So basically their inhouse brands are less costly than international brands.

So these products are catered to middle to upper class people whereas

other imported foreign brands are costly and are catered to upper class
population

Natures Basket Retail Store

Nature’s Basket has total 36 stores’ in Mumbai, Pune, Bangalore and Kolkata. The
stores are roughly 3000sq feet and maintain warm, intimate, neighborhood store
feel, different from the atmosphere in a typical overstocked and overcrowded
supermarket. The in store service staff of Natures basket is knowledgeable and
extremely well trained. They have understanding of international cuisines and
also offer ideas for recipes and actually help customers put together complete list
of ingredients for a specific meal. So customers gladly pay more for such
experience that is not only functional but also emotionally rewarding. They
always strive to create values to the customers by going the extra mile and
creating long lasting relationship.

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Products:
Nature’s Basket has a range of health and wellness-focused products, organic
food, imported ingredients and exotic foods, including international cuisine
products that represent the premium, authentic and highest quality - a one-stop
destination for the customer’s multi-cuisine needs.

All the products under the private label are procured from a manufacturing plant
in Mumbai. Other products are procured from the distributors in the city.
Replenishment is done at the end of every week.

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In-house brand of Natures basket

So these are the in-house brands of Natures Basket

 L'Exclusif : Under this brand, exotic products such as international

gourmet, nuts, conserves, savories, digestives, chocolates, ice creams are
sold

 Healthy Alternatives : In this, organic and health-oriented food such as

gluten-free pasta, multi-grain atta (flour), pulses, roasted seed mixes are
available

And lastly
  Nature's : In this, a range of essential foods, including dry fruits, spices,
eggs, vegetables, rice, pulses are offered

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Distinguishing features
So lets have a look at what makes nature’s basket different from others.

 The most important USP is higher service levels and commitment to

create a memorable shopping experience that makes shopping for food a
pleasure rather than a daily chore.
 Natures basket also offers an overwhelming range of authentic world
food, beverages and ingredients.
 They have Premium assortments and range, which includes high quality
fruits and vegetables, fresh non veg products and assorted cheese from
across the world. These are some of the specialties that differentiates it
from competitors.
 Also, The brand has taken special initiatives for a strong impact. It
continuously makes an effort to connect with their consumers by way of
workshops, social media, PR led media awareness and instore
communication.
 Lastly, The knowledge level of the staff and the services offered elevate
the store and help the brand differentiate from other similar businesses

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Differentiated Marketing

Natures Basket strongly follows a differentiated marketing strategy. They create

new demand in an uncontested market place. It caters to the refined needs of up-
market urban consumers for authentic world food and ingredients.
Core target group is men and women above 25 years of age who are high
spenders and big online shoppers.
Nature Basket differentiates itself from other supermarkets by offering a wide
variety of international brands of varied high-end quality food products.
Products range from international brands to national premium brands

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Now lets have a look at the overall strategy of Nature’s Basket.
Starting with

 Controllable variables
 Goods/services strategy: They source the finest products
ranging from fruits and vegetables, authentic delicatessen,
finest meats to bakery products. They also have their own
private brands such as L’Exclusif, Healthy alternatives and
many more. To differentiate themselves they provide
premium brands and products such as conserves, oils,
sauces and pancake mixes.
 Location and distribution strategy: Currently there are 36
stores operating in Mumbai, Pune, Bangalore and Kolkata
located in high street locations, this combined with and
online portal and a mobile application. They have
streamlined their retail formats to become the ‘freshest
and finest’ neighborhood store. They are also in the
process of consolidating the chain for omnichannel
expansion.
 Pricing Strategy: It caters to the higher socio-economic
strata, which is not impacted by the rupee fluctuation and
macro-economic conditions. However their private labels
fill low-volume categories, which are of good quality and
priced lower.
 Promotion Strategy: Nature’s Basket does a lot of in-store
activities such as wine-and-cheese evenings, tasting
sessions, demonstrations by well-known city chefs and
cooking workshops. They also rolled out a television
campaign which convey Nature Basket's offering of the
freshest ingredients and a wide range of world food and
also promote its online and mobile platforms. 
The campaign is promoted across digital platforms
including Facebook, Twitter and Instagram. Nature’s
Basket also engages in strong influencer outreach
programme involving celebrity chefs, food writers and
bloggers to drive traffic to the app.

 Uncontrollable Variables
 Consumer environment: More and more
consumers are now interested in organic
and gourmet food. The demand for Nature’s
Basket products is not coming down.
Though, growth from new customers may
have come down.
 Competitive environment: There is not
much competition as it’s a niche category
 and GNB has a strong customer loyalty. But
the brand keeps an eye on what
competitors such as LE Marche and Food
Bazar are doing.
 Economic environment: As the company
imports majority of its products, currency
fluctuation plays a major role in its
business.
 Technological environment: The Company
is constantly using technology to strengthen
its online presence.
 Legal environment: Nature’s Basket is
careful in fully complying with all laws and
regulations (import norms, ethical sourcing
and strict quality procedures).

 SPECIFIC ACTIVITIES
 Daily and short term operations: The
Company carries only 18 days of inventory
as they understand how international food
works. They also have highly involved
employees who provide excellent service
thus helping brand in differentiation.
 Responses to environment: Nature’s Basket
acts appropriately with regard to changes in
technology, consumer behavior, trends in
retail and so on.
 CONTROL
 Evaluation: Omni channel retailing helps
brand in understanding the consumer’s
needs better and widen its reach.
 Adjustments: With a strong online
presence the company uses data analytics
to understand and monitor the customer’s
needs and wants.
Supply chain

The biggest challenge for nature’s basket or any other grocery supermarket
business is to get the right strategy for the fresh supply chain. Fresh supply at a
local level is not a difficult task, but at national level it is a major challenge, as
India doesn’t have proper cold chain supply infrastructure. They have invested
heavily on technology and supply chain and on the online portal. They focused a
lot on supply chain and the way to stack fresh products in the supermarket. They
have brought down the damages and wastages, which were as high as 7.5
percent to 3.7 percent in all stores, which contributed to stores profitability. The
customers have also started buying from the nature’s basket online portal, which
helps them retain customers who purchase, daily.

https://www.slideshare.net/harshvardhanpal9/natures-basket?qid=fc41e5a3-
645e-48b6-a20f-a070c82fac7f&v=&b=&from_search=23

https://www.supplychaintribe.com/magazine/january-february-2019/a-
journey-to-delight.html
https://www.platinumessays.com/essays/Natures-Basket-Supply-Chain-
Network-for-Grocery/21067.html