Objective and Scope:
The client, a global beverage major, wanted to understand the oral rehydration solutions (ORS) market in India to strengthen their go-to-market (GTM) strategy for a new product launch in the segment. For this, they sought Benori’s support in:
- Market assessment segmented by categories (pharma and non-pharma) and formats such as powder, ready to drink (RTD), and others
- Competitive analysis to map supply (production volumes) and demand for the leading players in the market
- Value chain analysis to assess the channel mix, along with the margins offered to the stakeholders
Approach:
Benori identified the leading players in the ORS market and captured data on their products and formats, SKU-wise salience, demand hotspots, plant locations, production capacities, and utilizations. Further, we gathered intelligence on the distribution channels mix, key stakeholders, margins, and schemes offered. This information was gathered through a mix of secondary research and primary research conducted across the value chains of the key players.
Impact:
Our research helped the client in:
- Estimating the ORS market size and growth, key players, and their offerings in India
- Designing a competitive GTM strategy with focus on product, price, format, distribution channel, and potential geographies in India
