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Presented by

Apurb Sinha Ritu Anand Vibha Garg

ohi Swaad .....

Wohi Baat......

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Diversity in food

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Diversity in Culture

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Cosmopolitan society

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Mission & Vision

Mission :

To provide people with authentic food so thatthey remain attached to their culture and

experience the Wahi Swaad

Vision:

To become a retail chain in next five years of

operation and open stores in major cosmopolitancity in India.

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Core Idea

Authentic food

Converging diverse Indian food

Need

The urge to get the same taste as that of thehometown food.

Migration leading to cosmopolitan societies islikely to increase the above need.

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Current Market situation

Available only with small grocery shops

Less diversity

Less variety People are unaware

Mostly produced locally

Price not reasonable

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Core idea

Authentic Food Store(ConvergingDiverse Indian Food)

Unique customer

service

Competitive

price

Reliable & Rapid

availability

Time saving

Upscale retailer

Hard to find eatables from

Around India

Attributes

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Consumer Research

Observation research was done

With focused groups of migrants staying

in cosmopolitan societies in the agegroup of above 25+

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Selecting Consumers to

Serve(STD

P) Segmentation

Geographic : - Cosmopolitan areas

Demographic :- Migrants, Middle class and abovePsychographic :- Nostalgic migrants who want to

remain connected to their groups.

Target

Areas like Andheri/Powai/Thane

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STDP cont.

Differentiation :-

Convergence ofDiverse Indian food

Free Sampling Suppliers will be well known names in regional

areas

Events Celebration like food festivals

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STDP cont.

Positioning

People are already aware of the taste and

have an urge to have the same experience. Wewant to create and experience ofWahi Swaad

to the customers.

Taste

MemoriesWahi Swad Incredible

India

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Product and Service Design(4P)

Products: Sweets (bengali rasogulla, Mysore pak, Petha)

Pickles (Sweet lemon, Large chilli)

Snacks (Chips, Gajak, Papads) Method of selection

Research team to find out the shops and retailersthat have maximum fan following in the local

regions Consumer research

Feedback and wish list from customers

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4P cont. Presentation

Packaging design: The packaging to be in such a

manner that the buyer immediately connects to

the original.

Supplier Name: The supplier name to be clearly

visible on the packages along with Wahi Swaad

Logo.

Mode of delivery Shop counter

Free home delivery

Online Orders (Future Plan)

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4P cont.

Pricing

A combination of cost based and competitive

pricing model

Balance between regional and local Price

Price = cost + approx 50% Margin

Aging based discounts

Distribution

Supplier located all over India

Not a core competency

Outsource collection, Storage and Supply

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Customer Delight

Shop interiors will reflect the regional places

The furniture and the utensils to represent the

regional image

Food festivals to be organized

Free samples

Customer feedback

Wish list recording

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Initial Investment Outlay

3

1

3

1

Ma et esea

T tal

Initial Investment

Invent y

De sit

u nitu e

m t i n

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SWOT Analysis

Strength

No similar competitor

Authentic taste

Well know supplier from regional area

Weakness

Life of food

High number of supplier

Business dependent on suppliers

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SWOT Analysis(cont.)

Opportunities

Cosmopolitian culture exists in Indian urbarn

areas and further growth in possible.

Growing Income and Spending Power

Decreasing trend of cooking snacks & sweets at

home

ThreatsMass Retail chains may start with this concept

immediately

Local Shops

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Challenges

Increasing cost of retail space

Pricing

Managing high number of suppliers

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Thank You