Overview of the Pickle Industry in India

Overview of the Pickle Industry in IndiaPickles chutney is the traditional specialties product of India and has gained an important position in the Indian cuisine.They are eaten along with main course and provide tempting tastes.Pickles are prepared from Fruits and Vegetables and they supplement the food with vitamins and minerals.There are many types of good deals uncommitted in India like Chilly Pickles, car park Pickles, Lemon Chutney, Mango chutney, Gherkins, Mango Pickles, Onion Prpd/Prsvd and Tomato chutney etc.Indias Export of Pickles chutney was Rs. 250.62 Crores in 2007-08.The major trade for Indian Pickles chutney are Russia, U.S.A, Belgium, Netherlands and France.Introduction, history overview of the companyJashn pickles was earlier known as boom pickles.Boom pickles was incorporated on may 15th 1989 in recent years had achieved tremendous success in india.But due to immense competition the company was not able to take quick decisions did not change its strateg ies in the competitive amrket.Eventu eachy the goodwill of the company diminished the board of directors resigned.A new board consisting of 4 board members from the same attention were appointed.The new board suggested a change in name which was eventually agreed by the shareholders the company law approved of it.The determination hard sue put in by the employees of the company paid off jashn pickles now wee manufacturing units in all the zones viz north, east, west, south.The company retained its base in mumbai.Strategies select in indiaThe print media the idiot box helped us in achieving the required attention like the news of our come covert in the newspaper television channels.The billboards on the outgo buses in mubai, posters in the local trains on the ooh media service in railways helped us set our image in the minds of the people.A new strategy which is called the innervation technique where you keep on repeating the name in full speed. This irritates a normal h uman being but at the end of the solar day the name registers in his mind.Need to go globalGlobalization is needed for the following reasons1 profit maximization the main moto of a business is to achieve profits. If we enter into a wider commercialise the chances of profit increases what great opportunity to enter the foreign market after the success of your product in india.2 stagnant or decrease domestic markets the pickle industry in india has grown very rapidly in recent measures. A lot of manufacturers have come into existence which has shrinked the market for pickles in india. Although covering entire india is not possible as the scope is huge we have opted to go global.3 foreign revenue globalization is necessary to earn foreign exchange currency for the boorish as it is our duty to earn for our country. This will help us to achieve economies of scale.4 reduce dependency on single market as mentioned above, the competitors are increasing day by day in india. So to re duce the dependency on a single market we plan to go global in search of a much bigger market less competition.WHICH COUNTRY?It is the first fourth dimension for jashn pickles to go overseas.After market research in many different countries we zeroed in on the united arab emirates (uae).The united arab emirates (uae) is a situated in the southeastern United States of the arabian peninsula in southwest asia on the persian gulf, bordering oman and saudi arabia. The seven states, termed emirates, are abu dhabi, ajman, dubai, fujairah, ras al-khaimah, sharjah and umm al-quwain.The uae, rich in oil and natural gas, has become super prosperous after gaining foreign direct investment funding in the 1970s.The country has a relatively high human development index for the Asian continent, ranking 31st globally, and had a gdp purchasing power parity of $200.5 billion in 2009 according to the imf.The population of the country is 4,621,399.The currency in uae is dirhams (1 dirham = 13 inr). We will be targeting 3 of the 7 emirates I.E. Abu dhabi,dubai sharjah as our first target audience is indians these three emirates constitute a higher percentage of indians. wherefore UAE?Indians in the United Arab Emirates (UAE) constitute a large part of population of the country.Over a million Indian migrants are estimated to be living in the UAE (2000), who form over 40% of the total population of the UAE.A majority of Indians live in the three largest cities of the UAE Dubai, Abu Dhabi and Sharjah.Indian contact with the emirates that now constitute the UAE dates back several centuries, as a result of trade and commerce between the emirates and India.More recently, the UAE has experienced a tremendous increase in the population of Indians who, having migrated to the country