Women Entrepreneurs In Focus Store of the Month Turning homegrown skills into commercial Frozen Foods slated for deeper market Metro Cash & Carry India ventures penetration Page 32 Page 42 Page 50 August 2014 • Volume 8 number 8 • Rs 100 • www.indiaretailing.com INDIA EDITION Page 24 FARM FRESH We have an edge over other retailers in the pure organised retail of fresh produce and dairy Jagdish Krishnan COO, Heritage Fresh 01_Cover_PG_Aug-14_Final.indd 2 8/1/2014 6:39:13 PM www.indiaretailing.com August 2014 • Volume 8 • Number 8 Editor’s Note Editor in Chief Amitabh Taneja Editorial Director R S Roy Publisher S P Taneja Processed food industry on growth radar Editorial of Government Editor in charge Seema Gupta (Deputy Editor) Senior Correspondent Juhi Sharma Th e Food Processing Industry in India is increasingly seen as a potential Correspondent Roshna Chandran source for driving and contributing towards the overall economy of the Contributing Editor Zainab Morbiwala country as it brings synergy between the end consumer, industry and Creatives agriculture. Th e total food production in India is likely to double in the next Art Director Pawan Kumar Verma 10 years, with the country’s domestic food market estimated to reach USD Dy. Art Director Deepak Verma Sr. Layout Designer Naresh Kumar 258 billion by 2015. Th e frozen processed food category is expected to grow Sr. Photographer Vipin Kardam by a CAGR of 11% in constant value terms over the next 3-4 years. Marketing & Consumer Connect Growth in modern retail chains, increased refrigeration of small retailers GM - Consumer Connect Hemant Wadhawan and in rural households, growing awareness of frozen food products, and Sr. Manager - Database Anchal Agarwal progression of fast food chains, are expected to drive sales of frozen food. Sr. Executive - Subscriptions Kiran Rawat Th ough the category has been around for some time, its penetration Executives - Database Neeraj Kumar Singh Sarika Gautam is still relatively low. To incentivise expansion of the processing capacity, Finance Minister Arun Jaitley while presenting the Budget 2014 in the Lok Circulation Associate VP - Circulation Anil Nagar Sabha, announced reduction in excise duty on specifi ed food processing and packaging machinery from 10% to 6%. Production General Manager Manish Kadam In India, women entrepreneurs in the Food & Grocery business are Sr. Executive Ramesh Gupta rare, but there is a handful of them who are keen to make their mark in the industry. We feature three such enterprising women who have turned their Support General Manager - Administration Rajeev Mehandru homegrown cooking skills into successful commercial ventures. Advertising Business Head Rakesh Gambhir, Vice President E: [email protected] M: +91 9910001375 Amitabh Taneja Editor-in-Chief DELHI MUMBAI Ekta Roy, Manager Waseem Ahmad, VP & Branch Head E: [email protected] E: [email protected] All feedback welcome at [email protected] M: +91 9811635408 M: +91 9833628852 Devpriya, Asst. Manager Rupal Parmar, Manager All material printed in this publication is the sole property of Stagnito Media, 111 E: [email protected] E: [email protected] Town Square Place, Suite 400 Jersey City, or Images Multimedia Pvt. Ltd. or both, M: +91 8285817502 M: +91 9820319058 and each of them have copyrights on their respective materials. All printed matter Vikas Kumar, Asst. Manager contained in the magazine is based on information provided by the writers/authors. BENGALURU E: [email protected] The views, ideas, comments and opinions expressed are solely of the writers/ Suvir Jaggi, Assoc. VP M: +91 9619547087 authors or those featured in the articles and the Editor and Printer & Publisher do & Branch Head not necessarily subscribe to the same. E: [email protected] KOLKATA M: +91 9611127470 Piyali Oberoi, Assoc. VP Printed & published by S P Taneja on behalf of Images Multimedia Pvt. Ltd. Printed Mahim M Jannu, Dy. Manager & Branch Head at Aarvee Printers Pvt. Ltd., B-235, Naraina Industrial Area, Phase –1, New Delhi E: [email protected] E: [email protected] 110028 and published by S P Taneja from S-21 Okhla Industrial Area Phase – 2, New M: +91 7829251189 M: +91 9831171388 Delhi.110020 Editor : Amitabh Taneja In relation to any advertisements appearing in this publication, readers are recommended to make appropriate enquiries before entering into any commitments. Images Multimedia Pvt. Ltd. does not vouch for any claims made VP/Group Publisher Jeffrey Friedman by the advertisers of products and services. The Printer, Publisher and Editor-in- Editor-in-Chief Meg Major Chief of the publication shall not be held for any consequences in the event of such Senior Editor James Dudlicek claims not being honored by the advertisers. Managing Editor Bridget Goldschmidt All rights reserved. Reproduction in any manner is prohibited. All disputes are Director of Integrated Content/ subject to the jurisdiction of competent courts and forums in Delhi/New Delhi Technology Editor Joseph Tarnowski only. Progressive