Wheat-based product manufacturer Ganesh Consumer IPO subscription reaches 42%:MD says, ‘We are number one in Bengal, now focusing on Bihar’; read the full interview here

Ganesh Consumer Products, which started as a small retail shop in Kolkata’s Burrabazar in 1936, has now launched its IPO. The public issue, which opened on September 22, was subscribed 42% on the second day. Retail investors can bid for this issue until September 24. Ganesh Consumer Products has set the IPO price band at ₹306 to ₹322. Retail investors can bid for a minimum of one lot, which is 46 shares. For this, an investment of ₹14,812 will be required. A maximum of 13 lots can be applied for. Initially, this company sold flour under the ‘Ganesh’ brand. With the acquisition of an old mill, the company’s official establishment took place on March 9, 2000, in Kolkata. The company’s MD, Manish Mimani, states that in Bengal, they are number one in chickpea-based products and chickpea sattu. Ganesh Consumer IPO timeline Read the full interview of the company’s MD Manish Mimani… Question 1: What is your position in the market? what are you doing for expansion right now? Answer: In the eastern part of the country, we are the largest player in wheat-based products with a 12.6% market share. We are in second place in chickpea-based products. In Bengal, we are in the first position in chickpea-based products. Additionally, we produce millet flour, millets, and all other types of grain-based products. In FY25, our revenue was approximately ₹850 crore. The largest portion of this was from West Bengal, and the remaining 8% was from Jharkhand and Odisha. Going forward, we will start the distribution of our product in Bihar and the North East. We need to grow while maintaining quality and our hold in the market. We have four manufacturing units near Kolkata, which are close to our market. Additionally, we have two manufacturing units in UP, one in Banaras and one in Agra. In Agra, we only produce semolina, and from October, we will also produce flour. This is because wheat is slightly cheaper here compared to Kolkata. Additionally, from this unit, we will supply to Bihar and the North East. This will save our expenses. The savings from this will be invested in advertising. Question 2: Who are your competitors in the market, and what is their status? Answer: Instead of calling other brands competitors, we refer to them as peers or fellow travelers. This includes big players like Aashirvaad, which has a market share of 31%. Apart from that, there are other value-added products, including semolina, refined flour, sattu, porridge, and gram flour. In these, we are the market leader in West Bengal. Question 3: What are the strategies to avoid the complexity of the supply chain? Answer: We have cracked a very unique supply chain. We sell 85% of our goods in grocery stores. Our small orders, which are 1-2 tons, are delivered in one day with the help of our CNF agents. In Kolkata and the surrounding region, we are available to our customers within 15 days, and throughout Eastern India, we can reach them within a month. Ganesh Consumer Products Financials Note: All amount in rupees crore Ganesh Consumer was established in 1936 Ganesh Consumer Products Limited is a leading FMCG company in India, primarily focused on wheat-based products. It was a family business that started in 1936. However, the official establishment of the company took place on March 9, 2000, in Kolkata. It is the third largest brand in Eastern India for wheat-based products such as flour, refined flour, semolina, sattu, and gram flour. The company’s distribution network extends to Bengal, Bihar, Jharkhand, Odisha, and Assam. The company’s flagship brand ‘Ganesh’ offers a miscellaneous product series, including bakery refined flour, tandoori flour, rumali flour, multigrain sattu, sweet sattu, spices (turmeric powder, chili powder, coriander), and ethnic snacks like bhujia and chana chur. In the past three years, it has launched 11 new products and 94 SKUs.