consumer

a quar terly repor t by technopak JANUARY’ 09 / VOLUME 1

India
Consumer
Trends
2009
Changing Food Habits
Overview
In this issue of Consumer Outlook, we will be covering the category of
food. Food habits are generally culturally driven, deeply ingrained in the
psyche of people, and, therefore, quite difficult to change or influence
in the short term. A visible change in food habits usually indicates
much deeper changes at work in the society’s lifestyles, attitudes and
aspirations. Over the past few years, a number of exciting trends have
been noted in India’s food habits. Even though many of them are niche,
they have the necessary force to expand to more consumers in the
future. Capturing the explosive power of these food trends at the right
time offers a tremendous opportunity for growth for a vast number of
FMCG and lifestyle brands.

We are focusing this issue of Outlook on a number of trends and

developments in two broad areas – health foods and indulgence foods.
These seem to be the two dichotomous and yet somehow synchronous
directions in which consumer needs as well as product development
seem to be moving. In fact, food is taking on many different roles for
consumers, and these are the trends we have found.
 Contents

TREND 1
Food As Health 01

TREND 2
Food As Convenience-Cum-Novelty 02

TREND 3
Food As Control 03

TREND 4
Food On-The-Go 04

TREND 5
Food As Instant Pick-Me-Up 05

consumer
TREND 6
Food As Nature’s Kitchen 06
©Technopak Advisors Pvt. Ltd.

‘Consumer Outlook’, a quarterly feature is an

effort by the MindScape Team to explore the
TREND 7
multifarious changes in the Indian consumer’s Food As Luxury 07
mindset.

