Objective and Scope:

The client, a global FMCG major, wanted to assess their headroom for growth by looking at beverage production capacities of 20+ competitors in India. The assessment included tracking of unutilized capacity by category and regions. For this, Benori conducted a market study focusing on the following categories for the target companies:

• Carbonated soft drinks (CSD)
• Juice
• Water
• Value-added dairy (VAD)
• Energy drink
• Others

Approach:

We conducted extensive primary and secondary research to collect information on the following parameters: plant location, ownership type, brands/pack types, number of production lines with capacities, overall plant capacity, capacity utilization, and annual production. Using the above information, we calculated the unused volumes and capacity headroom available across states for players and their respective categories and presented the results in a dashboard.

Impact:

The client was able to understand and assess:

• Free capacities available for all players by region, state, and category
• Executed and planned investments by the competition, which helped them refine their India expansion strategies