Bakery Review (Oct- Nov 2013) -The Magazine for Bakery & Confectionery Professionals.

Oct-Nov ’13

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E D I T O R I A L

Publisher cum Editor

Rajneesh Sharma

rajneeshhammer@gmail.com

Associate Editor

Swarnendu Biswas Resident Editor

Sharmila Chand (Delhi) Ashok Malkani (Mumbai) Layout & Design

Hari Kumar. V Narender Kumar

Advertising Sales

Delhi: Debabrata Nath, Sumesh Sharma Mumbai: Rajesh Tupsakhare Subscription Sales

Dattaram Gangurde Director Sales

Sanjay Anand

Director Operations & Finance

Rajat Taneja

Editorial & Advertising Offices: Delhi:

Hammer Publishers Pvt. Ltd. 1202, Pragati Tower, 26, Rajindra Place, New Delhi-110008 Phone: 91-11-25854103 Telefax: 91-11-25854105 Mumbai:

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E-mail: hammerpublishers@vsnl.net © 2013 Hammer Publishers Pvt. Ltd. No article can be reproduced in part or as whole without prior permission of the Publisher.

Bakery Review is a bi-monthly magazine, printed and published by Rajneesh Sharma on behalf of Hammer Publishers Pvt. Ltd., 1202, Pragati Tower, 26 Rajindra Place, New Delhi. Printed at Swan Press, B-71, Naraina Industrial Area, Phase-II, New Delhi-110 028.

Annual Subscription rate within India is Rs. 450 and overseas US $110, for surface mail. Single issue is available for Rs. 90 in India and US $25 overseas. Cheques are payable to Hammer Publishers Pvt. Ltd. Editorial Policy : Editorial emphasis in Bakery Review magazine is on

educational & informational material specifically designed to assist those responsible for managing Bakery & Confectionery business.

Articles are welcome and will be published on the sole discretion of the editor.

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The Indian bakery industry has been experiencing impressive growth rate, which can be accounted by the huge increase in the number of nuclear families with working couples since the last two decades, and also due to the busy schedules of people these days. These two trends have combined together to leave little room for cooking elaborate meals and has been encouraging people to go for affordable, tasty and nutritious ready-to-eat options, a need which the bakery products in the market can easily and ideally cater to.

However, the bakery industry in India is not only going through a healthy growth phase, but it is also experiencing a healthy evolution, which is being manifested through the growing demand for healthy bakery products. This can be accounted by the increase in disposable incomes in select but sizeable pockets of urban Indian society during the recent years, and as well as due to the increasing health awareness across urban India, which in turn is primarily due to the growing incidence of a plethora of lifestyle diseases on the urban Indian population.

The growth in the bakery business and the preference towards healthy bakery products together has the potential to give an impetus to the business of ingredients used in bakery business, across the country, which include enzymes, flavours, emulsifiers and sweeteners among others. Frost & Sullivan, in a study pertaining to trend analysis of application of ingredients in the Indian bakery industry, observed that “the escalating demand for whole grain and high-fiber bakery products will also positively impact the bakery enzyme sector.”

Enzymes and many other ingredients help enhance the value of bakery products, which the bakers need very much in this age of innovation, experimentation and fierce competition. We have covered the high potential of application of some of the ingredients in the bakery business of India, in our Cover Story.

During the recent years, the consumption of chocolate products in India has shown marked increases. The industry is going through impressive growth, and chocolate products as gift items has been a happening trend in urban India for quite some time now. In the recent times, many high-end brands of chocolate products have also invaded the Indian market. The role of chocolate products in India is showing extension, and at the same time, customised chocolate creations embodying exquisite designs are making their presence felt across a niche market.

However, still the vast majority of chocolate market in India is accounted

by Cadbury India and Nestle, and still chocolate is primarily an urban consumption. The level of appreciation of chocolates among the chocolate consumers in India, by and large, still has a long way to go before it can be termed as evolved. We have discussed all these issues in our Business Story on the growing chocolate culture across urban India.

Besides these topical issues, we have managed to cover many other interesting vignettes of the Indian bakery industry between the covers of this issue, through information, opinions and analysis. I hope our esteemed readers would appreciate this endeavour.

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18 FOCUS

DEPARTMENTS

Creating Desserts for the Discerning

20 COVER STORY Ingredients with Promise

26 BUSINESS

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Events

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News Scan

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Profile

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Product Preview

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Interview

Bright Future for Dark Delights

32 INGREDIENT Cover Pix: Dobla BV

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Rise of Trans Free Fats and Oils in India

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Fi & Hi India 2013 Dairy Universe India & Sweet & SnackTec India

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he 8th edition of Dairy Universe India: International Exhibition on Dairy Processing, Packaging & Distribution Technology, Equipment & Supplies, and Sweet & SnackTec India: International Exhibition on Sweet & Snack Processing and Packaging Technology, Equipment & Supplies will be organised concurrent to each other during 10th- 12th December 2013 at the Gujarat University Convention and Exhibition Centre, Ahmedabad.

Over the years, both the exhibitions have become two of the most important platforms for the suppliers to the dairy, sweet, snack & confectionary manufacturing industry to showcase their latest technological offerings to ‘who’s who’ of the respective sectors.

As Gujarat is one of the major manufacturing hubs for sweets and snacks manufacturing, and a pioneer in operating dairy cooperatives and as sweets and snacks are a significant part of the food habits of the people of Gujarat, the state becomes the perfect place to host these trade fairs.

Over 150 companies will showcase latest technological offerings pertaining to the dairy, sweets, snacks and confectionary industry at the event. There would be exhibitor participation from around 16 countries. Live demonstration of machines and equipments, concurrent seminars on focused topics will be highlights of the event.

The concurrent seminars at the event will be a two day seminar during 10th-11th December 2013, with the theme ‘Quality Initiatives in Dairy Value Chain (from Producer to Consumer)’, which will be organised by Indian Dairy Association —Gujarat State Chapter and Mansinhbhai Institute of Dairy & Food Technology, in association with Koelnmesse YA Tradefair Pvt. Ltd. The concurrent seminars will also include a one day seminar on 11th December 2013 with the theme ‘Emerging Global Trends in Ice Cream Industry’. It will be organised jointly by the Indian Ice Cream Manufacturers Association (IICMA) and Koelnmesse YA Tradefair Pvt. Ltd. For further details, please visit: www. dairyuniverseindia.com / www.sweetandsnacktecindia.com

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The Right Platform for the Indian F&B Industry

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ndia is fast emerging as one of the most sought after destinations for food investments. As per a finding by the Government of India, the Indian food industry is currently growing at an annual rate of 13 percent and is valued at 135 billion USD; this number is estimated to reach 200 billion USD by 2015.

The impressive growth in the Indian food and beverages industry has greatly contributed to a broad range of leading local, national and international ingredient suppliers to showcase their products and solutions at Fi & Hi India 2013, which was held at Bombay Convention and Exhibition Centre, Goregaon, Mumbai, during 3rd – 5th October 2013. The event was organised by UBM India. Here it deserves a mention that launched in 2006, Fi & Hi India has been a major driving force behind India’s processed food sector.

Joji George, Managing Director, UBM India, said, “Today’s global consumers are demanding food and drinks which are low in salt and calories, consisting of fibre, are sustainably sourced and above all involve use of natural preservatives.

In order to suit the changing tastes of the consumers and to be a platform for a varied range of product enhancements and ingredient solutions, UBM India has presented Fi & Hi India 2013.” “This specialised food ingredients event focuses on innovation and consumer trends, providing a platform for key professionals from around the world to link to the exciting Indian market,” he pointed out.

Fi & Hi India 2013 was inaugurated by Tariq Anwar, Minister of State for Agriculture and Food Processing Industries, Government of India. Also part of the ceremony were dignitaries such as Ajit Singh, Chairman, ACG Worldwide; Piruz Khambatta, CMD, Rasna International; Chitranjan Dar, CEO, ITC Foods; and Dr. Kalyan Goswami, Secretary General, AIFPA. During his inaugural address, Anwar said, “In the emerging global scenario, to meet the needs of the booming food processing sector, it is important that India gears itself to meet the domestic as well as international standards.

The Indian food industry is currently employing 13 million workers and the companies in the food sector contribute 13 percent of the country’s exports. The Government of India is setting up food testing laboratories, storages, etc. for processing food ingredients to ensure food safety. Fi & Hi India 2013 is giving companies a platform to showcase their innovative techniques and solutions in the food processing industry.”