With this report we have attempted to provide TREND 8

insight into the trends and opportunities the Food As Discovery 08
changing Indian consumer offers. During
the course of this year we will be publishing
reports on various aspects of the industry with
a specific focus on the diverse opportunities TREND 9
for investment. Food As ‘Guilt Free Sin’ 09
trend 1
Food As Health
India’s health issues have come to the fore in recent years.
Epidemics of lifestyle diseases like coronary disease,
diabetes and obesity are now part of our daily conversation,
and chronic diseases like arthritis are also on the rise.
India has always believed in a deep link between diet and
wellness, as per its ayurvedic and yogic traditions, and
All articulated efforts to stay healthy among the average Indian today are related to food and eating habits…
Eating right quantities of food
Eating on time
Eating more of home food
Eating a well balanced, nutritious diet
Eating less of fried items, Sweets
Getting regular sleep
Reducing stress
Regular exercise like walking, playing sports etc
Cutting down smoking, liquor intake
Taking vitamins, tonics and health supplements
Going for preventive health check-up 8%
Source: India Healthcare Trends 2008 – a report by The Knowledge Company, the Market Intelligence & Publications Division of Mindscape
even today the Indian consumer believes that a proper diet
could help mitigate or cure many health problems.
No wonder healthy food is becoming a fast-growth
category. There’s growing awareness among consumers
that packaged foods (chips, fried foods, biscuits, snacks,
ready-to-eat, ready-to-cook, instant foods, juices, drinks)
are likely to contain unhealthy levels of salt, sugar, oil,
hydrogenated fats, chemical additives, preservatives, food
coloring and so on. And with so much information available
on health and nutrition today, the buzz words from informed
consumers seem to be less salt, no sugar, no preservatives
and no transfats.
Rising awareness and affluence have made health food
products accessible to a larger segment of the population.
In recognition of these trends, food marketers in the country
have introduced a number of new products, spurring
the growth of the health food market. The entry of large
supermarkets and easy import of foreign products has
enhanced the scope for growth and availability of health
food products.
This shift in consumer needs has led to the emergence
of two broad trends in product development. One type
of products would be “have the presence of good” food
72%
71% 99%
67%
62%
41%
53%
31%
23%
19%
17%
made from wholesome ingredients such as milk, fruit and
grains. The second type of products would be free from
“perceived negative ingredients”, such as the sugar-free,
transfat-free foods.
Several savvy marketers are already riding this trend. Amul
has introduced a range of functional products, from energy
drink Stamina to Probiotic Ice-creams, Probiotic Lassi and
Curd, and High Calcium Milk; Reduced Salt Butter …Frito
Lay, the snack food division of PepsiCo was one of the
first to do away with transfat and MSG across the entire
range of its foods. Recently, it also began using rice bran
oil to reduce the saturated fat content in its snacks. ‘Dabur’
has a very Indian range of vegetable juices. ‘ITC Foods’ is
combining fun and food with Benne Vita Flax Seed biscuits,
with ingredients that lower cholesterol levels and maintain
gut health.
01
 trend 2
Food As Convenience-Cum-Novelty
If you can’t stand the heat in the kitchen, step out of
your home... and stop at the nearest supermarket where
there’s an inexhaustible range of ready-to-eat foods. From
‘Dal Tadka’ to ‘Chettinad Chicken’ there’s something for
everyone. Till a few years ago, the ready-to-eat foods
market hadn’t really provided any options beyond Maggi.
Changing lifestyles and the modified eating habits of India’s
growing urban population have propelled its processed
food industry. 30 million upper and middle class Indians
consume packaged food and 200 million more are projected
to do so in the next three years. Frozen and canned foods
that can be heated and served instantly have found a place
on the shelf in a regular middle class kitchen. This has
led to a growth in the availability of processed foods as
manufacturers rush to cater to a growing demand. Various
social changes are driving this trend, from the growing
number of nuclear families to increased urbanization and
a significant rise in the number of working women as well
as a growing practice of singles living away from home for
education or work.
35 - 40% of housewives in SEC A, B and
C households regularly shop for packaged
and convenience foods items like noodles,
pasta and soup powders, and ‘ready to
