Wikipedia

Bagrrys India Limited

Bagrrys India Limited (known as Bagrry's) is an Indian multinational FMCG food-manufacturing company which manufactures the high-fiber breakfast cereals and health foods, headquartered in New Delhi, India.[1][2][3] The company has two food brands in its portfolio ‘Bagrry's’ and ‘Lawrence Mills’.[4]

Bagrry’s
Company typePrivately held company
IndustryFood processing
Founded1986
FounderShyam Bagri
Headquarters
Delhi, India
Key people
Shyam Bagri
(Founder & Chairman),
Aditya Bagri
(Director)
ProductsBreakfast cereals, Muesli, Oats, Bran, Corn flakes plus, Choco+, Makhana, Organic Quinoa & Chia, Apple cider vinegar, Peanut Butter
Number of employees
400+

Bagrry's is the second biggest Indian brand of breakfast cereals in India after Kellogg's.[5]

Bagrry's product includes breakfast cereals such as muesli, oats, corn flakes plus, choco+ and a range of healthy foods such as bran, organic quinoa, chia seed, apple cider vinegar, peanut butter, and makhana.[1][6]

The Bagrry's group with interests in grain milling, FMCG & QSR has a lineage of over 50 years in food processing and is one of India's leading suppliers of cereal-based products such as cereal flours, wheat flours, oats, wheat bran, and other cereal products to leading food brands such as Nestle, KFC, Yum Brands, Mondelez, ITC, and Britannia.[7][8] Bagrry's is one of the biggest suppliers of oats, wheat bran, and other cereal products to brands, including Nestle[9] (Maggi noodles), ITC, KFC, and Britannia.[10]

History

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The founder of Bagrry's, Shyam Bagri joined his family business of flour milling at an age of 21 years and set up a flour mill unit in Delhi in 1979 with only the scraps and spares form the group's other flour mills.[11] He expanded this unit and scaled it up an institutional business adding leading customer names such as Britannia, Parle Agro, Modern Foods and Nestle.[9]

The motivation behind Bagrry's originated from none other than, Father of Nation Mahatma Gandhi. Shyam Bagri, in his early days, went over a passage from Mahatma Gandhi's book 'India of My Dreams' that illustrated the nutritive value of 'choker' or wheat bran (a by-product of flour milling) especially fiber, which is lost in processed foods. From there on, he set out on his journey to create his own brand of high fiber health foods, Bagrry's.[11][8]

In the early 1990s, he started manufacturing and distributing wheat bran as a high fiber health food under the brand name Wheatex.[9]

In 1993, Bagri launched another healthy product, oats- under the label Oatex.[11] In 1994, he went on to manufacture a Swiss breakfast cereal called muesli - oats, wheat flakes and corn flakes blended with dried fruit and nuts. This is when he created ‘Bagrry's’ - an umbrella brand for all his health food products.[7][5]

In 2000, US President Bill Clinton was served Bagrry's muesli when he visited India and it added support in making the muesli brand popular.[5]

In 2004, Bagrry's had launched its own brand of cornflakes but withdrew it soon after, when Bagri realized cornflakes were not healthy.[11] In September 2011, Bagrry's re-entered the cornflakes market with bran-added corn flakes. However, it found success in the corn flakes category after it launched Corn Flakes Plus, a fiber fortified corn flakes in 2016.[12]

In 2016, the company ventured into food retailing with QSR (quick service restaurants) called Bagrry's On The Go.[13][14] The stores serve healthy foods and beverages such as sandwiches, bagels, burgers, cookies, cakes, brownies, crackers and muffins made without butter and using Bagrry's ingredients such as oats, muesli, wheat bran, and quinoa.[7][1]

In 2018, Bagrry's also ventured into the impulse healthy snacking category with flavored foxnuts - Makhanas.[15] The company has been studying in the fox nut (makhana) for several years for its nutritive benefits and later started selling them from the QSR vertical - Bagrry's Health Cafe.[16]

Bagri always had an emphasis on quality sourcing and imported ingredients such as raw oats from England, and almonds and natural soya-based antioxidants for his muesli from the United States.[17][10]

The Bagrry's group's manufacturing facilities are now located in Delhi, Niwai (Rajasthan), Baddi (Himachal Pradesh), and Bulandshahr (Uttar Pradesh).[2]

Bagrry's products are present in over 70,000 retail outlets across and in 150 towns & cities. It sells in India as well as in Maldives, Seychelles, Bangladesh, Nepal, Bhutan, amongst other countries.[9][18]

Products

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Brands

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The Bagrry's group has two brands at present – Bagrry's and Lawrence Mills.[4]

Collaborations

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In 2017, Bagrry's entered a distribution tie-up with Nissin Foods, the makers of Top Ramen noodles with an aim of distributing selected products through their channel.[4]

Recognition

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See also

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References

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  1. ^ a b c "Cereal maker Bagrry's to start fast-food restaurant chain". VCCircle. 19 January 2016.
  2. ^ a b "Bagrry's eyes buyouts, to launch Indian breakfast food". Business Standard. 21 January 2013.
  3. ^ "Havas Media's Arena bags Bagrry India's integrated media mandate". The Economic Times. 3 March 2016.
  4. ^ a b c "Nissin, Bagrrys forge distribution pact". The Economic Times. 15 September 2017.
  5. ^ a b c Singh, Rajiv (22 August 2018). "Bagrry's: Cereal killer". Forbes India.
  6. ^ "Bagrry's rides the breakfast wave". Business Standard. 19 January 2016.
  7. ^ a b c "Muesli lover Aditya Bagri takes his family business forward, to focus on nutritive products for a healthy lifestyle". Firstpost. 1 February 2016.
  8. ^ a b "How Bagrry's rose to become the second biggest breakfast cereal brand in India". CNBC TV18. 9 November 2018.
  9. ^ a b c d "Bagrrys India bets on innovations to take on MNCs". The Times of India. 18 November 2011.
  10. ^ a b Bhardawaj, Mamta (14 April 2018). "Bagrry's plans manufacturing facility in South India". Deccan Herald.
  11. ^ a b c d Chaturvedi, Anumeha (11 December 2011). "Bagrry's faces tough competition". Business Today (India).
  12. ^ Bapna, Amit (2 September 2017). "Challengers at work: A peep into the path ahead for some homegrown brandequity". The Economic Times.
  13. ^ "Bagrry's QSRs set to take on KFC, McDonald's with healthy snack options". The Economic Times. 19 January 2016.
  14. ^ "Health food brand Bagrry's launches restaurant". Business Standard. 11 March 2016.
  15. ^ Chatterjee, Purvita (12 March 2018). "For breakfast cereal-maker Bagrry's it is snacking time". Business Line.
  16. ^ "5 FMCG categories that never existed before". Indianretailer.
  17. ^ Shankar, Jay (16 March 2018). "Bagrry's mulls new plant, wider distribution network". The Hindu.
  18. ^ "Bagrry's eyeing Rs 400cr sales in 5 yrs; to launch more brands". Business Standard. 10 January 2016.
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