The grocery landscape in India that is dominated by large offline players, has been at the cusp of a major consolidation over the past few years. 

 

In the midst of this and the impending surge of omni-channel players in this space, niche categories like organic grocery continue to struggle with a small toehold in this industry.

 

While normal groceries & essentials continue to grow rapidly, Organic Mandya, even with its strong equity and loyalty, was grappling for the right growth map.

 

Could they continue to invest in more capex heavy physical stores, tag on an online delivery platform and yet hope to grow the category quickly enough, was a question that Organic Mandya was trying to figure out answers to.

 

The existing model of Organic Mandya posed multiple challenges of profitability, scalability, growing unorganised market, as well as high pricing leading to slow growth and consumer adoption.

 

Organic Mandya turned to Upaghnā to discover how they could transform and reshape their demand curve, while drawing upon their loyalty and equity in the market.