cook’ offerings from companies like MTR
and Ashirvaad, regardless of whether they
are shopping from traditional format or
modern format grocery stores….
(Source: India Shopping Trends 2008 – a report by The Knowledge
Company, the Market Intelligence and Publications Division of Mindscape)
According to a study, the Indian ‘Ready to Eat’ market is
estimated to grow to US$ 727.09 million by 2015 from the
current $ 32.09 million. Some major players include ITC
Foods (Indian Tobacco Company), MTR Foods, Kohinoor,
Amul, Rajbhog Foods, Ethnic Kitchens and Tasty Bite. What
is interesting is that the variety of ‘ready to cook’ and ready
to eat food is growing, thus helping the housewife in her
quest for novelty.
02
‘Aashirvaad’ and ‘Kitchens of India’ products from ITC’s
stable include a wide assortment of ready to cook foods
and dishes ranging from ‘Dal Bukhara’ to ‘Murgh Methi’
(chicken cooked with fenugreek) and other exotic cuisines,
but also include the more everyday biryanis and curry
pastes. ITC’s ‘Sunfeast Pasta Treat’, is a quick, tasty and
healthy snack designed to delight children. Tasty Bite has
a range of entrées and Ready Meals. They have special
retort pouches developed for the Apollo space program,
which are tested to withstand extreme temperatures and
heights from well below sea level to as high as the moon.
MTR foods currently comprise twenty-two Indian curries,
gravies and rice.
Amul has ventured into the ready-to-eat industry and
includes Processed Cheese, Pure ‘Ghee’, ‘Shrikhand’,
Nutramul and ‘Mithaee Gulab Jamuns’ among its offerings.
Bikanerwala Food’s Bikano, the traditional Indian Sweet-
Maker, from a small set up has transformed into a full
fledged processing food player and is taking its wares
beyond the domestic frontiers to the Western World with
offers of packaged ‘Bhel puri’, ‘Chaats’, ‘Sev Puri’, ‘Chana
Masala’, ‘Samosa’, ‘Pakoras’, ‘Aloo Tikki’, ‘Pao Bhaji’, ‘Gol
Gappa’, and ‘Dhokla’ among others.
From a mindset where home- cooked and fresh food was
preferred and housewives insisted on making everything
from snacks to multi-course meals in-house, today it has
become commonplace to seek convenience and variety
using the vast menu of ‘ready to cook and eat’ foods.
trend 3
Food As Control
There was an interesting observation in the book ‘Bridget
Jones’ Diary’ from the protagonist who exclaimed that
over years of dieting, she had come to forget that food
was meant for nourishment! The situation is quite similar
for a multitude of consumers across the world, and India
is no stranger to it. Driven by the size zero and ‘thin-is-in’
revolution, men and women, boys and girls are increasingly
embarking on various ill-advised diets to cultivate that Size
Zero figure.
Many companies in the food sector have jumped on the
bandwagon to provide healthier alternatives to what is
clearly a crying consumer need of the hour. Everything
from chocolate to butter, vodka to whisky comes with a
diet variant that promises enjoyment without the guilty side-
effects. While the market for low-calorie foods is small in
developing countries, India already ranks among the top 10
consumers of diet foods.
From liquor companies to dairy processors, all major
players have launched products that promise to liberate
consumers from the ill-effects of fattening products.
Chasing the diet El Dorado along with the food companies
are pharma majors, who are developing sugar substitutes
and artificial sweeteners.
Sugar-free chewing gums are doing well in India, though
they still account for less than 6 per cent of the gum market.
Zydus Cadila Healthcare, which is working on brand
extensions, recently introduced Sugar Free D’lite, a low-
calorie fruity drink which is 99 % calorie-free and claims not
to compromise on its taste quotient. Amul has come up
with its Sugarfree Probiotic Frozen Dessert, Mother Dairy
with its low-fat Dietz ice creams, and Nestle with Kit Kat Lite.
UB Group launched McDowell’s No 1 Diet Mate whisky and
Romanov Diet Vodka last year. The diet food market is not
only for indulgence foods like chocolate and ice-creams
but also for daily needs like sugar, milk, flour, biscuits…
Kelloggs has entered the weight management market in
India with its ‘Special K’ cereal that promises weight loss of
2.5 kg within two weeks.
Eating joints have also introduced a new concept of diet/
calorie-controlled food. VLCC Alive is India’s first calorie
kiosk where each meal promises to be less than 300
calories. Agni’s “Fibre-rich Menu”, for instance, includes
exotic whole grain breads like kuttu, sattu and the nine-
grain ‘roti’, sprouted salads, smoked duck and fresh fruit
‘kulfi’ rather than its traditional cream-rich avatar.
03
 trend 4
Food On-The-Go

