Bisk Farm: A biscuit maker rising from the east with aspirations to challenge Britannia
SAJ Food Products, the maker of Bisk Farm biscuits, has ambitious plans, including a staggering revenue growth and national footprint. However, it also has a strong focus on taking on the formidable Britannia in the Indian biscuit market.
The Indian biscuit market, reportedly valued at approximately Rs.
65,000 crores, offers ample room for growth. Bisk Farm aims to spread its canvas across the entire nation, leveraging its head start in the business.
Kolkata-based Bisk Farm is the fourth largest player in the organised biscuit segment in the country and it doesn't wrap its ambitions on what it needs to do to rise further — be it extensive distribution drive at the grassroots level or being blatant about not competing with Parle directly and the claim that Britannia is taking inspiration from its innovative products.
«We don't compete with Parle per se in terms of the range and portfolio that we have. We look at Britannia more, but as things stand, Britannia looks at us for innovation,» Vijay Kumar Singh, Managing Director of SAJ Food Products, told ET Online.
Amid the latest drive among Indians to go after the premium products, Singh said Bisk Farm has always existed in that space, whereas that attempt for Parle has evolved in the last few years.
While Parle has majority revenue coming from the glucose segment, but for Bisk Farm it has been a deliberate strategy to not enter the glucose segment, Singh said adding they have never sold glucose and still don't.
The official said Bisk Farm has consistently strived to occupy the 'premium' domain with an array of innovative offerings, including various cream-based products and diverse variants; and they believe that the future profitability lies within this particular
