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US COMPANIES IN INDIA
Holding the price line and reducing costs Leveraging the India Advantage The packaged food market in India is still at a very
ATFL is countering the threat of low-priced nascent stage. Less than 5 per cent of food in the
competition through two strategies. One, by launching Research and Development (R&D) country is packaged and branded which means there
lower-priced blended oils under the Sundrop The R&D facility, operational since 1998, has been is a huge market available for penetration and growth.
umbrella, it has tried to prevent consumers from instrumental in translating new product ideas into As disposable incomes go up, standard of living
down-trading into cheaper substitutes. It has also reality. It provides support to all the business groups improves and consumers become more discerning in
acquired a fairly strong presence in the mass market within the company by understanding the needs of terms of quality, they will start looking for high-quality
for edible oils through its low-priced brand, Crystal. the Indian consumer and delivering preferred products and flavourful packaged food.
Two, it has optimised efficiencies in its operations ready for launch. The R&D team at ATFL has
and reduced costs. expertise in multiple disciplines - chemistry, Future Plans
biochemistry, nutrition, microbiology, packaging and • ATFL plans to further develop a strong presence
Outsourcing manufacturing operations processing. The key task of the team is to provide in cooking oils. Besides, it intends to be in other
ATFL has discontinued manufacturing operations at ATFL a competitive edge by developing new products forms of value-added processed foods in India
the Mantralayam unit and instead relies on refining of that are preferred by the consumer and by constantly • ATFL has entered the growing salted snacks
edible oils at strategically located co-packer facilities. adding value to the existing range of the products category. As a part of this initiative, besides selling
This has enabled the Company to lower the fixed through product, process or packaging innovations. In packaged snacks through retail outlets, the
cost structure and provided it greater operational addition to tapping into technical expertise available Company also plans to sell popcorn and french
flexibility to ramp up or scale down volumes. ATFL at ConAgra Foods, ATFL has established contacts fries to mall visitors at trendy metro locations
has outsourced production of its ready-to-eat snacks with various Indian research institutes and organisations. across India
to manufacturers in Nizamabad and Lucknow. • ATFL’s focus is on improving its bottom line
Market potential
India consumes approximately 10 million tonnes of
oil a year. It has the world’s fourth largest edible oil
economy. Yet, about 43 per cent of edible oil available
in India is imported. Displacing China, India has been ATFL: AT A GLANCE
ranked as the world’s largest importer of edible oils
• Joint Venture between ConAgra, USA, Tiger
since 1999.
Brands, South Africa and ITC Agro Tech, India
US COMPANIES IN INDIA