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Modern tech at MBFSL includes Farinograph to ensure quality of wheat
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Thursday, 18 July, 2019, 12 : 00 PM [IST]
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Ashwani Maindola New Delhi
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English Oven, the second largest premium bread brand of Mrs Bectors Food Specialities Limited (MBFSL) in Delhi-NCR (according to a Technopak report), is all set to launch an entire new range of frozen products, such as frozen pizzas, croissants and muffins.
These products will cater to company’s B2B (business-to-business) and B2C (business-to-consumer) segments.
Understanding the demands of the growing quick service restaurants (QSR) business segment, the company has currently started the productions of these new frozen bakery products in Delhi-NCR.
To further expand their business and to supply to other markets the company is planning to tap the Mumbai and Bengaluru markets.
Ishaan Bector, whole-time director, MBFSL, who shared that the consumers’ sentiment in India was changing and more innovation is required to satisfy their palates.
“To do so, English Oven is continuously engaged in innovating its product line, and we rigorously work towards offering more value-added bakery solutions, including buns, breads, paos, kulchas, pizza bread, desserts, frozen pizza, laminated products, centre-filled buns, etc.,” he said.
According to the Technopak Report, Mrs Bectors Food Specialities Limited is the largest supplier of buns in India to reputed QSR chains such as Hardcastle Restaurants Private Limited and Burger King India Private Limited. The company had a capacity of over 10 lakh buns in 2018, while the company’s turnover stood at Rs 168.2 crore for FY 2018.
Ishaan Bector said, “We firmly believe that we will be able to differentiate ourselves from our competitors by consistently refreshing our product portfolio and introducing new products, while maintaining consistent quality of our products. Furthermore, the frozen bakery is where the company is focussing now as it offers a great opportunity for us to grow besides giving consumers a great price point.”
Company’s inception and manufacturing plants across India
The company’s journey began when the family of Rajni Bector, who had a passion for food and original recipes, forayed into the food business. The first commercial plant set up by the family was in the breads business in Ludhiana.
The business eventually grew in to a food conglomerate with multiple products to offer. It was the vision of the family to create a premium brand in bakery at the national level. Thus, English Oven was born. Today, it is present in three locations in the north, west and south of the country, and is a significant player in the bakery industry.
The company has also introduced a new line of manufacturing in Greater Noida, Uttar Pradesh, for the manufacture of croissants, panini, potato puffs, patties and other bakery products.
As of financial year 2018, MBFSL was a leading exporter of biscuits to 61 countries across the globe, as per the Technopak report. English Oven, as an organisation, is not involved in the export of products.
About the manufacturing plants, the company had six manufacturing facilities across India in Phillaur and Rajpura (Punjab), Tahliwal (Himachal Pradesh), Greater Noida (Uttar Pradesh), Khopoli (Maharashtra) and Bengaluru (Karnataka) as on August 10, 2018. We are in the process of setting up a new manufacturing facility in Dhar (Madhya Pradesh).
The facilities situated at Greater Noida, Khopoli and Bengaluru have dedicated lines for manufacturing buns to serve our QSR customers.
Distribution and supply chain
As of June 30, 2018, MBFSL manufactured and marketed a large range of products such as biscuits, breads and buns, catering primarily to retail consumers in 11 states within India as well as to reputed institutional customers pan-India.
As of the same date, the company has a widespread network of 135 super-stockists and 570 distributors that includes traditional retail, which they define as small, privately-owned independent stores, typically at a single location.
Their breads are sold through over 9,000 retail outlets situated in Delhi NCR region and Maharashtra, according to the Technopak report, through modern trade and general trade channels, through direct sales to supermarkets, departmental stores or indirect sales through wholesalers and distributors.
As of June 30, 2018, the company also sold their biscuits through over 4,50,000 retail outlets, according to the Technopak report. Their extensive sales and distribution network allow the company to reach a wide range of consumers and ensure effective penetration of their products and marketing campaigns.
Quoting the Technopak report, MBFSL is one of the few bun suppliers in India equipped with dedicated modern manufacturing facilities with the ability to undertake large orders while complying with the stringent quality standards required by multinational QSR chains.
The company also undertakes the delivery of their products from their manufacturing facilities to certain customers in order to ensure quality and mitigate the risk of damage of products during transportation.
Hardcastle Restaurants Private Limited, Mondelez India Foods Private Limited and Burger King India Private Limited are the key institutional customers of MBFSL. They have been the preferred supplier of buns to Hardcastle Restaurants Private Limited for approximately 11 years. They have also been the one of the main supplier of buns to Burger King India Private Limited since 2014.
Quality
Ishaan Bector said, “Innovation and technology being the key factors for our company, we have a dedicated internal quality control team which is responsible for ensuring compliance with stringent quality standards prescribed by the institutional customers.”
“This ensures that their products comply with the guidelines issued by governmental and regulatory authorities. They use premium quality raw materials and ingredients in their products,” he added.
“For instance, they have integrated modern technologies in our manufacturing process such as the Farinograph, which allows them to ensure consistent quality of wheat during the manufacturing process,” Ishaan Bector said.
Commenting further on the technology front, he added that the rising demand for premium products like gourmet breads and growing focus on healthy products had necessitated the diversification and up-gradation of technology in baking.
Innovation and technology
The company, on a regular basis, keeps pace with the preferences and quality requirements of the Indian and international consumers, invest continuously in new technology and process to provide products having the desired qualities and characteristics, and continually monitor and adapt to the changing market demand.
For manufacturing buns and breads, facilities are equipped with imported semi-automated bun and bread lines, which reduce the need for human intervention and help in increasing productivity and improving cost efficiency.
For the baking process, the company has specialised hybrid ovens which provide uniform baking and reduce heat spotting, ensuring the uniform quality of each batch of our products.
Through commissioning of new technology, MBFSL intends to create a seamless capability to manufacture frozen products at all their manufacturing facilities.
The company believed that the commissioning of such new technologies will also provide them with the opportunity to capitalise growth opportunities beyond the QSR business segment and allow them to serve customers in the casual dining restaurant business segment and the hotel, restaurant and café business segment.
One of the reasons for constant increase in demand for processed and convenience food is due to innovation in ingredients.
Along with the technological advancements, Indian bakery industry has been using innovation in ingredients, these new-age ingredients are helping in the industry’s growth by providing better flavour profile to the consumers.
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