Faculty of Business and Economics,
Masters of Business Administration Program
MARKETING MANAGEMENT
(BUSA633)
“Kumar Food Corporation: Product and Market Growth Strategies”
“Case Study Solution”
Submitted to: Dr. Amal Nazzal
Submitted by:
Nelly Odeh
1195240
Executive Summary:
India is second largest country in the world in the manner of population. It is most important
considerable plus point of the India, because it involve large human capital. Therefore, any food
company in India will succeed and make a large profit. The government of India (GoI) created
and run an organization called The Food Corporation of India which is a statutory body under the
Ministry of Consumer Affairs, Food and Public Distribution, Government of India, formed by
the enactment of Food Corporation Act 1964 in the Parliament of India.1
One of the food corporations in India is Kumar Food Corporation (KFC):
Kumar Food Corporation (KFC) was a partnership with Jain Food Product, Jain was
responsible for manufacturing the products while KFC was responsible for the marketing and
sales in the city of Pune in Maharashtra, firm founded in the state of Maharashtra in India by
Neeraj Kumar in 2010.
Neeraj Kumar, the founder of this company, is a young entrepreneur from Ranchi who moved
to Maharashtra to complete his master of business administration degree at the University of
Pune and joined a multinational company specializing in food processing, then he quit his job to
open his own business after he realized that there was a great demand for pickles and papads
with an investment of ₹1 million. The company succeeded and, in 2017, its revenue reached ₹50
million. Kumar then wanted to invest another ₹50 million with the aim of reaching a ₹200
million revenue target by the end of 2018.
The company specialized in processed spices, papads, and pickles, which it sold under the
brand name Shagun. The company also entered into a strategic partnership with Shri Rajlaxmi
Argo Industries which manufactured and sold high-quality food products such as soya sauce,
green chili products in other parts of the country.
The company faced cutthroat competition from existing players in the food-processing industry,
and Kumar was worried that the Government of India’s Start-Up India initiative to promote
entrepreneurship would further add to the competition. These initiatives would help KFC gain
access to funds.
This research paper will include we
1
https://en.wikipedia.org/wiki/Food_Corporation_of_India
Market Segmentation:
Market segmentation is the process in marketing of grouping a market for example customers
into smaller subgroups. These markets are often termed as niche markets or specially markets.
The purpose of segmentation is to identify & target prime customer groups so that you get the
maximum return from a limited marketing budget.2
In this case we may consider the market segmentation as Geographic Segmentation,
Demographic Segmentation and Psychographic Segmentation.
Geographic Segmentation:
SWOT Analysis:
The strengths and weaknesses are the internal factors, whereas the opportunities and threats
depend on the external factors and hence are extrinsic.
The competitors of Kumar Food Corporation (KFC):
Kumar Food Corporation (KFC) has a high competition that is because of the Indian food
market was flooded with established brands producing papads and pickles. Moreover, the
government’s Start-UP of India initiatives added more competitors and many new ventures
entering into the market. Some of those competitors are.
The Competitors are:
Everest Spices:
Everest Spices is India’s largest selling spice brand offering more than 45 spices variants in the
form both pure and blends. Accepted and appreciated by millions of homes not only all across
India but also in over 58 countries across the world extending from USA, UK, Africa, UAE, and
Singapore to Australia at the other end. Everest Spices has been providing solutions everyday, to
mothers, in cooking the tastiest food that suits every diverse palate for the last 52 years.3
Mahashian Di Hatti Private Limited (MDH):
MDH Pvt. Ltd. has set up five state of the art plants for meeting the ever growing demand. The
company procures raw material directly from the centers of produce to maintain uniform taste
2
https://trackmaven.com/marketing-dictionary/market-segmentation/#:~:text=Market%20segmentation%20is
%20the%20process,interests%2C%20needs%2C%20or%20locations.
3
http://www.everestspices.com/
and quality. The raw material is first cleaned, dried and tested with the help of special machines.
It is then carefully grounded into the finished product passing through various stages. Fully
automatic machines have been installed for this process.
Today has a range of 62 products available in over 150 different packages. Designed to cater to
the varied needs of consumers all over the world.4
Pravin Masalewale:
Established in 1962 as a small home-based enterprise, Pravin Masalewale has made a name for
itself in the list of top suppliers of Dry Mango Powder, Everest Chili Powder in India. The
supplier company is located in Pune, Maharashtra and is one of the leading sellers of listed
products.5
Pravin now catered to around 120 million customers worldwide.6
Catch Spices DG:
The Dharampal Satyapal Group, founded in the year 1929, is a rapidly growing, multi-diversified
conglomerate with presence in diverse industry sectors. The Group has focused on growth &
diversification with an undeterred belief in high standard product, reliability and transparency.
The product portfolio of DS Group has evolved magnificently over the years and today, it has a
strong presence in high growth sectors such as F&B which includes Spices and Beverages,
Confectionary, Dairy, Mouth Fresheners, Hospitality, Tobacco, Packaging and Agro forestry. 7
4
https://mdhspices.com/about-us/
5
https://www.tradeindia.com/Seller-972424-Pravin-Masalewale/#:~:text=Established%20in%201962%20%2C
%20Pravin%20Masalewale,leading%20sellers%20of%20listed%20products.
6
Case Study; Kumar Food Corporation: Product And Market Growth Strategies; page 6
7
http://www.catchfoods.com/about-ds/