The 2013 edition of Fi & Hi India 2013 had several features which provided both regional and global food professionals with the opportunity to learn about the latest industry developments, and meet new business prospects.

This edition of the event presented three days of premium onsite seminars, addressed by internationally renowned industry gurus such as Prabodh Halde (Marico), Dalbir Wariah (ITC Foods), C.M.Reddy (British Biologicals), and Vijayabhaskar Reddy (Dabur India).

The eighth edition of the event was supported by AIFPA (All India Food Processors’ Association), HADSA (Health Foods and Dietary Supplements Association), Association of Food Scientists and Technologists of India — Mumbai Chapter (AFSTI), Society of Indian Bakers (SIB), and Pharmexcil (Pharmaceuticals Export Promotion Council of India, set up by the Ministry of Commerce & Industry, Government of India).

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Spreading Awareness on

European Gastronomy

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etween September and October 2013 the van of the European Wellness Parade was again seen on the Indian roads, with the aim of spreading awareness about the Mediterranean diet and the qualities of the European food & beverage products among Indian end consumers.

The caravan was stationed in Pune on the 22nd and 23rd of September. It continued its travel to Mumbai, where it stayed on the 28th and the 29th of September. The caravan’s tour was culminated in Panjim (Goa), where it stayed on the 5th and 6th of October. Visitors participated in five different and interactive activities, each of them related to one of the five senses. Games attracted the attention and participation of people from all ages One can say that these road shows were innovative ways of introducing the Mediterranean diet to the Indian consumers.

This activity, which has already been introduced in six different cities in India, is part of the program named European Quality Food: Eating With Your Five Senses, a programme financed by the European Commission, the Spanish Ministry of Agriculture, Food and

BAKERY REVIEW

EVENTS’ CALENDER HBF 2013 15-17 November 2013 HITEX Exhibition Centre, Hyderabad www.hbf.co.in Hotel Expo 2013 20-22 November 2013 The Venetian Macao www.hotel-exhibition.com Sweet and SnackTec India 2013 10-12 December 2013 Gujrat University Convention & Exhibition Centre, Narangpura, Ahmedabad www.sweetandsnacktecindia.com Fine Food India 11-13 December 2013 Pragati Maidan, New Delhi www.finefoodindiaexpo.com Hotel Investment Forum India 14-15 January 2014 The Leela Kempinski Gurgaon www.hifi-india.com

Environment and FIAB — the Spanish Food and Drink Industry Federation.

This above-mentioned program has a double approach as it targets both the end consumers and F&B professionals in the country. This is a multi-product promotional programme which begun in March 2012 with a budget of more than a million Euros for the three foreseen years of duration. Each year five activities are organised that target different identified consumer profiles. Here it deserves a mention that this promotional programme has been developed while taking into account the identified potential that the Indian F&B market presently has.

The program has three main goals: They are to increase the awareness about European food & beverage products in India and emphasise on the value of the European gastronomic culture, with a particular emphasis on the Mediterranean diet, in India.

The logic of the programme is based on the premise that a deeper familiarity with the European gastronomic culture in India will increase the consumption of European food & beverage products in the country and eventually, it will facilitate the exports for the European food and beverage industry to India.

The other objective of the program is to increase the desire to consume European food & beverage products and create a good positioning of the same among targeted consumers in India. The program is also guided by the objective of increasing the knowledge among F&B professionals in India on European gastronomy and European food & beverage products.

Here it deserves a mention that the European Union is nowadays one of the main suppliers of food products in India and its different cuisine traditions have indeed a very good reputation in the country.

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Aahar 2014 10-14 March 2014 Pragati Maidan, New Delhi www.aaharinternationalfair.com HOSTECH by Tusid 12-16 March 2014 Istanbul, Turkey www.hostechbytusid.com EDT Expo 27-30 March 2014 Istanbul, Turkey www.cnredtexpo.com Hotelex 2014 31 March - 03 April 2014 Shanghai New International Exhibition Center, Shanghai, China www.hotelex.cn Alimentaria 2014 31 March - 3 April 2014 Fira de Barcelona, Barcelona, Spain www.alimentaria-bcn.com

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Tata Starbucks Celebrates its First Anniversary in India Tata Starbucks Limited, the 50/50 joint venture between Starbucks Coffee Company and Tata Global Beverages Limited, is celebrating its first anniversary in the Indian market.

To celebrate its Indian journey, the company has created a special India sourced coffee, aptly named India Estates Blend, as a tribute to its customers, partners, coffee producers and roasters.

“We are delighted to celebrate our one year anniversary in India and introduce in our portfolio for the first time a whole bean coffee that is sourced, roasted, packaged and sold in India,” said John Culver, Group President, Starbucks China and Asia Pacific, Channel Development and Emerging Brands. “We have a long-term commitment to work closely with the coffee growing communities where we do business and to elevate the awareness of high-quality arabica coffee in India. This is a proud moment for our partners as we honour India’s long-standing coffee heritage and commemorate this historic milestone in the early days of our India journey,” he

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pointed out.

“As a tribute to our customers, partners and the coffee growers and roasters here in India, we are very proud to launch India Estates Blend, which has been developed thoughtfully along with Tata Coffee, specifically for the Indian market,” said Avani Davda, CEO, Tata Starbucks Limited.

India Estates Blend captures the essence and rich heritage of the Indian coffee history and draws inspiration from the finest arabica beans which have been carefully selected from Tata Coffee’s estates, spread across Coorg and Chickmagalur This country-specific blend creates a fine balance between herbal and chocolate notes; perfect for sharing with friends and neighbours. The blend’s packaging has been carefully created to reflect the nuances of traditional Indian designs.

Here it deserves a mention that Starbucks entered the Indian market in October 2012 and currently operates twenty five stores in India across Mumbai, Delhi NCR and Pune. Starbucks stores are operated by the joint venture, Tata Starbucks Limited, and branded as Starbucks Coffee - “A Tata Alliance.”

Britannia Shows Huge Escalation in Net Profit for Q2 The net profit for the second quarter of the Britannia Industries has escalated by 65.7 percent, as compared to the net profit of the company during the same period of the last financial year.

The company’s consolidated net profit for the second quarter of the ongoing financial year reached Rs.97.7 crore, whereas during the same period (during the second quarter) of the last financial year, Britannia Industries’ consolidated net profit was only Rs.59.02 crore. The second quarter of the current financial year (July-September quarter) ended on 30th September 2013.

Here it deserves a mention that during this financial year, Britannia Industries has registered a second consecutive increase in its quarterly profit. Increase in sales and margins could be attributed to the huge growth in net profit of the company during the current financial year’s Q2, as compared to the corresponding period of the last financial year.

The net sales of the food products conglomerate also experienced an escalation of 12.82 percent during the second quarter of this ongoing financial year, as compared to the corresponding period in the last financial year. In the current financial year’s Q2, the Britannia Industries’ net sales reached Rs.1740.48 crore as compared to Rs.1542.67 crore in the Q2 of the last financial year. All these impressive figures indicate a good demand for quality bakery and snacks products in India.

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Sresta Comes With Organic Cookies Hyderabad-based Sresta Natural Bioproducts Pvt. Ltd, an integrated organic food company encompassing farming, processing, R&D, exports and domestic retailing, has launched a whole new range of organic cookies under its brand 24 Mantra. The introduction marks Sresta’s entry into the snack category in India. 24 Mantra Organic Cookies will be available across India at all the leading retail outlets including exclusive 24 Mantra Organic Stores (in Hyderabad).

Made from 100 percent whole grains and totally devoid of maida and trans-fats, the organic cookies launched by 24 Mantra come in four different seasonings and delicious flavours — Fruit n Nut, Ginger Snap, Spice n Nut and Cashew Rich. Priced at Rs.90 for 150 gm, these organic cookies are endowed with multigrains — whole wheat, sorghum, rice, little millet, foxtail millet, and flax, which make them nutritious and healthy.

Speaking on the occasion of the launch of the organic cookies, Rajashekhar Reddy Seelam, Founder and MD, Sresta Natural Bioproducts Pvt. Ltd., said, “With no maida and trans-fats, the cookie is a healthy option for people from all age groups. We hope people will like our new product and help us bring more such products for a healthy lifestyle.”

“Sresta has been continually adding healthy food items to

its kitty and organic cookie is something which we wanted to bring for our customers since long. The ingredients have been selected with utmost care so that we can provide a healthy food item to our customers. Our aim is to come up with a range of organic snacks so that people can enjoy healthy food.

