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Akshay Deshpande


India is the largest consumer of sugar in the world and the second largest producer of sugar. The sugar industry in
India is expected to reach INR 931.9 billion by FY’2019. India produces a substantial amount of sugar which is capable
enough to satisfy the demand of the rising population. The sugar industry in India has grown at a CAGR of 5%. EID
Parry is the largest producer in India with a market cap of Rs. 6171Cr

The aim of this assignment was to learn and understand consumer insights based on the sugar brands available in
India. I had undertaken this study at a local super market – NANJ STORE in Ghaziabad.

The study was divided into two parts:

• Interviewing the consumers
• Interviewing the sales person at the supermarket


We interviewed a sample size of 10 consumers visiting the supermarket. The following questions were asked from

1. Do you prefer to buy any specific brand of sugar or local sugar packets?
2. Are you aware of any brands of sugar?
3. If yes, which brand do you prefer to buy?
4. Which other brands are you aware of?
5. Which type of sugar is preferred? Sachet or block sugar?

40% of the consumers preferred to buy specific sugar brands, where 6 out of 10 people preferred local sugar
packets. The main consideration while choosing the type of sugar to be purchased were:

• Quality of sugar
• Size of sugar crystals
• Price

The customers preferred large sugar crystal sizes and medium-low prices as criteria to buy. When asked about
specific brands, the common brands that were named by the consumers were

• Dhampure
• Trust
• Mawana
• These three brands along with local sugar packets were available at the super market. Out of the total
consumers who preferred to buy branded sugars, 2 out of 4 preferred Trust Sugar.


One of the sales persons at the store, who was responsible for the inventory management of the sugar section as
well was interviewed. The following question was asked from him:

• How many people prefer to buy a specific brand of sugar?
• Which brand is most preferred?
• The salesperson informed us that 45-48% of the consumers prefer to buy specific brands of sugar, with the
brand Trust being the most preferred.