A Market Survey on Haldiram Pasta Product
We Indians love carbohydrates�roti, naan, parantha, pao, puri, luchi, rice, dosa,
idli, sanna, appam, idiappam and much [Link] it any surprise then that the two
�foreign� carbs that have made a permanent place in our hearts and palates are
noodles and pasta? Chow is desified enough to be deemed streetfood these [Link]
had a harder time, finding pride of place on dining tables and wedding buffets
[Link], the only pasta available in India till a couple of decades ago was from
Kolkata-based Licia. Then, as cheesy pasta �bakes� caught the Indian vegetarians�
fancy, other local players stepped in like Bambino, and lately, ITC�s Sunfeast. Now
imported pastas are everywhere, from the reasonably priced Barilla, Colavita, Del
Monte, De Cecco and others, to top-of-the-range brands like Rustichella d�Abruzzo
and Cipriani. The key, of course, is the wheat used, as anything other than the
durum variety will not give the right texture after boiling. Al dente or pasta that
retains a �bite� is what Italians decree as the norm. We Indians, obviously, have
our own take: we like our risotto to have khichdi consistency and our pastas to be
equally soft. So boiling times on packets need to be readjusted. We also like to
liberally douse our pasta with sauce whereas Italians merely give their carbs a
light coating, so recipes also need to be suitably tweaked. The shape of the pasta
also becomes crucial, as the more complicated they are, the better they retain the
sauce.
Since we like our pasta slightly softer than the al dente Italian style, the
boiling time has to be tweaked. A good principle to follow for desi-done pasta
would be to add two minutes to the thicker pastas� stated boiling time, and a
minute to the thinner ones. Fill a large pot or degchi with water (at least 3-4
litres for each 500 g packet of pasta), add a tablespoon of salt and a tablespoon
of oil and bring to boil. Add the pasta, stir and partially cover till the water
returns to a rolling boil. Stir occasionally as it boils for the stipulated
time�and then add two minutes for desi doneness! Drain pasta in a colander, put
into a bowl and then add a tablespoon of olive oil to it and shake so that the
pasta does not stick. Italians mix the pasta and sauce together before serving;
Indians tend to serve separately so that sauce saturation can be adjusted to taste.
Keep freshly cracked black pepper, chilli flakes, oregano and grated cheese for
those who want an added kick. � The Economic Times
With this our study attempts to understand the World Pasta Market and then research
how it entered the Indian homes and hearts. With these the study can surly create a
comfortable place for Haldirams new Pasta products.
Objective of the Study
Key objective of the study was to conduct an Usage and Attitude Study to map the
market of pasta for Haldirams. The attempted to map the following:
1) Who � Mind mapping
� Understanding profile of who are our (potential) customers- who is consuming
pastas today (instant & authentic)
� Their profiling details
2) What � category mapping
� What are they eating � brands, types etc
� What do they believe and think about the category
� What is their behaviour w.r.t category
� What is driving their beliefs
� Equity of key brands in the category
3) How (to target them)
� Segmentation, Targeting & Positioning approach
� Assessing equity of our brand & competition
� Arrive upon way forward
Research Design
Methodology
� Secondary research and market visits: to assess the Indian and Global Market
for Pasta
� Primary Research: Qualitative module using Focus Group Discussions to
understand usage, attitudes and beliefs in the category along with equity of
leading brands
Detailed Findings
A. Secondary Study on Pasta Market
Pasta Market in India
� Domestic pasta market
� 680 cr
� CAGR: 26%
� Imported pasta market
� 429 cr
� CAGR: 30%
� Instant pasta market
� 300 cr
� CAGR: 15%
� Total pasta market
� ~1408 crore in 2014-15
� CAGR: 27%
Highlights:
� Expected to grow to ~4650 cr by end 2019
� Private labels & instant pasta expected to fuel growth in coming years
� Most Indians consume more of dried pasta (as against fresh pasta) � 80% - 90%
of the market is dried pasta by value
Indian pasta market � contribution by cities
? Current pasta market is driven by top 8 metros � Delhi and Mumbai driving
almost 40% of the market
? However, success of noodles has paved way for pasta in the tier 1 & 2 markets
as well (more so for instant pasta, which is driven by same brands as noodles)