Mahaan Foods SWOT Analysis, USP & Competitors

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

Mahaan Foods

Parent Company

Mahaan Foods Limited


Food processing and products


Foods and Beverages

Tagline/ Slogan



Leading manufacturer of Dairy Products especially Ghee



All users of Milk Products

Target Group

Domestic consumers and Institutional consumers of Milk Products


High quality Milk Products

SWOT Analysis


1. MFL is one of the leading manufacturers, exporters & importers of dairy products in India.

2. MFL has a good range of products including dairy whitener, skimmed, instantised milk powders and other milk products

3. The company has signed MoUs to export its expertise to Dubai, Singapore and other Asian countries
4. MFL has also entered into a technical tie-up with Ratocom Industries, Netherlands, and Seppo Ralli, Finland, for the modernisation and expansion of its plant, which increases its productivity and efficiency
5. Company has products for various market segments including domestic markets, for institutions and for exports


1. Excessive focus on Ghee products, which is witnessing a downfall in demand

2. Company has not devoted any budget for R& D, and it also does not import any technology, which hampers the product innovation

3. Export are minimal and too much focus on domestic market, which is witnessing increasing competition


1. The company’s venture into a new project Mahaan Protein Ltd to manufacture the non-conventional high value added products like Casein, Lactose, and Whey Protein will add to the product portfolio and increase profitability
2. Company’s proposal to  shift  a  larger  share  of  our  product  portfolio  towards  consumer packaging, may reap huge benefits
3. The Company wishes to be a part of the 'Green Initiative' of the  Ministry of  Corporate  Affairs  (MCA)  so  as  to  contribute  towards  a   greener environment, which would develop positive brand equity for the company


1. People in general have become more health conscious today and  the demand for pure ghee is seeing a considerable downfall
2. Intervention of Government viz-a-viz import & export of dairy  products is  causing upheavals in the market hence affecting both demand and  price
3. Constant increase in costs in terms of raw material inputs, services, power and fuel. The huge surge in costs continues to be a point of concern for the Company



  1. ADF Foods Ltd.
  2. Heritage Foods (India) Ltd.
  3. KMG Milk Food Ltd.
  4. Milk Specialties Ltd.
  5. SYP Agro Foods Ltd.

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


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