We also intend to highlight the benefits of such food items so that more people can adopt to the safer and better alternative of organic food over conventional food products, “explained N Balasubramanian, CEO, Sresta Natural Bioproducts Pvt. Ltd. One can hope that these organic cookies can make the tea time of a section of people who can afford these cookies a time for healthy break. These cookies can be also used to satiate bouts of hunger pangs between meals in a healthy manner.

A Bright Future for the Indian Food Additives Market According to Frost & Sullivan’s recent study titled Analysis of Indian Food Additives Market, from $484.2 million in 2012, the market revenues of the Indian food additives market are expected to reach $897.7 million in 2017.

The study notes that “Changing lifestyles and hectic work schedules have spawned a large market for processed and packaged convenience foods. The booming organised retail sector further extends the reach of processed foods.”

According to the study, change in eating habits and the frequent introduction of new products and product lines, particularly in the functional food and beverage market for lowfat, low-calorie products, spells growing opportunities for the food additives market in India.

The study covers the food additive classes of flavours, colours, preservatives, emulsifiers, stabilisers and sweeteners.

Among these segments, flavours account for 47 percent of the market; sweeteners contribute the least, by growing at the rate of 25 percent. However, sweeteners market is expected to become increasingly popular in the coming years.

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“The additives industry in India is veering towards natural emulsifiers and nature-derived colours,” said Frost & Sullivan’s Chemicals, Materials & Foods Research Analyst, while adding that “This change in preferences emanates from the increasing health consciousness among Indians.”

However, natural food additive manufacturers in India find it difficult to source raw materials due to the lack of centralised supply chain system and presence of multiple sourcing points.

The study finds that participants can forge partnerships with cooperatives and invest in contract farming to counter this issue.

Such strategic alliances and joint R&D could also lower the prices of nature-derived products and lead to customsed premixes with application specific combination of flavours, colours and other additives for clients.

“Ironically, certain government policies could stifle innovation,” noted the analyst. “For instance, the Prevention of Food Adulteration Act (PFA), which governs the food additives segment, permits only certain colours that are certified by the Bureau of Indian Standards (BIS),” the analyst observed.

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PepsiCo Announces Huge Investment for India PepsiCo, Inc. has announced plans for the company and its partners to invest Rs. 33,000 crore in India between the present time and 2020. Making the announcement, PepsiCo’s Chairman and Chief Executive Officer, Indra Nooyi said, “India is a country with huge potential and it remains an attractive, high-priority market for PepsiCo. We have built a highly successful business in India over the course of many years, and we believe we have only scratched the surface of the long-term growth opportunities that exist for PepsiCo and our partners.” Since its entry in India in 1989, the company has till now made an investment of $2 billion in India.

Indra informed that this huge investment would be directed towards manufacturing, agriculture, infrastructure and innovation. The power lady also informed that PepsiCo’s investment plans in India would not be affected by the results of the upcoming elections.

Here it deserves a mention that India currently represents one of PepsiCo’s largest markets globally. This Rs.33,000

crore investment is expected to further strengthen and expand PepsiCo’s capabilities in India, in various strategic areas, which are innovation, manufacturing, infrastructure and agriculture. As far as manufacturing goes, PepsiCo and its partners plan to expand their production capacity in India to more than double the current levels by 2020.

Regarding innovation, PepsiCo will continue to expand the range of food and beverages in its portfolio to cater to the wide and evolving needs of Indian consumers.

On the infrastructure front too PepsiCo has important plans for India. PepsiCo and its partners plan to ramp up selling and delivery infrastructure throughout India, with a particular focus on rural market expansion. As part of this strategic initiative, PepsiCo will work with its partners to deploy new technologies designed to enhance service to retail customers and increase efficiency across go-to-market systems.

Furthermore, resources will be allocated to expand PepsiCo’s well-known collaborative farming program, which provides farmers with access to good quality seeds, technical agronomic expertise, bank loans and crop insurance. This program currently reaches 24,000 farmers, positively impacting their income and social standing in addition to strengthening the reliability and quality of PepsiCo’s supply chain.

Parle Agro Re-enters the Carbonated Soft Drinks Market Recently, the FMCG giant Parle Agro has reentered the carbonated soft drinks segment after nearly two decades, with Café Cuba. It is probably the first coffee-flavoured carbonated beverage of the country. The drink smoothly combines the flavour of roasted coffee beans with strong carbonated fizz. It is a soft beverage targeted towards consumers with more evolved tastes.

The product is currently available in 250ml cans and is priced at Rs.20. Presently, the product is present across the general trade/retail segment and will soon be visible in modern trade outlets, corporate and college canteens, multiplexes, airports, bars/ clubs and restaurants. Parle Agro expects this newly launched coffee drink to register sales of Rs 1000 crore during the first 12-18 months of its launch. Presently, the carbonated soft drinks market in India is Rs.15,000 crore, where Café Cuba is likely to make an impact in the near future.

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Carat to Enhance the Feel of Chocolate Puratos, a global player in ingredients for bakery, patisserie and chocolatier markets, did announce Carat as the product of the month for Oct 2013. Engineered in Belgium, Carat, a brand new offering from Puratos, is a unique product made to give an extra chocolaty touch to patisserie, bakery, biscuit, ice-cream and chocolate creations. Its exquisite cocoa taste facilitates to give a wonderful effect to the preparations it has been used in. Carat is a compound chocolate with great taste experience, thanks to the intense flavour of the specially selected cocoa powders.

Here it deserves a mention that Puratos India has launched close to 75 products in the span of five years in India and will continue to grow the portfolio. Puratos sells products in over 100 countries around the world.

“Along with Carat’s remarkable taste, the efficiency of the Puratos India team was also responsible for its successful entry into the Indian market. Another advantage of Carat to the Indian consumers is reasonable pricing. To reduce the cost price, Puratos India imports premium quality raw material and manufactures the product locally in India at their state-of-the-art R & D unit, while maintaining its quality,” explained Dhiren Kanwar, Country Head, Puratos India.

By doing so, Puratos India has given a perfect solution

to those customers, who are ready to upgrade their product quality, but are price sensitive at the same time. Also, those customers who never compromised on the quality can get quality products, but at a reasonable price.

Kamani Oils Launches its Lite Range of Products Oils and fats constitute crucial ingredients in any food application and facilitate to make food healthy and tasty. Their role in the bakery industry also cannot be overemphasised. Kamani Oils has been consistently presenting a wide range of oils and fats to cater to the customers’ needs. Recently, adding to their wide product range, the company has launched the Lite range. This range consists of Foodlite, Puffl ite and K-Lite.

The R&D team at Kamani Oils has come up with a culinary oil named Foodlite. This oil can be used for frying and cooking without compromising on the health factor.

Some of the key features of Foodlite are low absorption, high smoke point, non greasy, healthy and enduring shelf life.

Puffl ite on the other hand is a trans free bakery shortening, that can withstand high ambient temperature and is characterised by excellent plasticity. An ideal option for healthy khari/puff products, Puffl ite can contribute towards better taste and volume of the products along with adding to their nutritional value due to its zero trans and zero cholesterol attributes.

Kamani Oils’s K-Lite is a premium trans free aerated multipurpose shortening. It can be used to create a wide range of baking products right from cupcakes and cakes to biscuits, brownies and icing. This healthy and cost saving option can come across as an ideal replacement for margarine.

Commenting on these launches Prakash Chawla, Director, Kamani Oil Industries said, “We at Kamani Oil Industries consistently work towards delivering better, healthier and customised oils and fats for food and related industries. The Lite range consists of three main products that can be used

by Chefs across the country to obtain palatable, visually appealing and healthy food products. We are sure that the products of this Lite range will be well received.”

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Giving Shape to Baked Creations Recently Bakery Review got an opportunity to have a brief conversation with Binu Varghese, the Managing Director, AB Mauri India Pvt. Ltd. where various aspects of AB Mauri India Pvt. Ltd. and as well as the Indian bakery industry were discussed upon. The excerpts of the interview follow: Kindly give a brief glimpse about your products range Headquartered in Bangalore, we are one of the largest producers and distributors of fresh yeast, other bakery ingredients, spices and other functional ingredients in India. We facilitate in giving shape to the baked creations, and fostering the bakery operations across the country.

Various types of compressed and as well as dry yeast, a wide range of bread improvers, various types of bread premixes, cake mixes, cake gels/cake improvers, egg-free products in premixes form are only some of the impressive range of products which we offer to the industry. For the food industry as a whole, we have an exhaustive range of Spice blends, Flavours, Seasonings and Kularomes in our ambit. One can say that AB Mauri India can serve as a onestop supplier for your baking needs.

