has to be taken

daily. Include sprouts in diet.

Green leafy vegetables are good sources of calcium with milk or buttermilk in rice diet.

To improve poor rice diet (polished rice) the above precautions are needed.

Health benefits

1. For Energy Deficiency: The body can digest and absorb the carbohydrate in rice relatively

quickly. Rice is therefore a useful food to eat in order to refuel. The muscles with energy after

physical activity. Brown rice also supplies magnesium which is required for muscle tone and

protein synthesis.

2. Nervous & Metabolic Disorders : The B vitamins found in brown rice are able to keep the

nervous system in good condition and to aid the conversion of blood sugar into cellular energy.

Eating white polished rice is one of the causes of diabetes, heart diseases and obesity.

3. High Blood Pressure: Brown rice in particular supplies potassium which is needed for

maintaining water balance and keeping blood pressure down. It contains virtually no sodium,

which has the opposite effect. People with high blood pressure can include brown rice (without

salt) in their diets.

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4. High Blood Cholesterol: Oil made from the bran of rice contains a number of substances that

together are described as “oryzanol” oriyzanol reduces cholesterol absorption and synthesis.

5. Cancer of the Colon: Brown rice may decrease the risk of colonic cancer. This is partly the

rice bran helps to bulk the stools and speed up the muscular contractions of the intestinal wall.

Carcinogens in the stools have less time to stick to the colon wall where they can trigger

cancerous changes.

6. Proteins quality: Protein of rice is easily digestible and assimable and also when combined

with other vegetable proteins like pulses and leafy vegetables, it becomes a valuable protein for

growth and repair and also who can not tolerate gluten (protein) of wheat with colic diseases.

7. In traditional herbal medicine rice is used to settle digestive problems like diarrhoea. It is an

ideal food for any one recovering from a bout of sickness, as it is soothing and non irritant.

8. Rice water is used to treat feverish and inflammatory conditions such as digestive complaints,

cystitis and urinary tract problems. Powdered rice flour or rice starch, may be applied as a

poultice to wounds, bruises and irritated skin.

WHEAT

Triticum sativum (B.N.) Godhuma (San) Gehun ((hindi, urdu, dak), jauo (urdu) Godhi

(Kan), Godhumalu (Tel), Gadomay (Tam), Gahu (Guj.Mar) Gotampu (Mal) Ghama (ori).

Wheat is one of the most commonly consumed cereals in the world providing about 70

percent of the caloric intake in the form of staple food. Although its origin is the subject of some

debate, it is likely that wheat was first cultivated from wild species in south west Asia in about

8000 B.C. of the two varieties, hard wheat is rich in protein and is used principally in breads and

pastas. Soft wheat has a lower protein content and it is used mainly to produce cakes, biscuits

and pastry flours. Durum wheat is an excellent sources of niacin, magnesium, potassium,

phosphorous and zinc.

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Healing properties

Stress: Wheat germ carries a factor which helps to bear the stress.

Wheat Germ Oil: It helps in the irregular menopausal symptoms and improves

stamina and strength. Add wheat germ oil to salads, soups and wheat germ to porridges

and soups.

Wheat Grass: Juice contains rich chlorophyll, betacarotene and many minerals,

vitamins, 18 aminoacids and rich in magnesium. It is nature’s concentrated nutritent.

Helpful in the treatment of cancers, anemias and low vitality and undergrowths etc and

increases general stamina and vitality.

Blocked Arteries: Inclusion of wheat germ in the diet may improve the long term In take

of vitamin E and help to stop the oxidation of low density lipo proteins (LDL) cholesterol

once oxidized LDL can block arteries causing heart diseases. Wheat germ helps the

intake of vitamin E to prevent and reverse the blockages in arteries.

Breast Cancer: Whole wheat products may help to reduce the risk of breast cancer partly

that they contain phytosterols (plant based steroids), plant oestrogens that can mimic the

hormone oestrogen phyto sterols latch on to estrogen receptor in breast tissue blocking

human oestrogen which may trigger breast cancer. Thus lowering the risk of cancerous

changes in the breast cells. They increase the movement of stools through the intestines

which gives circulating oestrogen less time to be reabsorbed into the blood across the

colon wall.

Cancer of the Colon: Studies suggest that complete whole wheat products in the diet

protect against cancer of the colon. Wheat bran is a rich insoluble fibre which remains

intact and undigested until it reaches the colon. It bulks the stools and increases the speed

of passage through colon. This gives carcinogens less time to latch on the colon wall and

set up cancerous changes. Wheat bran is digested by the bacteria in the colon producing

short chain fatty acids.

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Diabetes: Whole wheat flour -chapatti or breads, or dalia provide slow release of glucose

and avoids peak of blood and glucose levels and therefore helpful to control and

prevention of diabetes.

MAIZE or CORN

Makkajowari (Hindi), Makai (Marathi & Sindhi), Muskunjola (Kannada) Mokkajonnalu

(Telugu) Makkacholam (Tamil), Butta (Bengali). Maize is also known as corn in India and

Indian corn in the United States.

It is very nutritious cereal. Unlike other cereals, it is mostly consumed without milling,

which helps it to retain all the nutrients. It is one of the easiest foods to digest and is very high in

dietary fibre.

Maize or corn is also mostly used in making popcorn, cornflakes, puffed maize,

commercial starch, Glucose, Maida, Cosmetic powders and other various food preparations in

several countries.

In countries like South America, Central America, and Africa, it is converted into food

products by grinding, alkali processing, boiling and fermentation.

Nutritive Value

It is rich in Carbohydrates and to be used sparingly by obese people. Yellow corn is high

in Magnesium, which is a wonderful bowel regulator. It is a bone and Muscle builder and an

excellent food for brain and nervous system as it is a rich source of Phosphorus.

Corn mixed, malted or milk drinks provide calcium and B vitamins (B2 and B12) as well

as protein. Maize contains around 11% of protein and its protein is deficient in amino acids like

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tryptophane and lysine. Yellow maize is a good source of carotene for vitamin A. it also contains

Thiamine and folic acid in appreciable amounts.

According to the studies of National Institute of Nutrition, Hyderabad, cooking of Maize

reduces “aflatoxin” by 17% to 56%.

Health benefits

Malted or mixed with milk drinks are useful for convalescing people as it provides

energy and protein to aid recovery and essential mineral, and vitamins in easily digestible

form.

Chewing fresh roasted corn is very good for the gums and teeth and prevents gastric ulcer

and protein deficiencies in underfed children.

Corn grains consumed daily help to keep a check on the blood cholesterol level.

Corn flour paste in water acts as an effective face pack to remove acne and other skin

blemishes.

Corn is suitable for people with gluten intolerance of wheat in colic diseases to the

intestines and irritable bowel syndrome.

Cold pressed corn oil is rich in poly unsaturated fats and helps to reduce heart attacks,

arteriosclerosis causing hypertension.

