This case study deals with the unique strategic blend for winning the unconventional markets for an unusual product line. The insights are provided as to how the two entirely different set upCorn Club, a retail eatery chain, and Monsoon Agro Bio Ltd., (MABL), a frozen food processing unithave complemented each other's activities to emerge as major processed food suppliers. Corn Club's brand equity has been able to popularize corn-based products in Indian cooking. And MABL has supplemented the effort by providing processed corn and corn products for inclusion in further cooking recipes for the Indian household.
Rahul
Mhaske, a Mechanical Engineer, joined his father in ancestral
farming after his formal education. He, with his high ambition,
explored new avenues in farming. He then started growing
sweet corn and also explored the market for it. With the
advent of retailing era, he found better opportunities in
food retailing, and thus, Corn Club, a Retail Food Joint
Chain came into existence on August 15, 1999.
With
the young blood, blending with courage to fight the competition,
he came across various avenues and chose to expand through
more outlets and franchisees. He started with one outlet
in Pune on F C Road, and now has 15 outlets across the country.
He also kept abreast with the latest recipes. Mhaske
is now in the growth stage of his business cycle and feels
strongly that he can multiply his business many folds. The
question now is how and where. He managed to expand in and
around Maharashtra with a very little conscious effort.
It is a unique story of how a niche can be created for a
very unusual food category with the integration of two different
business lines which support and complement each other.
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