Dr. Oetker Stories
Quite different - Dr. Oetker in India
Dr. Oetker has been represented in colorful, large India as well since 2008. An insight into the location shows that many things work differently there than in Europe.
17.7.2024 • Company and Culture
"India is and operates quite differently," emphasizes Oliver Mirza, who has been managing Dr. Oetker's business in India since its launch in January 2008. The fact that India " works differently" in many areas compared to Europe can be seen, for example, in the different ranges and products as well as the different trading landscape of the location. Discover here how Dr. Oetker is perhaps so impressively popular in this country for this very reason.
India in Numbers
"Quite different": flavors and product ranges
Big product favorites in India are mayonnaise, peanut butter and pizza sauces. “Our range of several hundred items is adapted to the tastes of India," emphasizes Mirza. Many people in India follow a traditional vegetarian diet and do not eat meat, fish or eggs. That is why Dr. Oetker makes all its cakes and mayonnaise egg-free. The Pasta & Pizza Pink Sauce, which promises a "delicious explosion of flavor as a secret ingredient for a gourmet meal" with its savory ingredients, tastes very unusual to European palates, for instance.
„Indians love a ›taste explosion‹ in the mouth. All our pizza sauces are enriched with homemade Tabasco and many spices. Mayonnaise must always be creamy, with a slight mustard note, and preferably taste slightly sweet“, explains Oliver Mirza, Managing Director Dr. Oetker India.
In India, people are not used to have ovens at home to bake pizzas, and the culture of homemade cakes is also not well known here. Nevertheless, Dr. Oetker has managed to offer consumers relevant products from our strategic range here.
The product range at Dr. Oetker India is unique. The recent acquisition of the plant and the Kuppies brand has led to a major expansion, with the development of loaf cakes for the Indian market.
Another delicacy that has become increasingly popular in India in the past is the waffle. In Indian supermarkets however, these were not available ready-to-eat. Many consumers also do not know how to make waffles themselves and do not have the opportunity to do so at home. Dr. Oetker therefore decided to become the first supplier of ready-to-eat waffles in India! A development process began, which resulted in six delicious waffle varieties:
The variety of local and seasonal recipes invites everyone to create delicious treats with Dr. Oetker products for any occasion, no matter how “different”. Whether for a party or the festival of lights Diwali, with Dr. Oetker, everyone can enjoy a delightful time with their loved ones, true to the motto “Creating a Taste of Home”.
By the way: German products are also popular in India. Recently, an Indian correspondent posted on X that she was eagerly awaiting the introduction of her favorite products, dry yeast and cake glaze, from Dr. Oetker.
Most of the product range is produced at the Kaharani site.
“Quite different”: The trading landscape
The trading landscape and its impacts are, in their complexity, “quite different” from those in Western-structured environments. In India, most products are sold in the ubiquitous kiosk-like Kirana shops. There are more than ten million of these Kirana shops – translated as “neighborhood stores” – in India. In 2023, a total of 35,000 tons of finished Dr. Oetker products were delivered. Only about 10% of the sales comes from major retail chains like Reliance, Spencers, Smart Bazaar, or D-Mart.
The bulk consumer segment of Dr. Oetker Professional is another important pillar. It includes pizza sauces, cheese dressings, and fruit toppings. These are literally spread across the booming fast-food chains, specifically on their pizzas and burgers. The specially developed sauces often make the difference in the menu offerings of the fast-food chains. “It’s not always the same sauce,” Mirza smiles, well aware of the potential these sauces bring.
To strengthen the product, brand, and company image nationwide, Dr. Oetker India is active on social media. In spots and recipe videos, users learn a lot about the products and preparation possibilities. All under the motto: “Taste a European Legacy”.
„Not different“: Quality and Standards
However, the quality standards for food production follow the globally applicable Dr. Oetker guidelines. These, along with “the excellent efforts of the top team”, as Mirza emphasizes, ensure that new product innovations continually impress both the trade and consumers.