The silk like corn hairs are used as Medicine and its decoction is used in cystitis

(inflammation in urinary bladder) and other urinary infections due to its maizenic acid

and a fixed oil “oleum Myadas”

BARLEY

Hordeum vulgare (Botanical Name), Jao (Hindi, Gujrati, Marathi), Javegodhi (Kannada),

Parle Arsi (Tamil), Barley Biyyamu (Telugu), Yavam (Malyalam), Joab (Bengali), Jabadana

(Onya).19

Barley comes under cereal grain and is a staple food in most countries of the middle

east.In other western countries it is grown for animal feed and for malt extract. It is also grown

far south as Egypt and Abyssinia and was one of the staple foods of ancient Hebrews, Greeks

and Romans. It constitutes an important crop in Spain and Algeria in Germany and Britain. It is

having almost equal importance to wheat and used as pearl barley (a refined form without husk)

for culinary and medicinal purposes in Britain. Generally it thrives in greater dive.rsity of climate

than any other cereal for cultivation

Nutritional Values

It is rich in cellulose or fibre and carbohydrates. It is rich in Vitamin E, minerals such as

calcium, copper, Iodine, iron, magnesium, potassium and rich in amino acid L tryptophan.

Health Benefits

It is good for digestive and nervous system as it contains an important ammo acid L

tryptophan and is helpful for sleeplessness, depression, anxiety and premenstrual

syndrome.

It contains a substance “hordenine” which is tonic for the heart and has an antidiarrhoeal

properties. It is a soothing drink used medicinally to treat children suffering from

diarrhoea and sickness.

Germinated barley contains enzymes that can relieve loss of appetite and hyperacidity.

However cooking destroys these enzymes. So the best way to benefit from the medicinal

values of the cereals is to drink, barley water made from germinated barley and if

possible should be taken raw for maximum nutritional and health benefits.

Barley is a good diuretic among cereals. Barley water made after cooking cereals is very

beneficial in all urinary and kidney disease conditions.

Barley water is good in chronic fevers such as Typhoid and Malaria as it is a cooling

drink and gives proper nutrition.

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OATS

Avena sativa (Botanical Name)

This cereal is being cultivated since long and is an important crop in Europe. Oat grains

can be rolled, flaked or made into oatmeal or flour for porridge and bread oatmeal is finely

milled oat grains, which contains especially Vitamin E and fat. To stop rancidity, oat meal is heat

treated and this prevents lipase enzymes from attacking the fatty acids creating bitter taste. Its

gluten content is about equal to barley and rye.

Nutritional Profile

It is an excellent source of starch, protein and soluble fibre and vitamins especially folic

acid, It is also rich in minerals, calcium iron, magnesium, phosphorus, potassium, sodium and

zinc.

Health benefits

Diabetes: Oat contains rich soluble fibre and is digested slowly and releases slowly the

glucose in the intestines for absorption. So it is prescribed in diabetic diets to prevent and

control diabetes mellitus.

Weight Control: Inclusion of oats in diet which contain high fine fibre assists in weight

loss and control. Oats needs to chew properly and also brings about a feeling of fullness

of stomach and also slows emptying of stomach contents and needs less insulin for

released glucose absorption. Oats can displace high calorie fatty food; oat meal is good

for weight control. ( See also : Natural cures for obesity )

High blood cholesterol: Adding oats to the diet may help to reduce high blood cholesterol

due to its rich fine fibre content in the grains and helpful to avoid risks of heart diseases

and high blood pressure. Oat bran is advised to eat, adding to the meal.

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Growth and health maintenance: Oats contain good amount of easily assimable proteins

and when combined with pulses and legumes, it helps for healthful growth in children

and tissue repair in elderly people for maintaining good strength and health.

Oat meal face pack is very good to remove dead cells of the facial skin and brings a fresh

glow to the skin.

Like other cereals oat bran contains cancer fighting compounds called “Phytates”

Common Millets

RAGI

Elucine coracana (Botanical Name), Ragi (Hindi, Urdu, Kanda), Kelvaragu (Tamil),

Nachani (Marathi), Mandina (Oriya), Ragulu or Chollu (Telagu), Koovasagu (Malayalam).

Ragi is also known as finger millet. It constitutes a little over 25% of food grains grown

in India. It is widely consumed in Karnataka, Andhra Pradesh and TamilNadu States practically

without refining by the poorer sector of the population. They consume in the form of “Ragi Ball”

and unleavened bread. The flour is put in boiling water and evenly mixed then the thick paste is

rolled in the form of balls. Ragi ball is mixed with butter milk or with vegetables curry or

pulses. Sometimes Ragi flour is used to make gruel, malt, dosa and porridge. Ragi malt is very

nutritious for children and weak people. Prolonged digestion of Ragi meal helps labourers to

work longer times.

Nutritional Value

Ragi is rich in cellulose or dietary fibre. Therefore its regular use is an excellent laxative

for chronic constipation. It is rich in calcium and iron. In fact it is the richest source of these

minerals among all cereals. The major proteins of ragi are prolamins and glutelins and they

appear to be adequate in all essential amino acids, It contains B vitamin but is poor in B2.

Healing Properties of Ragi22

Ragi meal is an ideal food for diabetes and obesity because its digestion is slow and

glucose is released from the food very slowly into the blood. By eating ragi preparations

the constant desire to eat will become less and supplies less calories for obese people.

Due to its rich cellulose it is excellent laxative for constipation.

Malt is a good food for children and supplies calcium in good proportions for bone

growth and body development.

Ragi malt or Ragi preparation foods are good to eat in case of iron deficiency anaemia.

Its regular use protects from malnutrition, degenerative diseases, premature old age and

increases longevity.

Eating roasted green ragi is a tonic for high blood pressure, liver diseases, heart

weakness, asthma and lack of milk production in mother after child birth

BAJRA (Pearl Millet)

Prenisetum – typhodum (Botanical Name) Bajn (Marathi), Varjavi (San) pearl Millet

(English), Bajra (Hindi), Jari ( Urdu), Combu (Tamil), Sajjalu (Telgu).

Among Millets, Bajra is the predominant crop in India. It is also called as Pearl Millet in

Western Countries, it is a wholesome grain which has high nutritive value. It is usually

popular in the States of Maharashtra and Rajasthan in India. Generally people eat in

winter season. It has the same quantity of protein as wheat. The protein contains a high

proportion of prolamine followed by the globulin and Albumins. Among the ammo acids

tryptophan content is high and lysine is low. Bajra is rich in Iron, B vitamins, Thiamine,

Riboflavin and niacin.

Generally roties made from the fine flour are eaten with various vegetables as main dish.

It has some medicinal properties when bread is eaten with honey in the morning. It is

specially effective for bleeding piles, epilepsy, insomnia, impotency, high blood pressure,

diabetes melhtus and tuberculosis.

23

JOWAR (Sorglum Vulgare or Great Millet)

Jowar is grown and extensively used in Maharashtra, Karnataka, Madhya Pradesh,

Andhra Pradesh, Gujarat, Uttar Pradesh and TamilNadu in India.

Nutritive Value

Compared to rice, jowar is richer in protein but the quality is not as good as rice protein.

Jowar is enveloped with covering of bran that is rich in B complex vitamins, cellulose and a

large quantity of Phytates.

The flour of the whole gram is rich in fibre and forms a bulk nutritive food which aids

easy elimination through bowels. Therefore it is excellent food for constipation. Jowar Roti has

to be properly chewed, otherwise causes indigestion. Some varieties of jowar contain excessive

amounts of amino acid leucine. The resulting imbalance between leucine and Isoleucine interfere

with conversion of tryptophane to niacin causing deficiency of niacin. The excess of phytates

interfere with the absorption of calcium and iron from other foods.

Since cereal and legume proteins are complementary to each other, by eating-jawar and

any legume in ratio of 73:30 will give better nutritional value.

Jowar is rich in carbohydrates and poor in vitamin A.

