While there is little doubt whether a market for such a product exists -- rotis from the unorganised sector are already doing brisk business at corner shops in Mumbai -- corporates have to battle a gamut of issues. In the unorganised sector, the process is fairly simple. The rotis are homemade and sold the same day. However, as HLL spokesperson Irfan Khan says, the challenge for the company is to make their rotis as close aspossible to the homemade chapatti. And second, he explains, they must ensure a shelf-life of at least four to five days. ``Launching is not a problem... the race is who can make the ideal chapatti,'' Khan admits.

The research has not only involved a thorough study of customer preferences. It has also meant finding out which constituents give the roti its texture and taste.

Godrej Pillsbury and HLL are also close competitors in the branded atta market. HLL has a leadership position and sells atta which varies according to region and eating habits. Composition varies depending on the grain quality and the typical atta used in that region. ``The Punjabi phulka is very different from the South Indian chapatti... so the product will have to be different in each of these regions,'' Khan explains. Godrej, whose pilot is reported to be at a less advanced stage, says it cannot comment on its product because it is against policy.

Both companies have anextensive dealer network reaching into rural markets and giving them a far wider reach than any unorganised player, who is limited by distribution constraints even in metros. The stake here, according to estimates, is a Rs 200 crore plus market which is growing fast as more South Indians, known to be primarily rice eaters, opt for rotis. In the branded atta market, for instance, South India already accounts for 25 per cent of overall consumption. The target, anywhere in the country, will be working couples with little time to spare and eager to be rid of the drudgery of roti-making. Metros will be the biggest markets and Mumbai, especially, is expected to be a huge draw.

Will it be a premium product? Apparently price is of little concern, both for the company and consumer. The emphasis is on quality. While the companies believe people will pay a premium to save drudgery but will not pay to buy ``anything'', consumers say money is not a major problem. ``People will buy it if quality is good.Money is not the question,'' said a working woman.