Indian consumer perspective on available fibre based products
Malnutrition in India is a severe health problem as identified by WHO. In a scenario where a major percentage of population resides in rural India, fortified product's demand largely depends on its brand imaging, price and popularity. The awareness and taste was largely found to be affecting the fibre based product's demand, for instance whereas maggi oats noodles instantly became a household name due to brand imaging of Maggi, only a minor part of population was found to be aware of Quaker oats.
The consumption pattern was also found to be a major factor. A food mix preparation such as Ekayu may be an easier product to gain quick popularity due to its ease of mixing with existing staple food preparations.