Grocer does not accept responsibility for returning unsolicited Creative Director Theodore Hahn manuscripts and photographs. Contributing Editors David Diamond, Bob Gatty, Bob Ingram, David Litwak, Tammy For subscription related queries, email to: [email protected] Mastroberte and Jennifer Strailey For feedback/editorial queries, email to: [email protected] visit us at www.imagesgroup.in Images Multimedia Pvt. Ltd. President & CEO Harry Stagnito Registered Office: S 21, Okhla Industrial Area, Phase II, New Delhi 110020, Chief Operating Officer Kollin Stagnito Ph: +91-11-40525000, Fax: +91-11-40525001 Vice President & CFO Kyle Stagnito Email: [email protected], Web: www.imagesgroup.in Senior Vice President, Partner Ned Bardic Mumbai: 1st Floor, Panchal Iron Works, Plot No. 111 / 3, Marol Co-Operative Industrial Vice President/Custom Media Division Pierce Hollingsworth Estate, Marol, Andheri (East), Mumbai - 400 059, HR/Production Manager Anngail Norris Ph: +91-22-28508070 / 71, Fax: +91-22-28508072 Corporate Marketing Director Robert Kuwada Bengaluru: 523, 7th Cross, 10th Main, (Jeevanbhima Nagar Main Road), HAL 3rd Stage, Promotion and Marketing Manager Ashley Cristman Bengaluru 560 075, Ph: +91-80-41255172/41750595/96, Fax: +91-80-41255182 Director, Conferences & eLearning Amy Walsh Manager, eMedia Strategy & Development Mehgan Recker Kolkata: 30-B, Anil Roy Road, Ground Floor, Kolkata 700 029, Ph: + 91-33-40080480, Audience Development Director Cindy Cardinal Fax: +91-33-40080440 4 | Progressive Grocer | Ahead of What’s Next | August 2014 02_Editor Notes.indd 4 8/1/2014 7:02:41 PM CONTENTS August 2014, Volume 8, Issue 8 In Focus 38 FROZEN FOODS: HEAT & EAT Th e Indian market has been witnessing the entry of many brands off ering a host of products across various processed food categories. As the market matures and consumers become more convenience driven, one segment, which has evolved signifi cantly is frozen ready-to-cook/eat, which is slated for deeper market penetration and entry of more players and products Interface 24 18 HERITAGE FRESH FRESHKINS FOODS INDIA Jagdish Krishnan, COO, Heritage Retail and Bakery Divisions, talks Chairman Neeraj Gupta discusses about their retail arm Heritage their F&V retail model Fresh and it’s strong brand positioning 32 i2COOK Megha Deokule, Founder, shares how she turned her favourite peanut butter into a rolling business 20 34 IGA INDIA 28 VIE FOODS Chicago-based IGA is seeking ADANI WILMAR Paavani Jella, Founder, discusses licensee partners across India, Angshu Mallick, COO, shares balancing production, branding and informs Mark Batenic, CEO challenges and achievements marketing of a start up business 6 | Progressive Grocer | Ahead of What’s Next | August 2014 03_Contents.indd 6 8/1/2014 7:00:20 PM CONTENTS August 2014, Volume 8, Issue 8 76 COSMETICS To grow sales, grocers need to 36 radically revamp their cosmetics strategies MARTHA’S PRESERVES Martha Kohlhagen, Founder, shares the challenges she deals with in the Regulars Indian market 10 60 MARKET UPDATE Food & Grocery E-COMMERCE What’s new in the F&G market Inventory-led model: Step towards 78 Profi tability EQUIPMENT & DESIGN 66 Today’s supermarket planning MARKETING encompasses a growing VegWash Promotional Activation at roster of services Heritage Fresh 82 TECHNOLOGY Products Tawa Supermarket’s SAP for Retail deployment enables the grocer to 68 bring a bit of Asia to the West POULTRY Making chicken, turkey and the like pop in the fresh meat case requires 50 retailers and manufacturers to STORE OF THE MONTH anticipate shoppers’ wants in Wholesaler METRO Cash & Carry the category India has charted an unprecedented path of growth 56 88 WHAT’S NEXT HR: NURTURING TALENT New products in the market Th e Food Processing Industry will 7272 have to explore educational and skill- PRODUCE 90 set development for its most critical Specialty and value-added produce BUSINESS OPPORTUNITIES and sensitive functions items are becoming household names Fresh avenues to expand and grow 8 | Progressive Grocer | Ahead of What’s Next | August 2014 03_Contents.indd 8 8/1/2014 7:00:28 PM Retailer Heritage Fresh Farm Fresh Jagdish Krishnan From dairy, agri and bakery to a chain of 80 food and grocery retail stores, the Heritage Group has diversified business operations. Jagdish Krishnan, COO, Heritage Retail and Bakery Divisions, talks about their food and grocery retail arm Heritage Fresh and it’s strong brand positioning and ongoing expansion, with Juhi Sharma Please give a brief background of the At present, the group has fi ve business divisions Heritage Group. under Heritage Foods Ltd. Th ese include dairy, Th e Heritage Group was founded in 1992 by retail, agri, bakery and renewable energy. Heritage Nara Chandra Babu Naidu, the president of milk products have a strong market presence in Andhra Pradesh’s Telugu Desam Party. Initially, Andhra Pradesh,Telangana, Karnataka, Kerala, Heritage was a well established dairy brand in Tamil Nadu, Maharastra, Odisha and Delhi. Its South India.