India has had a long tradition of salty snacking, with a host
of regional ingredients and flavors creating a smorgasbord
of snacks, ranging from fried snacks like chips, ‘chaklis’
and ‘samosas’ to steamed fare like ‘dhoklas’. The snack
food industry in India is highly fragmented, with the
market dominated by savories sold by local vendors.
Traditionally, all these snacks used to be made at home by
the housewife, and traditional flavors of her region of origin
would dominate her repertoire. Today, with an increasing
amount of time being spent by people in office or outside the
home, combined with the convenience of readily available
packaged snacks, the snack food market is booming with
innovation.
India’s annual average per capita snack food consumption
is 500 gm with urban consumption outstripping rural by
10:1. Western India is the top snack consuming region
followed by the North.
Haldiram’s has been an early winner in this industry, with
a host of predominantly north Indian snacks, ranging from
‘masala’ peanuts to cocktail ‘samosas’, ‘Bhujias’ as well as
ready-to-eat ‘chaats’ forming their repertoire. Delhi based
Bikanerwala Foods is trying to follow suit. Frito Lay and
the newest MNC entrant ITC’s Bingo have been the other
big winners to date, with Frito Lay covering both Western
snacks and Indian flavors, while Bingo has concentrated,
so far, more on Indianized tastes.

More than 4 in 5 SEC A,B and C consumers

have consumed a snack out of home in the
last one month. Chips and Ice Creams are the
top favorites for out of home consumption,
with each of the snacks being consumed at
least once a week, on an average…
(Source: Food Habits of India 2009 a forthcoming report by The Knowledge
Company, the Publications and Market Intelligence Division of Mindscape)

The market is estimated at US$ 3 billion, with 50percent

comprising the organized snacks category. This category,
growing at a healthy 30 percent annually, is sub-divided
into the traditional segment (bhujia, chanachur), western
segment (potato chips, cheese balls) and the newly
established finger snacks segment, an adaptation of
traditional offerings to the western format. The urban lifestyle lends itself to the ‘snacking and grazing’
consumption behavior, which one observes in more
The market in India is diverse and large with over 1,000 developed countries. As Indian consumers increasingly
different snack products and some 300 types of savories. move to a more cosmopolitan lifestyle, snack foods that
Potato-based snacks, and in particular potato chips, are the are easily portable and hygienic have become a ready
largest product segment, holding an 85 percent share of substitute for hot-snacks. As long as the consumer keeps
the salty snack market, followed by snack nuts, chickpeas munching, every marketer is scrambling to get to the top of
and other pulse-based savory snacks. Organized retail the snack pile.
chains have high demand for popcorn, diet snacks (soy
nuts, bread sticks), breakfast cereals, baked and roasted
snacks (biscuits, specialty breads, chocolate coated
snacks, cookies etc.) and cheese snacks. Health foods,
health food supplements and convenient foods are also
rapidly growing segments.

04
trend 5
Food As Instant Pick-Me-Up

The increasing demands made on the body nowadays, with

long commutes and the need for work combined with play
on a daily basis have led to consumers needing a greater
infusion of energy than ever before. Whereas in earlier
generations a cup of tea or coffee would be the magic cure,
today’s consumers look for new-age solutions.

Though the market is flooded with energy supplements

and energy bars, it’s energy drinks that are creating a buzz
with the young crowd. The popular energy drinks in the
Indian market are Phantom, Red Bull, Effect and Gatorade.
Due to the large quantities of sugar and caffeine, these
energy drinks give an instant punch and thus make one
feel energized. Red Bull is in fact also gaining currency as
a mixer for alcohol in the party circuit. Amul has launched

market. The sports and energy drinks are at their ‘infancy

stage’, but they are expected to post strong growth in the
niche segment.

The consumption of energy bars is also becoming a

trend among the youngsters. And popular among these
are brands like ‘RiteBite’ and ‘Nature Valley’. These bars
are being marketed as a healthy alternative to the sugary,
fattening normal chocolate bars.

‘Stamina’, which is India’s first-ever instant energy sports

drink. While manufacturers consider people below thirty as
the targeted consumer, looking at selling patterns, it is a hit
among college goers as well.

Energy drinks appeal to the consumers at a logical level,

by energizing, and at an emotional level, by representing
an active lifestyle that people relate to. Sports drinks too
perform dual functions to succeed as a brand. They have to
position themselves as social consumption products. These
drinks have started positioning themselves as performance
boosters instead of a sports drink since India doesn’t have
a big sports market but it does have a huge performance

05
 trend 6
Food As Nature’s Kitchen

With growing awareness of the nature and number of

dangerous chemicals being used in modern agriculture,
more consumers are turning towards food grown organically.
This has been a global trend among more affluent
consumers, and has now percolated to affluent Indian
consumers as well. In India, in any case, there was always
widespread awareness and concern among educated
consumers about the pesticide residues in food. Moreover,
India has always had a penchant for natural products both
in food as well as in cosmetics and healthcare. Organic
foods are now available, making it easy for those with the
awareness and the pockets to turn au natural.

Organic produce costs about 35 to 40 percent more “due

to scarcity of organic products”. However, many organized
retail chains have started marketing organic products,
either under their own labels or imported or other brands.
Private label organic foods make even more sense for them
due to the higher margins they can charge. The further
development of organized retail supply chains from ‘farm
to fork’ should only make it easier in future to get more
organic food delivered to each dining table.

