Harshal Chheda, Proprietor and Director, Ganesh Papad, speaks to Progressive Grocer about the growth of papad market in India, the product’s impressive potential for exports and the ways in which manufacturers are bringing higher value to the category.
Can you offer a broad overview of the papad market in India? How would you describe the market size and growth of the category in recent years and what are the market projections for future growth?
When it comes to papad, it’s a regional market where every region consumes different types of papad like Appalam in the south or Bikaneri in Rajasthan and in east India. It’s a highly competitive market with more than 1,000 local players across the country. This market is at least INR 1,000 crore and has been growing at 10% per annum with exports rising by more than 30% annually. In future, the market is projected to reach INR 1,500 crore at least, in the next decade.
How is the category shaping up and performing in terms of demand and supply? Which are the factors driving the growth?
The market demand for papad is steadily growing. The main trigger for growth is coming from the hotel and institutional segment as more people are eating out these days. Variety, taste and quality are the factors that are driving growth. Especially, in India, where rice is consumed a lot, papad is a must with every meal in every state.
Which factors are playing an important role in the category’s performance?
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