Feature

A Saucy Affair

 Replace, tweak, acquire — the German food brand Dr. Oetker did it all in its pursuit of the Indian consumer

That sweet aroma of milkshake powder, the not-so-tangy whiff of mayonnaise — there’s something new for the olfactory senses at every turn one takes inside Dr. Oetker’s manufacturing facility in Kaharani, Rajasthan. Spanning across 50,000 sq ft, the plant, which commenced operations last year, stands central to the growth plans of the decade-old Indian subsidiary of its German parent that’s worth €6.2 billion. The market leader in mayonnaise seems to have finally hit the bullseye when it comes to identifying the preferences of the Indian palate. But, that came only after persistent effort.