2013 November

DFM Foods_Crax going pan India

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It is hard to find somebody in north India who hasn’t had Crax as a kid; many even have it today after growing up just like I do

Crax brand is owned by a listed company called DFM Foods Limited. DFM stands for Delhi Flour Mills which was their original business and later got demerged into a private company of the promoter group.
Without getting into too much detail; I’ll give an overview of the company and then straight come to the point.
DFM now owns three brands: Crax (corn rings) being the flagship brand accounts for 76% of the topline,  Natkhat (wheat puffs) 5%, Krunchoids  which is the latest addition 5% and remaining from Namkeens.
Three decades old Crax corn rings are available at Rs 5 SKU

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What my neighbourhood jockey dealer has to say about the brand

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Earlier jockey was into premium range only, now its available at all price points
Indian brands like Rupa, Euro would cost you 90-100 for an undi whereas you can get a Jockey at 120

There are five separate distributors for different segments/range
So, out of the 6 working days in a week, five days you have a different Jockey distributor sitting in your shop and taking order. You order today and its delivered the next morning
Both distributors and dealers get credit of 15-30 days, however PDCs are given at the time of ordering. 2% discount for cash payment
Dealers are given 20% margin and mostly sell on MRP, its unlikely you would get discounts anymore

Very happy with company and the brand, value-for-money products – Good quality

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