Functional food, also termed as the ‘nutraceutical’

products (a hybrid of nutrition and pharmaceutical), is any
fresh or processed food claimed to have health-promoting
ingredients apart from its basic nutritional function. A general Fabindia has ventured into the organic health food products
increase in awareness has been fuelled by the favorable called Fabindia Organics with no preservatives or colors
scientific reports about the health benefits of nutraceutical added. 24 Lettered Mantra, India’s first organic food store
ingredients. In developed countries, the ageing populations chain has exclusive stores in Hyderabad, Bangalore and
who are more health conscious look towards consumption Pune. Godrej AgroVet’s retail product, Nature’s Basket, is
of such supplements and foods that provide an optimum also looking into the possibility of test marketing certified
balance of nutrition. The typical functional foods could be organic produce through its outlets. HUL’s (Hindustan
anything like the prebiotic, probiotic foods, omega fatty Unilever Ltd) 3 Roses brand, with ayurvedic ingredients is
acids or even crops that naturally contain components that positioned on the ‘mind sharp’ category, as is its Red Label
aid the body functions like soy, gluten or whey proteins. brand, with its ‘Natural Care’ offering, while the Taaza brand
Thus, these would include fruits, vegetables, energy drinks, harps on its ‘Thanda’ concept with its cooling herbs.
juices with or without preservatives, breakfast cereals and
fresh dairy products-all imparting the desired health benefits
and physiological changes. The Indian functional food
market, apart from the dietary supplements, is estimated to
be about Rs 125 crore, and will grow with the introduction
of relevant products in this space.

06
trend 7
Food As Luxury
Food as plain nutrition has passed its sell-by date. Today,
food is about many different things, including lifestyle
choices or values, and affluent consumers are using food
elitism to signal their affluence or ‘arrived’ status. Up-market
variants of the plain vanilla products are being preferred
– from plain chocolate to dark chocolate to chocolate by
country of origin…the same movement in coffee and tea,
buying a richer version of the same old thing seems to be
the new flaunt mantra.
Many brands are riding this trend by introducing up-market
versions of mass-market brands. Parle’s variant, Milano, is
priced at a Rs 10 premium over its existing brand in the
market. Britannia’s Pure Magic and ITC ‘s Dark Fantasy, a
cream-based Chocolate cookie are also deluxe versions of
their cookies.
ITC’s food business has neatly segmented the ready to
eat market with the premium ‘Kitchens of India’ gourmet
food range of Dal Bukhara, Dum Pukht, Chicken Chettinad,
Baingan Mirch Ka Salan along with the Aashirwaad range
of more regular paneer, chholey and dal tadka style dishes.
Food Classics Ice-cream by Mother Dairy is a range of
premium ice creams with more fruit blended with creamy
ice cream. Cadbury Temptations is a range of delicious
premium chocolate, Amul has added Gold Milk to their
Fresh Milk portfolio, and there are various premium variants
in the Amul cheese category: Emmental and Gouda.
Competitors in the world’s biggest chocolate market,
including Lindt and Sprüngli have launched an
unprecedented wealth of new products in their efforts to
penetrate the expanding premium segment. Lindt has
clearly positioned itself in the premium segment. Premium
brands of vodka, bread, cheese and all manner of artisanal
produce are increasingly becoming the new frontiers of
gastronomy.
07
 trend 8
Food As Discovery
There is a noticeable difference in the Indian consumer’s
willingness to experiment with food since the past few
years. The Indian consumer’s culinary experimentation
is not only restricted to different cuisines within India but
outside India as well. With the Indian palate getting more
and more experimental, out-of-the-box thinking and quality
of food and service is getting more crucial. This new trend
of experimentation can be seen across all segments of
food, from the restaurants to the ready-to-eat, from the
sauces to the ice-cream.
Indian restaurants have become classier, the cuisine more
complex and experimental. The people who visit them have
become braver in their choices and this change is largely
due to the increase in the amount of foreign travel which has
added an international touch to their palates. Urban Indians
are opening up to “experimenting with non-local food” and
have gone beyond the “Continental, Chinese and Thai”
Apart from the usual Continental and Chinese food, the
other cuisines that the Indian consumers are experimenting
with are Italian, Mexican, Lebanese, Pacific Rim and Korean
food. Indians are now more aware that the South East Asian
Cuisine includes Thai, Malaysian, Singaporean, Indonesian,
Vietnamese and Filipino cuisine, to name a few, as well as
the more popular Chinese cuisine.
08
Even within Indian cuisine, there is a trend of experimentation.
Specialized cuisine restaurants such as ‘Oh! Calcutta’ for
Bengali food, ‘Swagath’ and ‘Dakshin’ for non-vegetarian
South Indian food and ‘Rajdhani’, which offers authentic
regional cuisines are becoming popular.
In the ready-to-eat segment, there are now more off-the-shelf
choices available for the consumer. Maggi Rice Noodles
Mania has new flavors such as Lemon Masala, Chilly Chow
and Shahi Pulao to appeal across different regions of the
country. Ching’s Secret is a brand of authentic Chinese food
ingredients which offers a range of ready-to-eat sauces,
soups and noodles such as Manchurian and Schezwan stir
fry sauces and the Frozen entrees such as Cocktail Spring
Roll, ‘Paneer Chili Samosa’ and ‘Paneer 65’. MTR’s ready-
to-eat has a portfolio comprising of South Indian snacks
such as ‘Kharabath’ (upma), ‘Kesaribath’, ‘Bisibelebath’,
‘Pongal’, ‘Andhra Veg Pulav’ and North Indian curries like
‘Palak Paneer’, ‘Mixed Vegetable Curry’, ‘Navrathan Kurma’,
‘Dal Fry’ and ‘Chana Masala’. Tasty Bite, the other active
player in the RTS segment, has embarked on launching
Gujarati and Maharashtrian cuisines.
Spencer’s has even introduced a special section stocking
food and ingredients typical of different regions of India.
Various independent outlets including Le Marche and Sugar
& Spice too offer exotic ingredients and flavors. Yama Toya
in Delhi stocks authentic Japanese ingredients, such as
Miso, sweet sake, Soba and Udon noodles, in addition to
importing fish for sushi.
trend 9
Food As ‘Guilt Free Sin’

