CASE STUDY

Aditi International is a small company which started three years back with the vision of linking
Indian agricultural output to the world. India enjoyed a number of natural advantages in terms of
climate, acres in production and easy availability of agricultural labor force to become a major
power in agriculture. However, poor infrastructure and an antiquated regulatory regime had
stymied efforts to unleash India’s promise. Aditi International hoped to overcome those challenges
to bring India to the forefront of the world’s agriculture.

During its initial years of operation, Aditi International had found out how difficult it was to build a
supply chain for produce in India. The company had been through a phase of experimentation
where it tried different sourcing models, logistical options, and crops. Initially the company tried
many crops which did not yield satisfactory results. Finally, the company decided to concentrate
on organic vegetables. Over the next two years the company extensively worked to build logistics
to overcome crowded and crumbling roads, irregular power supply, and bureaucratic procedures.
The company worked with thousands of farmers to gain their trust. By the next two years, the Aditi
team had been able to create an efficient supply chain for organic vegetables across West Bengal
and Maharashtra at all levels— input delivery, credit, irrigation, timely scientific advice, production
as per specifications of European market, careful harvesting, improved produce handling, clean
and fast transportation, proper management of cold chain storage environment, gaining safety
certification, as well as grading, packaging, and labeling to meet international standards.

You have been selected as the Head of Sales & Marketing of Aditi International. You are required
to make the next three years plan for the company in not more than one page (Font- Arial Size-
10). The following options are there before you to design the strategy:

i. Continue exporting organic vegetables whose supply chain-market linkages it had

perfected but increase the customer base by exporting to new countries
ii. Start selling fruits and nuts which their existing customers were now asking from them,
thus increase the product port folio
iii. Expand sales in the domestic markets where there was a growing demand