Executive Summary

Primary Approach Industry Analysis Customer Segmentation

Health-Conscious Parents: Parents preferring traditional food
Baby food Market in India Parents who want the best for their for their kids
Market Size (2023) : 1.4 billion USD children's health and are searching for a Parents who desire their child to
Annual Growth Rate : 12% simple, all-in-one solution providing all consume conventional food items
7 In- 62 2 interviews 4 interviews nutrients. infused with Indian herbs and spices.
depth responde with with Driving factors of Growth
interview nts of pediatricians retailers, Convenience first Parents: Parents preferring Home Food:
Urbanization leading More disposable
s with surveys and doctors supermarkets Parents who are working and want Parents who have time to cook,
to nuclear families income
moms of between , pharmacy to ensure that their child gets a prefer to feed their children with
kids up to age of 20- stores. Awareness regarding Omnichannel balanced food option which can be home cooked food. - Difficult to
6 years 36 years complete nutrition Accessibility prepared in no time. convert these people for our product

Competitor Analysis Survey Insights Gap Analysis and Opportunities

~60% of respondents felt the need for convenient,
easy to cook baby food given the hectic work lives
Most options are Very few alternatives New entrants are sold
~30% of respondents wanted accessible baby food
Nestle Cerelac & Ceregrow Slurrp farm Cereals Healthy Panda sweet, Lack of savory for kids aged 2-6 only online, limited
Market leader (60% share), New entrant, with Rice, mixes through omnichannel delivery (online + retail) years
Recent entrant, Oats & options omnichannel options
Largely Rice and Wheat Wheat and Ragi based Millet based porridges,
based porridges. Some porridges. Sold mostly ~50% of respondents complained about the taste
Some options available
options available in Ragi through online channels with Sattu and Wheat and texture of the present offerings
Lack of regional flavors Lack of protein-rich Very limited marketing
Other competitors include Manna foods, Yummy Valley, Happa foods, Evermaa, Pediasure, ~30% of respondents felt that most of the options customized to Indian options and nutrients especially social media
1st foods and others who have a fragmented market share sold through online channels available are generic and not ‘Indianized’ taste from herbal sources and digital marketing
Our Solution Financial Analysis Our Product Mascot
Presenting Saffola Baby Foods Range for 2-6 year olds
With the survey and
the market analysis, USPs
we noticed that Available in both savoury & sweet regional link
parents wanted flavours that we grew up with and not just
ready to consume “porridges”
mixes for their kids With only Nestle dominating the market we can expect-pessimistically
aged 2-6 years old, Goodness of ayurvedic ingredients like
a market capture of 10% within 5 years of its inception. The expected
an age where their Mulethi, Tulsi, Ashwagandha known to
revenue along these lines is 341 Cr in the 5th year.
Saffy the
children’s taste buds increase immunity Elephant
Profitability has been assumed to be pessimistically around 13% in the
are developing and 5th year. Our Mascot
Filled with protein from plant based sattu, soy
immunity is getting Although with assumptions that marketing expenses will be high to for the kids
stronger Attractive packaging bundled with product line
compete with existing product as Baby Food demands high loyalty.
of Saffola
puzzles, comics and toys
 Go to Market Strategy
Alignment with Marico’s purpose Alignment with existing products Feasibility Analysis Our Product Catalogue
Marico's slogan, "Make a Difference," is We sell adult healthy food, with oats being our
We already have product development
consistent with the product. The Baby food most profitable. This product will be along similar
experience with Oats. Leveraging the same with Bisi Bele Bhaat
market is currently dominated by milk-based lines.
millets and Ragi, we can render our product
formulations. Similar to Saffola FITTIFY Slim Milk, our product
easily.
With the proposed product, we will gain access to blends oats, millets etc. with plant-based
FITTIFY has used herbs and plants in the Hi-
superfoods.
a new segment of customers who are health- Protein Slim Meal Shake, which can be used as
Like Saffola Oodles, the baby food will be made
conscious while maintaining their Indian identity. a know-how feasibility factor for us. With
from multi-nutrient Ragi, Millets, and Oats. In
This product will be added to the portfolio of food an existing distribution channel we will be able
their new baby food segment, Saffola will feature
and healthy foods. to deliver the product to the relevant audience
our product.

Pain Points Pain Points Pain Points Payasam

1) Misconception that home 1) Budget constraints, 1) Concerns about product
food has all the necessary Perception that healthy freshness
nutrition food is costlier 2) Desired flavor and SKU
2) Bias about packaged food 2) Lack of omnichannel availability
Upma
Awareness being unhealthy Consideration accessibility Purchase 3) Spoilage

Product Packaging Marketing Campaigns On ground activation

Partnerships and
Easy to read comic strips, Campaign – Milk to Munch awareness seminars with
puzzles and engaging short doctors, especially
This awareness campaign will teach parents how to
story books behind every pediatricians to increase
help their child grow and thrive with solid baby food
packet awareness
products. How to transition from milk formulations Mix Grain Khichdi
to Solid food. Emphasis on our quality, safety, and
fresh, nutritious ingredients. Product placement in tv
Colorful and safe plastic series and shows that
spoon and fork set with Campaign – Super Kids with Super Dads kids watch such as chota
every bowl bheem and games they
#SharedResponsibility #SharedNutrition play on phones
Poha
The campaign will focus on emotion, removing
Collection of free Saffy bias that kid's nutrition is mother's responsibility. Separate product shelf in
the elephant toys with Super-Dads will be featured who are cognizant retail stores, product
every packet with their kid's nutrition requirement, and are tasting options and
always invested in their kid's growth. regional food marketing