1. To launch a brand in Mumbai that encourages healthy eating habits by serving delicious and nutritious food. Pearl Academy Foundation Business Yash Kanojia & Divya Bherwani (2014-2018) Submitted on April 27, 2015 Sem I – Sem II

2. Research Synopsis Problem Statement To understand the potential of delicious and healthy eateries in Mumbai. Marketing Objective To launch a brand of outlets in Mumbai that encourages healthy eating habits by serving delicious and nutritious food.

3. Objectives: To understand the food eating habits of the target group Life cycle inspiration Lifestyle inspiration Ethnic background that influences the food habits Understand health consciousness among target group Why, how and where’s the deficit Research Design: Quantitative methodology using a structured questionnaire.

4. Target Group: Health conscious people of Mumbai (Western & Southern) People who want to avoid flabs. (Gym, aerobics, yoga, dance classes, sports) People who suffer from high blood pressure, diabetes, digestive problems, etc. Age group – 18-60 years (Male and female) (Students, young working executives, top executives, retired)

5. Executive Summary Nowadays, in Mumbai, most people wish for a healthy lifestyle and have become very much health conscious. They tend to check the nutritional information label on food packets, follow a diet chart provided by their dietician/gym trainer, exercise regularly, practice yoga or opt for any kind of sports. But there is an amount of people who desire to keep a balance between healthy and appetizing food, which is very much difficult and complicated as a healthy portion of meal surely provides nutrition but lacks the flavour and taste of a portion of junk food and vice versa. Not only this, a lot of people suffering from health enigmas like diabetes, high blood pressure and high cholesterol are restricted to a very tedious and boring diet. Our study, is mainly prepared to solve the inconveniences faced by people who wish to balance their diet, create awareness among people who incline more towards fast food, and to find ways to enliven the diet of a person suffering from any kind of health disorder. We are looking forward to a solution wherein the people in Mumbai can enjoy healthy meals without missing out on taste.

6. Recommendations and suggestions Chart clearly suggests that people in Mumbai, feel that a high protein diet and a vegan diet are the healthiest diets. This indicates that places providing with healthy eateries should concentrate more on a meal which is high in protein. A vegan diet, however, can compress the variety of dishes a place can provide. But, under the guidance of a capable chef, a whole new range of vegan dishes could be discovered.

7. More than half of the people, that is 53 % prefer paying between between rs 500 – 1000 and only a small minority of the people believes in paying a really high price for a healthy portion of meal.

8. The below disgram suggests that majority of the people chose italian and punabi as their favorite cuisine. So the reccomendation we obtain from this is that places providing healthy eatery should concentrate more on encouraging italian and punjabi food. For ex: pastas, healthier pizzas, etc.

9. 3. the below chart suggests that majority of the people prefer to spend in the souther parts of mumbai. So the places providing healthy eateries should emphasize on opeing their stores in the southern parts of mumbai to be in the profitable zone.

10. 4. from this diagram we get the suggestion that majority of people in mumbai follow a strict vegetarian diet and only a small minority of people includes chicken in their diet. This shows us that the eateries should look after introducing more varieties of vegetarian dishes to be on the safe side.

11. Conclusion On analyzing the data we obtained from our research, we have come to the conclusion that the people in Mumbai are in need of a brand that could provide not only nutritious but also food that tastes better than the diet eatables you get today. With respect to all the information that we obtained from our questionnaire, a brand with a strong base can be established in Mumbai. The data acquired from our research represents what people in Mumbai desire and that would really come in handy while trying to launch a brand in Mumbai. Another factor that leads us to launch this brand in Mumbai is the increasing health consciousness among the people in Mumbai and also the increasing rate of heart disease in Mumbai.