Re-designing Laddu

Jitubhai was into Integrated media solutions business for more than 30 years. Out of his innumerable clients, he found a friend in Bhaveshbhai.

With his level of dedication and ambition for growth, Jitubhai could foresee a newer future and possibility with him.

• While Bhaveshbhai was interested in expansion; Jitubhai came across advertisements of Patanjali products, specifically their atta-noodles, which was the inception of the thought-process for a better tomorrow.

• With every passing day, this idea deepened, meanwhile we met at NID and ideas clicked.

• In between, he went to jammu & Kashmir for a trip and there he saw the concept of ‘ENERGY BALLS’ for bike-riders in Ladakh. Now, keeping in mind the shelf-life of Shahi-Laddu, being almost more than half a year, so the bootstrapping started and the journey to launch SHAHILADDU pan-India began.

It’s Laddoos over chocolates for Indians Despite stiff competition from attractively packed imported chocolates, fancy cookies, cakes, and muffins on every Diwali, branded traditional Indian sweets - a market estimated at Rs.49,000 crore ($8 billion) - have not only managed to hold on to their own but have witnessed a steady rise in sales due to an expanding market, rising incomes and, most importantly, the emotional value associated with them, outlet owners say.

Source: Times of India, Article- http://timesofindia.indiatimes.com/life-style/food/food-reviews/Its-ladoos-over-chocolates-for-Indians/articleshow/44855126.cms

$500 million Mithai Market • In complementing with the sweet toothed Indian’s taste buds, sweet marts and mithai shops are offering a myriad of delectable mithais that instantly release an opus of yummilicious flavors as they melt in the mouth. Opportunely, Mithai business is thriving like never before. • The market for traditional Indian milk-based sweets alone is estimated at $500m. A major push in this direction of turning out bigger volumes of strictly quality controlled traditional sweets for commercial sales both domestically and abroad is needed. Entrepreneurs in Europe, North America and Australia are looking into the prospects of manufacturing traditional Indian sweets. Hopefully, the coming years will witness taste of Indian sweets spreading far and wide.

Introduction • Strategic Design Management revolves around co-creation and value making.This design project deals with co-creating with the individuals to provide an opportunityand exposure to a formal/informal, unorganized small business through strategies and interventions aiming its development and growth. • It involves three process phases of Identify ideate innovate

The Process

Laddu, the king of Indian sweets Indian sweets are so varied that they outnumber the sweets in any other part of the world. The diversity of Indian festive cultures across different language speaking regions is reflected by the different tastes of numerous sweets. Among the sweets available on ordinary days and made on festive occasions across the country, Laddu is a favorite of every Indian, both in urban areas and the countryside. Laddu is one of the few sweets that the states of India have in common. Indian Eagle takes on the four most popular varieties of Laddu with different flavors.

Motichur ke Laddu The most popular variety is Motichur ke Laddu that tempts the taste buds of Indians of all age groups. The flavor of this Indian sweet defines the festive ambience of Jaipur on the occasion of Diwali. It is a favorite of the Marwari community. The women in every household of Rajasthan get busy making Motichur Laddu before two weeks of Diwali festival. Motichur ke Laddu is also known as Boondi Laddu. With the migration of businessmen in the Marwari communities from Rajasthan, the recipe of Motichur ke Laddu has been absorbed into the culinary cultures of different regions of India.

Besan ke Laddu Besan ke Laddu is a most common variety. The making of this type of Laddu is easier than that of Motichur ke Laddu. Though available round the year, Indians sweeten their mouths with bites of Besan ke Laddu during the Ganesh puja festival. It is one of the most delicious culinary offerings made to Lord Ganesh, and other gods on the festive occasions of India. The recipe of this Indian sweet is very simple.

Rava Laddu If Motichur ke Laddu is the mainstay of Rajasthan and Besan ke Laddu stands for the festivals of North India, Rava Laddu represents the taste of South India. Made from Semolina, sugar and milk, Rava Laddu is a must have for the sweet treatment of tongues after a meal, in Tamil Nadu. The making of this type of laddu is associated with the celebration of Janmashtami in the south.

Churma Laddu Churma Laddu is another popular variety in India.

The making of Churma Laddu is associated with the festive culture of Gujarat and Rajasthan. It is made from wheat flour, milk, sugar and ghee. Nuts and raisins are added to flavor it. It is cooked and eaten in the form of Prasad on religious occasions in the states of India where Ganesh Chaturthi is celebrated.

Study of Popular Sweet types across all states in India From the study, it was quite vivid that there were similarities from the point of :

Shape A lot of popular sweets are round in shape and eventually even the naming/nomenclature of laddu comes from the round shape of it.

