Gits Food - Pioneering Indian Convenience Food
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Case Code: BSTR596 Case Length: 17 Pages Period: 1963-2019 Pub Date: 2020 Teaching Note: Available |
Price: Rs.500 Organization: Gits Food Products Pvt. Ltd. Industry: Food & Beverage Countries: India Themes: Strategy Formulation, Family Business, International Business, Diversification Strategy |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
Changes Sweeping Through the Indian Food Industry
In 1991, India witnessed the liberalization of its economic policies, with the goal being to make the economy more market- and service-oriented, apart from expanding the role of private and foreign investment. In a few years, India experienced several changes in its economy that included an increase in job opportunities that prompted many women to join the workforce. The GDP of the country also rose, resulting in an improvement in the standard of living in the country...
Exploring New Avenues
In 2014, Gits entered a niche market in the RTE food market through its innovative offering in the RTE segment, ‘No Onion No Garlic Ready Meals’. It was the first Indian company to tap into that segment. Sahil added, “Communities that do not eat Onion & Garlic have an even harder time eating abroad hence these products will cater to this niche consumer need. Consumers demanded these products hence we are delivering to their requests.” In 2016, Gits re-designed its products to better serve its existing customers and to target new customers. The company started supplying its RTE packs on some Indian trains. Later, it came up with a combo meal pack comprising rice and dal to cater to train passengers...
Surmounting the Challenges
Gits gave immense importance to the source and quality of its ingredients. It claimed that its key operational challenge was getting access to quality raw materials. The company observed that between manufacturer and farmers, there were a multitude of middlemen and perplexing supply chain levels that made it difficult to get the right quality of raw materials from the farms. It thought that the creation of a direct connection between food product manufacturers and famers, apart from a strong supply chain, would ease its operational challenges...
Road Ahead
As of 2019, Gits had nearly 400 different products, with the Gulab Jamun instant mix being its most successful product. It had a diverse product portfolio, which was divided into categories such as instant mixes (breakfast, snacks, and dessert mixes), ready meals, and dairy. The company had a pan India presence, with a network of over 20 warehouses/depots across states and more than 1,000 distributors catering to the traditional and modern retail formats. The company's strongest markets were in the west on India (Maharashtra & Gujarat). Furthermore, it had a strategy to not just concentrate on metros and Tier I towns, but to penetrate Tier III towns and rural areas...
Exhibits
Exhibit I: Gits Family Tree
Exhibit II: Information on Indian Food Delivery Platforms
Exhibit III: Information of Key Indian Food Companies
Exhibit IV: Information on the Indian Convenience Food Industry, as of 2019
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