Sweet
solution
The
changing economic scenario is invariably affecting the domestic sugar
market increasing the demand for branded sugar, says RJ Rayanade
The
Rs 25,000-crore domestic sugar industry is undergoing a complete makeover
according to a recent report published by Rabo India Finance. The changing
economic scenario and consumer expectations are gradually leading to
an increase in the demand for branded sugar.
Sugar is mostly distributed in gunny bags of 50 or 100 kg quantity by
the sugar factories to the distributors and then to grocers who sell
the sugar loose or pack it at the grocer’s end for local distribution.
A very low percentage of sugar is branded, packed and distributed in
retail packs of quantities ranging from 1-10 kg. The present social
and economic scenario of various market sectors is causing a change
in the marketing of sugar too.
The consumer is increasingly preferring branded sugar for various social
and economic reasons: Some of these are:
• Quantity: There is a rise
in the number of nuclear families in urban areas. As a result, the quantity
requirements per family has reduced
• Convenience: The percentage
of working women has increased considerably in the urban areas resulting
in time constraints for household chores
• Space: Storage space for
groceries is limited
• Quality: The consumer has
more trust on the pre-packed, branded goods as they
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