Leveraging the Digital and Social media platform to engage consumers need of the hour, agree food industry stalwarts at FGFI 2012

Food and Grocery Forum India 2012, the platform for the food and beverage industry experts and traders across the globe to converge and share ideas and thoughts on the food and food services sector, witnessed participation from leading domestic and international players  across the globe. There also emerged the estimates of Indian F&B consumption industry to grow to USD 1 trillion by 2020.

The second day of FGFI concluded with a thought provoking panel discussion by leading food and grocery stalwarts highlighting some of the synergies that exist between modern and traditional retailers imperative for food and groceries brands.

Sharing his insights on the topic, Vikas Bansi, Head – Modern Trade and CSD, Abbott Nutrition International (India) said, “The retail market in India is highly fragmented and modern retail cannot be compared to traditional retail as both will continue to coexist. Modern retail creates a distinct platform for brands to create a niche and go mass whilst traditional retail provides a more personalized touch for brands. Traditional retailers in urban markets need to device strategies to face competition from modern retailers if they want to sustain.”

Addressing his views during the discussion Mr. R S Reki, CEO – Aadhar Retail, Future Group said, “It is challenging for big food and grocery retailers to sustain in rural markets that have a smaller consumer base which cannot help sustain their businesses in the long run. It is important for FMCG players in India to have a different strategy for each market. Local brands at present dominate the rural markets through traditional modes of operation and there is a huge opportunity for modern retailers to expand their foothold in some of these pockets.”

The session concluded putting forth key success mantras for food & grocery retailers - Improved customer service, an optimistic approach, exploring synergies between modern and traditional retailing and focus on rural markets.

The FGFI Day 2 also witnessed an interesting session on ‘Changing the game in Eating Out Habits’ where expert panelist highlighted some key insights on the Indian Consumer. Elaborating on the spends on eating out Mr. Sanjay Coutinho , CEO, OM Pizzas & Eats said “If we look at statistics, an American spends 50% of his wallet on eating out while an Indian will spend only 16%”.

The panel unanimously agreed that there is a huge potential in the Breakfast Meals segment which is still untapped. The panel also raised concern over various regulatory norms in terms of licenses, operational timelines and taxation policies.

Mr. Sadashiv Nayak, CEO Future Value Retail, and Council Member of CCRRCA and Mr. Ankur Shiv Bhandari, MD Kantar Retail, Indian Sub Continent shared a presentation on Attracting Next Generation of Indian Shoppers. The presentation gave key customer insights on Food Retailing in 2020.

To remain a relevant marketer, three things will play a major role; focus on basic and local needs of the market, product innovation

• Digital presence and customer engagement on social media platforms will be a must for marketers
• Ease of shopping and quality of shopping experience will be the success mantras for marketers and retailer in online and offline formats
• Perfect mix and Integration of digital and physical shopping  will be the key drivers