Type Laddu happens to be one of the most popular type of sweet and also counts for the most popular sweet in 6 different states across India.

Sweet Delicacies

1. Andhra Pradesh – Qubani ka Meetha

2. Assam – Narikol’or Ladoo

3. Bihar – Khaja

MAde of apricots, this sweet delicacy is synonymous with Andhra. Other amazing treats from the state include Tirupati Ladoo, Pootharekulu, Ariselu and Karijalu.

Delicious coconut rolled into balls make this delicious sweet.

Dough layered and soaked in sugar syrup.

4. Goa – Bebinca

5. Gujarat – Basundi

6. West Bengal – Rosogulla

Traditional Goan pudding is made with 16 layers.

Sweetened dense milk, flavored with saffron and dry-fruits. And A am Ras !

AndShrikhand ! And Gud Papdi !

Spongy, sweetness is goodness.

Among countless others like Sitabhog andMihidana .

7. Uttar Pradesh – Balushahi

8. Karnataka – Mysore Pak

9. Kerala – Ilayappam

Deep fried goodness soaked in sugar syrup. Petha, Thuggu ke ladoo, malaiyyo, Pan ki gillori

Rich sweet dish prepared with butter and gram flour. Belgaum kunda, Gokak Karadantu are other winners!

Steamed in banana leaves, this dessert is light yet delicious. Kozhikodan halwa, Unniyaappams.

10.Madhya Pradesh – Mawa Bati

11. Maharashtra – Modak

12. Odisha – Chhena Poda

Khoya Jalebi, Garadu (Yam) can not be missed at all.

Who does not know about the delicious favorites of Lord Ganesha?

Can not missPooran Poli, Kataachi Amti and Santra Barfi.

Chhena Jhilli is another famous dish.

13. Tamil Nadu – Pongal

14. Rajasthan – Ghevar

15. Manipur – Chakhao Kheer

Rice cooked with jaggery is a simple, yet exotic dish. Tirunulveli Halwa is another specialty.

The desert state has a lot to offer in the field of desserts. Mawa Misri and Milk Cake are amazingly delicious too.

Black rice cooked in milk makes this delicious dish. Madhurjan Thongba is another delicacy.

16. Punjab – Pinni

17. Haryana – Gond ke ladoo

18. Uttarakhand – Bal Mithai

Winters specialty. Loose form is called Panjiri which is just as delicious.

Healthy as well as tasty.

Indigenous to the state, it is a must try. Singhori is also quite popular.

19. Sikkim – Sael Roti

20. Himachal Pradesh – Babroo

21. Jammu & Kashmir – Shufta

Made with dough and sugar, the dish is ideal for the mountain town.

Loaded with dry-fruits, the Kashmiri dessert is delicious and hearty.

22. Jharkhand – Anarsa

23. Nagaland – Koat Pitha

24. Mizoram - Chhangban Leh Kurtai

Sesame seeds are the biggest component of the sweet. Cashew nuts add extra flavor.

Stuffed with goodness, this dessert is prepared by deep-frying rolls of dough.

Bread and chhang make this exotic dessert.

25. Arunachal Pradesh – Khapse

26. Meghalaya – Pukhlein

This Tibetan biscuit is said to be a storehouse of energy more delicious than any nutrition bar.

Rice and jaggery sweet prepared like a breakfast bread. It is delicious and filling.

Sweets available Pan-India

Specific Ladoo Varieties

Laddu Distribution Channel

DIRECT GIFT COMPLIMENTARY

Airlines

KINGFISHER

AIR INDIA

JET AIRWAYS

Why?

Positioning

Current platter in Jet Airways and Air India already contain a sweet potion.

Positioning it as a niche Indian-healthy ENERGY BALL. Nutrifacts needed.

Target

Pitch in to Jet Airways and Air India Officials for incorporation.

Online

Scope: Work on Presentability and Packaging mithai4all.com

pinterest.com

sweetouch.com

Railways

Scope: Work on Pricing and Sizing Motichur Laddu is already available in their snacks platter Use Client’s contact to pitch in to IRCTC Nutrifacts

Railways

Scope: Work on Pricing and Sizing Motichur Laddu is already available in their snacks platter Use Client’s contact to pitch in to IRCTC Nutrifacts

Women Entrepreneurs

Networking Business Set-up Occasion-specific High Sales

Retired Officials

Strong Work-force Networking-business Structure

Grocery Shops

Gift-packed and air-tight packaging Priced a little higher than sweet shops Confectioneries

Restaurent

Incorporate in menu as Desserts Try other innovative recipe and present in the dessert menu

Cross Branding (Advanced Stage)

OLA UBER

Hotels & Resorts

Complimentary (in Breakfast or Buffets) Essence of India

Teachers

Day-Care Centres Healthy sweet eating habits to children FSSAI

The Better You

Importance of Vision Vision acts as an inbuilt influencer throughout

Processes Performed Metaphor elicitation : Trying to understand the core beliefs of one self through abstract elements.