as a result of opportunities in petroleum, construction and other industries, far outnumber the population of local Emiratis.While most Indian migrants support the manufacturing and direct industries, a sizable minority of migrants are involved in professional services and entrepreneurship.Relations between India and the UAE have traditionally been friendly, though recent incidents relating to the perish-and-take of the Indian migrant labor force by companies in the UAE have been the source of friction between the two nations.Also UAE is the hub for exports in the gulf so it will be easier for us in the future to export in gulf countries.PRODUCTS IN UAETRADITIONALEXOTIC RECIPIESJASHN SPECIALITIESDIET PICKLESNON-VEG PICKLESMangoPickled potatoes give up dips garnished with zatarSoya picklesChicken picklesLemonPickled mushroomsLemon marmaladeBitter guard picklesPrawn picklesMix vegetablePickled okraStrawberry PicklesAmla picklesFish picklesGreen chiliPickled chickpeasLamb picklesRed chiliPickled lentilsEggplantCarrotOnionsGarlic picklesAN ARTICLE ON PICKLESA report by Punjab agrarian University (PAU) stated that during the year 2000-01, total production of pickles was 13645.16 metri c tones and in 2002-03 the country earned Rs 154.16 lakh through exports.The exports could be doubled if provided efforts were made to organize the pickle industry.However, by using little care and simple technology, pickles can be prepared and preserved for a long period, the report suggested.The finer aspects of pickle devising can boosting export of this delicacy from India.In order to overcome bitter taste of pickles the report pointed out that spices should not be cooked for a long time and a low concentration of vinegar should be used. Strict hygienic practice and iron utensils be never used.The scum formation in pickles occurs when modest yeast gains entry into the pickles. The problem can be overcome by adding acetic acid.Regarding cloudiness in pickles, the report said this can be seen in onion pickles or where whole fruits or vegetables are the material for pickle making. It can be checked by using small and thin textured material for pickle making especially onions.Blem ishes in pickles can be seen in case of onion pickles and is due to some kind of fermentation. Such speck can be prevented by using fresh vinegar at the time of curing. Good quality oil and spices should be used for getting best flavor in pickles.LEVELS OF A PRODUCTThe CORE product is non the tangible, physical product.Thats because the core product is the BENEFIT of the product that makes it valuable to you.So with the car example, the benefit is convenience i.e. the ease at which you can go where you like, when you want to.Another core benefit is speed since you can travel around relatively quickly.The ACTUAL product is the tangible, physical product.You can get some use out of it.Again with the car example, it is the vehicle that you test drive, buy and then collect.The increase product is the non-physical part of the product.It usually consists of lots of added value, for which you may or may not pay a premium.So when you buy a car, part of the increase product would be the warranty, the customer service support offered by the cars manufacture, and any after-sales service.TRANSPORTATIONIT IS SAID THAT ONE OF THE MAJOR LOGISTICAL BLABBER IS THE TRANSPORTATION.IN THE field OF JASHN PICKLES EXPORTING TO UAE IT IS NOT THAT DIFFICULT AS THE SEA TRANSPORT IS MUCH CHEAPER QUICK.OUR CONSIGNMENT WILL LEAVE FROM THE JNPT (JAWAHARLAL NEHRU PORT TRUST) IN NAVI MUMBAI TO JABEL ALI PRT IN DUBAI WHICH IS A openhanded clientele AREA.FROM THE JABEL ALI PORT OUR CONSIGNMENT WILL GO TO THE DEALERS IN DUBAI THEN TO THE WHOLESALERS THEN TO THE RETAILERS SUPERMARKETS OR RESTAURANTS FROM THERE FINALLY TO THE CUSTOMER.THE live OF TRANSPORTATION WILL NOT BE HUGE AS THE IMPORT DUTY IN UAE IS JUST 5% THE UAE GOVERNMENT HAVE GIVEN US CERTAIN BENEFITS AS THE TRADE RELATIONS BETWEEN THE TWO COUNTRIES IS VERY GOOD.MARKETING MIXFOR A COMPANY TO SUCCEED IN A GLOBAL MARKET THE 4 PS OF MARKETING SHOULD BE VERY CLEAR.PRODUCTPLACEPRICEPROMOTIONPACKAGINGA good cantonmentage for pi ckles should have the following attributesAroma computer storageExcellent protection against light, moisture and oxygenExcellent seal integrity for containmentGrease and oil resistanceAcid resistanceGood aesthetics and fashionTypes of Packaging for PicklesTraditionally, the practice was to prepare pickles at home and store in ceramic or earthenware jars.Gradually over the years, pickles are manufactured and commercially marketed in the country, as crisscrossed products.In our country, still large quantity of pickle is sold loose.The shopkeeper displays various types of pickles in large glass