Safal SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 6353

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


Parent Company

Mother Dairy


Food Products & Juices


Food and Beverages

Tagline/ Slogan

The goodness of fruits and vegetables


A wide range of good quality, fresh products



People who want fresh fruits, vegetables and associated products

Target Group

Middle and upper middle class families


As a good quality, trusted brand in processed fruits and vegetable business

SWOT Analysis


1.High quality, fresh products
2. Wide product range including fresh fruits, vegetables, frozen food, juices, nectars, processed food, etc.
3. Efficient supply chain management
4. Network of over 50,000 farmers for procurement of fruits and vegetables

5.Export to around 40 countries

6.Strong brand name in Indian households

7.Strong parent brand of Mother Dairy

8.ISO 9002:2008 & HACCP certified

9.Efficient use of technology in processing and constant innovation

10.Expert guidance and best practice awareness for the farmers, improving their quality of life and providing them with fair price


1.Strong competition in every segment of operation
2.Limited presence in the country
3.Less number of exclusive retail outlets – Safal Pure Veg

4.Fresh fruits and vegetables are perishable products


1.Increase its reach throughout the country with exclusive Safal outlets
2.Growing market in India
3.Increase in disposable income of people

4.Popularity of fruit juices, nectars, RTS beverages amongst health conscious people

5.Advertise and promote the brand

6.Sponsorship and tie ups for various events like marathons, sports competitions, etc.


1.Strong competition
2.Increase in cost of raw materials
3.High dependence on rains and weather

4.Inflation and economic instability in the country



1.Juices- Real, Tropicana
2.Ketchup- Maggi, Kissan, Heinz
3.Jams- Kissan, SIL

4.Pickle- Nillons, Mother recipe

5.Fresh fruits and vegetables- Reliance Fresh, Food Bazaar,  local mandis

6. Squash- Mapro, Haldiram

7.Packaged Rice- Golden Gate, Saffola Arise, Kohinoor, LalQilla

The table above concludes the Safal SWOT analysis along with its marketing and brand parameters.


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