Beyond Material Comfort: A Community-Centric Housing Model (Coll ines) to Address Loneliness Among Financially Secure Older and Single Adults Abstract Material prosperity does not guarantee emotional well-being. A growing segment of financially secure middle-class individuals—particularly those aged 55 and above, parents with children settled abroad, and unmarried adults—experience chronic loneliness, weakened social bonds, and declining psychological health. This paradox reflects a structural transformation in family systems, urban housing design, and migration patterns rather than an economic deficiency. This paper develops a structured socio-economic and psychological analysis of loneliness among financially stable populations and proposes an innovative housing framework — the Colinese One-Room Community Living Model . The model integrates private micro-units with structured shared facilities to foster companionship, security, affordability, and purposeful engagement. The pape...
Company Background
Om Namkeen, a leading player from Indore in the traditional Indian snack
industry, has made its mark across India and internationally. Offering a
variety of savory snacks, the company’s product range has captivated consumers
in major Indian cities and countries like the USA, UAE, Australia, Canada,
Russia, and Romania. The international success was driven by the company’s
strategic focus on private label offerings, which allowed them to reach a
global audience without significant brand investment abroad.
Challenges Faced
- Domestic Competition:
Facing fierce competition from major players like Haldiram's and regional
favorites such as Bikaji, Om Namkeen needed to find ways to differentiate
itself in a crowded market.
- Building International Recognition:
While Indian snacks have a growing market overseas, gaining traction in
non-traditional regions required an understanding of local preferences.
- Scaling Operations:
Meeting increased demand globally while maintaining quality and managing
logistics posed significant operational challenges.
Strategies for
Success
1. Private
Labeling as a Growth Lever:
- Private
label partnerships with major retailers in markets like the USA, UAE, and
Australia allowed Om Namkeen to grow internationally without the burden
of building brand awareness from scratch. Retailers such as Walmart (USA)
and Lulu Hypermarket (UAE) offered Om Namkeen products under their own
brand names, thus facilitating faster market entry and sales growth.
- Financially,
this model contributed to an increase in export revenue by nearly 40%
within three years. Private label sales accounted for a significant
portion of Om Namkeen’s international revenue, with margins comparable to
its direct sales in India.
2. Tailored
Product Variants:
- Understanding
regional preferences played a major role in their success. In Western
markets like the USA and Canada, Om Namkeen introduced low-sodium and
mildly spiced versions of their classic snacks like bhujia and sev,
broadening their appeal beyond just the Indian diaspora.
- Financially,
these product adaptations resulted in a 25% increase in sales in regions
like North America within the first year of launch.
3. Quality
Assurance and Advanced Packaging:
- Om
Namkeen invested heavily in automated manufacturing and packaging
technologies, ensuring that its products met stringent international food
safety standards. This was especially important for markets like
Australia and the USA, where food regulations are rigorous.
- The
company utilized nitrogen-filled packaging to keep snacks fresh over long
periods and distances. This packaging innovation reduced product spoilage
by 15%, directly impacting profitability by lowering waste-related costs.
4. Targeted
Digital Marketing Campaigns:
- Om
Namkeen ran digital campaigns across social media platforms like Facebook
and Instagram, primarily targeting Indian expatriates in cities like
Dubai, Sydney, and Toronto. For instance, during Indian festivals such as
Diwali and Holi, they launched specific promotions, offering discounts on
bulk purchases and festive gift packs.
- The
campaigns featured emotive storytelling around nostalgic Indian flavors,
connecting with consumers who longed for traditional tastes.
- As
a result, their online sales grew by 30% during the festival seasons,
with repeat orders accounting for over 60% of their e-commerce business.
5. Participation
in International Food Fairs:
- The
company showcased its products at international food expos such as
Gulfood (Dubai) and SIAL (Paris), which helped it forge partnerships with
retailers and distributors in non-traditional markets like Russia and
Romania.
- These
events were instrumental in expanding Om Namkeen’s footprint,
contributing to a 20% increase in export volume after just one year of
participation.
Financial Success
Metrics
- Revenue Growth: In the
fiscal year 2023, Om Namkeen reported a 35% growth in overall revenue,
with international sales contributing to nearly 40% of the total turnover.
- Private Label Revenue:
Approximately 50% of the company’s international sales came from private
label partnerships, which allowed them to scale without large marketing
expenses.
- Profit Margins: By
optimizing logistics and reducing spoilage through better packaging, the
company improved its overall profit margins by 10% in the last two years.
Marketing Strategies
- Festival-Based Promotions:
The company capitalized on Indian festivals by offering special packaging
and bulk purchase discounts abroad. Their “Taste of Home” campaign,
launched for Diwali, focused on digital ads targeting the Indian diaspora,
which resulted in a significant boost in online sales.
- Influencer Collaborations:
Om Namkeen partnered with food influencers who catered to Indian
communities abroad. This generated brand awareness through authentic
reviews and product demonstrations, contributing to a 15% uptick in their
international direct sales.
Key Metrics of
Success
- Market Penetration: Om
Namkeen successfully entered several competitive international markets
through private label agreements, with a presence in over 100 retail
stores in the USA and 50+ stores in the UAE.
- Brand Recognition: Despite
focusing on private label abroad, Om Namkeen’s name became synonymous with
authentic Indian snacks within the Indian expatriate communities.
Discussion Questions
- How did Om
Namkeen's decision to focus on private label partnerships benefit its
international expansion strategy?
- What were
the key factors that helped Om Namkeen adapt its products for non-Indian
markets?
- Considering
Om Namkeen's strong presence in private labeling, what potential risks
does it face in terms of brand recognition and loyalty?
- How could
Om Namkeen further capitalize on digital marketing and e-commerce
platforms to grow its brand globally?
This case study showcases Om Namkeen's ability to scale its business through
private label partnerships, targeted marketing, and product adaptations,
allowing it to succeed in both domestic and international markets. Their
strategic use of festivals, influencers, and advanced packaging technology
further highlights the factors driving their growth.
Comments
Post a Comment