The Indian confectionery market is characterized by a diverse range of products and an ever-increasing consumer base. Traditional sweets hold a significant share, but there is a marked shift towards chocolates, candies, and other innovative confectionery products. Major players dominate the landscape, with extensive distribution networks and strong brand recognition. However, there is ample room for growth and innovation, particularly in the value segment, where quality and affordability are paramount. In this vibrant market, Prayagh Consumer Care has carved out a significant niche with its brands, Cintu and Lavian.
Prayagh Consumer Care, today the fifth biggest confectionery player in the country, commenced its journey in 2000 as a contract manufacturing unit for ITC, focusing on sugar-boiled confectionery. In 2006, the company took a significant leap by launching its brand, Cintu, rapidly capturing the market through wholesale distribution. Cintu pioneered a range of confectionery products known for its superior quality at highly competitive prices, offering exceptional value to consumers.
Initially, Prayagh concentrated on essential confectionery items such as candies, toffees, éclairs, and lollipops. The turning point came in 2009 with establishing a new facility outside Hyderabad, operational from 2011, allowing the company to diversify into chocolate confectionery and advanced product lines.
By 2012, it had ventured into the jelly market, emphasizing quality and value. Its relentless focus on delivering the best products within specific price points has driven its wholesale distribution to cater directly to over 500 wholesale dealers, reaching approximately 10,000 wholesalers and more than 1.3 million retail outlets across India.
The company’s expansion into exports in 2012 has added another robust vertical to its business, with a significant presence in Latin and Central America as well as Central and West Africa, achieving over Rs.100 crores in exports. In 2017, the firm launched Lavian, targeting premium customers in metros and tier-I cities through retail distribution. The initiative has grown substantially, with Lavian products reaching more than 500,000 retail outlets and generating nearly Rs.200 crores in revenue. The company boasts three main business verticals: wholesale distribution through Cintu brand, retail distribution with Lavian, and Lavian Exotique, for MT & e-Commerce channels.
Prayagh’s manufacturing plants are HACCP-certified, BRC-certified for exports, and equipped with BIS-approved labs
Prayagh’s manufacturing plants are HACCP-certified, BRC-certified for exports, and equipped with BIS-approved labs. It maintains a robust quality assurance and control system, ensuring all products meet the highest standards. In addition, the company follows a balanced scorecard approach, incorporating environmental goals and sustainability into its business practices. Prayagh holds an extended producer responsibility (EPR) number from the Central Pollution Control Board, has partnered with recycling companies to manage plastic waste, and has moved away from single-use plastics in compliance with government regulations. It has installed a one-megawatt solar energy capacity per plant and has transitioned many fuel-based equipment to electrical.
With a target to cross Rs.1000 crores in turnover this year and Rs.1500 crores in the next two years, Prayagh aims to secure a position among the top three confectionery companies in India. Furthermore, its strategic goals include potential disinvestment at the right time, driven by the desire to scale up and introduce innovative products in the food category. Prayagh Consumer Care's success is attributed to its robust infrastructure, dedicated team, and consistent focus on quality and innovation. The company is poised for significant growth, leveraging its strengths to achieve its ambitious targets and expand its footprint in India and globally. Their journey from a contract manufacturer to a leading confectionery brand exemplifies the potential for growth and innovation in the Indian food processing industry.
