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
Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Abstract Case Intro 1 Case Intro 2 Excerpts


Process Automation

Since the inception of Nandu’s, Narendra had been focusing on investing in and building robust, easy-to-use and highly effective technological infrastructure. Narendra drew upon his extensive experience as a software engineer to harness digital technologies for establishing the infrastructure required for monitoring each and every stage of meat production and provide consumers with an entire gamut of information, including the type of feed, how the chickens were grown and slaughtered, how the meat was processed, and how the last-mile delivery was accomplished. Besides, the technologies simplified business operations and helped Nandu’s register a 200% growth in revenue every year from 2018 onward..

Nandu’s IT Strategy

He put in place an IT strategy to facilitate the company’s vision of making healthy, fresh, and high-quality meat accessible to everyone and ensure seamless transformation from a B2B to B2C business. In line with the IT strategy, Nandu’s invested in scalable digital technologies for facilitating robust business growth. The company’s technology stack comprised two main elements – an ERP (Enterprise Resource Planning) software that ensured 100% traceability and transparency, and an indigenously developed point-of-sale system which captured retail operations data generated at the stores and on the e-commerce platform and ably supported by a CRM system..

Growth During The Covid-19 Pandemic

Nandu’s registered good growth even during the pandemic on account of its fully integrated supply chain model, strong IT infrastructure, hyperlocal presence, and omnichannel sales strategy. Narendra opined that Nandu’s complete ownership of the supply chain enabled the company to quickly start operations post the 2020 Covid-19 induced lockdown. The company restarted its business operations within three days of the removal of complete lockdown measures in India..

Future Plans

The organized meat retail industry in India was expected to grow at a rapid pace over the next five years (2020-25) primarily due to a change in consumer behavior, that included the rising adoption of online shopping, a growing concern over health and wellness, and a large youth population that was technical savvy and convenience-oriented. As digital technologies constantly evolved, the meat industry would witness the roll-out of a greater number of customer-centric business models, new types of supply chains, innovations in terms of customer service, and hyper-personalization of offerings which in turn would unlock more value. Organized meat retail brands that focused on earning the trust of consumers in a trust-deficit market were expected to do well and gain considerable market share in future..


Exhibit I-A Nandu’s Retail Outlet
Exhibit I-B Mobile Platform
Exhibit II: Mystery Audits: A Note

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