Company ABC is a large corporate house in India (with headquarters in Delhi) – having diversified business

interests including Chemicals, Leather (Footwear), FMCG and Real Estate. The organization has a history
of becoming one of the leading players in any industry that it enters.

The CEO of the group have been tracking the Dairy Market in India for many years now and is
contemplating to enter the Dairy Business by launching a Ghee Brand ‘Jeete Raho’ in the Indian market.

Some facts about the Ghee Market in India

India is the largest producer and consumer of clarified butter/Ghee in the world. The Indian Ghee market
has been witnessing a rapid growth with a CAGR of ~11% during 2011-2018, and is further expected to
reach a value of roughly ~40,000 crore over the next 5-7 years. This growth will be primarily driven by the
rapid Population growth, rising disposable incomes, easy availability, and growing awareness about the
benefits of ghee among the consumers.

In terms of geographical split of Ghee consumption in the country - northern India continues to be the
highest consumer of ghee followed by south, west and east India. The frequency of consumption of ghee
is also taking place at a more rapid pace in urban India, where 90% of the households consume ghee on a
daily basis.

Given the huge demand for quality Ghee – the industry has attracted many large and small regional
players alike resulting in a highly fragmented market across the country.

Some of the most prominent national brands include - Amul, Mother Dairy, Gowardhan, Ananda,
Patanjali, etc. Following the success of their competitors - many other corporates and startups have also
joined the bandwagon by launching their respective ghee brands - like ITC (‘Aashirwad Svasthi’), Godrej
Industries (‘Kitchen’s Pride’), akiva Superfood, etc.

Challenges faced by the Industry

While the overall market has been growing at a considerable pace – the industry has its own set of
challenges as well.

 Regional players – compete hard with the national players by slashing their prices, offering more
incentives to the retailers and the entire trade channel
o But in doing so – they also compromise on the quality of the product – which the
consumer is not able to judge as their purchase is largely influenced by the salesmen
across the Retail Counter.
 Fake and Spurious quality products are prevalent across markets (some examples below for
reference)
o All ghee brands are to be certified by Agmark – indicating that they are fit for
consumption, but there are many markets in the country where Non-Agmark brands are
being sold and consumed by the customers
o Consumers (especially in the rural markets) – cannot differentiate between a quality and
a sub-standard ghee brand
 Trade channel has a lot of influence in the success or failure of the brand across the regional
markets. Ghee is usually sold below MRP (has been established as a norm) and acts as the product
 where the Retailer makes the maximum margin – selling the same packet of ghee at different
prices to different category of customers.

Problem Statement/What the CEO wants from you

1. What should be the Go-to-Market Strategy for launching the Ghee Brand ‘Jeete Raho’ to make
it stand out of the competition, while addressing some of the below questions
a. Which market should we target – North, South, East or West and why?
b. What should be our positioning in the market – compete with the Premium Brands in
the market (Amul, Patanjali, etc) or become a Price Challenger (Competing with
Regional Players)
c. How can we get the trade channel also to come on board to support the growth of
‘Jeete Raho’ in the markets where the brand shall be launched?
2. What should be the elements of our packaging and how can we ensure that we create our own
unique identity from the competition?
3. Suggest – ways for increasing awareness among consumers about the brand, with minimum
possible expenses

In coming up with the answers to these questions

1. Teams are expected to capture the consumer emotions and understand the entire ghee buying
behavior.
2. Understand the factors that influence the end consumer’s decision to choose brand A or B?