Increasing opportunities for the food and beverage sector

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PROCESS: Rasna is a home brand but it has also had success in over 40 countries. FDA regulations have the highest standards for exporting into a different country. What advice would you offer to your peers in achieving similar success?

KHAMBATTA: Firstly, the idea of overnight success needs to be thrown out the door. Any company who think only about gaining success in five or ten years will be disappointed with the amount of success they gain. It is important to remember that companies who have succeeded in becoming big names have done so over 30 to 40 years. Also, what is lacking in India is market research. Very few companies know the value of this tool and tend to copy MNCs or foreign companies. Another aspect to focus on is research and development. Although most trends take two to three years to develop, one needs to understand that consumer choices change every six months and hence it is important to stay one step ahead of the game. Essentially, what is required is that the industry not be made by compulsion but our duty to offer the best to our valued customers through customer centric focus on product quality and marketing.

PROCESS: You have a close association with the CII and are actively involved in industry affairs. What is your prediction for the food & beverage sector for the coming years? And what is CII’s vision for food processing in India?

KHAMBATTA: I am very optimistic about the sector and its growth. Big opportunities are arising. In a few years time, the food and beverage sector will be making full use of the ecommerce sector, wherein FMPG will be easily available over the internet. The market is offering immense prospects for expanding businesses.

CII’s vision is to make India a food factory of the world and the mission is to ensure that food processing plays a major role for rural India development the way IT did for Urban India.

I am chairing CII’s Food & Bev Tech ever since the inception of the business fair, which is a key event for Food Processing industry. While the international expo will showcase the latest new and emerging technologies for this segment of the industry, the simultaneous Conference Food & Bev Summit, to be held on 22 August, 2014, shall cover the new and emerging technology trends

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Increasing opportunities for the food and beverage sector