Can you define the company’s signature brand named TOWER? Our signature brand TOWER™ reflects impeccable quality and consistency and has been a trusted partner to bakers around India for many many years now.

Which are the sectors does AB Mauri India cater to? What is/are your company’s strong point/s that has/have contributed to its success story?

Our huge clientele includes hotels, quick service restaurants, craft bakeries, pizza and burger outlets and also large and as well as small industrial units. The home bakers have started reaching us in a big way.

Maintaining impeccable quality in production and customising products according to taste preferences are our strong points. We are committed to studying the consumer needs and desires closely and transform them into product

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Besides these, we also have expert bakers who will come and help to fine tune recipes and develop new recipes and also trouble shoot for the bakers in their bakery.

concepts, ready for commercialisation.

The knowledge and expertise of our food technologists in the yeast and bakery ingredients industry is also a point that has greatly contributed to our success story.

How do you perceive the potential of bakery industry in India?

The bakery business has an extremely promising future in the country. In the present day India, bakery products are no longer perceived only as the sick men’s diet, but are increasingly partaken as regular ready-to-eat options. As a result of various socio-economic factors, over the years, the consumption of bakery products in the country has increased manifolds. The present socio-economic situation with a huge population of working couples having less time for cooking demands a great role for readyto-eat bakery products, and fed by this demand the bakery products industry and the bakery ingredients industry are only expected to grow further, in the country.

Kindly throw some light on the infrastructural strength of AB Mauri India Presently we have three yeast plants, which are located at Chiplun in Maharashtra; at Kalyani, which is located in the vicinity of Kolkata; and at Sikandrabad near Delhi. Our bakery ingredients are manufactured at Chiplun and Flavours & Seasonings are manufactured in Bangalore. We also manufacture Spices at the Cochin Spices unit in Kerala. Our Innovation Centre in Bangalore can be construed as the life line for all product innovations in our company, and reflects on our deep commitment to continual research.

Our marketing infrastructure complements our production infrastructure. We have a fairly impressive distribution and dealers’ network in place that effectively covers the nook and corner of the country.

What are the evolving trends in the Indian bakery industry?

The range of bakery products consumed by urban India is showing marked increase. Take the case of our TOWER™ brownies, muffins and donuts. They were alien to our eating out culture some years ago, but now they are attracting the youth segment of our country. Also whole wheat bread, multigrain bread, focaccia have become a part of breakfast tables across pockets of urban India.

Moreover, as Indians are eating out a lot more than they were doing say a decade ago, the demands on the industry pertaining to quality, food safety, enhanced packaging for shelf life and food conservation are continually on the rise. In fact, these challenges are relevant to the entire Indian food service industry, which also includes F&B options in hotels.

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Creating Desserts for the Discerning

By Sharmila Chand

Aarti Gupta is the proprietor of Wicked Desserts, a catering outfit based out of Vasant Vihar in New Delhi, where chocolates play a crucial role. She is a Patisserie Chef from the Le Cordon Bleu, London.

She has stayed for short and long durations in more than 25 countries across the globe and has interned with several top food establishments in Europe including Pascal’s in Norway, Gateau, the leading bakery in Stockholm, Sweden, Sally’s in Gamla Stan, Sweden, etc.

She has also completed a professional level Sugar Craft Course from Squires Kitchen International, School of Sugarcraft and Cake Decorating, UK and a short cuisine course at Leiths School of Food & Wine, London. At the same time, she happens to be a qualified chartered accountant.

In 2006, she came up with Wicked Desserts, and within a span of seven years she has managed to build a successful client base, which includes several multinational corporations, government agencies, restaurants as well as some top bulk caterers in the NCR. “I was supplying desserts to all restaurants of the Mamagoto chain for three years till they started their own bakery,” informed Aarti. On the retail side, Wicked Desserts provides desserts for big parties, birthdays and weddings. “We have been regularly supplying chocolates for weddings in Delhi, Kolkata, Mumbai, Udaipur and Jaipur,” said the enterprising entrepreneur. The excerpts of an interview follow: What is the current trend/s in the Indian bakery industry?

Nowadays, people are moving towards more sophisticated and delicate desserts.

Bite sized desserts are being preferred over big slices.

I think today the Indian baking industry has matured a lot. With the increase in foreign travel as well as the inflow of so many expats from all over the world to India, the customer demand is getting directed towards variety and genuinely high quality products.

I see a distinct shift in consumer preferences from the all time favourite pineapple and black forest pastries to cheesecakes, red velvet cakes, baklavas (a popular middle-eastern sweet). In India,

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bakeries are seen using authentic ingredients to get the best possible flavours.

How did you start baking? Who was/were your inspiration behind your culinary career?

I had a passion for cooking since a very early age. Coming from a family of foodies, I think my passion for good food came naturally. I think my mother has been a great inspiration for me, towards pursuing my passion for and career in cooking. I used to read up books and try different recipes during my teenage years.

To take my passion for baking to the next level, I pursued a professional course and worked under some very experienced European Chefs.

What do you specialise in and what are your hot selling bakery items?

Some of the items I do specialise in are dark chocolate mousse gateaux, liqueur cakes, After Eight and cheesecakes in several flavours. Apart from cakes, I also specialise in handcrafted designer artisan chocolates and offer turnkey solutions in packaging and gifting for the festive season, wedding favors, baby announcements, and corporate gifts, etc. My cocoa dusted nuts, French almond florentines, pralines are my best sellers.

How do you define yourself as a baker?

I am a food purist and like to prepare

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BAKERY REVIEW my creations in their original style and form. Maybe this comes naturally, as I was being trained in a French school and

by French Chefs.

What is/are your strength as a baker?

I think my strength is my ability to innovate for all my clients. I have some clients who have been with me since the beginning of my career and I always try and offer them something different.

How do you take care of the health factor?

Yes, increasingly people are demanding sugar free cakes and chocolates. I also do provide cheesecakes and chocolates in sugar free version.

What are the top challenges in bakery profession these days, in the Indian bakery industry?

Nowadays, there are sizeable numbers of customers who want distinctive products periodically, and are ready to pay premium prices for them. Hence

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today bakers have the challenge to keep updating their skills and knowledge to service their clients.

Moreover, we are witnessing rapid increases in the number of baking units along with increase in the number of home bakers every year. Products are now available at all range of prices, quality and locations. This increased competition in the Indian bakery industry is a challenge.

I think there is a scarcity of well disciplined personnel in the Indian bakery industry, who are reliable and conscious of maintaining the quality of the products they make, and this is another challenge for the industry.

What do you like about your enterprise?

I love the fact that I am following my passion and therefore I enjoy every bit of my work. The scope of creativity and the wide range of customisation opportunities according to my clients’ specifications that my profession provides for, greatly interests me.

What you don’t like about your job?

This profession is extremely seasonal.

Summers are lean, but August onwards with the start of the festivals and wedding session, it gets extremely busy. So in that sense there is really no balance of work load throughout the year in my profession, which I don’t particularly like.

How do you advertise for your enterprise?

My publicity is through the word of mouth.

What are you passionate about besides baking?

I like to try my hand on different kinds of cuisines. In fact, I have interned at an Italian restaurant as well. Besides that, I love photography and travelling.

Lastly, what is your mantra for success?

My mantra for success is maintaining quality, not compromising on ingredients, and constant innovation.

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Ingredients with Promise

The essence of life is change. Bakery industry has also been undergoing changes since its inception in the Babylonian era. Though the main ingredients did remain the same, new products and new techniques have been introduced from time to time as the requirements and demands of the public changed with the times.

However, these days ingredients in bakery business are undergoing changes. Today, people are becoming health conscious and consequently colour additives, sweeteners, fats and leavening agents are all undergoing transformation. A new market is developing and growing for bakery ingredients. And India is no exception to this trend.

Ashok Malkani finds that the bakery industry, which is driven by culture and taste buds, is witnessing a significant evolution in India, where the youth is now realising the value of healthy products, and where globalisation and the growing incidence of nuclear families have influenced food consumption habits in the country. Today frequent innovation has become necessary for growth in the Indian bakery business, which also includes innovation in the ingredients.

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to awareness towards healthy bakery products. The development of new products in keeping with the trend towards healthy bakery products is also getting evident in the Indian bakery industry. A nutrition expert expressed the need for more research and development for innovative and healthy bakery products, in order to meet the diverse needs of the consumers.

