INDIA: Bauli targets local market

A new product from Bauli is landing in India. The Verona-based confectionery company, headed by Alberto Bauli, has proceeded to market individual packs of cream croissants, priced at about INR 15 (0.2 Euro). Currently, it is possible to find this type of product in some supermarkets, such as Easy Day supermarkets and INA market.

The strategy followed by the Veneto-based food group seems the most suitable: the Indian market is particularly sensitive to the single-serving concept, both because of the presence of the so-called kirana shops (the small grocery stores very common in India) both because of the peculiarity of the local consumer, particularly price sensitive.

The entry of single-pack croissants into India follows a previous partnership agreement signed by Bauli with Dreambake, a division of Switz Group (a Dubai-based company that is a leader in the Middle East and India for confectionery and bakery products), precisely for the creation of a production line and for the marketing of snacks, such as croissants, in the Asian country. Though the agreement was signed in 2009, the sale of that product has only recently begun.

Manlio Urbano

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