How to boost the sale of ready-to-cook Khichdi, a nutritious & healthy superfood, in India?
The ready-to-cook segment in India has been growing at a compounded annual growth rate of 15-20% for the last several years. Can you build a comprehensive and actionable strategy to boost the sale of ready-to-cook Khichdi, a nutritious & healthy superfood, for Adani Wilmar?
Adani Wilmar is one of the few large FMCG food companies in India that offers most of the essential kitchen commodities for Indian consumers, including edible oil, wheat flour, rice, pulses and sugar.
Adani Wilmar launched "country's first" ready-to-cook Khichdi with three varieties in the year 2019.
It is sold through both offline and online channels.
Fortune Superfood Khichdi is a wholesome and healthy meal which contains Regional Rice, Moong
Dal, 5 Millets (Jowar, Ragi, Bajra, Flaxseeds and Sesame seeds) and an authentic tastemaker.
It comes in 200g pack which is equivalent to 1kg post cooking – serves four
Adani-Wilmar launched this product with three variants and now expanded in to 6 variants
6 Variants are as follows.
1) Punjabi Khichdi. (Regional flavor)
2) Bengali Khichdi. (Regional flavor)
3) Gujarati Khichdi (Regional flavor)
4) Fortune Achaari Khichdi (Exotic flavor)
5) Mexican khichdi (Exotic flavor)
6) Pav Bhaji Khichdi (Exotic flavor)
More details can be found at https://www.adaniwilmar.com/businesses/Food-and-FMCG
Despite of its nutritious values, reasonable pricing and reasonable marketing push sale in this segment has not been up to the mark. In this business challenge we are seeking a comprehensive and innovative sales strategy to boost the sales in the khichdi business.
The ready-to-cook segment in India has been growing at a compounded annual growth rate of 15-20% for the last several years, and is projected to maintain similar growth or achieve even higher growth in the coming years.
We currently have 6 variants – 3 Regional flavors and 3 New Exotic flavors
3 Regional flavours - Punjabi, Gujarati and Bengali
3 New Exotic flavors - Pav Baji, Achaari and Mexican Salsa
Current MRP for the pack of 200gm –
Punjabi Khichdi/ Gujarati Khichdi,/Achaari Khichdi /Mexican Salsa Khichdi/Pav Bhaji Khichdi – Rs.65
Bengali Khichdi– Rs.75/-
Current sales channels - ECOM, MFS, General Trade key self service outlets.
Primary sales in Mumbai, Delhi, Kolkata, Pune, Ahmedabad, Bangalore, Hyderabad.
Bengali khichdi is selling good in Kolkata and there is a good traction in Pav Bhaji Khichdi which is recently launched.
Punjabi and Achaari are good selling SKUs too.
Broadly ecom contributes 70% of the sales and rest 30% comes from the general trade.
Considering the current scenario we expect a comprehensive and actionable strategy to boost the sales in the Khichdi Business. All recommendations must be backed by sound logic and/or data. You are free to leverage your innovative ideas but at the end they have to practical and actionable.
Recommendations to introduce new variants maybe may be avoided.
Consider India as a market.
Keep primary focus on sales and ways to boost it.
Since existing cities such as Mumbai, Delhi, Kolkata, Pune, Ahmedabad, Bangalore, Hyderabad are still not captured in terms of potential sales volume, strategy maybe focussed on growing the existing markets first instead of expanding it to other cities. Expanding to other cities may be recommended if there is a solid reasoning and plan behind it.
No
Most comprehensive and mature strategy will be assessed by the jury members and their decision will be final & binding to all the teams.
• Students in selected management institutes in India can form teams to participate in this challenge.
• A faculty may also join with the teams from the campuses to guide the students. However, this is not mandatory for teams to participate.
• Each team shall have minimum 2 students & maximum 4 students.
Each participating team shall be informed on entire process through briefing sessions and separate emails.
Teams need to submit their solutions/work through form: https://forms.gle/KHNwHz3xUDijFsZk9
For any clarification please write at [email protected]
| Registration Open Date and Time | August 01, 2022 12:00 AM |
|---|---|
| Registration Close Date and Time | August 09, 2022 11:45 PM |
| Final Submission Date and Time | September 13, 2022 11:45 PM |
OTHERS |
|
| Briefing session (Zoom Meeting Link: https://bit.ly/3zIlybf) | August 10, 2022 05:30 PM |
| Submissions for first level screening | August 17, 2022 11:45 PM |
| Moderation session | August 24, 2022 05:00 PM |
| Submissions for second level screening | September 03, 2022 11:45 PM |
| Final presentations before business team | September 23, 2022 03:00 PM |
This is going to be a tough fight as teams from leading management institutes are expected to compete with each other. Winning teams will be judged on the basis of innovative & holistic approach that is feasible to execute. Jury members will be senior leaders from Business team and Sociocharge Impact Lab.
However, top performing teams (upto two) will be awarded with awards worth INR 75000.00 in total. First winner: awards worth INR 50,000.00 Second winner: awards worth INR 25000.00
✓All the members of winning teams will also get certificates from the business & Sociocharge
✓All teams that clear the first phase of screening will also receive participation certificates from Sociocharge.
The ready-to-cook segment in India has been growing at a compounded annual growth rate of 15-20% for the last several years, and is projected to maintain similar growth or achieve even higher growth in the coming years.
We currently have 6 variants – 3 Regional flavors and 3 New Exotic flavors
3 Regional flavours - Punjabi, Gujarati and Bengali
3 New Exotic flavors - Pav Baji, Achaari and Mexican Salsa
Current MRP for the pack of 200gm –
Punjabi Khichdi/ Gujarati Khichdi,/Achaari Khichdi /Mexican Salsa Khichdi/Pav Bhaji Khichdi – Rs.65
Bengali Khichdi– Rs.75/-
Current sales channels - ECOM, MFS, General Trade key self service outlets.
Primary sales in Mumbai, Delhi, Kolkata, Pune, Ahmedabad, Bangalore, Hyderabad.
Bengali khichdi is selling good in Kolkata and there is a good traction in Pav Bhaji Khichdi which is recently launched.
Punjabi and Achaari are good selling SKUs too.
Broadly ecom contributes 70% of the sales and rest 30% comes from the general trade.
Considering the current scenario we expect a comprehensive and actionable strategy to boost the sales in the Khichdi Business. All recommendations must be backed by sound logic and/or data. You are free to leverage your innovative ideas but at the end they have to practical and actionable.
Recommendations to introduce new variants maybe may be avoided.
Consider India as a market.
Keep primary focus on sales and ways to boost it.
Since existing cities such as Mumbai, Delhi, Kolkata, Pune, Ahmedabad, Bangalore, Hyderabad are still not captured in terms of potential sales volume, strategy maybe focussed on growing the existing markets first instead of expanding it to other cities. Expanding to other cities may be recommended if there is a solid reasoning and plan behind it.
No
Most comprehensive and mature strategy will be assessed by the jury members and their decision will be final & binding to all the teams.
• Students in selected management institutes in India can form teams to participate in this challenge.
• A faculty may also join with the teams from the campuses to guide the students. However, this is not mandatory for teams to participate.
• Each team shall have minimum 2 students & maximum 4 students.
Each participating team shall be informed on entire process through briefing sessions and separate emails.
Teams need to submit their solutions/work through form: https://forms.gle/KHNwHz3xUDijFsZk9
For any clarification please write at [email protected]
