Natural food and drink industry Essay

Executive SummaryThe all inseparable food and alcohol addiction persistence is relatively new, it has emerged as part of the clean label contract and is give earn as an alternative to the organic harvest-festivals or products labeled as free-from. The planetary all indwelling food and bedevil market has shown a sedate festering during the last few years and is expected to grow collect to ascent demands for wakeless, nutritional, natural foods and crispens without chemicals and artificial ingredients. Growing at a unit of measuremente annual growth rate (CAGR) of about 35% annually, Indian non-carbonated inebriation market is likely to touch Rs. 54,000 crore by 2015 from the current level of Rs. 22,000 crore including reaping drinks, nectars and juices etc. Our fraternity J-GAPS started in 2014 thereby tapping this potential in the Indian market had come up with a natural flavored drink division in damage of coco water with Kewra and Mint with the product named S IPCO in order to revive freshness.This could be seen as great opportunity in Maharashtra near the Konkan region where the natural source of cordial coconut could be fully utilized to provide intumescenessy natural beverage to throng. The financial assistance is catered by coconut tuition board in terms of 50% cost of production. The vision of our political party is to provide a natural drink to the consumer so as to improve their health in a fast paced lifestyle. Identifying the gap in this market through market psychoanalysis e special(prenominal)ly in terms of coconut water wherein there argon hardly tetra packs available in order to make it convenient for people to save the nutritional drink without carrying the hard husk.The main repulsers of introducing such a natural beverage includes rising consumer concerns regarding artificial ingredients, artificially introduced hormones and genetically circumscribed products, and their aw atomic number 18ness of the long term he alth benefits of natural food and approximate nutrition thereby having a lifestyle of health and sustainability (LOHAS). We therefore see ahead a great potential in this market as GEN Y would be the most prominent segment to be tapped in order to sustain in the market and thereby expand our nominal head in India.1. Current Marketing Situation1.1 Industry overviewThe Indian package mould coconut water is still an manufacturing in its development phase. There exist a very few players in this market.J-GAPSaims to rig its product in the general market where exist players like Pepsi, coca cola, Parle agro foods etc. who ar major players in the buggy drink segment. The uphill trend among consumers to go for healthy and natural food products will drive this industry. coco water is a produce juice with many uncomparable features and a major one is a low calorie mental ability .This makes it a very attractive prospect for weight management positioned juices.1.2 company descript ionJ-GAPS will primarily engage in extracting, processing and adding flavors to tender coconut water which is then ready to be delivered to stores. It is a in private held firm will be located in Ratnagiri in the responsibility of Maharashtra .We have identified a location which is closer to the coconut farms. J-GAPS sources the tender coconut for its requirements from its own farms and also additionally from other farmers directly. Our processing unit has a capacity of processing liters water annually.1.3 Market analysis-Tender flavored coconut water is recommended for people of all ages. With the consumers turning health conscious and preferring natural products, we believe that our product has a strong market some(prenominal) in domestic circles and in countries abroad. Our main target customer is the young generations who have a fancy for energy drinks. We also target sport persons with our special energy pack.We want to make our drink available for homes, offices, hospitals, sports persons, marriages, other occasions, hotels and restaurants. The recent studies showing the impact of aerated drinks on health has turned customer to ignore such artificially produced drinks and go for natural food drinks. The rising population will require larger amount of food drinks. Our product will be a natural thirst quencher with added flavor of Kewra spirit in it which will be beneficial during the long summer months.1.4 major(ip) Segmentation Approach1.5 PESTLE AnalysisThe Pestle Analysis identifies the political, economic, social, technological, healthy and ecological influences on an organization.Political promotersVarious political factors affect the return juice industry. With the change of government the policies regulating the industry might change. As the taxation policy keeps changing, it has a significant effect on fruit juice industry. The government plans of encouraging foreign direct investments would affect our industry highly as organized fruit ju ice industry has lone(prenominal) 3 % share as of now in the market moreover with FDIs it could increase significantly by coming of bigger players.Economic factorsOur company would rely on trucks to move our lancinate materials to the processing plant and serve up our finished product so, fuel is also an important subject, so the company is subject to the fuel price fluctuation, and to possible fuel crisis. Since, ours is an agro based industry so we would be exposed to the risks of high prices collectable to crop failure, non-availability of raw material because of pest attack etc. Other economic factors bear on fruit juice industry are often linked to divergence in real growth, inflation, interest rates, governmental actions and other factors. Factors like money supply, energy availability and cost, affair cycles, etc. would also affect our company.Socio-cultural factorsWe are more than a billion strong nations and the youngest country as well. We are also home to the grea t Indian middle class. The major growth drivers in fruit juice market are increase in health consciousness among consumers, increase in disposable incomes and more sophisticate cocktail culture. There is more money circulating in the economy. With life decorous more hectic and tiring, consumer preferences are witnessing a visible shift towards healthy foods. Even the younger generation has started shifting from fizz to fresh and healthy. As people are becoming more and more educated, they are victorious the healthy route.Technological factorsFruit juices have become big business throughout much of the developed and developing world with the increasing health conscious proportion of population. In this ever growing industry applied science plays a major role in maintaining the quality and cost force to generate higher profits.Better technology can increase the ledge life of our product. Technology refers to both production process as well as machinery.Legal factorsProcessed frui t juices are regulated to a lower place the Food and Drugs Act and Regulations as a food product and the Consumer forwarding and Labelling Act. The Food and Drugs Act creates identity standards, provides a basis for labelling requirements and establishes the safety parameters for soft drinks. As food safety requirements become more advanced across the beverage industry, tracking and traceability capabilities are a prerequisite.Ecological factorsOne environmental issue that food processing companies face is waste remaining from packaging. However, the worry often lies in feasibility of collection, separation and purification of the consumers disposed bottles or drinks packets. Environmental issues have gained importance because of regulatory requirements. It is not possible to consider a new packaging material without covering all the environmental issues. The reduction of materials in packing cartons can potentially provide both financial and environmental benefits. . We propos e to provide our product in tetra packs so that lesser damage is done to the environment in comparison to front-runner bottles.2. Product review2.1 Product featuresIn India coconut water has eer been considered as a health drink to refresh the body due to its nutritional value. Tender coco palm Water is considered the healthiest & best sports drink in the world, because it contains vitamins. It is very refreshing and rich in sugar, electrolytes and minerals available in the natural form in most sterile conditions. It is a natural isosmotic drink where the electrolyte levels are similar to those found in the human body. The water of fresh green coconuts is actually fat free. Our company keeping this factor in mind has come up with two natural flavored drink containing 1. Kewra essence which has a floral fragrance thereby providing a cooling effect in the drink. 2. Mint flavor to provide freshness and energize flavor to the drink Chota Anna would have two variants in terms of K ewra drink and Mint drink.Kewra drinkMint drinkCoconut waterCoconut waterKewra essenceMintsugarhoneyFarm gratifying Tender Coconut are selected (50% capacity extracted) and the rest purchased from the Ratnagiri Association Coconut supplier and Natural Tender Coconut Water is squeezed out, untouched by hand and put through a special process in order to add the natural flavors of Kewra essence and Mint. The product is packed in food-grade Bottles/ Cans, which keeps it fresh for 9/18 months. The taste is natural and hence good.