Popping and flaking of jowar implies starch digestibility five times but reduces protein

digestibility in flakes. Whole jowar recipes significantly lower plasma glucose levels and useful

for non Insulin dependent diabetic persons. Polished jowar gruel with milk or butter milk is an

ideal food for bleeding piles and biliousness and also for deficiencies.

SWOT Analysis of Food Processing Industry:

Strength:24

Abundant availability of raw material

Priority sector status for agro-processing given by the central Government

Vast network of manufacturing facilities all over the country

Vast domestic market

Weaknesses:

Low availability of adequate infrastructural facilities

Lack of adequate quality control and testing methods as per international standards

Inefficient supply chain due to a large number of intermediaries

High requirement of working capital.

Inadequately developed linkages between R&D labs and industry.

Seasonality of raw material

Opportunities

Large crop and material base offering a vast potential for agro processing activities

Setting of SEZ/AEZ and food parks for providing added incentive to develop greenfield

projects

Rising income levels and changing consumption patterns

Favourable demographic profile and changing lifestyles

Integration of development in contemporary technologies such as electronics, material

science, bio-technology etc. offer vast scope for rapid improvement and progress

Opening of global markets

Threats

25

Affordability and cultural preferences of fresh food

High inventory carrying cost

High taxation

High packaging cost

26

Chapter 3

Company Profile

27

Introduction

Swasthya Food Products started its opereations by Mr. Shridhar during 2009-2010 under

Public-Private Partnership with the Bakery Training Unit of University of Agricultural Sciences,

Bangaluru.

Swasthya Food Products is the organization committed to give the best of food and health

related products. The food products under SFP banner are organic and herbal based to suit the

normal healthy man as well as the ailing. The base followed at SFP is of the age old traditional

values in cooking and food making procedures. Swasthya abides by their commitment and

promises to deliver the best and safest of food products to the human community always.

Swasthya Food Products is value added food products manufacturing company dealing

with health foods with enriched nutrition

Uniqueness of the business is providing a total justice to our house hold grains by

increasing the nutrients in the grains by many folds by sprouting.

It is scientifically proved that sprouting increases the nutrition and assimilation to the

body

Served hot Health drink instantly by vending machine like tea, coffee…

Product range:

1. Desi malt (ragi malt)

2. Desi malt – sugar free

3. Desi malt – ginger flavor

4. Desi malt – vanilla flavour

5. Desi malt – chocolate flavour

6. Desi malt – lemon flavour

7. Gold – 9

28

8. Swasthya plus

9. Chai malt

10. Coffee malt

11. H-malt

12. Tulsi desi malt

HEALTH DRINK FOR ALL AGEs

Magic Malt is an exclusive Malt based health drink from the house of SWASTHYA

FOOD PRODUCTS, which is combined with hand selected grains and herbs to provide the best

of health to the human being. Magic Malt is not only a health drink; it is also a regular beverage

of palatable taste and without any harmful side effects even if consumed regularly, unlike the

regular beverages. Magic Malt is 100% natural and there are no artificial ingredients, colors,

preservatives, etc.. Magic Malt has a wide range of variety health mixes which would be liked by

all age group to the individual choices. Magic Malt is provided to the customer in two options

viz.. Through instant vending machine which can make magic malt in seconds and also carry

home packs to make at home and enjoy.

RAGI MALT

Ragi malt - The Desi malt

The Ragi malt is Health drink ready mix

Contains more proteins and vitamins than the ragi itself

Ragi is Soaked , Rinsed, Sprouted, dried, and made into powder

Further mixed with other Health ingredients

Available in different Natural flavor

RAGI MALT INGRIDIENTS

Ragi, Wheat, Green gram, Red rice, Ashwagandha, Cardamom, Added natural flavor

29

HEALTH BENEFITS OF RAGI MALT

Rich content of vitamins, proteins, calcium in Ragi builds strong muscles and bones.

Good content of iron in the sprouted ragi boosts hemoglobin levels

Fiber content of Ragi lowers cholesterol and controls the absorption of glucose from the

digestive system and hence used in treatment of diabetic persons

Sprouted Ragi contains more sodium which is good for maintaining the acid – alkaline

balance of the body and also useful for general digestion.

Green gram is used as asource of digestible protein.

Ashwagandha is used as an energy tonic in ayurveda. Used in managing stress and

general weakness.

Cardamom is a nerve stimulant and a digestive enhancer.

Gold- 9:

Gold-9 is the Sprouted Desi malt.

Available as a ready mix.

The nutritionally enriched Health Drink is made for instant availability of nutrition.

Served as a drink through vending machines

Gold-9 is Malt based Health drink ready mix

Contains more proteins and vitamins than the pulses itself

30

Grains are soaked, rinsed, sprouted, dried and made into powder

GOLD-9 INGREDIENTS

Sprouted, dried, Ragi, Wheat, Green gram, Horse gram, Peas, Bengal gram, Ground nut,

Soya beans, Lentil. Maize, Cardamom, jeera, badam, Cashew, Clove

HEALTH BENEFITS OF GOLD-9

Rich content of vitamins, proteins, calcium in Ragi builds strong muscles and bones.

Good content of iron in sprouted Ragi boosts hemoglobin levels

Fiber content of Ragi lowers cholesterol and controls the absorption of glucose from the

digestive system and hence used in the treatment of diabetic persons.

Sprouted Ragi contains more sodium which is good for maintaining the acid – alkaline

balance of the body and also helps general digestion.

Green gram is the major protein supplier.

Cardamom is a nerve stimulant and a digestive enhancer.

Horse gram is good for eye sight. It is also useful in managing the respiratory health

31

Swasthya plus is a Desi malt

Available as ready mix.

The nutritionally enriched Health Drink

Made for instant availability of nutrition

Served as a drink through vending machines

SWASTHYA PLUS INGREIDIENTS

Sprouted, dried, Ragi Samba Wheat , Jowar, Green gram, Soya beans, Ground nut,

Ashwagandha, Sabo, Barley, Cashew, Badam, Cardamom.

HEALTH BENEFITS OF SWASTHYA PLUS

Rich content of vitamins, proteins, calcium in ragi builds strong muscles and bones.

Good content of iron in sprouted ragi boosts the hemoglobin levels

Fiber content of ragi lowers the cholesterol and controls the absorption of glucose from

the digestive system and hence used in the treatment of diabetic persons.

32

Sprouted Ragi contains more sodium which is good for maintaining the acid – alkaline

balance of the body and also useful in digestion.

Green gram is used as a food during illness.

Red rice is rejuvenater and anti diabetic.

Ashwagandha is used as a energy tonic in ayurveda. Used in managing stress and general

weakness.

Cardamom is a nerve stimulant and a digestive enhancer.

Cashew, Badam is used to enhance energy.

Soya beans contain isoflavones which are useful in maintaining the body against

hormonal imbalance. Soya contains good amount of magnesium good for healthy bones.

H-MALT

H-MALT- The herbal based Desi malt

Available as a ready mix

The nutritionally enriched Health Drink

Made for instant availability of nutrition

Served as a drink through vending machine

The H-MALT is Health drink ready mix

Contains more proteins and vitamins than the pulses itself

Ragi, Maize, Bengal gram, Green gram, Horse gram, Wheat, is Soaked, rinsed, Sprouted,

dried, and made into powder

Further mixed with other Health ingredients

33

H-MALT INGREDIENTS

Sprouted, dried, powdered Ragi, Wheat, Green gram, Bengal gram, Maize, Horse gram

Ashwagandha, Barley, Mace, Liquorices, Winter cherry

HEALTH BENEFITS OF H-MALT

Good content of vitamins, proteins, calcium in ragi builds strong muscles and bones.

