Big Bang Food Tech: Can It Successfully Replicate The E-Commerce Rollup Model In The Indian Food Sector?

Big Bang Food Tech: Can It Successfully Replicate The E-Commerce Rollup Model In The Indian Food Sector?
Case Code: MKTG456
Case Length: 7 Pages
Period: 2021-2023
Pub Date: 2023
Teaching Note: Available
 Price: Rs.300
Organization : HDA Flavour Pvt Ltd (trading as Big Bang Food Tech)
Industry :Foodservice
Countries : India
Themes: Brand Development, Business Models, Growth Strategy,Entrepreneurship

Big Bang Food Tech: Can It Successfully Replicate The E-Commerce Rollup Model In The Indian Food Sector?
Abstract Case Intro 1 Case Intro 2 Excerpts

Abstract

The case describes the business model of Big Bang Food Tech (BBFT), a Food brand aggregator, and its attempts to acquire Indian food brands with a proven Product-Market Fit (PMF). BBFT aimed to leverage advances in food technology, transport, and supply chain technologies and help these acquired food brands with potential to grow from local and regional level into national and international brands. The case then focuses on the food industry in India along with BBFT’s business model that was based on the e-commerce rollup model where it focused on building the ‘house of food brands’. BBFT planned to build a vertical specific ecosystem of food brands whereby once 3-4 companies were acquired, there was a great potential for cross-functional consolidation and for harnessing opportunities for the brands through people, processes, and capital support.

With these developments, analysts wondered whether BBFT would be able to add value to the local brands and their family businesses by offering the benefit of a shared supply chain and reliable logistics while still maintaining the authenticity of the brand. Another question was how BBFT would scale up and integrate multiple family-owned food brands, each with their unique heritage and business culture, into its portfolio.

Issues

The case is structured to achieve the following teaching objectives:

  • Recognize the importance of Brand Architecture.
  • Describe the House of Brands concept.
  • Explain the e-commerce rollup model and its pros and cons.
  • Identify the approach to scaling up local foodservice brands.

Contents

Introduction
India's Foodtech Industry
Launch of Big Bang Food Tech
Big Bang Food Tech Business Model
Growth Through Acquisitions
Future Outlook
Exhibits

Keywords

Business Model; Brand Acquisition, Growth strategy; Scaling-up; Brand Management; Product-Market Fit; Business to Business to Consumer (B2B2C) model; Value Proposition

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