Turning a Dry Fruits Retailer into a Healthy Snacking Movement
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The Story
A small retail chain specialising in dry fruits, chocolates, and premium foods approached ATBC when it operated around ten stores in India. The founders were ambitious and wanted to expand into GCC markets, but lacked a holistic strategic and philosophical base for multi-market growth. Some internal guidelines existed, especially around recruitment, but employees largely viewed their work as a way to meet personal financial needs.
Financial structures were not strong enough for the scale of growth the leadership envisioned. The brand functioned mainly as a premium foods retailer, buying and selling on margin without a distinct value proposition. Although early entry into the trend had helped growth, better-resourced competitors were entering with stronger plans and capital.
Situation
- Around 10 outlets in India at engagement start
- Focus on dry fruits, chocolates, and premium foods
- Early-mover advantage in a rising category
- Partial internal guidelines but no unified purpose, culture, or robust financial structure
- Employees not aligned with a larger mission
Challenge
- Need to define a clear, ownable purpose and value proposition
- Need to differentiate from stronger, later entrants
- Need to create an internal culture that could travel across India and GCC with consistency
ATBC Intervention
- Crafted a purpose document positioning the brand as a champion of healthy snacking
- Reviewed and adjusted the product line:
- Removed items that diluted the healthy snacking positioning
- Introduced products that completed a coherent healthy snacking range
- Designed an internal education system to train staff on healthy snacking habits, nutrition, and product knowledge
- Built an internal “army” of in-store experts capable of guiding customers and reinforcing the mission
- Rolled out regular training programs for several hundred employees across the network
Outcomes
- Expansion beyond the original base with many stores across India and into GCC markets
- Strong recognition as a brand associated with healthy snacking
- Employees increasingly acting as advocates for healthier choices, not just sales staff