Good content of iron in sprouted ragi boosts the hemoglobin levels

Fiber content of ragi lowers cholesterol and controls the absorption of glucose from the

digestive system and hence used in the treatment of diabetic persons.

Sprouted ragi contains more sodium which is good for maintaining the acid – alkaline

balance of the body and also useful for digestion.

Green gram is used as a food during illness.

Red rice rejuvenates and is a anti diabetic

Ashwagandha is used as an energy tonic in Ayurveda and it is also called as Indian

Ginseng.

Used in managing the stress and general weakness.

Horse gram is good for eye sight.

Horse gram is also useful in managing the respiratory health.

Bengal gram helpful in utilizing the glucose and maintaining normal levels of glucose in

diabetic persons.

Maize contains good quantities of thiamin, folic acid, fiber, Vitamin C, phosphorus,

useful as heart health34

The Magic Malt Vending Machine:

Company has launched instant health drink vending machine and the technology is

supported by Bakery Training Unit, University of Agricultural Sciences, Bangalore.

Features:

Aesthetic well finished looks, design and easy to operate.

Parts used are of food grade material.

Heater element is made of Stainless steel.

24V DC based electronic control system with enhanced operational safety.

Automatic hot water flushing at periodic intervals to facilitate easy cleaning.

Wide choice of beverages to serve instantly.

Specifications of Vending Machine:

700 mm Height

380 mm Width

50 mm depth

32 kgs Net weight

No. of containers: 4 standard ( can be custom made to 2 )

Individual cans capacity: approx 1 kg

Water to be used: Purified mineral water

Electrical specification: 220V AC, 50 Hz.

Current: 10.2 amps

35

Operating voltage: 2 kW

Internal operating voltage: 24V DC

Easy to maintain.

QUALITY ASSURANCE36

SFP is well equipped with strict quality control measures by way of well qualified professionals

and periodical batch testing before release of material to the consumer. The products are

manufactured under well maintained hygienic conditions to ensure best quality and long lasting

quality.

Chapter 4

37

METHODOLOGY

This chapter presents the description of study area, sampling design, nature and sources of data,

analytical techniques employed.

Specific objectives of study:

1. To study the market potential of Traditional Health Drinks

2. To evaluate the consumer preference towards traditional health drinks

3. To study the consumer behavior of Swasthya Food Products company

4. To evaluate the preference of the installation of health drink vending machine.

Study area

The area selected for the study consists of important locations of Bangalore.

Sample Design

To evaluate the objectives of the study, survey of sellers, consumers and some important

public and private organization has been carried out.

The number of respondents has been restricted to 125 consumers and 150 sellers from the

targeted areas.

The study also emphasizes on the preference for the installation of ragi malt vending machine by

some important organization. The study also evaluates the consumers opinion about ragi malt by

Swasthya Food Products.

Nature and sources of data:

The detailed information required for the study was collected from primary sources in

order to accomplish the various objectives of the study.

The primary data relating to the market potential and consumer behavior were collected from

primary sources by personal interview method using questionnaires- one for the sellers of the 38

selected areas and another for consumers and the feedback forms for the respondents consumed

during demonstration.

Analytical techniques employed

In order to analyze the study, the data collected were subjected to analysis through the

following techniques

percentage analysis

Garette Ranking

Graphical presentation

Percentage analysis:

The data collected are presented in tabular form to facilitate easy comparison. The data is

summarized with the help of statistical tools like average and percentage to obtain meaningful

results.

Garrette Ranking:

To find out the most significant factors which influence the respondents in preferring the traditional health drink, Garrette’s ranking techniques is used. As per this method respondents have been asked to assign the ranks for all the factors and outcome of such ranking has been converted into score values with the help of the following formula:

Present position= 100(Rij – 0.5)/Nj

Where,

Rij= rank given for the ith factor by the jth respondents

Nj= number of factors ranked by the jth respondents.

By referring the Garrette’s table, the percent position estimated is converted into scores. Then for each factor the scores of each individual are added and then mean values is considered to be the most important.

39

Graphical presentation

The tabulated data and results are represented through different graphs like pie charts, bar

graphs.

Chapter 5

RESULTS

5.1 Market potential of malt based traditional health drinks

40

The study is based on the market survey of the following traditional health drinks.

1. Ragi malt

2. Health Mix

3. Dia Mix

4. Ragi Rich

5. Nutro Malt

6. Sathu Powder

Table 5.1.1 Major brands of different traditional health drinks in the market:

Sl.

No.

Ragimalt Health Mix Dia Mix Ragi Rich Nutromalt Sathu

powder

1 Manna Manna Manna Manna Aachi Aachi

2 Best Best Aravind Aachi

3 Kishore Vijay

4 Vijay Navavita

5 Navavita Sathvik

6 Priya Ashtavaidya

7 Vaatsalya

8 New mathura

9 Arudra

10 Krishna

11 Sathvik

12 Swastik

The above table shows that Ragi malt has large number of different brands followed by Health

Mix, Nutromalt, Sathu powder, Dia mix and Ragi rich. As ragi is the staple food of the Southern

Karnataka and ragi malt is consumed as traditional health drink which has paved the way for

many manufacturers to focus on this product category. The health benefits, nutrition, taste and

easy digestion properties of ragi has made it a major ingredient of health drink preparation.

41

Table1.1.2 Stocking of Traditional Health Drinks:

Area Yes NoAmruthahalli 5 2Basavanagudi 6 1Ganganagar 4 1Jayanagar 2 3Koramangala 5 3Malleshwaram 6 2Mathikere 3 7Rajajinagar 4 2RMV Extension 4 3RT Nagar 5 1Sadashivnagar 3 5Sahakar nagar 9 3Shivajinagar 5 3Ulsoor 3 2Vasanthnagar 8 2Vijaynagar 8 4Vyalikaval 3 5Yeshwanthpur 4 4Yelahanka 7 3Total 94 56

The stocking behavior of stall revealed that a majority of stores are selling these products.

Note: Kirana stores, provision stores, super market hyper markets.

42

By looking at the above graph, it could be indicated that more concentration of the traditional health drink is seen in RT nagar, Basavanagudi, Vasanthnagar, Sahakarnagar, Vijayanagar and Koramangala and in the same way much less concentration is seen in the areas of Mathikere, Sadashivnagar, Jayanagar and others.

Table 5.1.2 Percentage of stores stocking Ragi Malt:

YES NO

86 64

Ragi malt is an age old traditional health drink. As a nutritional point of view Ragi based

processed products have gained importance in the diet of each and every individual. Ragi

processing is moreeasier as compared to other cereal grains. Since Ragi is cheaply available

cereal grain which has direct impact on cost of production. Due to this cost effect and consumer

preference stores stocking Ragi malt are seen more rather than other traditional health drinks

product types.

43

Findings: The retail stores survey in different areas of the city revealed that about 57 percent of

the respondents have the stocks of Ragi malt, since Ragi malt is the major product category

among the traditional healthdrinks.

Table 5.1.3 Percentage of stores Stocking Health mix:

Health drink concept is of recent origin. Only a few firms are manufacturing health drinks. Therefore, consumers are yet to catch up with this product segment. It is interesting to note that a majority of the retail stores were not stocking Health mix.

44

YES NO

47 73

Only 33% of the respondents the shops have the stocks of Health Mix.

