A manufacturer of plastic durables wanted to explore the high-end retail market opportunity as well as the supply and distribution chain in India. Given India’s rising middle class, they felt that they could tap the upper middle class market for home furniture in India with their superior quality product.
Amritt proposed a narrow but comprehensive Market Assessment to meet the client’s tight budget and schedule constraints:
We focused on 2 of India’s 4 geographical regions, with emphasis on understanding the retail opportunities, key manufacturers, the supply chain, import duties, and taxes. Field work included large and small cities, as well as assessments of top domestic players, who could be friend or foe, partners or competitors.
A major retail chain signed a distribution agreement for sale of their product with the client shortly after their first visit to India.