Technology and Its Impact on People's Lifestyle

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Technology must alter the lifestylesof a significantmas~ of people,felt Akbar
Iqbal. DidTomaikihavea 'Made For
India' strategy? he wanted to know
This casestudy wasfirst published in BW,
30April 2001

. MEERA
SETH
KBAR Iqbal read the emailon his screen with interest: 'Our meeting yesterday was valuable. While I don't have an answer to your question yet, I want you to know that the subject is not closed. I'll call you once I have conveyed your observations to my management. Until then, you remain on my priority list.TimWagner.'Akbar smiled. Itwould be interesting to know what Tim's bosses felt, he mused. Last week, Akbar had declined a job as ' country head ofTomaiki Foods in India. "Based on the range of foods you're planning to launch and the long-term plan," he told Tim, "I am not inspired. I am looking for a core marketing job, not a mere selling operation. IfTomaiki is looking at India as an opportunity to sell what it sells elsewhere, it is but a selling operation. It would be different if they see India as an opportunity to, say, grow a category."
"Take a look at some of our products," offered Tim, "and you will see that it, in fact, creates an all-new category. We have reo search data that tells us the Indian housewife is fond of cooking.
Cooking is not just for home consumption. Feeding guests home. cooked food is the hallmark of hospitality. Unlike western nations, India has a fascinating range of cuisine "
"Since you've recognised that," said Akbar, "where do you see your offering fitting into our 'needs'? Yes,pastes and pizza relishes

CASE STUDY SPECIAL

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BUSINESSWORLD2003

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