Table 5.1.4 Percentage of stocking Diamix:

YES NO

9 141

According to the recent World Health Organisation (WHO) estimates about 180 million people

worldwide have diabetes and nearly 1.1 million people succumbed to the ailment. One in every

five diabetics in the world is an Indian. With more than 40 million diabetes patients of the total

cases worldwide, India is home to over 20 percent of world’s diabetes cases. WHO also predicts

that, by 2030, India could count for 79 million of the world's 360 million diabetics, which

indicator of a horrific future, and experts believe that given the changing lifestyle, the disease is

going to take an endemic status soon.

45

DIamix is the health drink targeting the diabetic population. It is sold under the brand name

Manna. Only 6% of the shops have the stocks.

Table 5.1.5 Percentage of stocking Ragi Rich, Nutro Malt and Sathu Powder:

RAGI RICH NUTRO MALT SATHU POWDER

YES NO YES NO YES NO

9 141 6 144 3 147

Findings: The above graph indicates that, there is less percentage of stocking Ragi Rich, Nutro

malt and sathu powder. The graps shows only 1 percent of the respondents have the stocks of

Sathu Powder and Nutromalt and only 2 percent of respondent sellers are stocking Ragi Rich.

46

Since health mix, dia mix, ragi rich, nutro malt and sathu powder are recently introduced

traditional health drinks, the consumer awareness of the product type is less by the consumers

and in need the demand for these product types is less. Therefore the stocking of these product

types are less as compared to that of ragimalt.

Table 5.1.6 Fast moving Brands in the Targeted Areas :

Area Malt Health Mix Dia Mix

Ragi Rich

Nutromalt Sathu Powder

Amruthahalli Manna

Basavanagudi Manna Manna Manna Manna

Ganganagar Kishore Manna

Jaynagar Manna Manna

Koramangala Manna Manna

Malleswaram Vijay Vijay Poushtic

Mathikere Kishore

Rajajinagar Manna Manna Manna

RMV Extension Manna Manna

RT nagar Manna Manna Manna Aachi

Sadashivnagar Manna

Sahakar nagar Manna Vijay Manna

Shivajinagar Manna

Ulsoor Manna Manna Manna Manna Aachi Aachi

Vasanthnagar Kishore Manna

Vijaynagar Vijay Manna Manna Aachi Aachi

Vyalikaval Vijay

Yeshwanthpur Navavita Navavita

Yelahanka Kishore Manna Manna

47

The branding of these product types are the recent emerged product promoting activity.

The branding enables the different manufacturers to compete for the market share. Branding of

any product holds the consumer perception about the product

The above table contains the fast moving brands of the Traditional Health Drinks in the

targeted areas. It clearly shows Manna is leader for Ragi Malt, Health Mix, Dia Mix and Ragi

Rich product types , whereas Aachi is the fast moving brand with respect to Nutro Malt and

Sathu Powder product types. Manna is the famous oldest brand which has establshed its major

market share by producing in bulk quantities.

Table 5.1.7 Particulars of the brands:

Brand Product Type Pack Size(g) Price Price/g

Manna Ragi malt 200 36 18

500 90 18

Health Mix 200 50 25

500 79/80/90/95 17.2

1Kg 170 17

Dia Mix 500 90/99 19

Ragi Rich 500 80/85 16

Best Ragi malt 200 36 18

500 86 17

Health Mix 200 40 20

500 80 16

Kishore Ragi Malt 200 35 17.5

400 60 15

Vijay Ragi Malt 200 26/33 14.75

400 64 16

Health Mix 500 78 15.5

Navavaita Ragi Malt 500 55 11

Health Mix 500 105 21

Priya Ragi Malt 400 30 7.5

48

Krishna Ragi Malt 200 47 23.5

Arudra Ragi Malt 200 60 30

Aachi Nutromalt 200 30/32 15.5

Sathu Powder 200 27/32 14.75

Poushtic NutroMalt 500 100 20

According to the survey it is found the stocking of 200g pack size product types are seen

more in the stores. This is because these products need to be preserved air tight as spoilage losses

due to moisture are seen more. The quantity of the product used in preparation of the drink is

very less so 200g is a medium quantity which can be utilised for the maximum extent without

any storage losses.

The product types namely Healthmix, Diamix, Nutrimalt and Ragi Rich basically have

box type of packing and the variation in the packing is seen in the Ragi malt. Among this product

type, Manna, Best, Krishna and Navavita have box type of packing, Kishore, Vijay, Priya and

Aachi have polythene type of packing.

Price Variation:

The market survey includes small kirana stores, super markets, hyper markets, whole

salers, provision stores. The overall market survey of the traditional health drinks has helped us

to know the variations in pricing of products.

Prices of products of the same category and same brand are different in different retail

formats. Prices are low in small kirana stores compared to super and hyper markets for the same

product and same brand, like in Kirana stores the price of 500g pack size of Manna Health mix is

80 and the same brand have the price variation of Rs.15 i.e, Rs.95 in Super and Hypermarkets.

This is due to the high margin paid to the super and hyper markets and also the consumer

affordability. Since Kishore is a local player and has established customer based Brand equity

49

locally, the manufacturer pays less attention towards the packing type. Whereas Manna is a

major brand occupying a highest market share which has its role in export businnes so the box

type packing is suitable for easy transportation to avoid losses.

Table 5.1.8 Preference for new brand:

YES NO

104 46

The above graph depicts that 69 percent of the seller respondents have preference

towards the stocking of new brands in their shelves. This shows the possible expansion of Health

drink sector. The trend has changed such that each and every individual prefer to have changes in

their food habits which contribute to their health, nutrition and diet.

Table 5.1.9 Areawise Preferance for new brand

50

Area Count of yes Count of no

Ratio yes/ total

Ratio no/ total

Amrutha halli 4 30.571428571 0.428571429

Basavanagudi 4 30.571428571 0.428571429

Ganganagar 4 10.8 0.2

Jayanagar 4 10.8 0.2

Koramangala 5 30.625 o.375

Malleshwaram 6 20.75 0.25

Mathikere 3 70.3 0.7

Rajajinagar 3 30.5 0.5

RMV Extension 7 0.714285714 0.285714286

RT Nagar 4 20.666666667 0.333333333

Sadashivnagar 3 50.375 62.5

Sahakar nagar 10 20.833333333 0.166666667

Shivajinagar 7 10.875 0.125

Ulsoor 5 0.8 0.2

Vasanthnagar 7 30.7 0.3

Vijaynagar 11 10.916666667 0.083333333

Vyalikaval 7 10.875 0.125

Yeshwanthpur 5 30.625 0.375

Yelahanka 5 50.5 0.5

Total 104 46104 46

51

The results reveal that among all the areas surveyed, Vijaynagar, Sahakar nagar, Vyalikaval,

Ganaganagar, Shivajinagar and Jayanagar have a greater potential for launching new brands. The

consumers in these areas have better acceptibility for the new products, this has influenced the

sellers in regards for the preference for new brands.

5.2 Consumer Behavior Evaluation towards Traditional Health Drinks:

Consumers play a major role in deciding the market structure. They are the main assets of any

market research. This survey is a quantitative consumer market research.

To study this objective, the data for 125 respondents are obtained. The consumers are

categorized into 5 groups based on their age group.

