Abstract

The caselet provides a brief description of FoodWorld, India’s leading food retailer, and its operations. It discusses FoodWorld’s private branding initiatives and their rationale behind such a strategy. The caselet examines the advantages and the pitfalls associated with private branding initiatives.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Food retail sector in India
• Marketing strategies of Indian retailers
• and Private branding and its merits and demerits.

Keywords

Private Store Brands, FoodWorld, R P Goenka (RPG), Brand Equity, Nature's Bounty, Core Competency, Retailing, Retail Margins, Product Portfolio, Vendor Management, Value Gaps, Supply Gaps, Brand Identity, Value for Money, Delivery Equity