jars, and weighs out want quantity of pickle to his customers.The customer trusts the shopkeeper for the quality and not the make name.However, gradually pickle packed in glass bottles under different brand names, appeared in the market and became popular.The trend started in Maharashtra and Gujarat.Glass bottled pickles are almost double in cost because of heavy packing and transportation costs.They looked hygienic and appealed to the brand conscious upper class.With the advent of plastics, pickles packed in HDPE (high density polyethylene) and later PET(Polyethylene terephthalate) jars were introduced. HDPE jars are usually used for packing 1Kilogram and more.They are opaque so do not provide visibility of the pickle, but are convenient, as they do not break in transit. The PET jars are transparent, with good nerve center appeal and safe for pickle. PC (polycarbonate) bottles are best for pickles but they are still very costly.Over the last few years, cost effective negotiable pouches of co-extruded and laminated structures have replaced glass jars.The pouches could be flat remain pouches or stand-up pouches, which have a good display value. They are light in charge and hygienic.However, in flexible pouches, the sealant layer selection is very critical, as the contact layer needs to be acid and oil resistant.Failure of seals or surface stickiness can render the pack ineffective and un-saleable.Initially, the flexible packaging of pickles commenced as a simple LDPE (low density polyethylene) pouch, which neither provided protection from oxygen nor did it give an effective heat seal, as LDPE is not compatible with oil, causing failure of pouches.Gradually multi-layered coextruded pouches and laminated pouches were introduced.The capacity of the pouches range from 200 grams to 1 kilogram.The pouches could be flat pillow type or stand-up pouches for shelf display.To sum upFor catering / institutional packs 5 or 6 kilograms HDPE or PET jars. 20 kg HDPE jarsare besides available and used for the purposeFor consumers 400/500 grams glass jars or PET jarsFor cost conscious housewives printed pillow or stand-up pouchesFor parcel of land packs polystyrene or polypropylene injection moulded containers with flexible heat-sealable, peel able lids.PRICINGTHE PRICING OF A PRODUCT CAN BE BIFURCATED AS THE COST OF THE PRODUCT + THE DUTY + PROFIT MARG IN.KEEPING THIS INTO CONSIDERATION THE PRICE OF JASHN PICKLES ARE500 Gms 8 dirham250 Gms 4.25 dirham1kg (catering pack) 15 dirhamTraveler pack 50 phillsHar din ek Jashn pack 11 dirhamPROMOTIONFor people to know that your product exists in the market you have to show them that your producr exists.Ways of promoting a product is very common but a successful marketer is the one who does common things in an uncommon way.This was the thought behind our promotional strategies.Our promotional strategies include the basic promotional ways like print media, television ads in uae (channel 33) which is very famous in uae.Tie ups with knowledge city in dubai which is an education hub to make indians there feel at home by providing them pickles with their meals.The special variety in uae is zatar which is very famous in all the 7 emirates especially in abu dhabi, dubai, sharjah.We would be setting up tasting zones in hypermarkets where the customers can taste our product give them their fe edbacks.During the dubai shopping festival we would be position up a stall to encourage more customers to buy our product.We will be having the pickle pot fiesta which is an 8 hour live practice of medicine funfare. Most people will think it is not feasible how will we get funds?We have an answer to that also.We will be inviting all the companies to buy a stall in our pot fiesta srk who is the bramd ambassador of jashn pickles performing at the show the money generated will go in the booby cancer relief fund.Thus our pickle will be advertised social responsibility to an extent might also be fulfilled.We have also tied up with a microsite called language of flavors which will be putting up billboards which will have different ways of spelling jashn pickles. This will be a huge hit as it is something which no one has evedr done before.Future plansWe are planning to set up manufacturing unit in jabel ali as its a free trade area.We will also be concentrating on the remaining 4 em irates from there on to the other gulf countries.As per the competition, we have major competition with eicher ltd, pravin bedekar.Our next pitstop after gulf countries will be japan italy as the pickle industry there is not competitive the market is huge.Our aim of this discussion or argument is not victory over other competitors but it is just progress.Jashn picklesGlobal marketing strategyName hasan al mutawaId 200810728