However, those consumers who are opting for healthy bakery products are not willing to discard taste for health, and are looking at bakery products which amalgamate taste and health. This demand for new bakery products is likely to induce the Indian bakery industry to update its information, ingredients and technology. Succinctly, now the bakery industry of India needs to increase the inherent value of its products to cater to the needs of the discerning new-age consumers.

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akery business is an important segment of the food processing industry.

According to the report titled Indian Bakery Industry (2011-2015)

by Research and Markets, which was published in February 2012, the Indian bakery industry did achieve the third position in generating revenue among the processed food sector. According to the same report, the market size for the Indian bakery industry was pegged at 4.7 billion USD in 2010, and it is expected reach 7.6 billion USD by 2015.

Character of the Industry In India, bakery business largely comprises of breads and biscuits and is predominantly unorganised in character.

Only about 1.3 million tonnes of the total 3 million tonnes of bakery products produced in the country are accounted for by the organised sector. Breads and biscuits constitute the major baked foods in India, comprising more than 80 percent of total bakery produce in the country. In fact, India happens to be the second largest biscuit producer in the world, with only the US being ahead of us in this regard.

However, the above-mentioned report noted that the per capita consumption

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Enzymes to Spread of bakery products in India was one to two kg per annum. This happens to be significantly lower than the advanced countries where consumption of bakery products is between 10 to 50 kg per annum. However, the report finds that the growth rate of bakery products has been tremendous in the both urban and rural areas of the country. Therefore the potential for growth in the Indian bakery business, especially in these times when people are increasingly looking for affordable and healthy ready-to-eat options, is quite high.

No wonder, the Indian bakery industry is experiencing an impressive growth rate that ranges between 13 to 15 percent per annum. However, still the industry is at a developing stage if one compares it with the bakery industry of developed countries. Today, there is a strong consumer preference in urban India towards healthy bakery products, which can be accounted by the growing health consciousness and the paucity of time for cooking food across segments of urban India.

The use of enzymes can help in enhancing the value of bakery products.

Though enzyme use in bakery products is over 100 years old, but for the last two decades the use of enzymes in bakeries has increased. Acting as catalysts, enzymes facilitate chemical reactions which without enzymes would require much greater time or energy to initiate.

The enzymes can not only quicken and improve the baking process, but also facilitate the bakers to optimally use their raw materials, which translates into better economics of production and customer satisfaction.

With the increasing demand for healthy bakery products, enzymes are expected to assume a greater role in the Indian bakery industry. “The food

A Healthy Trend Besides growing incidents of an array of lifestyle diseases, education and information through television and globalisation have also contributed

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BAKERY REVIEW group estimates that the market for flavours in India would grow from 234.4 million USD in 2009 to 380.6 million USD in 2014.

Emulsifiers Show Potential Emulsifiers is another ingredient that is having an expeditious growth. Emulsifiers are primarily used for providing texture and stability to bakery & confectionery, convenience food, dairy products, meat products, and other food products.

The global food emulsifiers market is a promising segment within the food ingredients market. Food emulsifiers market is considered to be the fastest industry is riding on a health wave; an increase in consumer awareness about health concerns has led to most of the bakery products being augmented with health benefits from fiber and whole grains,” noted the analyst of the Frost & Sullivan’s research report titled ‘The Trend Analysis of Ingredients Applications in Indian Bakery Industry’, which was published in November 2008. “However, the addition of whole wheat and fibers disrupts the gluten network, which could lead to processing difficulties, changing organoleptic properties and causing quality issues,” he observed. These problems can be overcome with the use of enzymes that interact with the gluten network, strengthening and stabilising the dough during processing, baking, and proofing.

Thus, the escalating demand for whole grain and high-fiber bakery products will also positively impact the bakery enzyme sector, observed Frost & Sullivan.

According to the report, ‘Food Enzymes Market By Types (Carbohydrase, Protease, Lipase), Applications (Beverages, Dairy, Bakery), Sources (Microorganisms, Plants, Animals) & Geography - Global Trends & Forecasts To 2018’, the global food and beverage enzymes market is estimated to reach 2,306.4 million USD by 2018, by growing at a CAGR of 8 percent from 2013 to 2018. In 2012, North America led the global food enzymes market with a share of 35 percent in value-terms, followed by Europe (29 percent), and Asia-Pacific (24 percent).

The report also observed that globally bakery is the largest application market

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for enzymes, as enzyme use improves dough stability, crumb structure and shelf life of end products. Wide use of enzymes in cheese processing drives the use of enzymes in the dairy industry, which, according to the report, is the second largest application market for enzymes followed by the beverages industry. The report stated that Brazil, South Africa and India are some of the emerging markets for food enzymes.

The Flavours of Baking The role of flavours in the bakery industry cannot be overemphasised and in this age where innovation is playing a huge role in the bakery industry of India, the role of flavours in India’s bakery industry is likely to be accentuated in the years to come.

The huge potential for flavours’ market in India has probably induced the Japanese flavour giant Takasago International to increase its presence in India. Takasago International (Singapore) Pte. Ltd., the regional subsidiary of Takasago International Corp., has invested about 10 million USD to set up its manufacturing and research facility in Chennai. “Since India is a unique and very cost competitive market with great growth potential, and as the company had a minimal presence here, it became necessary to have a larger presence in India, including manufacturing capabilities,” said Rajendra Ghogale, Managing Director of Takasago International India.

According to IAL Consultants, India is poised to emerge as the fastest growing market in Asia for flavours. The research

growing segment of food additives market due to the growing trend towards reducing fat content in food products.

This global trend is also becoming very much visible in the Indian bakery industry, and thus the role of emulsifiers is only expected to increase in the Indian baked products, in the near future. In fact, bakery and confectionery segment has dominated the demands for food emulsifiers globally.

According to a report titled ‘Food Emulsifiers Market By Types ( DiGlycerides & Derivatives, Lecithin, Sorbitan Esters, Stearoyl Lactylates & Others), Applications (Bakery & Confectionery, Convenience Foods, Dairy Products, Meat Products & Others) & Geography – Global Trends & Forecast To 2018’ the global food emulsifiers market is expected to reach 933.4 KT by 2018, due to increasing demand for emulsifiers. The report also observed that the Asia-Pacific region and other developing economies are expected to dominate the global market for food emulsifiers over the coming years.

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Food Emulsifiers: Market Volume, By Types, 2011 – 2018 (KT)

oils and fats for different applications in the food industry.”

Sweetness without Sugar

Source: MarketsandMarkets Analysis

The global food emulsifiers market was 2,108 million USD in 2012 and is expected to reach 2,858.6 million USD by 2018, growing at a CAGR of 5.2 percent from 2013 to 2018. The flourishing food & beverage sector across the globe will drive the market for food emulsifiers.

The Big Fat Issue The fat and oil or rather their reduced usage are also expected to play crucial roles in the fast evolving Indian bakery industry. There are growing concerns about the potential health affects of trans fatty acids (TFAs). Saturated fats are thought to be less damaging because they elevate both the ‘bad’ and ‘good’ types of cholesterol. Along with the rising awareness of the ill effects of TFAs, efforts have been made by the Indian bakery industry to reduce oil usage. At the same time, attempts have been made by oil companies to come out with oils which are health-friendly.

Understanding the concern of the bakery industry about their reluctance to use FTAs, Kamani Oil Industries Pvt. Ltd. has recently launched its latest product K-Lite for the bakery industry in India. K-Lite, according to the company, is a trans-free aerated multipurpose and multi-functional bakery shortening which finds application in various bakery products. It performs better than most of the commercially available margarine or bakery shortening.

The product is an emulsified bakery

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shortening which is bland to taste and is completely odourless, hence the products made from K-Lite tend to taste good.

The creams made from K-Lite have a rich and a creamy taste. The company states that the creams made from K-Lite appear whiter, lighter and shinier compared to creams made from commercially available margarines. Prakash Chawla, Director of Kamani Oil Industries Pvt. Ltd. said, “To cater to the needs of the modern consumers and promote healthy eating habits especially amongst the kids, we have developed apart from K-Lite bakery shortening, a range of trans free

Another ingredient that has great potential in the Indian bakery industry is the sweetener. In fact, the global market for sweeteners is also estimated to appreciably grow. According to the research report titled ‘Sugar Substitute Market - By Types (HFS, HIS & LIS), Subtypes (Stevia, Sorbitol, Tagatose, Aspartame, Saccharine, Sucralose, Xylitol & Others) & Applications (Healthcare & Personal Care, Beverage & Food) - Global Trends, Forecasts to 2018,’ the global sugar substitute market, which was estimated at 10.5 billion USD in 2012, is expected to increase to 13.7 billion USD by 2018, with 4.5 percent CAGR for the forecasted period.

