At least half of the 2,000 tonne cheese consumed in India every month is eaten by Gujaratis alone, say firms marketing the dairy product.
Not just dhokla, khaman or fafda. Even cheese is extremely popular among Gujaratis. So much so that leading cheese marketing companies say of the total cheese consumed in India, at least 50% is by the Gujarati community.
The current average consumption of cheese in India every month is around 2,000 tonne of which 50% is consumed in western part of the country. “About 1,000 tonne of cheese is consumed only in Maharashtra and Gujarat. Even in Mumbai, the Gujarati community eats the maximum quantity of cheese,” said vice president (marketing) of Parag Milk Foods, Rahul Akkara. Parag Milk Foods, a Pune-based dairy company, launched shredded cheese with brand name of ‘Go Cheese’ in Gujarat on Thursday.
According to Akkara, Gujaratis are mostly vegetarians and they prefer cheese which gives high calorie. “In other parts of the country, people eat non-vegetarian food. But people in Gujarat and Gujaratis even outside Gujarat eat vegetarian food and prefer cheese,’’ he said.
In 2002, India consumed 7,500 tonne of cheese. “At that time, the market penetration was 1%, which increased to 5% in 2010 when the consumption went up to 21,000 tonne. In 2011, the market penetration is expected to rise to 7% when India will consume around 24,000 tonne in one year,” said Akkara, adding that the consumption will further increase to 34,000 tonne by 2015 when 11% of India’s population will be easting cheese.
Managing director of Gujarat Co-operative Milk Marketing Federation (GCMMF) which markets Amul brand of products, RS Sodhi, said that it was very much possible that Gujaratis are top consumers of cheese in India.
Of the total cheese sales in the country, Amul leads the market share with 60% followed by Britannia. ‘Go Cheese’ comes third with about 15% of market share.
“For our total cheese sales, Mumbai is the largest market followed by Pune and the third largest market is Ahmedabad. But even in Mumbai, it is found that cheese is much more demanded by Gujaratis,” said Sodhi.
Akkara said the eating habits of NRGs have influenced Gujaratis in India, thereby setting a trend. “The craze of NRGs for fast food like pizza and pasta made with cheese has influenced Gujaratis in India,’’ he said. He said this year the company’s market share is around 15%. “We are targeting to become the market leader of cheese in the country,” said Akkara. Parag Milk Foods has a capacity to process 40 tonne of cheese a day.
NEW ADDITION TO GUJARATI FOOD
-
In January 2011, India has consumed around 2,000 tonne of cheese
-
Of this, 50% has been consumed in western part of the country
-
Even in Mumbai, the Gujarati community eats the maximum quantity of cheese
-
Gujaratis mostly eat vegetarian food and they prefer cheese which gives high calorie
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
)
){kind=small}
){kind=small}
)
)
)
)
)
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}