Nashta

By:
Gaurav Bapat
Jagadis Purohit
Ramyogananth
Shambu Nandanan
Surbhi Malhotra
Swati Sahu
Vikalp Katara

http://www.indiaparenting.com/food-and-nutrition/the-balanced-diet/index.html

Advantages of having a healthy

breakfast
Healthy breakfast helps you to stay focused
at work and concentrate on the job at hand
without drifting off to sleep.
Those who eat a healthy breakfast (snack
less), not only have more energy
throughout the day, but also tend to be
thinner than those who eat an unhealthy
breakfast

Breakfast Market
The breakfast items market is growing
faster than the processed foods category.
One out of five people in urban India
misses breakfast completely everyday,
while 15 per cent have an inadequate one.
(Survey done by Britannia)

http://indiabusiness.asia/marico-taps-cereals-market-with-saffola-oats/#ixzz1h4K75DH3

Breakfast Cereal Market

Total cereal market in India is around Rs 600 crore

market is small at Rs 120 crore.

2 different breakfast cereal

Ready to eat- cornflakes, wheat flakes, muesli, biscuits etc often
mixed with milk, yogurt, fruits and ate without heating, Cakes,
muffins etc
Hot cereals- oatmeal, porridges which are eaten hot

The bulk of the breakfast cereal market is made of cornflakes, a Rs

400-crore segment, growing at a healthy 20 per cent yearly.

Tamil Nadu accounts for 40 per cent of the oats consumption in the
country. Further, South India contributes 80 per cent to the oats
market.

The young demographic profile, increasing income, time constraint

due to the number of working couples going up, receptiveness to try
out newer cuisines and awareness on healthy eating are among the

Oats

http://indiabusiness.asia/retailers-bet-big-on-breakfast-items/#ixzz1hBC1HToP

Competitors in Indian
cereal market
Kellogs
Marico (Saffola oats)
Nestle (Nesquik is popular with kids, Cheerios and Cookie Crisp is
targeted at families)
Pepsico (Quaker Oats)
Britannia (Ready to eat upma , poha, porridges)
Heinz (Muesli)
MTR (Upma, Idli etc)
Gitz
Bagrry
Mohan Meakin (Mohan brand corn flakes)
Future group (Tasty treat cornflakes)
GSK Consumer Healthcare(oats)
Dr Oetker's.
Hindustan Unilever
Amway

Kellogs

Britannia

Having entered packaged

breakfast foods market,
biscuit giant Britannia is
aiming at capturing about
20 per cent share of the
segment in two years. The
company has launched
eight products in ready-tocook breakfast and oats
category in Tamil Nadu.
Four products are in oats
category, while the others
are ready-to-cook products
in semolina, flattened rice
and multi-grain.

Marico

Kellogg's came to India

(Kal in 1994)

Kelloggs has a market

share of more than 70
per cent value share in
the ready-to-eat cereal
category.

Marico taps
cereals
market with
Saffola Oats

The product,
called
Saffola
Oats, has
been softlaunched in
about 12
cities

In India, Kellogs is
present only in
breakfast cereals. Its
worldwide portfolio
includes categories like
cookies, crackers,
toaster pastries, frozen
waffles and veggie
foods.

http://indiabusiness.asia/marico-taps-cereals-market-with-saffola-oats/#ixzz1h4K75DH3

Chole bhatura, Puri

sabzi,
Paratha, Lassi, Kadhi
pakoda,
Samosa
Misal pav, Aloo
kachori,
Thepla, Fafda,
Khaman,
Parantha, Missi
roti
Poha, Upma,
Vegetable
sandwich,
Bread butter/jam,
Sabudana
khichdi,
Hari mirch
pakoda,
Idli Sambhar, Upma
Samosa, Batata
Rava Uttapam , Rava
vada
Dosa,
Plain Dosa , Masala
Dosa ,
Rava Idli , Stuffed Idli,
Vada Sambhar, Pongal

Types of
breakfast in
India
Luchilkochuri,
Panta Bhath,
Bream omlette,
Rice, Alu dum,
Kachori

Primary Research 1:
Methodology
Type of Research -- Exploratory research
Data Collection through Questionnaire
Sample Size-150
Simple random sampling method was
used to collect the data

Summary: Primary
research 1
Female : Male = 1:1
Single : Married = 2:1
More than 50% of the sample population is from the
age group 25-34
Around 50% salaried employees and about 40%
students fall in the sample population
More than 50% of the sample stay away from home
75% of our sample population has a salary less than
Rs. 30,000

Summary: Primary
research 1
About 60% of the sample likes preparing
breakfast at home.
About 65% of the population spends less than Rs.
1000 on breakfast.
3% of the population skips breakfast.
Dosa, Idli, Upma are the favorite breakfast for
people followed by Bread/Butter/Jam.
Perceived healthy breakfasts like Kellogs/Oatmeal
rank 5th in preference.

