Peanut butter is one of those categories in India that is not of Indian origin, yet easy to manufacture, is shelf stable and is nearing Rs. 1000 Cr market worth soon!
>>How did peanut butter happen to India?
Peanut butter was introduced in India as an imported item. The first brand of peanut butter made in India was Prutina, by Girdhari Lal Bharech, who started it in 1962. Initially, soldiers in the Indian Army consumed it. Soon, it became popular among the urban masses.
>>What have the brands done right till now?
🥜1. The Indian Advantage: India is the second largest producer of peanuts and Gujarat produces the maximum amount. Most brand owners have gotten into their manufacturing around the highest-producing states for ease of sourcing and cost optimisation. Moreover, the technology used to produce peanut butter is simple and not capital-intensive.
From the consumer marketing angle – brands had to find the right sampling and consumption opportunities with the right positioning and communication strategy to make this part of the Indian consumers’ lifestyle.
🥜2. Building The Protein Story: The deficiency of protein in Indians is age-old. We are finding convenient, tastier, and affordable ways to consume proteins. Peanut butter fits the game rightly so.
Positioning towards fitness enthusiasts with the narrative around protein and showing versatile ways to consume around the right occasion (mostly breakfast and workouts) is an easy way to build the relevancy of this category for Indians.
>>Where is the future headed?
🥜1. Packaging Innovation – Would love to see peanut butter be the next convenient breakfast table spread and be available in single portion size chiplets like Amul butter in cafes.
🥜2. Savory Flavors – Peanut flavor can render itself to be blended with savory and spicy flavorful spreads – this way peanut butter can become a great snacking option too.
🥜3. Protein Fortification – Though healthy, peanut butter doesn’t have a high protein content. So how about spiking up the protein content in the product to meet RDA per serving?
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