Infact, the days of simple white and brown breads are numbered, those in the industry say. The Indian consumer knows what is available in foreign markets and wants the same here.
As a result, many new food chains have sprung up specialising just in breads and offer up to 100 varieities at one time.
"A majority of the Indian bread sector is still dominated by local brands offering white bread priced between Rs 5 -10. The branded segment is just 15 - 20 per cent, but considering the numbers, it has lot of potential for expansion," says Vikas Arora, general manager, sales and marketing, Kwality Group.
The total market size of the bread industry is approximately 15 million standard loaves or 1.5 million tonnes according to industry estimates.
"Because of changing lifestyles, a large number of people, especially professionals are adopting breads and are willing to pay a price for the quality," says Arora.
"Also, breads are no more considered unhealthy and there is a wide range of health breads which is available, tinged with milk, fruits, and even multi-cereals," says Sandeep Madan, GM, marketing, Nirulas.
Most of the new 'avataars' of breads, priced anywhere between Rs 20 - 50 are still available at five star hotels, big bakeries and packed food chains.
"There is no point in selling them at local grocer's shop as they are not for mass consumption," says Haya Prakash, a manager with a bakery chain.
The Indian market is very price sensitive and most of the consumers are not willing to pay more than Rs 5 for a bread loaf, he says.
"But as far as the price of these international varieties is concerned, it cannot come down as many of the ingredients and technology being used is imported," says Horst Rautert, a German chef specialising in breads and cakes.
Rautert says his potato bread, tomato, spinach and onion bread are very popular with consumers here, while Pakistanis love Dalmash bread made with yellow dal.
"As most of the bread industry in India is in small sector, the technology used is very old. Most of the new varieties of bread require up to 17 hours of slow baking which cannot be done on them," he says noting "the Indian industry also needs to have some quality standards... the breads locally produced here are too sweet."
However, Arora says the change is slowly coming. Many bakeries have adopted state-of-the-art technologies and the vast varieties of breads are fast picking up in small towns and cities like Gurgaon and Karnal.
"It is just a matter of picking up the taste. Once that happens, the demand would grow and the industry will start modernising automatically," he says.
