SWOT Analysis of Jowar Food Products

Strengths

1. • There is a prior awareness on jowar being a healthy and nutritious food.

2. • Good response for quality certification from NIN.

3. • Strong research and development facility is available.

4. • DSR's brand ‘Eatrite’ is the only brand in the market offering versatile product range based on jowar.

5. • Easy to be adopted in terms of appearance, preparation, and taste when compared with traditional products.

6. • Taste of the product was liked by the respondents.

7. • People are willing to consider the product if ‘Eatrite’ is launched in the market.

Weaknesses

1. • New brand in the market.

2. • Lack of awareness about the product among the non-traditional respondents.

3. • Lack of commercial business operation and good sales/distribution network; and there is limited presence in the market.

4. • Immature economy of scale.

5. • Lack of promotion of the product.

6. • Shelf-life of the product is short (one month).

7. • The typical smell of jowar is disliked by the non-traditional consumers.

8. • Difficulties are encountered in the preparation/cooking of jowar by urban consumers.

9. • Appearance of the jowar is inferior as compared with the traditional product.

Opportunity

1. • Growing willingness in consumers to try new products with health benefits.

2. • Diabetic and obese consumers are happy with the product having major health benefits for them.

3. • A good substitute for traditional products in terms of variety.