Evaluated Entry for a US Based Indian Ethnic Food Major into the Ambient and Frozen Food Category in India
Background and Challenge
The client, a manufacturer and exporter of ethnic Indian food products to various countries like UK, USA, Middle East, Australia, New Zealand etc. wanted to introduce the ambient and frozen food varieties in India. The top management requested UC to evaluate the opportunity in ambient and frozen foods market in India and list its route of entry.
Approach and Recommendations
To determine the entry strategy for the client in India, UC adopted the following approach:
- Landscaped the food industry segments in India and the key growth segments
- Identified and analysed consumer behavior, movement pattern, the shelf space dedicated, visibility etc. in retail outlets
- Evaluated the key competitors and competition intensity
- Identified retail channels for sale and challenges for manufacturers
UC realised that there was a small market potential for ambient and frozen foods in future, and thus identified possible acquisition opportunities and new potential high growth segments.
The client received a detailed understanding of the food industry segment in India and a recommendation to plan its entry at some point, depending on market signals