Teaching Note: Hetal’s Homemade – market development dilemma

Hetal’s Homemade, which started as a homegrown brand in the year 1999, became well-known for its high quality and unique offering in the speciality coffee and mithai segments. In 2021, when the world was grappling with COVID-19, consumer preferences moved towards healthy yet tasty delicacies. The homemade tag became a USP in itself. Marketing efforts for businesses, small to big, were moving to digital and social media efforts. Hetal’s products were manufactured in their own production facility, which was as clean as a home kitchen. Orders were coming in from all over India. Hetal’s experimented with various online promotion...