Growing incomes in India have unleashed demand for value added products. The large untapped potential in marketing, distribution and higher margin products is attracting unprecedented interest from investors. The country needs a second wave of consolidation which moves from being “subsistence oriented” to being “industry oriented”. The success factors are fast changing from an efficient, lean, low margin, morning distribution and low innovation play to a packaged, innovation and investment led, specialised, branded and chilled distribution play.