After getting his Master’s in Food Technology from University of California, he had obtained a Ph. D. in the same subject specializing in ‘high protein products’. After completing his education, he had joined a company, HyPro Inc. , which was marketed through a large number of departmental stores throughout the US. The company was enjoying a good reputation. Dr. Charkraborty was seriously thinking of returning to India and setting down in his hometown of Bangalore.
He was toying up with the idea for last 2 to 3 years to set up a plant to produce few of such high protein products in India. During his earlier visits, after talking to different people, he had noticed the availability of soyabean in abundance. He had carried out several experiments in his laboratory and has developed what he called as “Soyabean Milk”. He felt that, for a developing country like India, with majority of the children being undernourished, this would be an ideal product. Soyabean milk would have some percentage of milk, water and different other raw materials added to give it a high protein value.
It will be pasteurized, so refrigeration would not be essential and will have almost same or better life than average milk. Soyabean milk would cost about 15 per cent more than the regular milk. Which he felt, was justified due to its high protein values. To obtain the same proteins, other substitutes or medicines, he felt would be ten times more costly. As he was 15,000 miles away from his potential market, he first wanted to ascertain the feasibility of this project. He had several questions on which he wanted to get the answers.
The Term Paper on Sybean Milk Preparation
The soybean is a species of legume, widely grown for its edible bean which has numerous uses. The plant is classed as an oilseed rather than a pulse. Soybean is a complete reservoir of nutrients, especially, proteins. It is the phytochemicals in soybean that prevents blood clotting from taking place. It aids in protecting the heart against oxidation. Soybean serves as an excellent source of ...
Whether the tradition bound Indian population would accept a new concept like soyabean milk? ii) In which town should he set up his plant? And of what capacity? iii) In which form should he introduce this soyabean milk-as a substitute to normal milk or by adding different flavours, as a competitive product to already existing soft drinks. iv) What sort of distribution arrangement he should have? Technically he was confident about the production of this soyabean milk. Marketing-wise and commercially whether such a project would be viable or not was his main doubt.
His friends had informed him that recently two companies have already introduced soyabean milk in India which was, however, very costly in the market. This did not worry him much as he felt that his product would be superior and that with such large population in India, even a dozen competitors should do reasonably good business. Questions 1. What type of information should Dr. Charkraborty collect to decide on the setting up of this project? 2. What strategy would you recommend for marketing of soyabean milk in India for him?
