By:Gaurav Bapat

Jagad i s Pu roh i tRamyoganan th

Shambu NandananSurbh i Ma lho t ra

Swat i SahuVika lp Ka ta ra

Nashta

http://www.indiaparenting.com/food-and-nutrition/the-balanced-diet/index.html

Advantages of

having breakfast

Advantages of having a healthy breakfast

• Healthy breakfast helps you to stay focused at work and concentrate on the job at hand without drifting off to sleep.

• Those who eat a healthy breakfast (snack less), not only have more energy throughout the day, but also tend to be thinner than those who eat an unhealthy breakfast

Breakfast Market

• The breakfast items market is growing faster than the processed foods category.

• One out of five people in urban India misses breakfast completely everyday, while 15 per cent have an inadequate one. (Survey done by Britannia)

http://indiabusiness.asia/marico-taps-cereals-market-with-saffola-oats/#ixzz1h4K75DH3

• Total cereal market in India is around Rs 600 crore | Oats market is small at Rs 120 crore.

• 2 different breakfast cereal– Ready to eat- cornflakes, wheat flakes, muesli, biscuits etc often

mixed with milk, yogurt, fruits and ate without heating, Cakes, muffins etc

– Hot cereals- oatmeal, porridges which are eaten hot

• The bulk of the breakfast cereal market is made of cornflakes, a Rs 400-crore segment, growing at a healthy 20 per cent yearly.

• Tamil Nadu accounts for 40 per cent of the oats consumption in the country. Further, South India contributes 80 per cent to the oats market.

• The young demographic profile, increasing income, time constraint due to the number of working couples going up, receptiveness to try out newer cuisines and awareness on healthy eating are among the many reasons making the breakfast popular.http://indiabusiness.asia/retailers-bet-big-on-breakfast-items/#ixzz1hBC1HToP

Breakfast Cereal Market

Competitors in Indian cereal market

– Kellogs– Marico (Saffola oats)– Nestle (Nesquik is popular with kids, Cheerios and Cookie Crisp is

targeted at families)– Pepsico (Quaker Oats)– Britannia (Ready to eat upma , poha, porridges)– Heinz (Muesli)– MTR (Upma, Idli etc)– Gitz– Bagrry– Mohan Meakin (Mohan brand corn flakes)– Future group (Tasty treat cornflakes)– GSK Consumer Healthcare(oats)– Dr Oetker's.– Hindustan Unilever– Amway

Britannia

• Having entered packaged breakfast foods market, biscuit giant Britannia is aiming at capturing about 20 per cent share of the segment in two years. The company has launched eight products in ready-to-cook breakfast and oats category in Tamil Nadu.

• Four products are in oats category, while the others are ready-to-cook products in semolina, flattened rice and multi-grain.

Kellogs

• Kellogg's came to India (Kal in 1994)

• Kellogg’s has a market share of more than 70 per cent value share in the ready-to-eat cereal category.

• In India, Kellog’s is present only in breakfast cereals. Its worldwide portfolio includes categories like cookies, crackers, toaster pastries, frozen waffles and veggie foods.

Marico

• Marico taps cereals market with Saffola Oats

• The product, called Saffola Oats, has been soft-launched in about 12 cities

http://indiabusiness.asia/marico-taps-cereals-market-with-saffola-oats/#ixzz1h4K75DH3

Chole bhatura, Puri sabzi,Paratha, Lassi, Kadhi pakoda,SamosaMisal pav, Aloo

kachori,Thepla, Fafda, Khaman, Parantha, Missi rotiPoha, Upma,Vegetable sandwich,Bread butter/jam, Sabudana khichdi,Hari mirch pakoda,Samosa, Batata vada

Idli Sambhar, Upma Rava Uttapam , Rava Dosa, Plain Dosa , Masala Dosa ,Rava Idli , Stuffed Idli, Vada Sambhar, Pongal Puttu,Aappam , Idiappam, Puri Sago, Lemon Rice

Luchilkochuri,Panta Bhath,Bream omlette, Rice, Alu dum, Kachori

Types of breakfast in

India

Primary Research 1: Methodology

• Type of Research -- Exploratory research

• Data Collection through Questionnaire

• Sample Size-150

• Simple random sampling method was used to collect the data

Summary: Primary research 1

• Female : Male = 1:1

• Single : Married = 2:1

• More than 50% of the sample population is from the age group 25-34

• Around 50% salaried employees and about 40% students fall in the sample population

• More than 50% of the sample stay away from home

• 75% of our sample population has a salary less than Rs. 30,000

Summary: Primary research 1

• About 60% of the sample likes preparing breakfast at home.

• About 65% of the population spends less than Rs.