Table 5.2.1 Categories of respondents:

52

Age Range No. of respondentsGroup 1 <25 17Group 2 26-35 34Group 3 36-45 36Group 4 46-55 19Group 5 >55 19Total 125

For the purpose of the study the consumers have been categorized into five Age groups, namely Group1 consists of respondents belonging to age < 25, Group2 of age between 26 and 35, Group3 of 36-45, Group 4 of 46-55 and Group 6 of >55. The grouping helps in easy analysis and comparison of results between different age groups.

The majority of the respondents are in the age group of 26-45 years (70%). This also

shows that the major that the major shoppers are young adults.

53

Table 5.2.2 Awareness, consumption and product type consumed by different age groups

Ageno. of respondents Awareness Consumption at home

Product type which they consume

Yes No Yes No RagimaltHome made Kishore Manna Vijay

Group1 17 12 5 4 8 4 3 1 Group2 34 24 10 15 9 15 10 1 2 2Group3 36 27 9 20 7 20 17 2 1Group4 19 18 1 16 2 16 14 2 Group5 19 18 1 15 3 15 13 2 125 99 26 70 29 70 57 6 4 3

The consumer awareness and the product types consumed by the respondents shows that the majority of 79 percent of the consumers were aware of the benefits available of the health drinks. It is interesting to note that about 71 percent of the respondents consume the drink on a regular basis at home. Over 71 percent of the respondents prepare the mix at home rather to buy it in the market. This shows that Ragimalt is traditional health drink prepared in the Indian kitchens.

54

The age groupwise awareness shows that older generations are better aware of the benefits of

Health drinks compared to younger generations. The above graph shows sthat group4 and

group5 respondents had highest awareness of the traditional health drinks.

The ragi malt is an age old traditional health, which was consumed by most of them from past.ragi is a ceral grain which is rich in ironwhich contributes to the increase of the haemoglobin content in the blood and less in fiber content which helps to reduce the cholestrol level.

It is a welcome sign that 71 percent of the respondents are in the habit of consuming health drinks which reflects the health consciousness of the population.

55

The above graph indicates that Group4 respondents consumption rate is the highest followed by

group5, Group3, Group2 and Group1. The Group 4 respondents belong to the age group of 36-

45 who are much concerned about their health and also the consumption has become a force of

habit.

Table 5.2.3 Purpose of using current brand

Age purpose of using current brand

i. this is exactly the product I always wanted to use

ii. This is the best available brand

iii. It’s a force of habit

iv. There is really no choice

Group1 2 1 1 0Group2 2 6 3 4Group3 1 2 10 7Group4 5 2 7 1Group5 3 1 10 1Total 13 12 31 13

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The reasons for using current brand reveal that the consumers are left with very few brands or product range which compels them to buy the available brand. Every individual has taste and preference of food habits. Consumption depicts that the group 3, group4, group5 consume the current brand due to the force of habit and group2 consume because of the best available brand in the market and similarly group 1 respondents consume the current brand due to their choice.

Table 5.2.4 Garrette scoring for the preference of traditional health drink

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Group TasteGood for Health Energy/Nutrition Digestibility

Maintanance of Diet

Group1 28.5 61.25 61.25 32 62.5Group2 32.26666667 63.33333333 58.26666667 52.4 44.4Group3 32 62.25 62.5 60.25 32Group4 25.6 64.6875 60.9375 47.5 32Group5 30.8 56 45.25 56.33333333 28.9333333

The above graph depicts that all the age groups have the highest preference for consuming traditional drinks in regards for the good health. The taste of the drink was considered as least by all the age groups.

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Table 5.2.5 Willingness to buy new brand

Willingness to buy new brand Yes No

70 29

The preference of each and every indiviual varies with their taste, perception.The chanages in food habits can easily be accepted by the younger generations rather the older generatoins.The younger generations always aceepts changes in their life faster, they feel changes bring newness and inspiration to work.

The graph indicates that, Among all the respondents who consume the trditional drink,about 71 percent of them have indicated that they are willing to change the preference towards a new brand.

Table 5.2.6 Groupwise preference for new brand

Age Yes NoGgoup1 2 2Ggoup2 12 3Ggoup3 18 2Ggoup4 7 9Ggoup5 6 9Total 45 25

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It could be observed that the age groups 4 and 5 are not ready to try the new brand, only the vibrant young adults are ready to experiment with new brand of health drink. Therefore the new brands should target this age group of respondents.

The above graph indicates that the group 2 and group 3 respondents have a greater preference for

the new brand and this is because these age group respondents will adopt the changes easily and

they are ready to alter their food habits whereas the group 4 and group 5 respondents have

preference to consume the existing brand as the change of food habits does contribute a very

little to their health.

Table 5.2.7 Preference for Sprouted and nonsprouted ingredients:

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Group SproutedNon sprouted

Group1 2 2

Group2 12 3

Group3 18 2

Group4 15 1

Group5 15 0

The sprouted grains are consumed from the past due to its nutrional aspects. The sprouted grains are rich in proteins, contains more sodium which is good for maintaining the acid – alkaline balance of the body and also useful for general digestion.

The older generation are more aware of the importance of the sprouted grains in their diet.they are already consuming the sprouted grains as the ingredients in their home made ragi malt.So they prefer to consume spouted rather than roasted or non sprouted. The younger generation equally preferred both sprouted and non sprouted ingredients.

Table 5.2.8 Prefernce for the consumption of drink with milk

Yes No

Group1 3 1

Group2 10 5

Group3 15 5

Group4 12 4

Group5 11 4

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Milk is the main source of the calcium. Milk helps in the building of calcium content in the bones and muscles. Milk is considered as a complete balance food of a diet. Consuming milk is a regular habit of most of the respondents. Allmost all the age group respondents equally like to consume the drink with milk.

Table 5.2.9 Preference of the time for consumption of the drink

This era witnees the change in lifestyle of living . Every indiviual is oriented towards the health conscious life, especalily the young adults of today. This drink can be considered as an substitute for the morning break-fast, which suppliments all types of food.

All the age group respondents have prefer to consume the drink in early morning.

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Early morning Late eveningGroup1 3 1Group2 13 2Group3 16 4Group4 10 6Group5 9 6

Table 5.2.8 Consumer acceptability of flavors

Age Regular Sugar free Ginger Chocolate Vanilla LemonGroup1 17 3 5 13 12 15Group2 34 12 18 8 15 32Group3 36 25 36 4 20 34Group4 19 17 17 0 8 17Group5 19 18 18 0 5 18Total 125 75 94 25 60 116

As indicated earlier the majority of the young adults are interested in trying out new

brands/flavors of the health drinks. It may be noted that traditionally Regular flavor is preferred

by all the respondents followed by Lemon, Ginger, Sugar free and Chocolate in that order. Older

age groups prefer Sugar free, Lemon, Ginger flavor as compared to younger generation,

preferring even Chocolate flavor.

The graph indicates that all the age group respondents equally preferred the regular flavor, sugar

free flavor is mostly preferred by the age group5 followed by group4, group3, group2 and

group1. Ginger flavor is mostly preferred by group3, group5 and group4. Chocolate flavor is

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mainly preferred by age group1. Vanilla flavor is preferred by group 1 followed by group3,

group2, group4 and group5. On an average all the age groups prefer lemon flavor.

Table 5.2.9 Overall consumer behavior regarding traditional health drinks

Awareness Not aware

Consuming Not consumingReady to consume after awareness

Not ready to consume after awareness

70 29 18 8

The non consumers were educated on the benefits of health drinks and their willingness to

consume the sane was assessed. It may be noted here that, a majority (14.4%) were ready to give

a tag.