As health products are gaining popularity with the
consumers, a majority of these consumers feel the gap
between tasty food and healthy food. This gap has led to
the emergence of a new trend: the ‘Guilt Free Sin’ trend.
Consumers are now looking out for a ‘tasty way to good
health’’ which allows them to indulge in food that they crave
for along with keeping a check on their calorie intake and
other dietary restrictions. Spotting this trend, marketers
have launched several products in the market that allow
consumers to enjoy health and indulgence at the same
time.
‘Satva Foods’ has recently launched an entire range of
products that helps consumers to eat healthy without
giving up on the food that they like or get involved in a
diet of bland, insipid food. The ‘Satva Choco De-Lite’ Bar
claims to be a delicious way to stay healthy and retain one’s
youthful vitality. India is witnessing the launch of a number
of probiotic indulgence products - dietary supplements
containing potentially beneficial bacteria which are good for
the digestive system, helping in better absorption. Kwality
Wall’s introduced ‘MOO’, a calcium-enriched ice cream.
‘Sarda’, which specializes in ready-to-eat fruit snack
products is cashing in on this trend. ‘Avesta Good Earth’ has
also come up with wheat crackers in six variants. With low
saturated fat and zero trans fat, these innovative crackers,
also a source of dietary fiber, are the perfect example of
good health and great taste coming together in an anytime
snack. No-hangover whiskies, macrobiotic beers and fruit-
infused desserts are just some of the delights ahead for
Indian gourmets wanting to combine good health and
good taste!

