Nandu`s Foods: Using Technology to Build an Integrated Omnichannel Meat Brand

Nandu`s Foods: Using Technology to Build an Integrated Omnichannel Meat Brand
Case Code: OPER153
Case Length: 80 Pages
Period: 2016-2021
Pub Date: 2021
Teaching Note: Available
Price: Rs.300
Organization : Nandu’s Foods Pvt. Ltd. (Nandu’s)
Industry : Retailing
Countries : India
Themes: Operations and Supply Chain Management , Supply Chain Management , Customer Relationship Management, Information Systems
Nandu`s Foods: Using Technology to Build an Integrated Omnichannel Meat Brand
Abstract Case Intro 1 Case Intro 2 Excerpts

Abstract

The case study ‘Nandu’s Foods: Using Technology to Build an Integrated Omnichannel Meat Brand’ describes how Narendra K Pasuparthy (Narendra), an IT employee who had returned from the US, used technology as an enabler to build Nandu’s Foods Pvt. Ltd. (Nandu’s). Nandu’s, the Bengaluru-based retail arm of the Nanda Group, offered antibiotics, steroids, chemicals, and hormone-free hygienic and fresh poultry meat to consumers. Narendra found that the Indian meat industry was fragmented and meat retailing was unorganized and done through butchers. He identified an opportunity as there was consumer demand for good quality, fresh, and nutritious poultry meat in India. The case describes Narendra’s intention to address this pain-point and how he went about building a wholly-owned integrated 100% transparent supply chain and how the company achieved its objectives through a fully integrated farm-to-fork business model and omnichannel sales strategy.

The case then touches upon the IT strategy of Nandu’s Foods and how Narendra used technology as an enabler to quickly scale up Nandu’s. The case also describes how automation ensured transparency and traceability, provided optimal nutrition to birds, ensured optimal incubation of eggs, and helped maintain the right temperature across the cold chain infrastructure. Use of ERP, POS, and CRM systems helped Nandu’s create an omnichannel sales strategy. The POS systems helped gather sales data from retail outlets to predict demand while the Customer Relationship Management (CRM) tools used by Nandu’s helped engage customers, offer loyalty benefits to repeat customers, and provide a superior customer experience at its brick-and-mortar retail outlets and on digital platforms. The reliance on technology helped the retailer thrive during the COVID-19 pandemic.

The case study ends by touching upon Nandu’s growth strategies which included expanding operations to a number of metro cities including Hyderabad, New Delhi, Pune, Mumbai, and Chennai, and operating 600 retail stores across India by 2025. The technology strategy included investing in business analytics, cloud-based technologies, machine learning, and artificial intelligence for better data-based decision making and inventory management. Nandu’s also planned to raise funds from private investors for its pan-India scale-up.

Issues

The case is structured to achieve the following teaching objectives:

  • Learn about the importance of technologies and a clear IT strategy in rapidly scaling up operations without diluting the quality of offering and customer experience.
  • Understand the benefits of having an IT strategy in a legacy sector like meat retailing.
  • Learn about the benefits of having fully-owned and integrated operations in the fresh food industry.
  • Understand the importance of technology in building an omnichannel retail strategy across any industry.
  • Understand the role of NPS and Mystery Audits in customer relationship management..

Contents

Keywords

Supply Chain Management; Information Systems; Omnichannel Retailing; Customer Relationship Management; Business Models; Channel Strategy and Development; Enterprise Resource Planning; Internet of Things

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