SAJ Food Products, the creator of Bisk Farm biscuits, has unveiled ambitious plans with a focus on achieving substantial revenue growth and establishing a nationwide footprint. Notably, the company is determined to take on the formidable Britannia in the Indian biscuit market, which is valued at approximately Rs. 65,000 crores. Bisk Farm, headquartered in Kolkata, currently holds the position of the fourth largest player in the organized biscuit segment in India, and they are relentless in their pursuit of further growth. Their strategies include an extensive grassroots distribution drive and a bold claim that Britannia draws inspiration from their innovative products.
Vijay Kumar Singh, Managing Director of SAJ Food Products, emphasized, “We don’t compete with Parle in terms of the range and portfolio we offer. We look at Britannia as our primary competitor, and as things stand, Britannia looks to us for innovation.”
In light of the increasing demand for premium products among Indian consumers, Singh stated that Bisk Farm has always occupied this premium space. This is in contrast to Parle, which has made attempts to enter this segment only in recent years.
Unlike Parle, whose majority of revenue comes from the glucose segment, Bisk Farm has deliberately stayed away from this category. Singh affirmed that they have never sold glucose products and have no intentions of doing so in the future. The company has consistently strived to establish itself as a premium brand through innovative offerings, including various cream-based products and diverse variants, believing that the future of profitability lies within this market segment.
Local FMCG brands have been outpacing national brands with double-digit sales growth in recent quarters. They are now poised to intensify competition against national brands by rapidly expanding their operations.
Bisk Farm, which achieved a revenue of over Rs. 2,000 crores last year, is well-positioned for its ambitious growth plan. With the goal of reaching a substantial Rs. 5,000 crores in revenue over the next five years, Bisk Farm is positioning itself as a formidable competitor to Britannia and other industry leaders. Their growth strategy focuses on organic expansion, an expanded product range, and a national presence.
Bisk Farm takes pride in pioneering sugar-free biscuits in India, setting a precedent that industry leaders like Britannia followed years later. They are also planning to launch millet-based biscuits in the near future.
Bisk Farm intends to conduct an initial public offering (IPO) once it reaches the Rs. 5,000 crore revenue milestones. Their primary objective for the IPO is to achieve substantial turnover and build a national footprint that will enable them to go public. Although they are well-capitalized and have no external investors at the moment, this move is part of their long-term strategy.
Bisk Farm has made significant inroads into the southern and western parts of India, with production facilities in Nagpur and Bangalore. Their presence spans across 26 states in the country, but the maturity of their presence varies by region. While they have established a longstanding presence in regions like Karnataka, Maharashtra, and Uttar Pradesh, they are still working on building a solid foundation in newer territories like Rajasthan and Gujarat. The company is actively expanding into the northern belt, reaching Haryana, and steadily making its mark in the capital region as part of its commitment to achieving a robust national presence.