Natural food and drink industry Essay Example for Free

essential sustenance and potable diligence EssayExecutive SummaryThe all subjective food and drink labor is relatively new, it has emerged as part of the clean label trend and is put one overn as an alternative to the organic products or products labeled as free-from. The global all earthy food and drink market has shown a plastered growth during the last a few(prenominal) years and is expected to grow due to rising demands for wellnessy, nutritional, immanent foods and drinks without chemicals and schmaltzy ingredients. Growing at a compound annual growth rate (CAGR) of about 35% annually, Indian non-carbonated drink market is handlely to touch Rs. 54,000 crore by 2015 from the current level of Rs. 22,000 crore including issue drinks, nectars and juices etcetera Our conjunction J-GAPS started in 2014 thereby tapping this potential in the Indian market had come up with a natural flavored drink segment in terms of coco palm water with Kewra and masses with the p roduct named SIPCO in range to revive refreshingness.This could be seen as great opportunity in Maharashtra near the Konkan region where the natural bloodline of tender coconut could be fully utilized to tolerate wellnessy natural beverage to people. The fiscal assistance is catered by coconut development board in terms of 50% cost of production. The visual sensation of our company is to provide a natural drink to the consumer so as to improve their health in a fast paced mannersstyle. Identifying the gap in this market through market analysis e finickyly in terms of coconut water wherein there are hardly tetra packs available in order to get through it convenient for people to have the nutritional drink without carrying the hard husk.The main drivers of introducing much(prenominal) a natural beverage includes rising consumer concerns regarding artificial ingredients, artificially introduced hormones and genetically modified products, and their awareness of the long term hea lth benefits of natural food and good nutrition thereby having a lifestyle of health and sustainability (LOHAS). We therefore see ahead a great potential in this market as GEN Y would be the intimately prominent segment to be tapped in order to sustain in the market and thereby blow ones stack our presence in India.1. Current Marketing Situation1.1 Industry overviewThe Indian packaged tender coconut water is still an industry in its development phase. There exist a very few players in this market.J-GAPSaims to position its product in the general market where exist players like Pepsi, Coca cola, Parle agro foods etc. who are major players in the soft drink segment. The emerging trend among consumers to go for brawny and natural food products provide drive this industry. Coconut water is a harvest-feast juice with many odd features and a major one is a low calorie content .This makes it a very fascinating prospect for weight management positioned juices.1.2 Company description J-GAPS will primarily engage in extracting, touch and adding flavors to tender coconut water which is then ready to be delivered to stores. It is a privately held firm will be located in Ratnagiri in the state of Maharashtra .We have identified a location which is finisher to the coconut farms. J-GAPS sources the tender coconut for its requirements from its own farms and also additionally from early(a) farmers directly. Our processing unit has a capacity of processing liters water annually.1.3 Market analysis-Tender flavored coconut water is recommended for people of all ages. With the consumers twist health conscious and preferring natural products, we believe that our product has a strong market both in domestic circles and in countries abroad. Our main target customer is the young generations who have a fancy for vital force drinks. We also target sport persons with our special energy pack.We want to make our drink available for homes, offices, hospitals, sports persons, marr iages, other occasions, hotels and restaurants. The recent studies showing the impact of aerated drinks on health has turned customer to ignore such artificially produced drinks and go for natural food drinks. The rising population will require larger totality of food drinks. Our product will be a natural thirst quencher with added flavor of Kewra essence in it which will be beneficial during the long summer months.1.4 Major Segmentation Approach1.5 PESTLE psychoanalysisThe Pestle Analysis identifies the political, economic, social, technological, legal and ecological influences on an organization.Political factorsVarious political factors alter the fruit juice industry. With the change of government the policies regulating the industry might change. As the taxation policy keeps changing, it has a significant effect on fruit juice industry. The government plans of encouraging foreign direct investments would affect our industry highly as organized fruit juice industry has only 3 % distribute as of now in the market but with FDIs it could increase significantly by coming of large players.Economic factorsOur company would rely on trucks to move our unexampled materials to the processing plant and distribute our immaculate product so, fuel is also an important subject, so the company is subject to the fuel price fluctuation, and to workable fuel crisis. Since, ours is an agro based industry so we would be exposed to the risks of high prices due to crop failure, non-availability of raw material because of pest attack etc. Other economic factors affecting fruit juice industry are often linked to variability in real growth, inflation, interest rates, governmental actions and other factors. Factors like money supply, energy availability and cost, business cycles, etc. would also affect our company.Socio-cultural factorsWe are more than a billion strong nations and the youngest country as well. We are also home to the great Indian warmheartedness class. The m ajor growth drivers in fruit juice market are increase in health consciousness among consumers, increase in disposable incomes and more sophisticated cocktail culture. There is more money spread in the economy. With life adequate more hectic and tiring, consumer preferences are witnessing a visible shift towards healthy foods. Even the younger generation has started shifting from fizz to fresh and healthy. As people are becoming more and more educated, they are taking the healthy route.Technological factorsFruit juices have become tremendous business throughout much of the developed and developing world with the increasing health conscious similarity of population. In this ever growing industry technology plays a major role in maintaining the character and cost efficiency to generate higher profits.Better technology can increase the shelf life of our product. Technology refers to both production process as well as machinery.Legal factorsProcessed fruit juices are regulated unde r the Food and Drugs Act and Regulations as a food product and the Consumer publicity and Labelling Act. The Food and Drugs Act creates identity standards, provides a basis for labelling requirements and establishes the refuge parameters for soft drinks. As food safety requirements become more advanced across the beverage industry, tracking and traceability capabilities are a prerequisite.Ecological factors mavin environmental issue that food processing companies face is waste remaining from packaging. However, the problem often lies in feasibility of collection, separation and purification of the consumers disposed bottles or drinks packets. Environmental issues have gained importance because of regulatory requirements. It is not possible to sell a new packaging material without covering all the environmental issues. The reducing of materials in packing cartons can potentially provide both financial and environmental benefits. . We propose to provide our product in tetra packs so that lesser damage is done to the environment in comparison to fondle bottles.2. Product review2.1 Product featuresIn India coconut water has always been considered as a health drink to refresh the body due to its nutritional value. Tender Coconut Water is considered the healthiest best sports drink in the world, because it contains vitamins. It is very refreshing and rich in sugar, electrolytes and minerals available in the natural form in most sterile conditions. It is a natural isotonic drink where the electrolyte levels are similar to those found in the human body. The water of fresh green coconuts is actually fat free. Our company keeping this factor in mind has come up with two natural flavored drink containing 1. Kewra essence which has a floral pleasantness thereby providing a cooling effect in the drink. 2. Mint flavor to provide freshness and brace flavor to the drink Chota Anna would have two variants in terms of Kewra drink and Mint drink.Kewra drinkMint drinkCoconu t waterCoconut waterKewra essenceMintsugarhoney elevate Fresh Tender Coconut are selected (50% capacity extracted) and the rest purchased from the Ratnagiri Association Coconut supplier and Natural Tender Coconut Water is squeezed out, untouched by hand and put through a special process in order to add the natural flavors of Kewra essence and Mint. The product is packed in food-grade Bottles/ Cans, which keeps it fresh for 9/18 months. The taste is natural and hence good.