Sugar substitute products regulate the sugar intake by consumers and hence, play an important role in the health and well-being of an individual.

In these health conscious times, their importance in Indian bakeries cannot be overlooked. In a country where according to International Diabetes Federation 61 million people between 20-79 are suffering from diabetes, the role of natural sweeteners in bakery industry shouldn’t and couldn’t be ignored Stevia is a natural sweetener that has generated considerable interest across the bakery

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BAKERY REVIEW industry of India. Stevia, the natural sweetener, can be used as sweetening agent in the products like biscuits, jams, chocolates, ice creams, baked foods, soft drinks, soda, candies, etc. Breads made with stevia as an ingredient for diabetic customers has shown improvement in the texture and softness and their enhanced shelf life.

The Indian confectionery industry is yet to optimally explore the benefit of stevia, which can replace the usage of sugar as a sweetener. Food products like puddings and desserts can be sweetened with very small quantities of stevia leaf powder as compared to table sugar, since 50 gm of stevia leaf can replace 1000 gm of cane sugar. Chocolates and candies spruced with stevia can not only facilitate to keep the diabetes away from the consumers, but also facilitate hygiene by not encouraging tooth decay.

We can say that presently in the Indian bakery industry, the manufacturers of ingredients like enzymes, flavours, emulsifiers, shortenings, leavening agents, sweeteners, etc. have to infuse more

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innovation in their creations to garner impressive business revenues. “The thriving Indian bakery industry is still in the developing stage, offering significant opportunities for the bakery ingredients market to grow alongside. Manufacturers of bakery ingredients such as enzymes, flavours, fats, shortenings, leavening agents, and improvers have to ratchet up levels of innovation to enable more productive business outcomes,” noted Frost & Sullivan in a study pertaining

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to the trend analysis of application of ingredients in the Indian bakery industry.

Though the study was published five years back, but its findings seem still relevant for the industry.

Overall, we can say that the business potential for various ingredient manufacturers in the Indian bakery business is not only high but is also pregnant with the possibilities of healthy evolution. This is a significant development for the industry. 

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Bright Future for

Dark Delights

By Swarnendu Biswas

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ndian chocolate market is nowhere near the maturation levels of chocolate markets in Switzerland and Belgium, but it is growing very fast. Perhaps the growing disposable incomes in select pockets of urban India whose sizeable numbers the market cannot ignore and the impact of globalisation have combined with the long legacy of sweet tooth among Indians to create a high growth rate for the Indian chocolate industry, which is being witnessed during the recent years.

A Market with Potential According to ASSOCHAM, India’s chocolate industry, which is growing at a CAGR of about 25 percent, has a size which is currently worth about Rs 5000 crore. This figure is likely to cross Rs 7500 crore mark in the next couple of years while globally the

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chocolate industry is worth over $85 billion. ASSOCHAM stated that the consumption of chocolates in India was steadily increasing in urban and semiurban areas.

According to a market research report by TechSci Research titled India Chocolate Market Forecast & Opportunities, 2018, Indian chocolate industry has registered a growth rate of 15 percent per annum during 2008 to 2012 and is projected to grow at an even higher rate in the coming years.

The report also observes that it is expected that India’s chocolate industry will be growing at the CAGR of 23 percent by volume between the years 2013-2018. According to the report the dark chocolates are expected to account for the larger market share when compared to milk and white chocolates in the coming years. Here it deserves a mention that TechSci Research is a

global market research and consulting company which provides research solutions to its customers worldwide, spanning a range of verticals.

The renowned market research firm Mintel stated that the sales of chocolates in India escalated from 418 million USD in 2008 to 857 million USD in 2011. Mintel observed that the per capita consumption of chocolates in India increased to 70 gm in 2011 from 40 gm in 2008. The fact that the domestic consumption of chocolates in India is still much lower as compared to that of matured markets for chocolates such as Germany or the UK, makes the potential of growth of the Indian chocolate industry quite huge, in these

Celeste Chocolates Exudes Creativity

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BAKERY REVIEW exciting times. In fact, Mintel observed in late 2012 that India was the fastest growing market for chocolates, across the globe.

Cadbury India, which helped position Cadbury Dairy Milk as the chocolate that awakened the little child in every grown up.

Evolution in Consumer Profile

Chocolates as Gifts

Over the years, the market positioning and consumer profile of chocolate products have undergone significant changes in India. In its initial days in India, chocolate products were occasional indulgences for children.

This bland market positioning addressed the market for chocolate products for several decades. From there chocolate products graduated to occasional luxuries for urban Indians of all age groups. This transition took place about a decade-and-a-half ago.

A Cadbury Dairy Milk advertisement of the 90s titled Kuch Khas Hai Zindagi Mein must be mentioned in this context. The advertisement addressed to bridge the generation barrier in chocolate consumption in India. This advertisement was part of the ‘Real Taste of Life’ campaign by

In the next phase, chocolate products in urban India began to make their presence felt in as gift items. This trend began developing during 2004-05 onwards. Nowadays, using chocolates as gift items during festivities is still a happening trend, and given the present socio-economic dynamics, this trend is only expected to mature into a convention across upper middle class and middle class urban India, in the coming years. Cadbury has played an important role in positioning chocolates as gift items during festivities.

Cadbury Celebrations debuted on the Indian festival stage in 1997, and helped position chocolate as a replacement to the traditional mitha.

Cadbury Celebrations also came up

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with a new format for chocolate — chocolate laddoos— which put up a challenging positioning to the traditional motichoor and other laddoos.

According to a recent ASSOCHAM study, which was carried out across Ahmedabad, Bangalore, Chandigarh, Chennai, Delhi-NCR, Hyderabad, Jaipur, Kolkata, Lucknow and Mumbai, the demand for chocolates as gift items

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soared by almost 40 percent with the arrival of this year’s festive season.

For this study, ASSOCHAM under the aegis of its social development foundation, interacted with about 1,000 consumers, traditional sweet shopkeepers, grocery stores, wholesale dry fruit traders and shopkeepers for a fortnight to arrive at the findings of the survey, which came to light on 10th October of this year.

Adulteration in traditional sweets eroding consumers’ confidence along with exorbitant dry fruit prices were among some of the many significant factors, which according to ASSOCHAM, were “driving the demand for chocolates.” One can easily infer that if the looming threat of adulteration of sweets continues and the dry fruit prices continue to increase year after year, chocolates as gift items to cement the bonds during festivity will further gain currency.

The fact that chocolates can be ordered online is also a contributing factor towards its popularity as gift items in an increasingly net savvy urban India.

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Nidhi Bhageria

Along with these developments, the chocolate market in India has witnessed or is witnessing another parallel trend. From occasional indulgences of luxury, chocolate products have become affordable and fairly regular consumption among many upwardly mobile well-heeled Indians.

And many Indians have evolved their Extended Role and High-end chocolate consumption from occasional Players bites of Cadbury Dairy Milk, Kit Kat, The role of chocolate products in 5 Star or Perk. No wonder, quite a few India seems to be further enhanced fancy high-end brands have entered the in the recent times. From luxurious Indian market in the recent times. Now indulgences for children to indulgences the chocolate market of India is crowded for all age groups to playing a role with brands like Snickers, Bournville, in endorsing or emphasising the Toblerone, Lindt, Kinder Joy among emotional bond during festivities, others. chocolate products are now also being Ferraro Rocher chocolate ladoos have positioned as energy boosters and as managed to make a huge impression a means of satiating hunger. A recent in the high-end segment of the Indian advertisement of Perk projects the chocolate market, attracting brisk sales product as an energy booster while in modern retail stores and also in not Mars’s Snickers is being projected as a so modern grocery stores. At the same snack that can satiate pangs of hunger. time, Ferraro India’s another creation, Kinder Joy, can be construed as a wonderful combination of packaging and taste, where children can have their gift and eat it too.

However, here it deserves a mention that gourmet chocolate creations A Creation of Celeste Chocolates

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are not altogether novel consumer preferences in the Indian context, though earlier they were consumed primarily by the elite sections of the society.

Mumbai-based Fantasie Fine Chocolates is a 67-year-brand name for exclusive handmade chocolates.

But all said and done, the chocolate industry in India is even now largely dominated by Cadbury India and Nestle, with the former accounting for approximately 67 percent of the market share in the Indian chocolate market.

