Page 61 - IACC Newsletter August-September 2013 Issue 13

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The Indian-American community has representation in government. Over the next decade I hope we’ll see four to five
other Indian-American congressmen. There are already many congressional staff members of Indian origin.
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Krispy Kreme to give doughnuts a local flavor
US-based doughnut maker Krispy Kreme’s India strategy will be: Localization, competitive pricing and two separate
alliances to capture the market.
For the northern market, which it plans to enter shortly, the company has tied up with Bedrock Food Company, while for
the southern and western regions; it has a tie-up with Citymax Hotels, part of the Dubai-based Landmark Group. “The
two master franchisees will expand our footprint in India. Doughnut is a rather under-penetrated category and we are
looking to establish our presence,” Peter King, Vice-President, Asia Pacific, Krispy Kreme Doughnut Corporation, said.
At present, the company has around five stores in south. It is now looking at markets such as Delhi, Jaipur and Lucknow.
King said as part of its expansion plan, the company was trying to localise to cut down on import costs. “Barring the mix,
we are looking at localizing the ingredients. This will bring costs down drastically and also tune our products to local
tastes,” he said.
The 76-year-old chain said it would have stores in three formats – factory size, café style and kiosks. The factory outlets
will have doughnuts prepared at the shop itself. The segment in India has players such as Dunkin Donuts (brought to
India by Jubilant Foodworks) and Mad Over Donuts, owned by the Mirah Group and Himesh Foods.
King said the company would sell only doughnuts, not burgers and sandwiches. “Our pricing is also very competitive.
We sell a dozen doughnuts for Rs 396. In fact, our prices are lower than many other markets we operate in,” King added.
Krispy Kreme had reported revenue of $403 million in 2012.
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US watch on Indian spices
Spices from India, the largest exporter of the cooking ingredients to the US, have come under the scanner of health
watchdog FDA for being susceptible to Salmonella contamination.
Salmonella germs are said to have been behind many food-poisoning outbreaks in America and the Federal Drug
Administration has put nearly 200 India-based firms on its red list because of the presence of the bacteria in the spices
and food products they exported between 2009 and 2013. Exports by companies on the red list can face “detention
without physical examination”.
According to the FDA red-list import alert, the contaminated spices include capsicum, cumin, ground coriander,
turmeric, celery, basil and pepper.
The FDA had initiated a research to characterise the prevalence of Salmonella in imported spices amid growing concerns
about infections caused by the bacteria. The study, whose findings are yet to be made public in full, had focused on over
20,000 food shipments that arrived between 2007 and 2009 and found that around 7 per cent of spices were
contaminated. Spices from India were found to be the second-most contaminated after Mexico.
India exported nearly 7 lakh tonnes of spices and spice products, valued at over Rs 11,100 crore, in the financial year
2013 against 5.75 lakh tonnes, valued at over Rs 9,700 crore, in financial year 2012.
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