1000 on breakfast.

• 3% of the population skips breakfast.

• Dosa, Idli, Upma are the favorite breakfast for people followed by Bread/Butter/Jam.

• Perceived healthy breakfasts like Kellogs/Oatmeal rank 5th in preference.

Dosa / Idli / Upma / Pongal

Preference Percentage

1 45%

2 18%

3 6%

4 6%

5 3%

6 9%

7 2%

8 2%

9 6%

1- Most preferred9- Least preferred

Primary research

Kellogg’s / Oatmeal / Ready to eat

Preference

Percentage

1 27%

2 8%

3 11%

4 2%

5 8%

6 5%

7 9%

8 8%

9 21%

1- Most preferred9- Least preferred

Primary research

• After the analysis of our 1st primary research we found that Idli, Dosa is the most preferred breakfast around the country.

• But we now focus at South India as our targeted segment to develop an RTE breakfast product which can be accepted in South India first and then around the country

Why idli - dosa ?

South Indian diet is high in carbohydrates and protein, while a morning breakfast of:

Idli-Sambar-Coffee has 9.3 percent protein content

Idlis are considered to be among the top ten healthiest foods in the world due to the ingredients they are made from.

Dosa-Chutney-Tea has 6.7 percent proteins content

Dosa is made from rice and black lentil and is rich in proteins and carbohydrates.

As it does not use wheat, it is good for those with gluten free diet.

Scientific reasons• The rice and lentils complement each other: one

makes up for the amino acids deficient in the other.

• The fermentation process breaks down the starches so that they are more readily metabolized by the body and makes it among the most easily digestible of foods.

• Therefore, it is an ideal food for infants, the elderly and the convalescent.

• This kind of breakfast keeps the stomach light and doesn’t get affected from problems of digestion etc.

• The spices grow a lot on the western coast, hence South Indians make use of it in chutney, hence rice made food was the best combination.

Why oats• For health reasons (wholesome and nutritious)

• High fibre value

• A good source of many nutrients including Vitamin E, Zinc, Selenium, Copper, Iron, Manganese and Magnesium

• A good source of protein

• Easy to prepare

• A very good breakfast option for diabetic people; nearly 17% of Chennai's population being diabetic, oats are finding favour

http://timesofindia.indiatimes.com/city/chennai/Oats-edging-idli-dosa-off-breakfast-table/articleshow/10876062.cms

Advantages of oatsAccording to the American Cancer Society about Oats:

Insoluble fibre's cancer-fighting properties are due to the fact that it attacks certain bile acids, reducing their toxicity.

Soluble fibre may reduce LDL cholesterol without lowering HDL cholesterol. LDL is bad; HDL is good.

Soluble fibre slows down the digestion of starch. This may be beneficial to diabetics because, when you slow down the digestion of starch, you avoid the sharp rises in your blood sugar level that usually occur following a meal.

It has been found that those who eat more oats are less likely to develop heart disease, a disease that is currently widespread in the United States.

The phytochemicals in oats may also have cancer-fighting properties.

American Cancer Society

Indian stats

• India has the world's largest diabetes population, followed by China with 43.2 million.

• South India’s population is approx 20.81% of total population of India.

• So approximately, 9 million of South India’s population is diabetic.

http://en.wikipedia.org/wiki/Demographics_of_India

But why don’t people prefer Oats?

• Does not taste good..???

• Expensive..???

• Don’t know with what it should be eaten..???

Primary Research 2: Methodology

• Type of Research -- Exploratory research

• Data Collection through Questionnaire

• Sample Size-150

• Simple random sampling method was used to collect the data (Only focussed at South India)

Demographics

Martial Status Percentage

Single 74%

Married 26%

Martial Status

Whom do you stay with ? Percentage

Alone 6%

With friends 50%

With spouse 18%

With parents 24%

With spouse & parents 3%

Whom do u stay with?

111

39

Single

Married

Primary research

Do you eat breakfast? Percentage

Yes 85%

No 15%

Why do you have breakfast?Percentage

So that you can have late lunch/ skip lunch

0%

To fill in your stomach 56%

To gain nutrients early in the morning

44%

It is the most important meal of the day

65%

Do you eat breakfast regularly?

Why do you have breakfast?

Primary research

Why don’t people eat breakfast?

• Have brunch

• No time

• Lack of space

• Office timing

Primary research

Are you health conscious?

Percentage

Yes 85%

No 15%

Do you like eating Cereals?

Percentage

Yes 44%

No 56%

Are you health conscious?

Do you like eating Oats/Kellogs/cereal bars for breakfast?

Primary research

Why don’t you prefer eating cereals?

