Background & Purpose

The client aimed to explore India as a strategic expansion destination for its established curry and dessert base business. The study sought to evaluate local receptivity toward product taste, texture, and pricing across B2B and B2C segments in three major urban hubs.  Key challenges included understanding regional flavor preferences and identifying optimal product positioning to overcome competition from traditional spices and established ready-to-cook brands.

Project Scope & Research Process

  • Conducted multi-phase tasting surveys and depth interviews with professional chefs and middle-to-high-income households across three major Indian cities to assess product acceptability.
  • Evaluated the competitive landscape and price-value perception of a Japanese brand against established local ready-to-cook manufacturers and traditional homemade spice mixes.
  • Analyzed cultural culinary habits and regional dietary restrictions to develop localized product modification recommendations and strategic market entry roadmaps for both retail and foodservice channels.

Deliverables