India is rapidly growing in economic development. The country's population is expected to seek greater convenience and ease of preparation in food and beverage products to suit their newly acquired lifestyle. In the days ahead, this phenomena will become more apparent with the growing popularity of the products developed along the 3-in-1 instant beverage concept, says Kuik See Juan, executive director, Super Coffeemix Manufacturing, Singapore, in an interview with Devendra Vyas. Excerpts:
What are the company's exceptions from the Indian market? How much turnover do you expect from the country?
We have always been optimistic about the business potential of our products in the Indian market because of its population size and growing economic performance. More recently, we are also encouraged by the government's initiative in opening the economy and making it favorable to the foreign investors. Based on the initial consumer feedback on our products, our newly appointed distributor Ameya Trading Co in Mumbai is expected to achieve a near-term annual turnover target of $25 million. This optimism is well supported by the current changing consumer habits and the high disposable income of fast-growing middle income group in he country.
Instant Coffeemix is a mixture of instant coffee, non-dairy creamer and sugar, while instant nutritious cereal is a mixture of flake cereal, non-dairy creamer and sugar. Our product, instant cereal, is a nutritious and convenient beverage in today's busy hours. Scientific research has revealed that cereals are rich in vitamin B complex and various minerals, and the consumption of diet-rich cereal grains reduce the incidence of cardiovascular diseases and clone cancer. This is because cereal grain contain more dietary fiber and is low in saturated fat and cholesterol.
In line with the healthy dietary trends, we have launched instant cereal products with selected whole meal, whole corn and rice. Adding premium grade wheat bran has enriched its dietary fibres. Also, they have added minerals and malt extract from quality barley to add to its nutritional value. These products are pre-cooked and can be enjoyed anywhere and at anytime. Besides the 3-in-1 instant products, we also manufacture products such as cappuccinos, iced instant coffeemix, instant coffee, tea mixes, iced tea mixes, cup noodles and canned food drinks.
Do you think your products will be fit for the price-conscious Indian market?
Super Coffeemix's products are based on the concept of delivering to the consumers value for money and high quality products at an affordable and competitive price. Our products have gained acceptance by the price-conscious consumers all over the region mainly for the convenience and quality they offer. We have every reason to believe that Indian consumers will find Super Coffeemix's products highly acceptable both in terms of pricing and taste.
Where do you put India's contribution to the company's global market share?
Super Coffeemix has been successful in increasing its market share in Singapore and more than 30 countries in the world at an annual average growth rate of more than 20 per cent over the last decade. In 1999, Super Coffeemix had achieved a turnover of around $100 million. We expect future contribution from the Indian market to be in the range of 10-25 per cent of the group's turnover achievable in the next three years.
In what way your product Instant Coffeemx differs from the existing ones in the market?
Super Coffeemix, which started operation in 1987, is the pioneer in Singapore for the 3-in-1 instant coffee mix packaged in 20 gram sachet. We believe that no other similar product exists in India which offers this unique formulation of instant coffee, non-dairy creamer and fine sugar. Each sachet of the instant beverage provides one serving of coffee.
