Being popular in more than 160 countries with sales turnover of about $9 billion and Indian Governments move of attracting FDI, its entry into India was seen as a welcome move. But the initial entry of Kellogg’s in India (1994) was a blunder. With a business goal to change the breakfast habit of the Indian consumers, it tried to switch them from hot homemade food to its own products. But India is a country of diversity with the eating habit varying across its region to region. With Idli-dosa in the south to Parantha in the north, with Poha in the central India to Puri in the east, the breakfast habit is significantly different. For Kellogg’s, it really became a tough nut to crack to change the ingrained breakfast habits of the Indian consumers. Kellogg’s had to pass through different tough phases of the life-cycle before it became the strongest player in the breakfast cereal market in India. According to a report, The Economic times (December 2013), Kellogg’s grew 31% to cross Rs 500 crore sales in India with more than doubling its business in the last three
Being popular in more than 160 countries with sales turnover of about $9 billion and Indian Governments move of attracting FDI, its entry into India was seen as a welcome move. But the initial entry of Kellogg’s in India (1994) was a blunder. With a business goal to change the breakfast habit of the Indian consumers, it tried to switch them from hot homemade food to its own products. But India is a country of diversity with the eating habit varying across its region to region. With Idli-dosa in the south to Parantha in the north, with Poha in the central India to Puri in the east, the breakfast habit is significantly different. For Kellogg’s, it really became a tough nut to crack to change the ingrained breakfast habits of the Indian consumers. Kellogg’s had to pass through different tough phases of the life-cycle before it became the strongest player in the breakfast cereal market in India. According to a report, The Economic times (December 2013), Kellogg’s grew 31% to cross Rs 500 crore sales in India with more than doubling its business in the last three