ISSN (Print) - 0012-9976 | ISSN (Online) - 2349-8846

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INDUSTRY-Breakfast Revolution

Breakfast Revolution A correspondent writes: THE opening of the economy has cleared the way for the invasion of the Indian market by foreign branded food products. Between August 1991 and September 1994, 290 foreign collaboration projects were approved in the food processing sector, with proposed investments totalling Rs 1,836 crore, of which Rs 700 crore are estimated to have already entered the country. Foreign companies have apparently been animated by the government's propaganda that India's 'growing middle class' is ready and able to purchase their products. Even if one sticks to the urban middle and upper classes, there is a large and tempting market for foreign food and pseudo-food products, not to mention consumer goods in general. Foreign firms have the resources to spend heavily on advertising and marketing, and we are already witnessing their onslaught, particularly of foreign liquor brands.The wave of the future for the marketing of foreign processed food products can be seen in the launching of Kellogg's ready-to-eat breakfast cereals (corn, wheat and rice Hakes) recently in the Bombay market.

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