Ramdev Foods: A Case Study on Marketing Strategies, Supply Chain Management & Retailing

Posted: 5 Oct 2009

See all articles by Pawan Kumar Chugan

Pawan Kumar Chugan

Nirma University of Science and Technology - Institute of Management

U. Dhar

Nirma University of Science and Technology

D. Jha

Nirma University of Science and Technology

M. Keswani

Nirma University of Science and Technology

Vrajlal K. Sapovadia

Tech and Train

Date Written: October 5, 2009

Abstract

Ramdev Food Products Pvt Ltd. was amongst the first few companies to venture into branded spices. The spices market in India was largely an organised sector. The company grew from a small flour mill to a big concern with a decent product mix within a short span. The turnover of the company grew from Rs1 crore in 1989 to Rs 82 crores in 2007-2008. The company had also made its presence felt in the international market. It had been following a duel branding strategy for catering in the global market. Within the country, it had been competing with big time players like MDH, Badshah and Eastern through continuous innovations in packaging, excellent quality and a strong distribution network. The company had also gone for diversification, thereby enriching its product portfolio. Full case available on European Case Clearing House.

Keywords: Food Products, Spices, Masala, Marketing Strategies, Supply Chain Management, Retailing

JEL Classification: M3

Suggested Citation

Chugan, Pawan Kumar and Dhar, U. and Jha, D. and Keswani, M. and Sapovadia, Vrajlal K., Ramdev Foods: A Case Study on Marketing Strategies, Supply Chain Management & Retailing (October 5, 2009). Available at SSRN: https://ssrn.com/abstract=1483165

Pawan Kumar Chugan

Nirma University of Science and Technology - Institute of Management ( email )

Sarkhej-Gandhinagar Highway
Via Gota
Ahmedabad, Gujarat 382481
India

U. Dhar

Nirma University of Science and Technology ( email )

Sarkhej Gandhinagar Road
Ahmedabad, Gujarat
India

D. Jha

Nirma University of Science and Technology ( email )

Sarkhej Gandhinagar Road
Ahmedabad, Gujarat
India

M. Keswani

Nirma University of Science and Technology ( email )

Sarkhej Gandhinagar Road
Ahmedabad, Gujarat
India

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