The above graph depicts that among 125 respondendents 56 percent of them are aware of the

product and consuming, 23.2 percent of them are aware but not consuming, 14.4 percent of them

are not aware but ready to consume after awareness and 6.4 percent of them are not aware and

not ready to consume even after awareness.

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5.3 Consumer feedback on Ragi Malt drink of Swasthya Foods Company:

Swasthya Food launched Ragi malt, Swasthya plus, Gold-9 and Instant Health Drink Vending Machine in Bangalore Market on August 2010. As an awareness and brand promotion measure, Ragimalt was served to consumers. A total of 110 panelists offered theis feedback.

The consumers were grouped into 6 categories according to their age group.

Table 5.3.1 Categories of respondents

Group Range of age

Group 1 18-25

Group 2 26-35

Group 3 36-45

Group 4 46-55

Group 5 56-65

Group 6 66-75

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Out of 110 respondents, 4% belonged to group1, 12% belonged to Group 2, 20% to Group3, 27% belonged to Group4, 25% and 12% belonged to Group 5 and 6 respectively.

Table 5.3.2 Awareness of Traditional Health Drinks:

The above graph shows that out of 110 respondents, 65% are aware of traditional health drink.

The respondents surveyed are well qualified, health conscious. This drink is not a newly emerged product, this had its usage form the past . Due to the modernisation and western food habits the younger gererations are attracted towards them and the awareness of the traditional drinks are less in these age groups.

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 Groups Yes No

Group1 2 2Group2 8 5Group3 13 9Group4 21 9Group5 20 8Group6 8 5Grand Total 72 38

The above chart depicts that more respondents in Group 4 are aware of traditional health drink whereas the respondents who belonged to Group 1 have the least awareness of this drink.

Table 5.3.3 Consumption of Ragi Malt at Home:

Group yes noGroup1 1 3Group2 7 6Group3 8 14Group4 19 11Group5 18 10Group6 7 6

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The graph indicates that 55 percent of the respondents consume home made Ragi malt. Since

they are not aware of the brands available in the market.

The above graph depicts that the respondents of group4 and group 5 have highest percentage of

consumption of Ragi malt at home and the least consumption is seen in group1.

Table 5.3.4 Opinion of consumers after trying Ragi malt of Swasthya Foods Company

Group Taste Texture Appearance Good Better Best Good Better Best Good Better BestGroup1 0 3 1 1 2 1 2 1 1Group2 2 9 2 3 7 3 3 8 2Group3 2 14 6 6 11 5 2 14 6Group4 5 13 12 4 16 10 5 16 9Group5 4 10 14 7 10 11 5 15 8Group6 5 7 1 6 5 2 7 5 1Total 18 56 36 27 51 32 24 59 27

The Taste, consistency and appearance are the three major attributes which are considered for our study. Consistency indicates the thickness/thinness and concentration/dilution of the drink. Appearance indicates the visual look of the drink. Respondents gave their opinion about these attributes according to their perception after consuming the drink.

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The opinion of test consumers revealed that the Group 5 respondents credited the taste as best followed

by Group4. Group3, Group2 and Group 1 credited better and Group 6 are the only respondents who

credited good for the taste of Ragi malt.

The above graph shows Group 5 respondents creditedthe texture as best,the group 4 respondents

gave equal credit as best and better,the group 3 respondents gave equal credit as good and better,

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group 2 credited as better and group 1 gave equal credits as good, better and best, whereas group

6 respondents credited as good towards the texture of the ragi malt.

The above graph indicates group 4 and group 5 respondents credited as best,group 2 and group 3

respondents credited as better wheras group 1 and group 6 credited as good towards the

appearance of the ragi malt.

Table 5.3.5 Opinion of Consumers about Preference of Ragi malt with Milk :

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Group yes no Group1 3 2Group2 8 5Group3 18 4Group4 19 11Group5 16 12Group6 8 4 Total 72 38

The above graph shows that, 65 % of the respondents would like to prefer Ragimalt with fresh milk.

According to these respondents, consumption with freshmilk will be more nutritious and balanced food.

Groupwise preference of ragi malt with fresh milk:

The above graph shows that the group 3 respondents have greater preference of consuming the ragi malt

with fresh milk as they assume that the milk contributes energy and nutrition to their diet.Group 5 and

group 4 respondents have lesser preference towards the consumption of ragi malt with fresh milk.

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Table 5.3.6 Consumer preferance about Regular, Sugarfree and other flavors of Ragimalt:

  Regular Sugar free Ginger Lemon Vanilla Chocolate

Group yes no yes No yes no Yes no yes

no Yes no

Group1 4 0 0 4 3 1 3 1 2 2 2 2Group2 8 5 2 11 10 3 11 2 9 4 10 3Group3 19 3 3 19 21 1 20 2 15 7 15 7Group4 26 4 9 21 26 4 24 6 16 14 15 15Group5 21 7 13 15 20 8 19 9 11 17 8 20Group6 12 1 5 8 13 0 12 1 7 6 6 7Grand Total

90 20 32 78 93 17 89 21 60 50 56 54

The graph cleary depicts that Regular flavor, Ginger flavor, Lemon, Vanilla is mostly preferred

by the respondents of group4, Sugarfree is preferred by group 5 respondents, Chocolate flavor is

preferred mostly by group 3 and group4 respondents respectively.

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Table 5.3.7 Consumer acceptibility of Swasthya Products:

Group YesGroup1 4Group2 13Group3 22Group4 30Group5 28Group6 13 Total 110

The graph indicates that the respondents of all the age groups after the consumption during the

demonstration preferred to accept the Swasthya products if made available in the market.

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5.4 Preference for the installation of the vending machine by the Private and Public organizations:

The magic malt vending machine was launched on 28/07/10. This was manufactured by

adopting the intellectual and technical assistance from the Bakery training unit, University of

agricultural sciences GKVK. This machine has various dimensions as already mentioned in the

company profile.

Table 5.4.1 The study was conducted in the following organizations:

Sl no Organization Preference

1 BMTC No

2 KSRTC Yes

3 BHEL Yes

4 LRDE Yes

5 DRDO No

6 IRCTC Yes

7 Lalbagh No

8 NIMANS No

9 KIDWAI No

10 SAIL Yes

12 Home Science College Yes

13 Department of Agriculture No

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Additional Works:

Survey of SHGs :

The study was conducted on the SHG groups where they are involved in the manufacture of the

ragi malt. The study included mainly 15 self help groups who were the members of one of the

KVK of the University of Agricultural Science GKVK. These self help groups obtained their

training for the preparation of the ragi malt by the KVK (Adonahalli branch). There is bakery

established by the kvk in name of Bhoomika to which these malt powders are sold. These self

help groups receive orders from the Bhoomika and they prepare the malt powder. They do not

have any other marketing source. They receive orders for limited quantity of 10-15 kgs only.

The opportunities for the self help groups:

1) There is a provision of the bank loan of rupees 6.5 lakhs for the 2-3 years old self

help groups.

2) There is a back end subsidy of rupees 2.5 lakhs for the loan obtained.

3) The subsidy is provided by the NABARD under the department of Micro Credit and

Industrial Development (MCID)

Problems for the self help groups:

1) There is a lack of the marketing facility for their products.

2) They lack awareness of the availability of the financial assistance and the subsidy.