Dosa / Idli / Upma /

Pongal
Preference

Percentage

45%

18%

6%

6%

3%

9%

2%

2%

6%

1- Most preferred
9- Least preferred
Primary research

Kelloggs / Oatmeal / Ready to

eat

1- Most preferred
9- Least preferred
Primary research

Preferenc
e

Percentag
e

27%

8%

11%

2%

8%

5%

9%

8%

21%

 After the analysis of our 1st primary

research we found that Idli, Dosa is
the most preferred breakfast around
the country.
But we now focus at South India as
our targeted segment to develop an
RTE breakfast product which can be
accepted in South India first and then
around the country

Why idli - dosa ?

South Indian diet is high in carbohydrates and
protein, while a morning breakfast of:
Idli-Sambar-Coffee has 9.3 percent protein content
Idlis are considered to be among the top ten healthiest foods in
the world due to the ingredients they are made from.

Dosa-Chutney-Tea has 6.7 percent proteins content

Dosa is made from rice and black lentil and is rich in proteins
and carbohydrates.
As it does not use wheat, it is good for those with gluten free
diet.

Scientific reasons
The rice and lentils complement each other: one
makes up for the amino acids deficient in the other.
The fermentation process breaks down the starches so
that they are more readily metabolized by the body
and makes it among the most easily digestible of
foods.
Therefore, it is an ideal food for infants, the elderly
and the convalescent.
This kind of breakfast keeps the stomach light and
doesnt get affected from problems of digestion etc.
The spices grow a lot on the western coast, hence
South Indians make use of it in chutney, hence rice
made food was the best combination.

Why oats
For health reasons (wholesome and nutritious)
High fibre value
A good source of many nutrients including Vitamin E, Zinc,
Selenium, Copper, Iron, Manganese and Magnesium
A good source of protein
Easy to prepare
A very good breakfast option for diabetic people; nearly 17% of
Chennai's population being diabetic, oats are finding favour

http://timesofindia.indiatimes.com/city/chennai/Oats-edging-idli-dosa-off-breakfasttable/articleshow/10876062.cms

Advantages of oats
According to the American Cancer Society about Oats:
Insoluble fibre's cancer-fighting properties are due to the fact
that it attacks certain bile acids, reducing their toxicity.
Soluble fibre may reduce LDL cholesterol without lowering HDL
cholesterol. LDL is bad; HDL is good.
Soluble fibre slows down the digestion of starch. This may be
beneficial to diabetics because, when you slow down the
digestion of starch, you avoid the sharp rises in your blood
sugar level that usually occur following a meal.
It has been found that those who eat more oats are less likely
to develop heart disease, a disease that is currently
widespread in the United States.
The phytochemicals in oats may also have cancer-fighting
properties.
American Cancer Society

Indian stats
India has the world's largest diabetes
population, followed by China with 43.2
million.
South Indias population is approx
20.81% of total population of India.
So approximately, 9 million of South
Indias population is diabetic.
http://en.wikipedia.org/wiki/Demographics_of_India

But why dont people prefer

Oats?
Does not taste good..???
Expensive..???
Dont know with what it should be
eaten..???

Primary Research 2:
Methodology
Type of Research -- Exploratory research
Data Collection through Questionnaire
Sample Size-150
Simple random sampling method was
used to collect the data (Only focussed
at South India)

Demographics
Martial Status
39

111

Whom do u stay with?

Single
Marrie
d

Martial
Status

Percentage

Single

74%

Married

26%

Whom do you
stay with ?

Percentage

Alone

6%

With friends

50%

With spouse

18%

With parents

24%

With spouse &

parents

3%

Primary research

Do you eat breakfast

regularly?

Do you eat
breakfast?

Percentage

Yes

85%

No

15%

Why do you have breakfast?

Why do you have breakfast?

Perc
enta
ge

So that you can have late

lunch/ skip lunch

0%

To fill in your stomach

56%

To gain nutrients early in the

morning

44%

It is the most important meal

of the day

65%

Primary research

Why dont people eat

breakfast?
Have brunch
No time
Lack of space
Office timing

Primary research

Are you health conscious?

Are you
health
conscious?

