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    Case Study Hungry Kya vs. Vegetable Mandis

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    Rajasekaran
    Hungry Kya has become one of India's largest food retailers with over 2,000 outlets across India and neighboring countries. It stocks over 10,000 food products and private label brands account for 30% of sales. In contrast, Vegetable Mandis have been a traditional phenomenon in India for centuries, providing small farmers direct access to local customers and creating a social ecosystem. Most vendors at mandis are small producers within 30 kms who assure customers about local sourcing. While mandis had estimated sales of Rs. 100 million in 2010 compared to Hungry Kya's Rs. 1 billion, organized retail is gaining more acceptance among India's growing middle class.

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    Case Study Hungry Kya vs. Vegetable Mandis

    Uploaded by

    Rajasekaran
    29 views1 page
    Hungry Kya has become one of India's largest food retailers with over 2,000 outlets across India and neighboring countries. It stocks over 10,000 food products and private label brands account for 30% of sales. In contrast, Vegetable Mandis have been a traditional phenomenon in India for centuries, providing small farmers direct access to local customers and creating a social ecosystem. Most vendors at mandis are small producers within 30 kms who assure customers about local sourcing. While mandis had estimated sales of Rs. 100 million in 2010 compared to Hungry Kya's Rs. 1 billion, organized retail is gaining more acceptance among India's growing middle class.

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    Hungry Kya has become one of India's largest food retailers with over 2,000 outlets across India and neighboring countries. It stocks over 10,000 food products and private label brands account for 30% of sales. In contrast, Vegetable Mandis have been a traditional phenomenon in India for centuries, providing small farmers direct access to local customers and creating a social ecosystem. Most vendors at mandis are small producers within 30 kms who assure customers about local sourcing. While mandis had estimated sales of Rs. 100 million in 2010 compared to Hungry Kya's Rs. 1 billion, organized retail is gaining more acceptance among India's growing middle class.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as doc, pdf, or txt
    29 views1 page

    Case Study Hungry Kya vs. Vegetable Mandis

    Uploaded by

    Rajasekaran
    Hungry Kya has become one of India's largest food retailers with over 2,000 outlets across India and neighboring countries. It stocks over 10,000 food products and private label brands account for 30% of sales. In contrast, Vegetable Mandis have been a traditional phenomenon in India for centuries, providing small farmers direct access to local customers and creating a social ecosystem. Most vendors at mandis are small producers within 30 kms who assure customers about local sourcing. While mandis had estimated sales of Rs. 100 million in 2010 compared to Hungry Kya's Rs. 1 billion, organized retail is gaining more acceptance among India's growing middle class.

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    © All Rights Reserved
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    CASE STUDY

    Hungry Kya vs. Vegetable Mandis


    In recent years, Hungry Kya has become one of the largest food retailers in
    India. By 2009, Hungry Kya s share of the organized Indian food market as
    !".#$, made %ossible by its %an&India %resence of nearly "#0 outlets. In fact,
    Hungry Kya has also e'%anded to neighboring countries such as Bangladesh,
    (ri )anka, *e%al, +hailand, ith some of their stores. ,lso it has fe stores in
    *e -ersey, .(, and /ntario, 0anada, here a large number of the Indian
    1ias%ora reside. , ty%ical Hungry Kya store stocks about !0,000 kinds of food
    %roducts and some additional offerings in the area of kitchen related utensils,
    cleaning agents and accessories. Its on %ri2ate labeled %roducts are an
    im%ortant %art of their offerings account for nearly 30$ of their sales. ,bout
    2#00 ne %roducts suitable for the Indian taste and %alate are being introduced
    year on year.
    In contrast to this, retail behemoth, 4egetable 5andis ha2e been a traditional
    %henomenon in India o2er centuries. +hese 4egetable 5andis %ro2ide an
    o%%ortunity to small farmers to gain direct access to local customers. +his in
    fact also creates a uni6ue social milieu here housei2es, domestic ser2ants,
    and small 2endors create a social ecosystem ith almost fanatical gathering.
    +he ma7ority of 2endors or stall holders at these 4egetable 5andis are mostly
    orking out of home or are farm food %roducers ithin #0&30 kms. of the
    market. +his assures customers about the source of the %roduct and also gi2es
    them a feeling that they are su%%orting farmers in the local community to
    sur2i2e. +hey also en7oy the e'%erience of haggling and bargaining ith these
    small 2endors. By some estimates, such 4egetable 5andis across India ha2e
    estimated sales of 8s. #00 million 9in 200:; as com%ared ith Hungry Kya s
    sales 2olume of 8s. # billion.
    Hoe2er, ith groth of India s middle class and double income no kids
    91I*K(; families, it is the organized retail format that is gaining more
    acce%tance and in large urban locales, the conce%t of 4egetable 5andis is
    fading aay, sloly and steadily.
    Discuss:
    +aking a cue from this case, %lease discuss hether India has acce%ted
    organized retailing for green groceries or do you feel that subzi mandis still rule
    the roost.

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