Customer Decision Making

Target Group

Although it is a product directed at everybody, the main target groups are:

1. Busy/ Working Urban class
2. Bachelors
3. The health conscious
4. Old people who cannot cook for themselves
5. Young people with a keenness to try different cuisines
6. NRIs

Why Ready To Eat

• Globalization of Indian food and its culture are the core factors for popularization of ready to eat foods. 
• Main motivation for these ready to eat foods is fast growing foreign market.
• Retail outlet culture is now growing rapidly in India. 
• Shelf life of these foods are at least 12-18 months.
• Quality, Taste and Flavor of these foods remains as good as fresh up to the expiry date.
• Women wanting to spend more time out of the kitchen.
• More working bachelors staying away from homes.
• Cost effective in comparison to the Indian cuisine served by the restaurants in foreign countries.