Abstract : Wakao Foods, founded by Sairaj Dhond, is a pioneering Indian company that uses jackfruit to produce sustainable food. Wakao Foods offers a diverse range of plant-based meat products through an e-commerce model, allowing accessibility through its online platform. The company also partners with brick-and-mortar establishments to provide traditional shopping experiences. The company focuses on environmental protection, ethical sourcing, and meticulous handling and packaging.

Wakao Foods faces challenges in establishing a unique niche in India's growing plant-based food industry, balancing creativity with traditional flavors, and navigating a dynamic market. They must also shift consumer tastes to veganism, determine the right target market, present it effectively, attract investors, and adapt to changing meat consumption habits. These challenges require persistent effort to succeed in a dynamic market.

This case study delves into the evolving challenges confronting Wakao Foods as it navigates the tangle of dynamic market forces and evolving consumer preferences, underscoring the imperative for adaptability and innovation in the realm of plant-based gastronomy

Learning Objectives

After completion of this case study, students would be able to,

1. Understand concepts like market potential, niche marketing and consumer profiling.
2. Determine the optimum segmenting, targeting, and positioning bases.
3. Recognize the value creation, awareness among consumers for new emerging market for plant-based diets and environmentally friendly food options.
4. Understand concepts and strategies for differentiating itself from competitors and establishing a unique market position.