Biscuits market in India is largely based on glucose, marie, cream, crackers, milk & others only for a long time. Several new players have entered over the past decade but most of them unimaginatively been towing the line without regard to creating their own market based on strong brands. A market share based on commercial acumen & distribution strength could not last long as such factors could be diluted with the new competition.
Its a powerful brand that could sustain a player for long period along the evolution of the market. India being a developing market would find enough consumers for any product in the medium term. So if you think you could do without building a strong brand for awhile could be disastrous for long term health of the company. Consumers must be educated to make repeated choice in your favor for the market stability as a consequence of your branding.
In our cow country don't you wonder that there is no brand in biscuit segment offering the goodness of Desi Ghee? When i gave the idea to a ludhiana, Punjab based company they did agree to work on it, but my association with them could not last long enough to get the goodness of desi ghee into the market. Let us hope we soon have a new segment added to this competitive industry.
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