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“We aim to increase our turnover from Rs 1200 crores in 2016 – 17 to Rs 2000 crores by 2020”: Gobind Ram Choudhary

In an exclusive conversation with Gobind Ram Choudhary, Managing Director, Anmol Industries Ltd. Sheds lights growing share of edible items in overall Indian FMCG market.

Tags: Biscuit, Anmol, Akshay kumar

BY Shipra Srivastava  |  July 31, 2017  |  comments ( 0 )  | 

Gobind Ram Choudhary

Kindly shed the light on journey of your brand so far? Also highlight current size of FMCG in India? What would the share of Anmol Biscuits in overall market?

In the year 1994 a biscuit manufacturing unit was established at Dankuni, West Bengal In the next 4 years, a second unit was added to the same plant by the year 2008, it became a well known brand in many states and cities, Soon Anmol Biscuits became a legacy of Choudhary and brothers. The company saw many facets that went into making of Anmol Bakers. Now the group with an annual turnover of 1400 crores and 6 units in India is proudly called Anmol industries.

There is a significant market of biscuit in India. The growth is remarkable. With The changing consumer interest and dynamics, the global biscuits market is expected to reach USD 125 billion by 2022 at a CAGR of 3.7%.This industry is growing at seven per cent per annum, according to Nielsen. At this pace, the market has the potential to grow to Rs 35,000 crore by 2020. As per Nielson recent report for year 2016 Indian biscuit industry which stands at 26,000 crores, provides an enormous opportunity for growth in India. Interestingly, while in case of biscuits markets, the contribution of the un-organized sector is not that much, in cookies market, local, un-organized sector players constitutes more than 50 per cent. Notwithstanding this fact, we are trying to expand and strengthen our position in the cookies segment. According to Neilson Report 2016, the all India Sale of Anmol Industry is at 1,265.4 crores and its market share has been 5.0%.

Throw light on product range? Also highlight the market positioning of your range? Also highlight your strategy to increase the product port-folio?

·         We are repackaging the entire range of products.

                  There are 3 major categories:

1) Biscuits – Cream, Health, Salted, Semisweet, Sweet

2) Cakes – Bar cake, Cup Cakes, Dual Flavoured cakes, Festival Cakes, Sandwich Cakes, Tiffin Cakes

3) Cookies-Mellizo Butter Cookies, Mellizo Butter orange, Mellizo Coconut , Cookies, Mellizo Choco Vanila.

  • With a 5 per cent market share we are the fourth largest player. The highest revenue contributing states are

Orrisa -   23.4%

Bihar – 16%

Delhi- 14.5%

Chattisgarh – 9.7%

Jharkhand – 13%

West Bengal – 6.4%

 The scope to grow is enormous. Cookies are a part of our premium segment across pan India.

·         Anmol Industries Limited has undertaken a major rebranding initiative to cater to a wider market in India. Anmol Industries which now has presence across eastern and northern parts of the country with its different ranges of biscuits will be expanding to West & South India in the current fiscal. 

Anmol has decided to increase its investment in brand building and has roped in actor, Akshay Kumar as their brand ambassador to help in creating greater awareness of the brand.

We have undergone a complete change in terms of our logo and packaging to be seen as a young contemporary Indian brand, which is in line with the aspirations of the youth. 
 

 Is there any plan to foray premium segment? 

Premium segment is growing at a rapid pace.  The scope of growth is enormous for Anmol Industry in this sector, we notched up a turnover of over 1400 crore last year and expecting a 20 percent jump in its turnover for forthcoming years.
 

What is rationale behind looping bollywood actor Akshay Kumar with your brand? 

Ans. Anmol has roped in actor, Akshay Kumar as their brand ambassador to help in creating greater awareness of the brand. Anmol will significantly increase its investments in advertising and sales promotion activities to cater to wider audiences. 

What is your projected turnover for current financial year?

We aim to increase our turnover from Rs 1200 crores in 2016 – 17 to Rs 2000 crores by 2020.


 

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