Market Solution

Sizing Proposed
Consumer Behaviour Key countries identified
Consumer buying behavior : Export market for ready to eat meals in India US Revenue amounts to US $46.05bn in 2023. The market is expected to
✔ Popularity of Brand The food products under the ready to eat category has registered grow annually by 2.85%. Average consumption per person is expected
✔ Quality a CAGR of 12 percent in the last one decade and share in exports to be 16.0kg.
✔ Colour of RTE products has increased from 2.1 percent to 5 percent. Indians in USA - 4460k
✔ Price The export of products under Ready to eat (RTE), Ready to Cook
✔ Brand Loyalty (RTC) and Ready to Serve (RTS) have registered a CAGR of 10.4 UK According to Eating Better’s Ready Meals 2020 Snapshot Survey, 88% of
percent from 2011-12 to 2020-21. adults in the U.K. eat ready breakfasts and dinners or ready-to-cook
India exported more than $2.14 bn worth of final good products foods and two in five people eat packaged meals every week. Average
in 2020-21. consumption per person is expected to be 16.4kg. The estimated
Export of RTE rose by more than 23% to $1011million in april- market size is $4.1 billion for packaged products.
october (2021-22) compared to $823 million as compared to Indians in UK - 1764k
April-October (2020-21).
Australia Revenue in readySWOT Analysis
to eat meals segment amounts to US $3.35bn. Annual
growth rate is 4.41%. Indians in Australia - 4960k
Strengths:
Nepal Asian countries are chosen because :
• Adding convenience to people’s
Asia Pacific islife
anticipated to be the fastest-growing regional market
• Rich and authentic from
Indian2022
tasteto 2030 owing to the increasing target population in the
• Pakistan
Competitive pricingregion. Moreover, growing consumer disposable income and rising
Consumer Behaviour awareness about ready meal products are contributing to market
growth. Products also have high popularity
Weakness: with the existing product
Consumer buying behavior : Due to rise in Covid-19 mix of Urban Granny and exports will be less costly.
✔ Popularity of Brand Threats: • Low-scale operations
Busy work schedules
✔ Quality • Presence of fats, preservatives and • Fewer product offerings
Change in mindset
✔ Colour Smaller family size artificial flavors. • Low brand equity and less brand
✔ Price Customers willing to seek convenience, portability and diverse • Rise in health conscious consumers and demand for awareness
✔ Brand Loyalty food offerings nutritious and healthier products. • Operations limited to India
• Rising competition
• Brand loyalty is high for consumers, thus extensive Opportunities:
competition from other competitors • Digitalization
• Premiumization - premium pre-
packaged main courses with fine
ingredients and different or original
Competitors Market Pricing strategy Channels Country Advertising Sales and
offerings presence platforms methods of
operation

MTR Ready to make Competitive Hypermarkets, US, UK, Australia, Nepal, TV, newspapers, Collaboration with large
beverages, masala supermarkets, specialty Canada Hoardings, social media retail chains and using
powder, breakfast mixes, stores, company marketing, SEO, SEM promotional strategies
ready to cook, meal mix, website, e-commerce (discounts, bundling,
sweets downsizing, etc)

Haldiram’s Ready to eat (singles and Competitive Hypermarkets, US, UK, Middle East TV, newspapers, Collaboration with large
combos), instant mix, supermarkets, specialty Hoardings, social media retail chains and using
savories, stores, company marketing, SEO, SEM promotional strategies
website, e-commerce (discounts, bundling,
downsizing, etc)
Swad Ready to cook, instant Competitive Hypermarkets, US, India SEO, social media, Collaboration with retail
mix, masala, food grains supermarkets, specialty newspapers chains
stores, company
website, e-commerce

ITC Ready to eat food, ready Premium Hypermarkets, US, Canada, Australia TV, newspapers, Collaboration with large
to eat sweets, instant supermarkets, specialty and New Zealand, the Hoardings, social media retail chains and using
mixes, spreads and dips stores, company UK, Germany, marketing, SEO, SEM promotional strategies
website, e-commerce Netherlands (discounts, bundling,
downsizing, etc)

Nestle Ready to eat instant Premium Hypermarkets, USA, Canada, UK, TV, newspapers, Collaboration with large
products (cuppa maggi, supermarkets, specialty Australia, Singapore and Hoardings, social media retail chains and using
poha, upma), ready to stores, company Africa. marketing, SEO, SEM promotional strategies
drink instant drinks, website, e-commerce (discounts, bundling,
sweets, etc downsizing, etc)
 Market Solution
Sizing Proposed

19-30 years Indians abroad- Working professionals, middle-high

income, living busy lifestyle and prefer Indian meals over other
meals
Touch points : TVC, newspapers, online

Foreigners who like Indian cuisines - working

professionals, middle to high income (add
product offerings and customize existing ones
according to their taste
Awareness ads,content marketing, social media
Commercial –collaboration with retail shops, e-commerce (instagram, facebook and twitter)
companies that sell food products Strategy : Occupy mind space of customer
by creating awareness about the product.

Touch points : Personalized emails, brick

• Ready to eat instant meals (both single and mortar stores, content available on
Who internet.
serving and combos)
(Target
• Introduce breakfast mix (like poha, upma
Interest Strategy : Assess customer preferences
Market)
paranthas, etc) and then suggest personalized product
• Introduce ready to drink beverages recommendations.
• Meal boxes
• Instant mixes
Where What • Spreads and dips Touch points : Smooth experience
• Meat products while purchasing, targeted ads,
(Channels) (Product)
• Instant soups Desire advertise promotions and
• Vegan range discounts.
• Healthy options like Gluten free and organic Strategy : Deliver call to action
A mails and ads.
How
(Promotional
Marketing : c
SEO, SEM, Content marketing, leverage social media presence,
• Hypermarkets
strategy)
influencer marketing, gamification, etc., newspapers ti Touch points : Delivery service,
packaging
• Supermarkets,
Promotions :
o Strategy : Discounts, up sale, several
•
•
Specialty stores
Company website
Bundling and downsizing packaging n payment gateway options, cashbacks

• E-commerce Advertising :
Campaigns evoking emotions of authentic Indian taste that
provides comfort to Indians abroad through its taste and
diverse products. Campaigns like #gharKaKhanaGharKeBahar