Decoding consumer behaviour for the expansion of the simply salad in mumbai
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Ahmedabad University
Abstract
This capstone project explores the market feasibility of expanding The Simply Salad (TSS) - a Shark Tank-featured healthy food startup from Ahmedabad, into the Mumbai metropolitan market. TSS specializes in delivering affordable, customizable salads using locally sourced, high-quality ingredients and has gained significant traction among health-conscious consumers. With Mumbai’s evolving food preferences and increasing demand for wellness-oriented dining, this project seeks to decode consumer behavior and evaluate the viability of launching TSS in this dynamic urban setting. The research methodology adopted a three-pronged approach: a Google Form survey of consumers residing in Mumbai to understand salad consumption patterns and purchase motivators
qualitative interviews with a diverse demographic of students, professionals, and homemakers to gain deeper psychological and behavioral insights
and competitive benchmarking through direct calls with existing salad startups in Mumbai to understand industry gaps, pricing strategies, and consumer preferences. Key findings reveal that Mumbai’s youthful population is increasingly embracing healthy eating habits, with preferences skewed toward fusion and Indian-style salads. Freshness, quality, and affordability emerged as non-negotiable priorities, while subscription models showed potential among regular consumers. Distance and delivery speed significantly influenced buying behavior, underscoring the importance of locality-focused service models. While brand recognition for TSS in Mumbai remains limited, consumer openness to new players, especially those offering Indian-fusion salads, presents an opportunity for impactful market entry. Overall, the analysis suggests that with a locality-based delivery strategy and culturally familiar offerings, The Simply Salad can position itself as a relevant and scalable player in Mumbai’s evolving health food space.
qualitative interviews with a diverse demographic of students, professionals, and homemakers to gain deeper psychological and behavioral insights
and competitive benchmarking through direct calls with existing salad startups in Mumbai to understand industry gaps, pricing strategies, and consumer preferences. Key findings reveal that Mumbai’s youthful population is increasingly embracing healthy eating habits, with preferences skewed toward fusion and Indian-style salads. Freshness, quality, and affordability emerged as non-negotiable priorities, while subscription models showed potential among regular consumers. Distance and delivery speed significantly influenced buying behavior, underscoring the importance of locality-focused service models. While brand recognition for TSS in Mumbai remains limited, consumer openness to new players, especially those offering Indian-fusion salads, presents an opportunity for impactful market entry. Overall, the analysis suggests that with a locality-based delivery strategy and culturally familiar offerings, The Simply Salad can position itself as a relevant and scalable player in Mumbai’s evolving health food space.