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“Our share is 5% in Rs 1,000 crore market”
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Monday, 04 March, 2019, 08 : 00 AM [IST]
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 Ganesh Papad LLP is a premium papad brand founded by Shri Khimji Devji Chheda in 1960 in Mumbai. Since its inception, it has focussed solely on maintaining top quality at all stages of manufacturing, from the raw material to processing and packaging. It offers one of the largest varieties of products in its category, including Bikaner Papad, Surti Papad, Chilli Garlic Papad and Appalam Papad, alongside snacks such as khakra, fryums, pani puri, potato chips, and mathiya and chora fali. The company has a presence in more than eight states in India, connected by 600 distributors. The products can be purchased across major retail chains as well as at local grocery stores. They are also available globally in 40 countries, including Dubai, Bahrain, Oman, the UK, Canada, the US, Australia and New Zealand. Harshal Chheda, director, Ganesh LLP, in an email interaction with Anurag More spoke about the papad market in India and his company’s strengths. Excerpts:
How big is the papad market in India? What is your share in the market?
In India, papad market is approximately Rs 1,000 crore and our market share is 5% of it. Papad is one of those food items which are always in demand and extremely popular in Indian markets. It is one of the largest griha udyog industries in the country and available widely from e-commerce website to mom and pop stores. In India, one's meal is incomplete without crushing this thin, crispy disc-shaped roasted papad with dal rice in your plate.
How do you see the papad market going ahead?
Papad market has always been steadily growing across the country. But in recent years, it is found that the market is growing especially abroad as people outside India have started consuming Indian food. Not only papad industry, but also Indian restaurants across the world are getting benefit of it as papad is a very versatile food product and is used in a lot of recipes for its crunchiness.
What kind of papads are offered by your company?
We pride ourselves on offering one of the largest varieties of products in its category. We manufacture two ranges of papads, the first being handmade, which includes Bikaner Papad, Surti Papad, Chili Garlic Papad, Appalam Papad, etc. The second is the machine rolled papads that are retailed under the Vividh Papad range. In addition, the brand has expanded its inventory to include snacks such as khakra, wheat and corn fryums, pani puri, potato chips and mathiya and chora fali.
What kind of research and development happens in your products?
One of the biggest USPs of us is that we have the largest varieties of products to offer in the market and this requires a full-fledged research. We have a dedicated team of personnel who try new recipes and new ingredients to come up with new items and product variants based on consumer behaviour and pattern. It is beneficial to keep ourselves updated with new technology and machinery upgradation as we have entire range of machine rolled papads called Vividh Papad.
Brief us about your expansion plans and how much will you be investing in it?
We are planning to expand our distribution channels across India and abroad. Currently, we have presence in eight states and connected by 600 distributors. We are aiming to cover remaining 22 states through our distribution channels. Also, globally our products are available in 40 countries including Dubai, Bahrain, Oman, the UK, Canada, the US, Australia and New Zealand.
Any plans to launch new products?
We always try to innovate and create new variants of papad, be it different flavours or products. We have recently launched Ganesh Fafda for Dussehra. And a lot of varieties are in the pipeline like rice bases, quinoa papad, soya papad etc.
Tell us about your manufacturing plant.
We have expanded our product base to 100 SKUs, and now have 13 manufacturing units across India in cities such as Solapur, Kanchipuram, Madurai, Jodhpur, Bikaner, Bhuj, Ahmedabad, Rajkot and Wankaner. We provide employment to about 3,000 women from rural areas across units.
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