NABARD:

As a part of our summer internship, we visited this institution to gather the financial assistance

available for the SHGs and for an entrepreneur dealing with the small scale food processing

sector. MCID in NABARD deals with the Financial schemes for the SHGs and Small Scale

Industries. Under the scheme of SGSRY they provide subsidy of 1.25 lakhs for the BPL SHGs

and this is not applicable for any individual entrepreneur.

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IIMB : IIMB is the topmost business school in India.. A visit was made to the institution to

know the ongoing projects in that institution, how many projecvts have been done on FMCG’s

and also to know worthiness of a business in the field of traditional health drinks. According to

opinion of a professor who is the teaching faculty over there, there is more scope for any

entrepreneur who takes up their business in food processing sector. According to him food

processing sector is the ‘sunrise sector’ of India and more investments are pouring into this

sector, government is providing more subsidies

Health care centre’s:

As a part of our internship visits were made to health care centre’s. Health care centre’s

are mainly concerned about maintaining the health of physically ill people by giving them better

medicines and providing them with proper diet. The details about the ragi malt vending machine

and its advantages were briefed to them. Some healthcares centre’s showed interest in buying the

ragi malt vending machine in order to provide healthy food to the patients coming over there to

get treatment to their disorder.

AWAKE (Association of Women Entrepreneurs of Karnataka):

As part our internship a visit to AWAKE was made. It is an organization which is 9001-

2000 accredited. It conducts many programs like Entrepreneurship Development Programs

(EDPs) at periodic intervals, Skill Development Program, Trainers’ Training Program and Rural

Entrepreneurship Development Program. As part of its program it provides training in food

processing, development of food products, standardization and management of food industry and

it also facilitates the marketing of the product developed by its trainee.

Questionnaire for Sellers

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1) Do you stock malt powder at your shop? If Yes,

a) Name of the Brands: i) ii)

iii) iv)

b) Which is the Fast moving Brand? Any reasons for the performance

c) Since how long this product is there on the shelves

2) Particulars of the preferred brand

Flavours Pack size Pack type price

3) When do you think the demand of the Ragi Malt is more?a) Summer b) Winter c) Rainy

4) Explain the supply procedure? (indent, margin, pricing, delivery, payment procedure etc)a)b)c)

5) Would you like to prefer another new brand of Ragi Malt in your shelf? If Yes

What attributes do you look at in the new brand?

a) Ingredients- i.ii.iii.iv.

b) Sprouted c) Roasted d) Flavors – i. Regular

ii. Ragi Malt sugar free iii. Vanilla iv. Ginger v. chocolate vi. Lemon

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vii Any other flavoure) Herbs as one of the ingredientsf) Price rangeg) Anticipated sales per month

6) Would you like to have a instant malt vending machine at your shop? If Yes,

a) Capacityb) Drink /1 cup preferred health drinkc) Cup size- i. 100 ml/150ml

ii. 200 mld) Do you prefer the usage of straw to drink

7) At what price do you prefer to buy the health drink vending machine?

8) Preferred outlet options of the vending machine, a) 2 b) 4 c)8

9) Type of consumer who visit your shop:

Age Occupation Education

i)Below 25 yearsii)26-35 years iii)36-45 yearsiv)46-55 yearsv)above 55 years

i)social workii)family businessiii)working outsideiv)house wifev)education institutionvi)corporate sectorvii)restaurantsviii)public utility placesix)health centers and yoga ,naturopathy, gym etc x)spiritual centresxi)temple premises

i)high school&belowii)graduationiii)post graduation & above

Name of the Retail shop:

Location:

Type of Retail store:

Questionnaire for consumers

1) Are you aware of organic health product? If Yes,

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a) Which brand/type do you consume?

i

ii.

iii.

2) Why do you use current type?

a) This is exactly the product I always wanted to use

b) This is the best available brand

c) It is a force of habit

d) There is really no choice

e) Did you change the brand ever? Name the old brand

i.

ii.

3) Preferred pack size: 200g/ 500g/ 1Kg

4) Which form of packing do you prefer? i. Paper box

ii. Cover

5) Why do you prefer Ragi Malt? ( rank order)

a) Taste

b) Good for health

c) Energy / nutrition

d) Digestibility

e) Maintenance of diet

6)Would you prefer the health drink with freshmilk. Yes/No

7) Do you prefer any flavors? If Yes, ( rank order)

a) Regular

b) Lemon

c) Ginger

d) Vanilla

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e) Chocolate

f) Sugar free

g) Any other flavour

6) Would you like to prefer Sprouted/non sprouted ragi malt

7) If your favorite brand is not available with the store, where you usually make your purchase, what will be your response?

a) I will look at other stores until I find the brand

b) I will wait till this brand comes to my store

c) I will look at one or two other stores and buy the available one

d) I will buy another brand from the same store

8) Would you like to prefer another new brand of Ragi malt? If yes,

What attributes do you look at in the new brand?h) Ingredients- i.

ii.iii.iv.

i) Sprouted j) Roasted k) Flavors – i. Plain

ii. Ragi Malt sugar free iii. Vanilla iv. Ginger v. chocolate vi. Lemon vii.any other flavour

l) Herbs as a ingredient

9) Preferred time of consumption during the day?

i. Early morning

ii. Late morning

iii. Afternoon

iv. Evening

10) Would you like to buy a malt vending machine if offered at 4000Rs-5000Rs?

11) a) price of the current brand

b) Preferred price for new brand

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12) Type of consumer

Age Occupation Education i. Below 25 yearsii. 26-35 yearsiii. 36-45 yearsiv. 46-55 yearsv. Above 55

years

i. Social work

ii. Family business

iii. Working outside

iv. House wife

v. Educational institutions

vi. Corporate sectors

vii. Restaurants

viii. Public utility places

ix. Health centres and yoga, naturopathy,gym etc

x. Spiritual centres

xi. Temple premises

i. High school & below

ii. Graduation iii. Post Graduation &

above

Respondent name:

Location:

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Feedback Form

1. Name:2. Age:3. Location:4. Qualification:5. Occupation:6. Awareness of Traditional Health Drinks(ragimalt/ Healthmix/ Diamix): Yes/no 7. Do you consume Ragi malt/ Health mix/ Dia mix at home: Yes/ No8. After trying this product, your opinion

Good Better BestTaste

Texture

Appearance

9. Did this drink meet your satisfaction:Agree Strongly AgreeDisagreeStrongly Disagree

Would you like to have this with fresh milk : yes/ No

10. Your preference about flavors (rank order)i. Regularii. Sugar freeiii. Gingeriv. Vanillav. Lemonvi. Chocolate

11. Do you accept this product if available in the market: Yes/No

12. Any suggestions for improvement

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Conclusion

This survey was done with the sellers, consumers and with some public-private

organisations. The suggestions to the sellers is that, the sellers have to store the new brands in the

shelves next to the old fast moving brand in order to create the awareness among the

consumers.By the results of the study we can conclude that the sellers should keep stocks of

small size fast moving packs of 200gms.

As consumers are much aware of traditional drinks and in the same way they are not

much aware about the available brands in traditional health drinks we can clearly conclude that

manufacturer should try to create awareness through market promotion activities like

Advertisements in Newspapers, Radio, T.V, etc..

The manufacturer should categorise their production according to the consumer needs

that is the consumers in kirana stores are lesss bothered about the packtypes whereas the

consumers at super and hyper markets are attracted towaeds the attractive packtypes.

We can also conclude that the manufacturers can price their product according to the type

of consumers at retail markets that is the consumers at kirana stores prefer less priced products

whereass the consumers at the super and hyper markets are ready to afford even high prices.

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