The only positive thing about removal of QRs would be that Nestle and Heinz would bring in more products from their parents' product portfolio and this might help in market expansion. The recent controversy about these baby foods discouraging breast-feeding has led to further slowdown in growth. Thus we believe there is no major threat in this product category. The market is currently dominated by players like Amul, Britannia and other regional and dairy cooperative brands like Vijaya, Verka etc. Infact these items too are largely a flavour of urban people.
People living in rural and semi urban areas still prefer having home made or locally made butter.
Also some of these imported brands are already available in leading retailing stores and super markets like Foodworld etc in the metros. Though the threat perception in this segment becomes more realistic if one takes into account the subsidies provided by governments of European and American countries, for milk and milk products production. The existing players thus might face big competition in this product category. This product category is largely in hands of Britannia, Amul and Dabon. This product too is largely an urban phenomenon.