24 Mantra Organic is the largest organic packaged food brand in India. It is available in over 1,500 outlets and independent stores across the country and abroad, and on ecommerce portals such as Amazon and Flipkart.
The challenge: Increasing geographical accessibility and availability
The brand has convinced consumers to consider switching from conventional to organic products. However, product availability in certain parts of the country still remains a challenge.
One major factor behind this is Amazon Fresh. While this rapidly growing subdivision focuses on digital grocery services to deliver fresh produce, perishables, and other day-to-day items within a short delivery window – typically two hours – it is serviceable in only a few pin codes across India. For 24 Mantra Organic to enhance its presence in every geographical area, it is vital to identify real-time tracking of product availability in the pin codes covered by Fresh.
The goals: 24 Mantra Organic’s roadmap of growth
The strategy: Calculate and evaluate availability vs. non availability
We evaluated the brand’s product availability in two groups – clubbing 30 top-performing products or ASINs (Amazon Standard Identification Number) in one and the remaining products in another. We considered tier 1 cities such as Ahmedabad, Bengaluru, Chennai, Hyderabad, Kolkata, Delhi, and Mumbai as well as other cities in states such as Odisha, Rajasthan, UP, etc. Using these parameters, we calculated the percentage of products that were available vs. not available on a weekly basis.
The findings: What our analysis revealed
The way forward: Tenovia’s recommendations
Our analysis showed that higher availability in top-performing pincodes of tier 1 cities led to higher sales. To effectively tap this market, top performing products should be made available in at least tier 1 city codes, if not all listed pincodes serviceable by Fresh. We also recommended focusing on expanding availability of other products/ASINs in tier 1 pincodes as well as top-performing products/ASINs in other tier 2 cities.