Page 271 - IMDR JOURNAL 2023-24

IMDR’s Journal of Management Development & Research 2023-24

Marketing Bharat’s Culinary: A Study on Consumer behavior towards Ready to Eat
innovations and its Market Potential in Viksit Bharat

Ishita Mishra* and Nikhil Kotian**

* Student, Department of Management, Institute of Management Development and Research,
Pune, Maharashtra, India (E-mail: ishitamishra73@gmail.com)

**Student, Department of Management, Institute of Management Development and
Research, Pune, Maharashtra, India (E-mail: nikhilkotiann18@gmail.com)

Abstract

This study undertakes an analysis of consumer behavior concerning ready-to-eat (RTE) food
within the Jabalpur region of Madhya Pradesh, amidst a backdrop of rapid economic

expansion and demographic transitions. It elucidates the drivers propelling the RTE market

in Viksit Bharat, encompassing factors such as escalating disposable incomes, the
prevalence of nuclear family structures, and burgeoning time constraints. Through

meticulous examination of regional preferences and hurdles, the paper discerns RTE product
categories poised for substantial market traction. It accentuates the imperative of grasping

indigenous intricacies and cultural sensibilities to cater to this diverse market aptly. From
traditional fare imbued with convenience enhancements to globally inspired flavors

meticulously tailored to local palates, a spectrum of RTE offerings displays promising

potential. The study furnishes strategic directives aimed at empowering stakeholders to
harness opportunities within Viksit Bharat’s RTE market, thereby catalyzing advancements

in Bharat’s culinary domain and adeptly addressing evolving consumer exigencies. By

furnishing actionable insights, this research endeavors to equip manufacturers, marketers,
and policymakers with the requisite tools to navigate Viksit Bharat’s dynamic RTE

landscape competently. In so doing, the study endeavors to unlock the substantial latent
market value within the region, fostering ingenuity and progress within Bharat’s culinary

sector.

Keywords: Ready to eat food; Consumer behavior; Food lifestyle; Food patterns; Jabalpur.

Introduction

The winds of change are stirring the pot of Bharat's culinary scene, particularly in Viksit
Bharat, where rising incomes and evolving lifestyles drive an insatiable appetite for

263