But as many new players have entered the fray in the recent times, and as the preferences of some select group of consumers are being directed towards high-end brands of chocolate products too, this may change the market share of the players across the Indian chocolate segment, a few years from now. One can expect that the market shares of the Indian chocolate industry would become much more diversified in the near future.

But the regional confectionary players are not entering the Indian chocolate market in a big way. The reasons can be the lack of infrastructure and requisite investment power. The apprehension of facing competition from established national and global players can be another reason.

“Though lower penetration levels provide large scope for expansion of chocolate industry across India but there is a lack of interest amid regional confectionary players to enter the chocolate market as firstly, it requires huge capital investment for production and brand promotion and secondly, facing established global players ruling the market is another tough task,” explained DS Rawat, the SecretaryGeneral, ASSOCHAM.

Customised Creations But at the same time, surprisingly many small entrepreneurs having presence in one or two cities or working from their home-cum-bakeries are making a mark in the niche segment of the industry with their designer chocolate creations. This is perhaps because of the emerging trend of demand for customised chocolate products and other dessert creations in a section of upwardly mobile urban India.

Moreover, these days, the application of chocolates in the Indian bakery industry is more pronounced than ever

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before. This is facilitating a wide array of designer desserts, which are tailored to present the imagination of their consumers.

Celeste Chocolates is an important player in the realm of customised chocolate creations. Presently, the company has three boutiques across Delhi-NCR from where it sells its artisan chocolate creations. Whether you want to create an edible toy car or an edible house with garden, or an edible wedding couple with a traditional cart, Celeste would create them for you with chocolates.

Fantasie Fine Chocolates too has delectable customised chocolate creations in its ambit. In fact, customised chocolates are the hallmark of Fantasie Fine Chocolates. Fantasie Fine Chocolates’ chocolate creations are wellknown for their creamy milk, rich roasted almond rock & soft centred pralines, and European style truffles.

“For adults, with a little bit of childhood in them, we have a naughty collection of edible chocolate paint.

For diabetics, we have a completely marvelous range of sugar-free chocolates,” expressed Zeba Kohli, the Managing Director of Good House Keeping Company Pvt. Ltd.—the company which creates Fantasie Fine Chocolates. She is also involved in the creation of sweet and sensuous fashion statements in the form of chocolate jewelry, chocolate couture, skirts and stoles. “If you can conceive something in chocolate, chances are we can make it a reality for you,” asserted Zeba confidently.

“Our gourmet chocolate products make for great gifts on occasions and celebrations. We not only design exquisite chocolate products according to our clientele’s demand and imagination, but our packaging solutions also entail the possibility of engraving the logo of our corporate clients on the chocolates,” explained Nidhi Bhageria, the Proprietor of Celeste Chocolates.

Nidhi educated me that besides product quality and attractiveness and innovativeness of designs, the creativity in packaging solutions also can play a huge role in the success of the business of customised chocolate products.

Creatively Celeste The dynamic entrepreneur who started

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BAKERY REVIEW from scratch and is now a successful player in the business of designer chocolate creations, said that the products of Celeste entail no compromise on the quality of ingredients. “Handcrafted from the finest possible ingredients and presented in exquisitely designed gift cases which can befit all possible occasions, Celeste’s premium chocolate products are channelised to satiate the chocoholic’s palate with refined flavours,” explained Nidhi. The creative team of chocolate designers at Celeste is led by the lady herself, who play a pivotal role in customising the concepts, as per the demands of her clientele.

Celeste Chocolates encompasses both institutional and retail sales and the company’s clientele list includes hotels, airlines, MNCs and also retail consumers. Celeste caters to several occasions and events, which includes

various traditional festivities like Holi, Diwali and Christmas, weddings, baby showers, corporate gifts, anniversaries, birthdays, and of course the Valentine’s Day among others.

Challenges for the Industry Nidhi however laments that though the demand for high-end chocolate brands and customised chocolate products have increased over the years, but still the chocolate culture in urban India is far from reaching the maturation levels that is being seen in developed countries like Switzerland, Belgium and the UK. She informed that still a vast majority of chocolate products’ consumers in India do not have the ability to discern

the difference between high quality chocolates and the average quality of chocolates. “We as an industry need to refine and educate the chocolate tastes of people through free tasting sessions in retail shops, exhibitions and events,” explained the talented entrepreneur.

If the rampant lack of education pertaining to chocolate tastes in our society and the highly price-sensitive nature of the Indian mass market is impeding the growth in consumption of chocolates in India, the inflationary pressures on some of the raw materials used for chocolate products in India is a roadblock towards presenting high quality chocolate products for the market within prices that the mass market can be friendly with. At the same time, the inadequate cold chain infrastructure in the country is also a serious infrastructural bottleneck towards the growth of chocolate industry in India to reach its market potential. More government support to the chocolate industry is the need of the hour.

At the same time, chocolate products in India are still primarily urban consumption. Urban India accounts for 70 percent chocolate consumption in the country. If the chocolate majors want to tap the huge and still relatively unexplored rural market for chocolate products they need to introduce more affordable pricing and innovative packaging solutions for their existing chocolate products, and should also be proactive in coming up with new and more affordable chocolate products.

Succinctly, we can easily infer that unless the industry makes a sincere endeavour to educate the palates of its chocolate products’ consumers and potential consumers, and unless the cold chain infrastructure gets bolstered, we cannot hope to develop the Indian chocolate industry in real sense, despite its current impressive growth rate.

At the same time, the huge rural market of India must be adequately tapped by various national and multinational chocolate players operating in India, with affordable product and innovative packaging options. Unless they do so they would continue missing out on a huge business opportunity. More training facilities for the aspiring chocolatiers are also the  need of the hour.

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Rise of Trans Free Fats and Oils in India

By Prakash Chawla

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onventional cooking in India is highly influenced by the type of fats and oils used. With the alarming rise in lifestyle diseases and the high levels of stress Indians face these days, consumers have become health conscious and expect the same from their cooking oil and fats. This market trend has given rise to trans-free oils and fats in India.

Baneful Effects of Trans Fat Trans fat has been a buzz word for decades and for all the wrong reasons.

They have their presence in an estimated 40 percent of products on the shelves, which include baked goods like donuts and muffins, and also French fries and frozen food products. There is also a small amount of trans fat that naturally occurs in food products like meat and cheese, but the manmade version of trans fat is what we should be worrying about, for they are not safe for health.

Trans fats are a type of unsaturated fat, which are scarce in nature but can be produced through artificial methods.

Man-made trans fats (or trans fatty acids — TFAs) are basically created in industrial process of hydrogenation where the cis form of the fatty acids are converted into a trans form.

According to WHO, the prime health risk associated with TFA is that it tends to increase the bad cholesterol (Low Density Lipoprotein or LDL) and decreases the good cholesterol (High Density Lipoprotein or HDL), which may lead to cardio-vascular diseases and other health problems like diabetes, obesity and immune system dysfunction. * High intake of food rich in trans fats accompanied by a sedentary lifestyle has become a major health and lifestyle

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concern among the urban Indian population.

A Trans Fat Free World Paying heed to the alarming increase in lifestyle diseases in the country, FSSAI (Food Safety and Standards Authority of India) and WHO have put together a detailed report and analysis to reduce the consumption of trans fats/oils in the country.

FSSAI has put a maximum limit of 10 percent of trans fat content in vanaspati, shortenings and margarine, while WHO states that less than 1 percent of total energy should come from trans fatty acids in the daily diet. It has also become mandatory in India to mention the trans fats’ and saturated fats’ content on the labels of packaged food products, along with other nutritional information.

Thankfully, the growing interest and awareness about the impact of nutrition and diet on one’s health has been leading to a perceptible transition to trans-free products, across the globe. The elimination of partially hydrogenated vegetable oils containing industrially produced TFAs from the food supply has been described as one of the most straightforward public health interventions for improving diet and arresting the advance of myriad lifestyle diseases.

Oils and fats manufacturing companies are now gearing up to market low trans or trans-free products.

Nowadays, many food manufacturers have undertaken extensive developmental efforts to reduce or even eliminate trans fats in food products However, extensive research and modern technology are extremely necessary in the manufacturing of trans-free fats and oils.

In order to cater to the needs of the modern consumers and promote healthy eating habits, Kamani Oil Industries Pvt. Ltd. has established itself as an important player in developing trans-free products for the food industry, thereby providing a wide range of trans-free fats and oils for all applications in the food industry.

Ref: *Uauy et, al (2009) WHO Scientific Update on Trans fatty acids: summary and conclusions. Eur. J. Clin.

