CHOBANI FOR INDIA

The Greek yogurt market in India is on the verge of exploding any minute. With very few players and high demand, Chobani can have a major share in the market if they introduce their product in the right manner. This is my culture based redesign of Chobani for India.

MY MOTIVATION

For the past few years of my life, before I moved to Seattle I have lived in a Hostel in Chennai, India. As a health-conscious vegetarian, it was a constant struggle for me to find quick healthy eating options to fulfill my protein requirement for the day. I knew Greek Yogurt was one of the most convenient protein options for vegetarians out there but I struggled to find it in India. It was only available in high-end stores and very few people knew about it. Yet, the need was real. Not just for me, but for many like me living in similar situations.

WHY CHOBANI ?

When I moved to Seattle, I was mesmerized by the variety of Greek Yogurt available in grocery stores. Chobani, with its unique branding and a dizzying variety of products, immediately caught my eye. On digging further I found out that Chobani, started by Hamdi Ulukaya, was one of the pioneers of the Greek Yogurt industry in the United States. I wondered how I could make Chobani accessible to people in India.

SECONDARY RESEARCH

Case for Chobani in India

Before I attempted my redesign, I wanted to make sure that India was truly an emerging market for greek yogurt. I conducted secondary research online, going through the reports from the dairy industry as well as blog posts and customer reviews. I came out with a few interesting findings.

  • The Indian yogurt market expected to hit $1 billion by 2021. This increase can be attributed to the fact that a lot of International organized companies have started entering the Indian dairy market. Some of the big players include Nestle, Danone, Red Mango, Yogurberry and DSM. This market was previously driven predominantly by major milk cooperative societies of India such as Mother Dairy, Amul etc.
  • The Indian Government is encouraging partnerships between foreign and Indian brands as well as bringing foreign products to India by reducing the taxes levied on foreign products.
  • India has the largest population of vegetarians in the world. 38% of India's population is vegetarian. The vegetarian community in India is mostly lacto-vegetarian, i.e they consume dairy but not eggs.
  • India ranks high in protein deficiency. 91% of India's vegetarian population is protein deficient as their diet mostly consists of starch and fat.

COMPETITIVE ANALYSIS

I dived deeper into the Greek Yogurt industry in India and found two brands who had ventured into this segment.

Competitive Analysis

Competitive Analysis of the major brands offering Greek Yogurt in India

HOFSTEDE'S CULTURAL ANALYSIS

Teasing out the cultural differences

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Cultural Comparison of India vs. United States

I performed Hofstede's cultural analysis to understand the cultural differences which could affect the perception of Chobani in India. India is driven by high power distance, masculinity, and long term planning. Meanwhile, the United States values individualism, masculinity, and indulgence.

  • India is a high power distance country where the voice of powerful leaders and authoritative figures is very strong and is used to promote their agenda. 
  • It is also a highly collectivist society where a strong emphasis is placed on family values. 
  • It is a highly restrained country. With a significant portion of the population falling in the low-income category, people live on tight budgets, spending only on basic necessities.

THE CHALLENGE

Why buy yogurt when you can make it at home?

While conducting secondary research, I gleaned another insight which presented itself as a challenge to selling Greek Yogurt in India. In India, it is a common practice to make yogurt at home. In many households it is a regular occurrence as homemade yogurt (also known as curd / dahi) is a staple in the Indian Cuisine. In fact, the majority of the Indian population has a do it yourself attitude when it comes to food. The common perception is that homemade yogurt is more nutritious as it is fresh and without preservatives.

For the Indian consumer, the bar is can I easily make this at home. If the answer to that is no, then he is willing to pay a premium.

- Rohan Mirchandani,

Founder of Epigamia (The first Greek Yogurt brand in India)

Based on the insights I gleaned from analysis and research, I came up with two major demographics as prospective target audience for Chobani in India. 

  • College-going students / Employed youth in the age group of 18 to 27
  • Health conscious working mothers 
Personas

PROBLEMS WITH THE CURRENT DESIGN

Current Design

DESIGN DECISIONS

Chobani India will be available in multiple languages

India is a multilingual country with over 22 spoken dialects. The Chobani India website will be available in English, Hindi, Tamil, Telugu, and Gujarati. These are some of the prominent languages spoken in India and adequately cover all the parts of India where Chobani yogurt will be available.

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Comparison chart

Indian consumers being a part of a high power distance country are very particular about the product they spend their money on. Having limited resources, they would only like to spend money on products that they trust to give them significant benefits. This chart is a way of helping them understand how Greek yogurt benefits them and why they should buy it.

Yogurt Infographic

Localized Recipes Page

The Recipes page in the US gives a lot of recipe ideas with a focus on holiday cooking. The concept could be extended to India as well. Yogurt (curd) is a staple with many of the Indian dishes and is widely consumed all over India. However, the content needs to be localized to the cuisine of the country and the major holidays celebrated in the country. The Recipes page on the Chobani India website aims to give examples of Indian dishes where curd can be substituted by Chobani Greek Yogurt.
Eg. South Indian curd rice using Chobani Greek Yogurt, Carrot Halwa cake with Chobani Greek Yogurt

Chobani_recipes

Packaging Improvements

A lower priced packaging material

This can be used to decrease the cost of the product for the consumer. A high power distance country is more concerned about the cost-effectiveness of a product than its visual aesthetics.

Preservative-free packaging

Since yogurt is a homemade item in most Indian households, it is important to present a completely natural product to induce them to buy Greek Yogurt instead of making their own curd at home. Although going preservative free compromises the shelf life of the yogurt, it boosts the reliability of the product by making it feels close to being homemade and being fresh.

Milk Information on packaging

The United States has a vast selection for milk and related products. There is whole milk, low fat, non-fat, toned, skimmed etc. Chobani US has consequently come up with different variations based on the type of milk used.

In India, the types of milk available are limited. The most commonly available ones are whole milk, toned milk, and skimmed milk. Also, more emphasis is placed on the source of the milk i.e Cow’s milk, Buffalo milk etc. Cow’s milk is generally considered to be the most nutritious. Cow’s milk is also preferred due to religious associations of the Cow as a holy animal in the Hindu culture. Hence, most Indians check for the origin of the milk on the package along with the “expiry” or the “best before” date. Hence, in my version of the packaging, I have an icon which identifies Chobani yogurt to be made from 100% Cow’s milk.

Also, terminology such as non-fat etc which are common in the United States has been removed. Lastly, the best before date should be easily spotted probably on the top of the package (where most of the dairy products in India have their “best before” dates)

FINAL DESIGNS

The final designs are currently in progress. 

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© 2019 Neha Kaura