KLRF Ltd SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1056

SWOT Analysis of KLRF Ltd with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Kovilpatti Lakshmi Roller Flour Mills


Food processing and Products


Food and Beverages

Tagline/ Slogan



Focused towards continual improvement and customer segmentation based on specific product quality and end use applications



People preferring ready flour

Target Group

Lower, middle and upper middle class


Company focusing on product quality and creating specific products for different customer segments.

SWOT Analysis


1. It has been operating for over 50 years now and is hence well established.
2. It has a very diversified business. It is into not only into Wheat Flour Milling but also into Textiles, Sheet Metal Fabrication and Trading.
3. Its warehouses are spacious and are equipped with modern material handlings equipment 
4. It is an ISO 9001:2000 certified company

5. It is known for understanding customer requirements well and hasmade a phenomenal success in terms of supplying flour in various packages as 90 kg, 50 kg, 25 kg, 10 kg and 5 kg

6. One remarkable step taken is towards tapping the retail segment and it is a pioneer in launching half kg and one kg consumer packs of Maida, Sooji, Resultant Atta and Whole Meal Atta.


1.It is well-known only in South India and hence limited reach
2.It does not have a very good brand recall


1.Increase its presence in other parts of India other than south India.
2.Increase exporting its high quality flour.
3.Diversify into new food products


1.Competitors have flours having higher brand recall.

2. Unfavorable govt policies and economic conditions

3. Rising prices of raw materials and increasing cost of labor



1.Pillsbury chaki fresh atta
2.Shaktibhog atta

3.Aashirwaad atta


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