East-West Case Study

Abstract

Cities in India are currently facing many problems and increasing rates of urbanization making it
more difficult every day. The scarcity of water, improper solid waste management, pollution,
poverty are some of them. In 2050, the urban population is expected to be 50% of the total
population, which will pose a big challenge to the food and nutritional security of urban people.
Presently, the food demand of urban households is mostly satisfied by the rural farmers, which
sometimes offers challenges of non-availability of food, price fluctuation, and unhealthy food.
Also, due to the COVID-19 pandemic, the behaviour of the urban dwellers in the consumption
pattern of the food has been changed. It has been found in the studies that more people want to
eat homegrown food, which has created a market for urban gardening.

To Tap the urban gardening market we should mainly focus on Tier-I and II cities. We are
planning to launch a new brand that only keeps its sole focus on the urban gardening market
segment. We want to portray the brand as a premium brand for urban gardening which mainly
gives the message about “change/upgrade their lifestyle” to the urban population for the
residue-free vegetables and to decorate their homes using ornamental plants, they can grow at
their home. We will be providing the package and practice, tutorial videos, irrigation equipment
setup instruction, intercultural operations, and potential vegetables that can grow according to
the geography of the customer.

Marketing channels for our brand we are using are Instagram, Youtube video tutorials, Social
media influencers, and other social media platforms to tap the urban market. Along with our
brand, we are also planning to launch a multipurpose app that can help the customer to make
the order through the app, and to fight against COVID-19 we are taking online payments and
contact-less deliveries, all the package practice and intercultural operations, and tutorial videos
are available on the application. We can also create a personalized portfolio for each customer
which helps the customer and recommends new products according to their existing vegetables
and ornamental plants. We can also collaborate with irrigation equipment companies like
Rivulis-aqua to sell the irrigation equipment for home gardening through our app.

Thanks

Aman Kumar
(aman.kumar2019@siib.ac.in)
Tarun Kumar
(tarun.kumar2019@siib.ac.in)