Reverse questioning : Understanding deeper ‘why’ of any context to find the cause or core influence Body storming : Gauging the body gestures through immediate reactions or body language

Personality Traits Colour that you can relate to Nuts: Yellow Abstract: Rising Sun/Horizon Ashq naa ho (Holiday) Sacrifice: Entire life (Smita) Ideas and Talents (Bhavesh) Not thought of it yet (Mausam) Dry-Fruit: Pistachio and Almond (Smita) Almond (Bhavesh) Flavoured Badaam and Kismis (Mausam)

Personality Maping Dislikes: Telling lies Cheating (Chori-chapati) Dishonesty Vacation: Hill Station Secluded places like Matheran Historic Places Sensing is practical Intuitive is natural, innate Feeling is practical Thinking is relying on facts

The Process We wanted to decode personal self as the business is trickle down from the owneremployees-user.

So the personal reflection is important which will be translated in the entire business even by the employees and stakeholders.

Wall photo What is pride to you? Pick up any objects in your house that you can relate to pride.

“Zaraa Hatke� photo -frame hai

Identity Card The zeal and vigour to create ones own identity as an individual is very vivid.

Colour and Feel Associations with Colours and Textures.

Shape and Form The fluidity of things and directions of relating it to the concept of Nuts.

Glamour Finding Glamour in culture.

Observations • Smita ji is the key influencer and being spiritually enlightened, she has many ideas for the betterment of all.

• Bhaveshbhai is more ethical, goal oriented. He is spiritual yet not able to practice what he intent to on a spiritual note.

• Spiritualism is his motivation.

• And Mausum being their daughter, is more rational and explorer in her thoughts • Innocence+Honesty: Personality quotient for Smita • Silence+Peace of Mind: Personality quotient for Bhavesh • Bhavesh and Smita: Well-aware of the need for constant development, yet unable to to give as much time as needed. There is a constant urge towards spiritual and family life after an hectic scheduled life.

• Mausam: Wants an independent life and live freely. Not under anyone(“kisi ke under kaam nehi karna hai, apni marzi chalana hai”).

Observations • Smita ji is the key influencer and being spiritually enlightened, she has many ideas for the betterment of all.

• Bhaveshbhai is more ethical, goal oriented. He is spiritual yet not able to practice what he intent to on a spiritual note.

• Spiritualism is his motivation.

• And Mausum being their daughter, is more rational and explorer in her thoughts • Innocence+Honesty: Personality quotient for Smita • Silence+Peace of Mind: Personality quotient for Bhavesh • Bhavesh and Smita: Well-aware of the need for constant development, yet unable to to give as much time as needed. There is a constant urge towards spiritual and family life after an hectic scheduled life.

• Mausam: Wants an independent life and live freely. Not under anyone(“kisi ke under kaam nehi karna hai, apni marzi chalana hai”).

Questionnaire Format

Survey Participants

Analysis

Survey Analysis Nuts 1. Customer Mapping: • Taste: 5 • Quality: 4 • Hygiene: 4 • Price: 2 (Price considered apparently high, when other high-priced products are available in market!)

2. Average Age: 36

3. Occupation: • Private Sector Job Holders: 53% MNC & MSMEs: Higher per capita Income Higher Buying Capacity Prudent/Wise Buyers • Govt. Sector Job Holders: 17% Retired Current Servicemen • Self-Employed: 28% Business Home-Makers Proprietors i.e. Doctors,Lawyers etc.

Mostly families with more number of family members At a time buying quantity is more.

Demand for Sugar-free items • Others: 2%

4. Family type: • Joint Family: 40% 4.8 Kg • Nuclear: 60% 7.2 Kg, Buying more sweets per capita —> Trend of bigger families fragmenting due to earning opportunities —> Better Buying Capacity 5. Average Family Size: 5 to 6 members • Family Size for nuclear families vary from 2 to 5 members —> Hence, 4 can be taken as mean average.

6. Average Family Income Per Annum: 2,00,000 to 5,00,000 • The mean average is a strata in which most of the Indian middle class falls.

• If we want to place our product as a premium one, then there’s scope in pricing.

7. Average Sweet Eating Frequency Per Week: 2 times • Average Sweet Eating frequency is decent, not much though but substitutes like cakes,chocolates and cookies can also be taken over.

