Go-to-market support for an innovative cookstove launch.
Region: India
Industry: Consumer Goods
Project Objective: GTM Strategy and Launch
Strategic Context
The client, a global conglomerate in the home‑appliances space, wanted to launch an innovative, low‑cost cook‑stove product aimed at bottom‑of‑the‑pyramid households in India and needed end‑to‑end go‑to‑market and execution support.
Client Mandate
We were engaged to design and operationalise the go‑to‑market for the new cook‑stove, including:
- Market assessment of opportunity size, customer segments, and usage patterns.
- Recommendation of the go‑to‑market strategy across pricing, channels, and distribution model.
- Exploration of potential execution partners whose capabilities and footprint aligned with the client’s requirements.
How We Delivered
- Mapped the market, competitor, and policy landscape using secondary research and insights from prior customer surveys.
- Conducted a SWOT analysis for the product and key substitutes.
- Designed the business approach, pricing structure, and sales and distribution strategy tailored to low‑income rural and semi‑urban segments.
- Developed RFPs to evaluate market‑research agencies and distribution/logistics partners, and assessed distributor agreements.
- Supported pilot launch and helped establish a lean sales team within the distributor organisation to enable on‑ground execution.