Project report for cashew feni

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Introduction

Feni is a spirit produced in Goa, India. The two most popular types of feni are cashew feni and toddy palm feni, depending on the original ingredient; however, many other varieties are sold. The small-batch distillation of feni has a fundamental effect on its final character, which still retains some of the delicate aromatics, congeners and flavor elements of the juice from which it was produced. Cashew apple is a valuable source of sugar, vitamins and minerals. It is observed that the Vitamin-C content in Cashew apple is five times more than that in citrus fruits. The fruit is a powerhouse of protein and minerals that include copper, calcium, magnesium, potassium, iron, and zinc. From aiding the production of blood, supporting heart health to weight loss, there are a lot of hidden benefits of it. The first step in making Feni is by crushing cashew apples manually on a hilltop rock shaped like a basin. Juice from crushed cashew apples flows out of the basin to an earthen pot or copper pot which is buried deep under the ground for fermentation. Then, the juice is distilled by boiling on wood fire. The juice in the pot undergoes various steps of vaporization and distillation, where only 4% of the fermented juice becomes alcohol. The distillation process is done thrice. The juice obtained at the first phase of the distillation process is called Urrack which is light and diluted. Urrak is further distilled into what is known as Cazulo. Cazulo has strong intoxicating properties and is not common in local market. The end product of distillation is Feni.

Market potential & Strategy

Fruit juices stand out for their various advantages, such as low cost, practicality, easy handling and high yield and the use of regional fruits such as cashew which has great potential, for its characteristic taste and its nutritional composition, containing phenolic compounds, flavonoids, tannins, sugars and ascorbic acid, guarantees good acceptance by the consumers. Cashews are delightful! The nuts are nothing less than a delight to the taste buds. With rising health-consciousness, consumers are preferring to snack healthy, due to which the demand for flavored cashews is rising in India. However, the cashew market in the country is expected to be hindered as the local population prefers other lighter snacks, available at cheaper prices, for on-the-go snacking. Consumers in metropolitan cities and towns prefer supermarkets and hypermarkets to purchase their daily essentials. Marketing the plain cashews and flavored cashews through this channel is expected to contribute toward gaining brand visibility. Moreover, the main strategy followed by hypermarkets and supermarkets is expanding the format into Tier 1 and Tier 2 cities, where they are emerging as major competitors for both unorganized and organized retailers. The chief cities where these hypermarkets are coming up are Delhi, Pune, Bangalore, Hyderabad, Mumbai, and Chennai. Moreover, supermarkets or hypermarkets provide attractive offers and discounts to consumers, as they avail discounts on bulk purchases from the manufacturers of energy drinks and other nutritional beverages.

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