Percentage

Yes

85%

No

15%

Do you like eating Oats/Kellogs/cereal bars for breakfast?

Do you like
eating
Cereals?

Percentage

Yes

44%

No

56%

Primary research

Why dont you prefer eating breakfast cereals

(Oats/Kellogs/cereal bars)?
Why dont you prefer
eating cereals?

Perce
ntage

You dont like the taste

33%

You dont like eating it plain 20%

You dont like having it with
23%
milk
You dont know what to
couple it with

23%

You feel its expensive

20%

Cereals do not fill your

stomach

13%

Family culture does not

promote eating cereals

27%

Any other reason

37%

Primary research

What is the healthiest form of

breakfast according to the
sample

Idli and Tea

Oats with fruits and nuts
Corn flakes, Oats
Fruits
Vegetable Salad
Eggs
Milk
Bread
Primary research

Why do people prefer Idli / dosa

Takes very little time to eat them

Canteen serves idly and poha in the shortest time.
Like it / "tasty
Good for health
Availability and preparation time
Fills the stomach
Steady diet
Nutritional value
They don't upset your stomach at any given time of the day ...
Makes u feel comfortable...
Used to the traditional breakfast
That's what is cooked at home
My wife cooks it so I eat it
High in nutrient & tasty
Primary research

Breakfast in south
Aloo Poha
Curd Rice
Idli Sambhar
Rava Idli
Stuffed Idli
Rava Uttapam
Rava Dosa
Paneer Dosa
Missi Roti
Plain Dosa
Upma
Vada Sambhar
Onion Dosa
Vegetable Uthappam
Onion Uthappam
Aappam
Idiappam
Masala Dosa
Puri Sago
Lemon Rice
Pongal Puttu

New Product
+

Instant Soy-Oat
Idly
+

Instant Soy-Oat Idly

It is an instant idly ready for
consumption on pouring hot water in
it
Contains Soy, Rice, Urd dal, Sprouts,
Oats which are considered to be
healthy
Contains dehydrated dry vegetables
and dry fruits to add taste and flavor

Preparation
Rice, Urd dal, Soya Beans, Oats and sprouts are soaked
It is then subjected to drying dehulling and it is powdered
This process gives us partially defatted flour
Vegetables are dehydrated and then added to this powder
This mixture is moisture conditioned and passed through a vessel
where it is made to be in direct contact with dry steam at low pressure
This steam treated flour mixture is passed through extruder to
transform it into desired Idly shape
The product is then dried to a moisture content at which it will be
stable at room temperatures
http://www.insta-pro.com/pdfs/TexturedSoyProtein.pdf

Inputs and Outputs

Inputs
1 Kg of clean soya bean
1 Kg of Clean rice
Kg of Urd Dal
Kg of Oats
Kg of Sprouts

Outputs
Textured Soy protein flour(Required)
Rice flour
Urd dal
Powdered Oats and Sprouts
Soy Bean Oil( By-Product)
Hull of Soy and Sprouts ( Waste)
http://www.insta-pro.com/pdfs/TexturedSoyProtein.pdf

Equipments Needed
Each Process demands different machineries
Grain and Seed Conditioning
Cleaning
Destoning
Dehulling

Machines required for Preparing of Soy Flour

Extrusion Machine
Oil Pressing Machine
Cooling Machine

Idly shaped preparations from all the flours

Flour Conditioner Machine
Extrusion Machine( To Achieve the desired shape)
Cooling Machine

Packaging
Extrusion Machine
Packaging
Machine
http://www.insta-pro.com/pdfs/TexturedSoyProtein.pdf

Other Requirements
Power:
Requirement of Power are moderate i.e. 250 KVA

Water:
Abundant supply of good quality potable water

Area:
Around 1 acre of land

Capital Required:
The capital investment for the proposed product mix
would be around 3 crore approx.

Technology:
Technology is available from National Research Institution
and turnkey plant suppliers around India.
http://www.apitco.org/Profiles/Soya%20Bean%20Processing%20Complex.pdf

Benefits
Easy to prepare
Contains approx 336 calories/ 100 gm
100% Vegetarian
Good source of protein and amino acids
Rich in fiber
Rich in Vitamin B and Omega Fatty Acids
Approx. 533mg of Calcium and 21.2 grams of Iron available

Need for Instant Soy-Oat Idly

Need a healthy and an instant dish for
consumption
Lack of time for preparation of breakfast
Tendency to prefer light dishes for
breakfast
Easy to prepare and convenient to serve

SWOT Analysis
Strengths

Model Idly Tray

Top-view

Side-view

Dhanyawaad