The market for cereal-based products has witnessed rapid expansion in recent years, given the rise in disposable incomes and the changing lifestyle trends within the country. A large part of the cereal market is dominated by a few top-ranking brands, and the unorganised sector comprises the rest. However, the market for breakfast cereals is largely confined to the urban regions, mainly in tier 1 cities of India. At the same time, the unique cultural preferences in several parts of the country create significant obstacles to the spread of the cereal products segment. The recent spread of organised retail and the acceptance of packaged food have led to renewed sale of cereal products in the country. Hide this