Rana Sugars Ltd SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1123

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

Rana Sugars Ltd

Parent Company

Rana Sugars Ltd


Food Processing and products


Foods and Beverages

Tagline/ Slogan

Thinking outside the cube


One of the largest integrated sugar manufacturing companies in India



Industrial users of Sugar and related products

Target Group

Sugar Brokers and Wholesalers


Driving clean revolution in Sugar industry

SWOT Analysis


1. Located in Punjab, the company is at an advantage as Punjab is a sugar-deficit state. Also, the yield per hectare in Punjab is more.

2. Rana Sugars Ltd.  is the first company in the North India which has set up a Co-generation Power Project which was commenced production during March 2002
3. Rana Sugars Ltd. has forayed into number of related businesses including Sugar, Alcohol, Power Generation and Textile Sector and even information technology to achieve diversification and minimize risks

4. It is actively involved with the farming community in order to improve yields and quality of sugarcane


1. Company has a carrying cost of large sugar stocks and suffers from low sugar recovery cost as well
2. Not announcing dividends due to losses reduces the investors’ confidence in the company
3. Over reliance on Sugar products makes the company vulnerable to price fluctuations in the Sugar industry


1. Decontrol of Sugar industry which is under discussion would improve the stability of the industry and will increase the profits of sugar companies
2. Petroleum Ministry has implemented mandatory 5% ethanol blending in petroleum, which provides an alternative market to producers
3. Information Technology skills of the company would enhance the export capabilities of the company once the export of sugar would be opened in India


1. Higher purchase price of sugarcane as compared to sugar sale
Prices and increase in financial cost due to higher rate of interest would harm the company’s profitability
2. Cheap sugar imports are harming the existing sugar mills in India and leading them to crisis
3. Continuing Losses may compel the company to close down its sugar operations



1. Balrampur Chini Mills

2. Upper Ganges Sugar & Industries

3. Bajaj Hindusthan

4. Shree Renuka Sugars

5. Sakthi Sugars

6. Simbhaoli Sugars

7. Dhampur Sugar Mills

8. DCM Shriram Industries

The table above concludes the Rana Sugars Ltd SWOT analysis along with its marketing and brand parameters.


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