Nutr. ; 63: S68–S75.

But What About the Taste?

And having trans-free oils and fats doesn’t compromise on the tastes of food. Not many people are aware of the fact that hydrogenated oils create a barrier that masks the true flavour of food. Many fast food chains already have made the switch to trans free fats and oils, without any customer backlash.

The writer is the Director of Kamani Oil Industries Pvt. Ltd.

Oct-Nov ’13

BAKERY REVIEW

Oct-Nov ’13

I N G R E D I E N T

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P R O D U C T

P R E V I E W

Quality Ingredients Kularome is an exclusive product offering from AB Mauri which provides both colour and flavours to products. This is categorised as a food additive and can be used in a wide range of applications, which include bakery, dairy and desserts, whip topping and other confectionery products. Kularome is freefrom added preservatives, is strong in nature and is effective at dosages between 0.5 percent to 2.00 percent. What is more, Kularomes are bake stable and freeze stable.

The product range available with AB Mauri includes: Popular flavours — Vanilla, Butterscotch, Pineapple, Orange, Mango.

Exotic flavours — Blackcurrant, Blueberry, Raspberry, Strawberry, Chocolate, Coffee.

Seasonings — Seasonings are mixtures formulated from spices and other ingredients such as salt, sugars, starches, flavours and various food additives. Seasoning helps in

BAKERY REVIEW

Baking Cases From graphic design to the final baking case Bendersitalia is one of the few companies that performs every phase internally. Every single step is indeed internally placed by matched department, starting from the graphic design, by way of the cut of the reel and the print, the cutting, and finally the shaping; following tested procedures under a continuous and strict control.

Bendersindia sales@bendersindia.in

Electric & Gas Steam Ovens

endowing food with flavour, aroma and taste. Each of the seasonings with AB Mauri are developed by combining art and science to provide an authentic profile, while meeting the customers’ regulatory and product requirements. The range of seasonings with AB Mauri includes: Snack Seasonings — The company has a wide range of snack seasonings, which are suitable for fried, extruded, baked and traditional snacks. Available profiles include Masala, Tomato, Cheese, Butter, Western and Traditional Seasonings.

Culinary Seasonings — These can be used for sauces, marinades, prepared meals, condiments and meat products.

Savoury Sprinkles — These can be used for noodles, pasta, salad dressings and other baked goods.

Soup Mixes — Available range includes Tomato, Mixed Veg, Sweet Corn, Chinese Soups and Chicken Soups.

Savoury Tool Kit Products — This range has yeast based value-added products which are designed to provide specific characters to different food like MSG replacement, HVP replacement, flavour enhancement of meat, fish, chicken and vegetable products.

AB Mauri care.india@abmauri.com

When baked and pastry products such as pizzas, speciality breads, sweet and savoury pastries, biscuits and cakes are taken from the oven, the air is filled with delicious fragrant aromas; their golden crusts stimulate the taste buds, and their soft, tasty insides are revealed. However, the equipment should be right so that these baked products come out fresh and warm.

The right bakery ovens make a great difference in the final quality of baked products.

‘Bake Off Italiana’ is familiar with these requirements of the consumers and has been manufacturing bakery ovens for over 20 years. The product is designed to meet specific baking, space and production capacity requirements.

A delicate dough prover is essential for those who do not use pre-proven or pre-cooked products but follow traditional bread making and dough working techniques. The equipment has three complete saveable programmes with electronic control of temperature, humidity and proving times.

Mittal International mitalin@vsnl.com

The information published in this section is as per the details furnished by the respective manufacturer/distributor.

In any case, it does not represent the views of Hammer Publishers Pvt. Ltd.

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Oct-Nov ’13

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AB MAURI INDIA PVT. LTD.

BC

APPLE BAKERY MACHINERY PVT. LTD.

27

ARCHII

11

BENDERSINDIA

13

DABON INTERNATIONAL PVT. LTD.

01

FHA SINGAPORE 2014

19

FINE FOOD INDIA 2013

14

FOOD HOSPITALITY WORLD EXPO 2013

31

HOSTECH TUSID 2014

23

HOTELEX SHANGHAI 2014

29

KAMANI OIL INDUSTRIES PVT. LTD.

05

McCAIN FOODS (INDIA) PVT. LTD.

09

MRS. BECTORS FOOD SPECIALITIES LTD.

BIC

NAGPAL BROTHERS (REGD.)

07

NEENA ENTERPRISES

12

RANS TECHNOCRATS (INDIA) PVT. LTD.

FIC

REMINGTON STEEL ARTS

25

SATELLITE PLASTIC INDUSTRIES

08

THAIFEX 2014

15

SIGEP/AB TECH 2014

17

PRODUCT PREVIEW

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* BC - BACK COVER

Oct-Nov ’13

* FIC - FRONT INSIDE COVER

* BIC - BACK INSIDE COVER

35

I N T E R V I E W

BAKERY REVIEW

Creating Art Through Baking

By Sharmila Chand

According to Chef Santosh, Pastry Chef, Radisson Blu Hotel Noida, creation of great food is an art. After completing his three years bachelors’ degree in hotel management, Santosh joined his first job at The Leela Palace Bangalore. “Working there in the beginning of my career with experienced Chefs who were very keen on training us was a great help for me,” affirmed Santosh.

After working at The Leela Palace Bangalore for two years, he moved on to Fairmont Dubai. In Dubai, he got the opportunity to work with people from 102 nationalities, which according to him, “gave me a great learning experience about various cultures and culinary trends.”

His Dubai stint lasted for six years, and thereafter, Chef Santosh returned to India and joined The Park Hyderabad. There he was involved in setting the kitchen, standards and training the staff, which was a great challenge for him.

Thereafter he had a tenure with the Movenpick brand, from where his career progression flowed to Radisson Blu Hotel Noida, where under the mentorship of the Corporate Executive Chef of the hotel, Rajesh Variyath, Chef Santosh has played a crucial role in maintaining the impeccable standards of The Chocolate Box. The excerpts of the interview follow: What are the current trends in the Indian bakery industry?

The Indian bakery industry has an important role in the country’s industrial landscape. In our country, bakery products have become items of mass consumption largely because of their affordable prices and high nutrient value. The changing eating habits of people have also contributed towards bakery products garnering mass popularity. Moreover, as people are travelling a lot these days they tend to get knowledgeable about bakery products.

Another visible trend in the bakery industry of the country is that we Indians these days have a great palate for a variety of exotic breads as well as gluten free and sugar free breads. We get to see a wide range of breads in the market these days, ranging from pav buns to pumpernickel bread.

When did you develop an interest in cooking?

I was interested in cooking and in trying out new things in cooking since my childhood days. With the passage of years, this interest has graduated into a passion.

What are your hot selling bakery items?

A wide variety of chocolates encompassing an impressive range of flavours; cakes of

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various types which include Chocolate Mud cake, Hazelnut Leaf cake, Chocolate Truffle cake among many others are some of our popular items. Our pastries and breads are also popular.

What about the health quotient?

How do you take care of that aspect?

As customers have become diet conscious the demand for pastry and other bakery products which are less in calories and high in nutrients has emerged.

We have a variety of products that range from egg less, sugar free and gluten free, which are in high demand these days. We have breads that are gluten free and egg less, pastries that are gluten free, egg less and sugar free, cakes that are egg less and sugar free and chocolates that are sugar free.

What is your favourite tool and why is it so?

My favourite tools are the entire minor and the major equipments that are available in the pastry kitchen. I say it because every tool has got its own usage and importance in creating baked creations, whether it be a dough mixer or a spatula or a marzipan tool or the chocolate dipping fork.

What are the challenges a Bakery Chef has to face in his job? Please

name three and explain In general, the three main challenges for a Pastry Chef/Bakery Chef in India are in finding the right vendor for quality ingredients, which are necessary to create quality products, to procure machines with new technologies, and in ensuring regular supplies of quality ingredients.

The third point is very important because most of the best quality ingredients are imported and at times vendors are not able to supply these ingredients because of which our creativity gets impeded.

What do you like about your job?

The best thing I like about my job is that it involves lot of researches and creativity.

What is your strength as a Pastry Chef?

I think my strengths are my ability to understand my guests, and my coworkers. With my patience and my positive approach I think I am able to successfully give shape to the ideas and preferences of my guests.

What are your dreams?

I wish to become an Executive Pastry Chef by attaining more theoretical as well as more practical knowledge and then to train people on the same.

Oct-Nov ’13

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