Ripil Kharbanda Mohinder Sawhney ` Sonam Makhija ` Latika Sehajpal ` Amaan Aqeel ` Abhinav Garg


on the other hand.Ministry of Food Processing) The food processing sector in India is geared to meet the international standards. holds responsibility for the exports of other processed food products. The industry is estimated to be worth around US$ 67 billion and is expected to grow to US$ 280 billion by 2015. Food Safety and Standards Authority of India has the mandate to develop standards and also to harmonise the same with International Standards consistent with food hygiene and food safety requirement and to the conditions of India's food industry.nic. APEDA. (Annual Report 2008-09.mofpi. (www. were formed for promoting exports from India. Agricultural & Processed food products Export Development Authority (APEDA) and Marine Products Export Development Authority (MPEDA).` Indian food processing industry is widely recognized as a 'sunrise industry'.in) ` ` ` . Two nodal agencies. MPEDA is responsible for overseeing all fish and fishery product exports.

trade opportunities with Canada have increased. Retail outlet culture is now growing rapidly . With increased urbanization . The rising Canadian Dollar is also profitable to Indian exporters. rising income levels and tighter routines. Taste and Flavor of these foods remains as good as fresh up to the expiry date. Shelf life of these foods are at least 12-18 months and Quality. Burgeoning Indian diaspora across Canada and rising popularity of Indian cuisines.` ` With the introduction of WTO. RTE food segment is poised for phenomenal growth. Globalization of Indian food and its culture are the core factors for popularization of ready to eat foods. ` ` ` ` ` . Cost effective in comparison to the Indian cuisine served by the restaurants in foreign countries.

` ` ` Increased Technology and Automation. Legal: The Food Safety regulations in Canada are highly developed with Canadian Food Inspection Agency as it¶s apex body.ca) ` ` i. iii. iv. The number of technologies used by a plant is found to be highly correlated with expected gains in firm¶s performance. v.gc.inspection. ii. . Stringent controls and the use of technology have helped improve food processing production aspects such as shelf life. vi. Their activities includeprotecting consumers and the marketplace from unfair practices integrating the Hazard Analysis Critical Control Point (HACCP) approach to food safety sampling products and testing for chemical residues timely and effective response to food safety emergencies verifying that exports of food products meet foreign requirements verifying that imports of food products meet Canadian requirements (www.

territories. funding for voluntary industry food safety programs Canadian Border Services Agency Assessment and clearance of shipments entering Canada Provinces.works in concert with ` Health Canada Sets standards and policies for the safety of food Research. surveillance. municipalities Food safety and inspection programs within their jurisdictions ` ` ` ` . sectoral initiatives including research. risk assessment Evaluation of the effectiveness of the CFIA Public Health Agency of Canada Public health policy and surveillance of food-borne illness and chronic disease Agriculture and Agri-Food Canada Trade.

Food and Drugs Act Consumer Packaging and Labelling Act (Apply to all food products imported or domestic) Trade and Commerce Legislation Fish Inspection Act Meat Inspection Act Canada Agricultural Products Act 8 .

agr.9 billion in 2012 http://www.ca http://www.Market Size Market Potential $3.ats.6 billion in 2007 $3.gc.agr.ca/ .ats.gc.

ic.ca www.Marketresearch.Heinz.Market Dynamics C m etit rs ermarkets r ceries Disc nt t res Kraft. C m .gc.strategis. MTR www.ITC. C nAgra.

000 (2010) (As per Statistics Canada) Indo-Canadian Population: 1. we will initially launch our products in the provinces with substantial Indian diaspora.59% of total population.260.230. Also based on the province wise data.Canadian Population: 34. it forms an important market Target Segment The large Indian community present in Canada forms our primary target segment.051 (2010) (As per Statistics Canada) With Indians forming 3. .

250 232.600 14.Province Ontario British Columbia Alberta Quebec Manitoba Saskatchewan Nova Scotia New Brunswick Newfoundland and Labrador Prince Edward Island Yukon Northwest Territories Nunavut Canada * Data as per census 2006 Indians 573.860 4.220 1.895 2.165 41.665 .465 3.275 255 145 130 40 962.370 88.

dated December. Accordingly we will channelize our products through these retail outlets in regions with substantial Indian population. 2006. it was reported that the most common occasion for eating ready-to-eat meals is for dinner and most of the North American purchase ready-to-eat meals from supermarket and grocery stores.Referring from Global A C NIELSON Report. .


The populace is more self-reliant and looks out for themselves and their close family members. organizations. with an index of 39. and even within families. compared to a world average of 55. however. This is indicative of a greater equality between societal levels. This low LTO ranking is indicative of societies' belief in meeting its obligations and tends to reflect an appreciation for cultural traditions. ` ` ` . and is indicative of a society with a more individualistic attitude and relatively loose bonds with others.` Canada has Individualism (IDV) as the highest ranking (80) Hofstede Dimension. Canadians tend to be self-confident and open to discussions on general topics. including government. This orientation reinforces a cooperative interaction across power levels and creates a more stable cultural environment. compared to the average of 45 among the 23 countries surveyed for which scores have been calculated. Canadian's lowest ranking Dimension is Long Term Orientation at 23. Privacy is considered the cultural norm and attempts at personal ingratiating may meet with rebuff. success is measured by personal achievement. Canada's Power Distance (PDI) is relatively low. Among high IDV countries. they hold their personal privacy off limits to all but the closest friends.

dated December.ca) 4. (www.inspection. Consumers and Ready-to-Eat meals: Global A C NIELSON Report.mofpi. Geert HofstedeΠCultural Dimensions of Canada has been taken to understand the cultural orientation of the market for smooth entry & building favorable relationships. Canadian Food Inspection Agency. (www. 2006 5.nic.in) 3. .1. Ministry of Food Processing Industries.gc. GOI. 2. Statistics Canada.

To understand the purchase motivation of the potential target segments. . To scale down important variables associated with purchase of RTE Indian meals.Customer needs and preferences Focus group discussions Structured questionnaires Competitor analysis.

 New reduced factors depends upon the multi-collinearity among the attributes.  User of product and non-user ‡ Factor analysis:  To scale down the number of feature or factors that customers want in the product. .‡ Discriminant analysis:  used for bifurcation among the broad group of the population.

` Multi dimensional scaling: Comparison between our company and competitors¶ products .` o Multiple regression: to know which of the factors that can affect our sales significantly. ` o Cluster technique: segmentation of the customers on the basis of benefits sought from the products and analysis of consumer buying behaviour.