• Laddu turns out to be a healthy, ready to eat filling option.

8. Sweet Buying Frequency per week: 1 to 2 times per week • Convert sale of Laddus on a daily basis.

9. Sale Of Sweets During Festivals (Diwali,Navratri,Ganpati,etc): • Most common sweets are: Motichur Laddu, Laddu, Modak.

Rasmalai, Shrikhand, Barfi, Sitafal, Rabdi, Kaju Katli.

• Packaging should be gift like.

• Use of Pure Ghee and lesser sugar is a need of time.

• Elegant look and feel.

• The melting in mouth property of Laddu makes or sets the USP for the sale of the same. (Laddu takes an approximate good share of the sweet-industry, especially during the festivals) 10. Frequency of Sweets As Gift: • Twice a month • Rarely Frequency is quite low, the possible reasons are: Unorganised Sector Packaging and Presentability factors Perishability Health Factor Feeling of esteem is low/not trendy While Perishability and Health factor points to scope for new technology, the other factors could be overcome by creating a concept of gift around Laddu.

Perception Perticipants

Analysis

Perception Analysis Sample Sizes Age: 38 years Income group: >100000 p.m.

Ethnic Background: • Gujarati: 7 people • Marathi: 4 people • Tamil: 2 people • North Indian: 3 people • Sindhi: 7 people Something Different: • Unlike other mainstream Laddus

Not That Attractive: • Not an aspirational product Presence of dry-fruits not perceivable: • Unevenly distributed • Presence of Almond Only • Black Pepper also unevenly distributed Liked the taste: • Liked a lot (Ashok Thakkar) • People who liked it, really liked it —> Ready to pay till INR 1000/Kg • People of a specific liking for this taste are the ones who appreciated the product.

Would like to buy it as gift: • Apply Khas-Khas • Saffron Too fragile or powdery: Work on the texture of the product.

Would be willing to buy it: Sometimes, “like in order to change taste” Would like to pay nothing more than 600/Kg: like any other pure ghee laddoo Nothing Special: No uniqueness or peculiarity

More of a functional food item: More likely to be taken in winter Not that appealing by looks: Scope for product innovation Should break in chunks: Mental perception element allied with the product Not liking the smell of the ghee used.

Too much Fried.

Did not melt in mouth as it should do: The ghee was also not that smoothening Scope for betterment: Smell of ghee can be improved.

No wow factor, it was ok-ok.

SWOT AND PESTEL Strength: Ghee fragnance (Raw Materials) Taste 3 months shelf life Authentic Raw material Purity/Uniqueness Weakness: Fragile - Cannot market on long distance No tempting factor that will allure consumers to buy it.

Not promoted well Pricing Product equity is normal.

Uniqueness is not yet well conveyed.

No specific focus on Shahi Laddu.

Opportunity: Franchising

Shop-In-Shop (Gift packs - Shahi Laddu) Branding/ Health Factor, Nutrition Factor Positioning Segmentation ( Specialized Product ) Mithai Parlour Trends: Not much change.Society is much resilient.

Threats: People are health-conscious.

Political: Know by face Ambedkar Community affects growth.

Social: Functional Festival + Cultural Legal: FSSAI HACCP (Hazard Analysis Critical Control Point) ETP (Pollution Control Board) Technology: Packaging (Vacuum packaging,Nitrogen Flushing Machine)

Solapur Factory Visit

Solapur Factory Visit

Differentiator, Value Proposition • Let ‘x’ be the (population) proportion of people who eat laddoo (off-occasion) • Ho’ : During social occasions and events, the proportion of people who eat laddoo raises by 80% or higher. Therefore, p >= 1.8 * x • H1’ : During social occasions and events, the proportion of people who eat laddoo doesn’t raise by 80%. p < 1.8 *x • Let ‘y’ be the mean consumption of laddoo per person (off-occasion).

• Ho’’ : During social occasions and events, the mean consumption of laddoo per person raises by 40% or higher. u >= 1.4 * y (unit) • H1’’ : During social occasions and events, the mean consumption of laddoo per person doesn’t raise by 40% u < 1.4 * y (unit) • So , if we can create the charm of occasion and celebration by our product itself, then that becomes our USP. Source: Times of India, Article- http://timesofindia.indiatimes.com/life-style/food/food-reviews/Its-ladoos-over-chocolates-for-Indians/articleshow/44855126.cms

Business Model

Source: Times of India, Article- http://timesofindia.indiatimes.com/life-style/food/food-reviews/Its-ladoos-over-chocolates-for-Indians/articleshow/44855126.cms