In an era where health-conscious decisions govern consumer choices, a food-based startup ventured into the promising realm of fruit-based healthy rice tailored for the Japanese market. However, understanding its potential in the diverse Indian market required expert evaluation. This case study elaborates on how we helped our client gauge the acceptability of their product and adapt it to the Indian palate.

Objective

The primary goal was to ascertain the product's acceptability among Indian consumers. Concurrently, the challenge was to develop and adapt various recipes suitable for the Indian palate, drawing from the expertise of local chefs.

Methodology

Geographic Focus: Delhi & Bangalore were chosen to represent both northern and southern culinary trends, given their pivotal role in shaping food preferences across India.

Engaging Key Stakeholders: Collaborations were initiated with leading hotels, chain restaurants, caterers, and canteens to gather preliminary feedback about the product.

Collaboration with Culinary Experts: Renowned chefs from premium restaurants in Delhi and Bangalore were provided with sample products and detailed descriptions emphasizing its quality and health benefits. After a week of experimentation, these chefs crafted new recipes using the fruit-based rice.

Consumer Engagement & Feedback: A culinary showcase was organized where chefs presented their recipes to a diverse group of 150 consumers. Post-tasting, feedback was captured using a semi-structured questionnaire, offering insights on taste, texture, and overall product acceptance.

Key Findings

Product Acceptability:

• 92% of consumers found the fruit-based rice palatable.

• 85% expressed they would consider purchasing it if available in stores.

Recipe Development:

• 10 unique recipes were crafted, infusing traditional Indian spices with the fruit-based rice, enhancing its appeal.

• The most popular recipe being 'Mango-infused Pulao', chosen by 40% of participants.

Stakeholder Feedback:

• 70% of restaurants showed interest in incorporating the product into their menu, seeing its health benefits and unique flavor profile.

Chef's Recipe Presentation & Feedback:

• Chefs appreciated the product's versatility, with 95% stating they would use it in their kitchens.

• Consumers lauded the innovative integration of the product into familiar Indian dishes.

Consumer Feedback:

• 88% found the product nutritious.

• 75% were intrigued by its unique fruit-based twist.

Further Improvements:

• Suggestions included a spicier variant and packaging that detailed the product's health benefits more explicitly.

Market Potential:

• Based on feedback, we project a potential market share of 18% in the health foods category within the first year of launch.

Regional Variations:

• While Delhi consumers preferred a milder version, Bangalore's populace leaned towards spicier adaptations.

Conclusion

The exploration into the potential of fruit-based healthy rice in the Indian market showcased promising results. The positive response from both culinary professionals and consumers emphasizes its viability as a nutritious and appetizing option. This venture not only highlights the product's adaptability but also underscores the significance of market-specific research in launching a product successfully.