Convenience food is gaining acceptance primarily from Indian youth and is becoming part of day to day life. The present study was conducted to understand the major challenges of convenience food marketing with the help of experts’ opinion survey. While comparing the opinions of companies’ experts and agri-business experts towards challenges of convenience food marketing, it was found that the significant statements were shortage of raw material, negative perception of the brand, government regulations, lack of distribution network, high prices of food products, scarcity of ingredients, inefficient transportation facilities and availability of cheap substitutes. While talking about the reasons for stiff competition, there was no significant difference between the opinions of companies’ experts and agri-business experts regarding taste, product range and consumer awareness. The results also depicted that experts had different opinions towards market potential and distribution planning as some experts considered competition as a major factor affecting market potential.