Percentage

You don’t like the taste 33%

You don’t like eating it plain 20%

You don’t like having it with milk 23%

You don’t know what to couple it with 23%

You feel it’s expensive 20%

Cereals do not fill your stomach 13%

Family culture does not promote eating cereals 27%

Any other reason 37%

Why don’t you prefer eating breakfast cereals (Oats/Kellogs/cereal bars)?

Primary research

What is the healthiest form of breakfast according to the

sample

• Idli and Tea• Oats with fruits and nuts• Corn flakes, Oats• Fruits• Vegetable Salad• Eggs• Milk• Bread

Primary research

Why do people prefer Idli / dosa

• Takes very little time to eat them • Canteen serves idly and poha in the shortest time. • Like it / "tasty”• Good for health• Availability and preparation time• Fills the stomach• Steady diet• Nutritional value• They don't upset your stomach at any given time of the

day ... Makes u feel comfortable...• Used to the traditional breakfast• That's what is cooked at home• My wife cooks it so I eat it• High in nutrient & tasty

Primary research

Breakfast in south

– Aloo Poha – Curd Rice – Idli Sambhar – Rava Idli – Stuffed Idli – Rava Uttapam – Rava Dosa – Paneer Dosa –Missi Roti – Plain Dosa – Upma

– Vada Sambhar – Onion Dosa – Vegetable

Uthappam – Onion Uthappam – Aappam – Idiappam– Masala Dosa – Puri Sago– Lemon Rice – Pongal Puttu

New Product

+

Instant Soy-Oat Idly

+

Instant Soy-Oat Idly

• It is an instant idly ready for consumption on pouring hot water in it

• Contains Soy, Rice, Urd dal, Sprouts, Oats which are considered to be healthy

• Contains dehydrated dry vegetables and dry fruits to add taste and flavor to it

Preparation• Rice, Urd dal, Soya Beans, Oats and sprouts are soaked

• It is then subjected to drying dehulling and it is powdered

• This process gives us partially defatted flour

• Vegetables are dehydrated and then added to this powder

• This mixture is moisture conditioned and passed through a vessel where it is made to be in direct contact with dry steam at low pressure

• This steam treated flour mixture is passed through extruder to transform it into desired Idly shape

• The product is then dried to a moisture content at which it will be stable at room temperatures

http://www.insta-pro.com/pdfs/TexturedSoyProtein.pdf

Inputs and Outputs

Inputs– 1 Kg of clean soya bean– 1 Kg of Clean rice– ¾ Kg of Urd Dal– ½ Kg of Oats– ½ Kg of Sprouts

Outputs– Textured Soy protein flour(Required)– Rice flour– Urd dal– Powdered Oats and Sprouts– Soy Bean Oil( By-Product)– Hull of Soy and Sprouts ( Waste)

http://www.insta-pro.com/pdfs/TexturedSoyProtein.pdf

Equipments Needed• Each Process demands different machineries

• Grain and Seed Conditioning– Cleaning– Destoning– Dehulling

• Machines required for Preparing of Soy Flour – Extrusion Machine– Oil Pressing Machine– Cooling Machine

• Idly shaped preparations from all the flours– Flour Conditioner Machine– Extrusion Machine( To Achieve the desired shape)– Cooling Machine

• Packaging– Extrusion Machine– Packaging Machinehttp://www.insta-pro.com/pdfs/TexturedSoyProtein.pdf

Other Requirements• Power:

– Requirement of Power are moderate i.e. 250 KVA

• Water:– Abundant supply of good quality potable water

• Area:– Around 1 acre of land

• Capital Required:– The capital investment for the proposed product mix

would be around 3 crore approx.

• Technology:– Technology is available from National Research

Institution and turnkey plant suppliers around India.http://www.apitco.org/Profiles/Soya%20Bean%20Processing%20Complex.pdf

Benefits

• Easy to prepare

• Contains approx 336 calories/ 100 gm

• 100% Vegetarian

• Good source of protein and amino acids

• Rich in fiber

• Rich in Vitamin B and Omega Fatty Acids

• Approx. 533mg of Calcium and 21.2 grams of Iron available

Need for Instant Soy-Oat Idly

• Need a healthy and an instant dish for consumption

• Lack of time for preparation of breakfast

• Tendency to prefer light dishes for breakfast

• Easy to prepare and convenient to serve

SWOT Analysis

Strengths

- Healthy- Time saving- Portable

Weaknesses

- Requirement of steam / hot water- High distribution network required

Opportunities

- Increasingly health conscious audience- Microwave skeptics- Widespread popularity of idlis/dosa- No ready to eat dosa/idli products

Threats

- Low entry barriers

SWOTInstant Soy Idly

Model Idly Tray

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