Kellogg's Indian Experience: A Failed Launch
In April 1995, Kellogg India Ltd. (Kellogg) received
unsettling reports of a gradual drop in sales from its
distributors in Mumbai. There was a 25% decline in
countrywide sales since March1995, the month Kellogg
products had been made available nationally.
Kellogg was the wholly-owned Indian subsidiary of the
Kellogg Company based in Battle Creek, Michigan.
Kellogg Company was the world's leading producer of
cereals and convenience foods, including cookies,
crackers, cereal bars, frozen waffles, meat
alternatives, piecrusts, and ice cream cones. Founded
in 1906, Kellogg Company had manufacturing facilities
in 19 countries and marketed its products in more
than 160 countries. The company's turnover in 1999-
00 was $ 7 billion. Kellogg Company had set up its
30th manufacturing facility in India, with a total
investment of $ 30 million. The Indian market held
great significance for the Kellogg Company because its
US sales were stagnating and only regular price
increases had helped boost the revenues in the 1990s.
Launched in September 1994, Kellogg's initial offerings in India included cornflakes, wheat
flakes and Basmati rice flakes. Despite offering good quality products and being supported
by the technical, managerial and financial resources of its parent, Kellogg's products failed
in the Indian market. Even a high-profile launch backed by hectic media activity failed to
make an impact in the marketplace. Meanwhile, negative media coverage regarding the
products increased, as more and more consumers were reportedly rejecting the taste. There
were complaints that the products were not available in many cities. According to analysts,
out of every 100 packets sold, only two were being bought by regular customers; with the
rest 98 being first-time buyers. Converting these experimenters into regular buyers had
become a major problem for the company.
By September, 1995, sales had virtually stagnated. Marketing experts pointed out various
mistakes that Kellogg had committed and it was being increasingly felt that the company
would find it extremely difficult to sustain itself in the Indian market.
The Mistakes
Kellogg realized that it was going to be tough to get the Indian consumers to accept its
products. Kellogg banked heavily on the quality of its crispy flakes. But pouring hot milk on
the flakes made them soggy. Indians always boiled their milk unlike in the West and
consumed it warm or lukewarm. They also liked to add sugar to their milk. or lukewarm.
They also liked to add sugar to their milk. When Kellogg flakes were put in hot milk, they
became soggy and did not taste good. If one tried having it with cold milk, it was not sweet
enough because the sugar did not dissolve easily in cold milk. The rice and wheat versions
did not do well. In fact, some consumers even referred to the rice flakes as rice corn flakes.
In early 1996, defending the company's products, Managing Director Avronsart said, "True,
some people will not like the way it tastes in hot milk. And not all consumers will want to
have it with cold milk. But over a period of time, we expect consumer habits to change.
Kellogg is a past master at the art, having fought - and won - against croissant-and-coffee
in France, biscuits in Italy and noodles in Korea."
A typical, average middle-class Indian family did not have breakfast on a regular basis like
their Western counterparts. Those who did have breakfast, consumed milk, biscuits, bread,
butter, jam or local food preparations like idlis, parathas etc. According to analysts, a major
reason for Kellogg's failure was the fact that the taste of its products did not suit Indian
breakfast habits. Kellogg sources were however quick to assert that the company was not
trying to change these habits; the idea was only to launch its products on the health
platform and make consumers see the benefit of this healthier alternative.
