working well in food categories especially in smaller towns and cities which are relatively more brandagnostic although they receive lower credit from suppliers because of smaller scale tierii players still provide more credit to distributors they are capable of using an efficient micronetworking model to ensure supply chain efficiencies says gibson g vedhamani marketing and retail consultant according to ajay gupta managing director of capital foods innovations backed by research around what the indian woman wants in the kitchen has driven growth of his companys chings secret brand of indochinese ingredients condiments and readytoeat meals we are not just talking about upper middleclass women who have domestic help or cooks but scores of middleclass working women who have to reach home after work and cook dinner he says even consumers are expecting greater variety in their palette our chinese masalas are meeting that kind of demand says gupta pricing too is critical we created a new segment of soup consumers at 10 packs without stealing consumers who buy say the rs 40 knorr soups multinationals need to adjust devendra chawla president food fmcg category future group says multinationals are constrained by their portfolios which are more western in needs they need to tweak it to cater to local tastes food is culture he says india is 2030 different countries as far as food habits and tastes are concerned food companies that cater to community preferences are better placed to grow in india for the next five years says the crisil report that is the smaller regional players by kala vijayraghavan et bureau published on sep 2 2014 at 0741 am ist telegram facebook copy link be the first one to comment comment now comments comment now read comment 1 all comments post post find this comment offensive choose your reason below and click on the submit button this will alert our moderators to take actions reasons for reporting foul language defamatory inciting hatred against a certain community out of context spam others report join the community of 2m industry professionals subscribe to our newsletter to get latest insights analysis download etretail app get realtime updates save your favourite articles scan to download app itc wagh bakri food and beverages multinational brands homenewsregional players emerging as a force to reckon with in the food and beverages segment