Ethnic identity is an important individual and collective characteristic in contemporary societies. Some of the indicators of ethnicity in a multicultural state includes: language, tradition, beliefs, religious, principles and dress. Though most of these are influenced a lot by the local (mainstream) cultural component, however, one of the most important indicators of ethnicity i.e. food stays intact to a large extent and probably this is because it is linked with the most sensitive human sense which are ‘TASTE BUDS’. Hence in order to Promote ethnic food abroad calls for high quality for a rapid branding and market penetration.Companies need to analyse carefully the potential opportunities and threats in this context.
One of the biggest opportunities for Indian players is that the migration from India is still very high across the globe. So, there is a tendency in generation one to stay attached to the ethnic norms and tastes which Indian players can safely encash.
The potential threats can be the changing structure in the already existing ethnic population. With aging coming up there may be many who aspire to come back. Also, there may be young section which is pretty well adapted to mainstream market and local tastes and hence would probably wish to stay away from the ethnic tastes and preferences. To cater to this category of customers, the local players may too be pretty active to attract these minority towards mainstream tastes. So, the challenge lies here.However companies need to take into consideration few important things in order to work on tapping this market.
First is stiff competition: Not only from ethnic manufacturers but also from mainstream players. The first is duly paid attention to. But as the generations abroad will get older and see a generation change, the threat from mainstream players will be more. Hence new tastes and preferences which will be Indo-mainstream shall become the need of the hour. Hence the Indian companies will have to come up with innovations in tastes, packaging or the likes.
Second important aspect shall be serving the middlemen. It’s all about the relationship, to successfully implement, stabilize and grow food distribution through all sales opportunities in retail establishments, foodservice chains, or other venues. Trade distribution opportunities are endless, with both mass retail establishments as well as more specialty niches, such as specialised food stores. These opportunities should be well identified by the sales experts through frequent market visits Group. The future shall be in favour if companies will work with the distributors toward a mutually satisfying business relationship.
The success mantras for future shall be: INNOVATE REINNOVATE and CUSTOMISE. All what companies need is a systematic induction of marketing orientation and further synchronisation of the marketing and distribution efforts.