Vimal Agro Products Pvt. Ltd., the company behind the renowned brand Swad, has established itself as a key player in the global market, primarily exporting food products across various countries.
Since its inception, the company has built a strong presence in international markets, leveraging its rich expertise in producing and distributing a wide range of food items. However, despite its global success, Vimal Agro had minimal visibility in India’s domestic market.
In recent years, as the company sought to diversify and expand its reach within India, it faced a number of strategic challenges, from unorganized sales processes to ineffective market penetration strategies.
Gaining a Foothold in India's Competitive Domestic Market
For years, Vimal Agro’s core business focused on exports, but the decision to pivot and capture a share of India’s booming domestic food market was not without its challenges.
The company found itself in an increasingly competitive landscape, facing strong competition from established brands like ITC, Haldiram’s, and MTR, which dominate India’s food processing sector.
As Chirag Nemani, One of the Directors at Vimal Agro, explained, “We were highly unorganized in everything and nothing was going in the right direction for us.“
The key challenges the company faced included:
- Unorganized Sales Processes – The absence of a formalized sales process created inconsistencies in revenue and unpredictable month-to-month performance.
- Traditional Market Approaches – The company’s approach was primarily focused on traditional models, lacking the necessary strategies to penetrate the Indian domestic market, which has its own unique consumer preferences.
- Limited Field Sales Tracking – There was no efficient system to track and monitor the field sales team, resulting in inefficiencies and misaligned targets.
- Unstable Growth – The firms growth was erratic, with year-over-year growth rates fluctuating, which created difficulties in forecasting and planning for future expansions.
- Lack of Domestic Market Exposure – Despite its robust international presence, Vimal Agro had little experience or recognition within India, a market with diverse consumer preferences and regional variations.
Industry Snapshot: India’s Food Processing Market
India’s food processing industry is one of the largest in the world, contributing approximately 32% to India’s food market and accounting for 13% of India’s total exports (Source: Invest India, 2023).
Valued at around $490 billion in 2023, the sector is expected to grow at a CAGR of 11% over the next five years, driven by increasing urbanization, evolving consumer lifestyles, and a shift toward ready-to-eat and packaged foods.
Regional diversity is a significant factor in India’s food sector, with consumer preferences varying dramatically across states.
In major states like Gujarat and Maharashtra—key markets for Vimal Agro’s domestic expansion—there is a growing demand for traditional and ethnic food products. However, entering this market is challenging due to the presence of local competitors and long-standing consumer loyalties.
A Holistic Growth Partner – Stratefix Consulting
To tackle these challenges, Vimal Agro turned to Stratefix Consulting, a specialized growth and strategy firm known for its ability to guide companies through complex business transformations.
According to the directors, Stratefix provided the expertise needed to realign the company’s operations and create a roadmap for long-term success in the Indian market.
Chirag Nemani explained the company’s dire need for an external partner: “We wanted someone who could come and boost our brand to a long-term goal.“
Stratefix was brought on board to design and implement a strategy that would address the company’s operational inefficiencies while driving focused growth in targeted regions within India.
The Stratefix Solution: A Comprehensive, Data-Driven Approach
Stratefix’s first step was conducting a thorough market analysis to identify the gaps in Vimal Agro’s current approach.
By focusing on data-driven insights and rigorous market mapping, they were able to craft a customized growth strategy that would enable the company to penetrate India’s competitive food sector successfully.
Key solutions implemented by Stratefix included:
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Conducting Market Research and Mapping Market Potential
Stratefix identified key markets within India that aligned with Vimal Agro’s product offerings, specifically focusing on Gujarat and Maharashtra—two states with large consumer bases and an affinity for ethnic food products.
This research included detailed competitor analysis and consumer behaviour studies, which helped shape the company’s go-to-market strategy.
- Designing a Targeted Domestic Growth Strategy
Recognizing that India’s domestic food market required a different approach compared to international markets, Stratefix devised a localized strategy that focused on:- Increasing brand visibility in regional markets through targeted marketing campaigns.
- Establishing distribution channels that catered to both urban and semi-urban areas.
- Focusing on pricing strategies that aligned with local consumer spending habits.
- Building and Organizing the Sales Team
Stratefix restructured Vimal Agro’s sales team, organizing them into well-defined roles, such as regional sales managers, on-ground sales representatives, and distribution managers.Additionally, they implemented sales tracking systems to monitor performance in real-time, ensuring that the field team was aligned with the company’s revenue and growth objectives.
- Setting Up a Sustainable Future Growth Plan
The consulting firm also laid out a long-term strategic plan for Vimal Agro, detailing how the company could continue to expand in new regions or introduce new product lines when necessary.With the foundational tools and processes now in place, Vimal Agro is poised to scale sustainably, ensuring that future expansions into new markets will be both efficient and cost-effective.
A Stable and Growing Domestic Presence
With Stratefix’s intervention, Vimal Agro experienced a remarkable transformation in its domestic business operations. Some of the most notable results include:
- Increased Regional Market Share in Gujarat and Maharashtra
By focusing on these two key states, Vimal Agro was able to establish a solid presence, increasing its market penetration through localized strategies and increased field sales activity. - Stabilized YOY Growth
One of the major outcomes of Stratefix’s strategic interventions was the stabilization of Vimal Agro’s year-over-year growth. The once erratic sales figures have now become more predictable, allowing for better financial planning and resource allocation. - Expansion of Sales Team
With a well-structured sales process now in place, the company has successfully expanded its sales team, increasing its workforce in targeted regions. This has allowed for increased market reach and improved customer engagement, resulting in a more loyal customer base. - Operational Efficiency
Stratefix’s implementation of tracking and monitoring systems for the field sales team has improved accountability and efficiency. Real-time data tracking now allows Vimal Agro to quickly identify and rectify any underperforming regions or sales initiatives. - Growth Preparedness
Vimal Agro now has a clear growth plan, with the necessary tools, processes, and data-driven strategies in place. As a result, the company is better equipped to respond to market changes, whether it be launching a new product, entering a new region, or competing with larger, established players.
Poised for Leadership in India’s Food Sector
Thanks to the tailored solutions and ongoing support provided by Stratefix, Vimal Agro is now on a path to becoming a leading brand in India’s domestic market.
The company’s newfound stability, combined with a well-organized sales structure and data-backed strategies, ensures that it is well-positioned to scale its operations in the coming years.
As Mayank Nemani stated in his testimonial, “We now have everything ready. We have plans, strategies, launch pads—all of it ready. In case we need to expand in new regions or penetrate into new market segments, we have all the required tools, processes, databases, and development plans ready to go.”
Conclusion
For Vimal Agro, the partnership with Stratefix Consulting has been a game-changer. Stratefix not only helped the company overcome its initial domestic market challenges but also laid a sustainable growth plan that will guide its future expansions.
India’s food processing industry is expected to continue its upward trajectory, and with Stratefix’s strategies in place, Vimal Agro is well-prepared to capture a larger share of this lucrative market in the years ahead.
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