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Branding of commodities recent phenomena by Anuragi Raman and Raman Sengupta (Student Project)

By: Raman, Anuragi.
Contributor(s): Sengupta, Arindam.
Material type: materialTypeLabelBookPublisher: Ahmedabad Indian Institute of Management 1996Description: 51 p.Subject(s): Branding | Commodities | Project report (student)DDC classification: SP 1996/537 Summary: Due to outdated post harvest and processing technologies, India loses 30 % of the 70 million tonnes of fruits and vegetables that it produces. Capacity utilization of India is only 35 % which cuts a sorry figure before Philippines where the capacity utilisation is 78 %. Compared to Japan around 70 % of the money spent on food is spent on processed foods which in India is almost at the zero base. Because of this foreign investment is smaller in size only to the power and petroleum sector for the food processing industry. Branding of food which has sold so long as commodities can be a very difficult task. The category of potato chips industry remains small though efforts are put into its advertising and promotions. The Indian consumer is no longer afraid to spend on consumer products. It is no longer a crime to spend on so called luxuries, but which are considered essential items.
List(s) this item appears in: Brand_Student Project
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Item type Current location Collection Call number Status Date due Barcode
Student Project Vikram Sarabhai Library
Students Project
Reference SP 1996/537 (Browse shelf) Not for loan SP000537

Submitted to Prof. P. M. Shingi

Due to outdated post harvest and processing technologies, India loses 30 % of the 70 million tonnes of fruits and vegetables that it produces. Capacity utilization of India is only 35 % which cuts a sorry figure before Philippines where the capacity utilisation is 78 %. Compared to Japan around 70 % of the money spent on food is spent on processed foods which in India is almost at the zero base. Because of this foreign investment is smaller in size only to the power and petroleum sector for the food processing industry. Branding of food which has sold so long as commodities can be a very difficult task. The category of potato chips industry remains small though efforts are put into its advertising and promotions. The Indian consumer is no longer afraid to spend on consumer products. It is no longer a crime to spend on so called luxuries, but which are considered essential items.

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