Awareness of the new age health foods is high, more than 4 in 5 consumers are aware of the
health foods that are available in the market today (Refer Exhibit below); close to 50 percent
have also purchased at least one of these products in the last 3 months…

• Organic food – food made up of organic vegetables/pulses where no harmful chemical/fertilizer used 41

• Low/no oil snacks – snacks/foods prepared using very little oil, or by roasting them in a way so that
46
it gives the same taste as oil cooking

• Low/no salt snacks – snacks/food with reduced amount of salt – eg. low salt butter etc 44

• Sugar substitute snack/food – snacks/food prepared using sugar free, which gives the same sweet
57
taste while eating but without sugar – eg. sugar free biscuits, chocolates etc

• Fat free snacks/food – snack/food with zero cholesterol or zero fat. Eg. fat free milk, fat free ice cream, 47
fat/ cholesterol free chips etc

• Low/zero calorie food – snack/food items that contain low calorie or zero calorie eg. diet coke, etc 38

• Low calorie biscuits like crackers 43

• Not aware of any of the above 19

(Source: Food Habits of India 2009– a forthcoming report by The Knowledge Company, the Publications and Market Intelligence Division of
Mindscape)

09
 Mindscape
Mindscape is the strategic consumer insights division of Technopak Advisors. Drawing from Technopak’s unmatched
understanding of industry, retail environments, Indian and global markets, Mindscape is uniquely placed to integrate
present and future business strategy with best practices in consumer insights.

Mindscape was set up to cater to the growing business need for foresight into how consumers and shoppers are likely to
evolve, what they will want tomorrow and how best to translate this ‘buyer desire’ into business wins. Mindscape’s mission:
To catalyse business growth through consumer insight.

Mindscape offers a bouquet of innovative services:

• Shopper Insights, in partnership with Envirosell

• Trend forecasting

• Innovation and design strategy, and solutions in partnership with Foley Designs

• Market and Consumer Insights, through our in-house intelligence wing, The Knowledge Company

In order to learn more about Mindscape and how we can add value to your business, please contact:

Preeti Reddy
preeti.reddy@technopak.com

Parameswaran Venkataraman
param@technopak.com

Priyadarshini Narendra
priyadarshini.narendra@technopak.com

Sushmita Balasubramaniam
sushmita.balasubramaniam@technopak.com

Tara Prabhakar
tara.prabhakar@technopak.com

Vandana Maithani
vandana.maithani@technopak.com

10
About Technopak
A leading Management Consulting firm offering strategic advice, start up assistance, performance enhancement
impetus, consumer insights and capital advisory, to leading Indian and International companies, operating
in Retail, Food and Agriculture, Consumer Products, Fashion (Textiles & Apparel), Healthcare, Hospitality,
Education, Entertainment and Real Estate sectors

Since our inception in 1991 as a Management Consulting firm across diverse industries, we have offered services to have far reaching
impact on client businesses.

Founded on the principle of “concept to commissioning”, we are strategic advisors to our clients during the ideation phase, implementation
guides through the start-up stage, and trusted advisor overall. Over 70% of our projects come from repeat clients.

Our team currently comprises of 200+ skilled professionals from leading International and Indian engineering and management
institutes. Most of our consultants have hands-on industry experience in their fields of specialization and represent a wide variety of
functional backgrounds. This enormous knowledge and talent pool enables Technopak to create, special customized teams for each
project depending upon the client’s requirements.

From offices in Gurgaon (National Capital Territory of Delhi), Thane (Mumbai) and Bangalore; we consult with clients across the world. In
2007, we worked with 90 Clients across 127 projects, in 20 countries besides India, across 5 continents.

With a team of established domain experts at work, Technopak builds and enhances business capabilities for leading Indian and
international companies; by offering end-to-end solutions that are unique due to our rich experience, strong industry relationships and
a global footprint.

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Assistance in developing value creating strategies based Holistic consumer understanding applied to offer
on consumer insights, competition mapping, International implementable business solutions
benchmarking and clients capabilities
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11
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11A, 11th Floor, Canberra Block, U B City
24, Vittal Mallya Road, Bangalore 560 001
T: +91-80-4034 8600, F: +91-80-4034 8699

Mumbai
101-105, 2nd Floor, Sunjana Tower,
consumer Sun Magnetica Service Road,
Luis Wadi, Thane West,
Mumbai 400 602
T: +91-22-2583 2222, F: +91-22-2583 8408