Market Analysis of Edible Oils Industry with Special Emphasis on Adani Wilmar Ltd.’S “Fortune” Brand
MANAGERIAL ECONOMICS MARKET ANALYSIS OF EDIBLE OILS INDUSTRY WITH SPECIAL EMPHASIS ON ADANI WILMAR LTD.’S “FORTUNE” BRAND SUBMITTED BY: Group 10, Section A APEKSHA JAIN ESHANI NANDA KRANTI P. SINGH MONIKA SOMANI PRADIP RANGHOLIYA VAIBHAV SAHU FLOW OF THE REPORT ACKNOWLEDGEMENT Ms Simran Sethi, our Economics professor for mentoring and guiding this project till its completion. Mr Vipul Rajyaguru, Senior Manager, Adani Wilmar Ltd, for providing us with useful insights of the industry and the Company including the sales and growth figures. Members of our group for contributing their hardwork and dedication to the project. And most importantly, all the consumers and retailers who took out some time to fill in our surveys. Introduction Background and Size of the Indian Edible Oil Industry Demand for edible oils Vegetable oil consumption in the country is continuously rising and has sharply increased in the last couple of years to roughly 11.2 kg/head/year. This is still lower than the world average consumption level of 17.8 kg and that in neighbouring countries like Pakistan (16.1 kg). The developed western world has a per capita consumption of 44 to 48 kg/year. According to projections from the National Council of Applied Economic Research (NCAER), per capita consumption of edible oils is likely to reach 13.95, 14.83 and 16.17 kg by 2009-2010 if the per capita income grows by 4%, 5% and 6% respectively. Major players in the edible oil industry: Marico Agrotech ITC Adani Wilmar Parakh Foods (Gemini brand) Gold Winner and Cargill (Nature Fresh) Ruchi Soya Inds Structure of Adani Enterprises Ltd. {draw:frame} Objective of Study The objective of this research is to determine the customer as well as retailers preferences regarding different brands of edible oils which result in their market share. It involves the study of consumers’ buying