HEALTH FOODS IN INDIA – FOLLOWING A NICHE MARKETING STRATEGY

Targeting niche markets as a strategy needs a few requirements to be meet. Niche Markets need differentiated products addressing the needs of a small slice of the market segment and in the process are able to charge a price premium thereby enhancing the profitability. Due to the expertise involved, competition in these markets is less and the segment is adequately sized to be able to visualize growth in the future. Health foods in India seem to meet these requirements so as to be labelled as a category following a niche marketing strategy. This paper analyzes this fact, researches the available literature and builds a conceptual model around it. This paper is very useful for researchers as studies on Niche Marketing in India have been very few and therefore this paper addresses a gap.