Goal:

To identify key operational and growth opportunities for Mithila Foods’ next phase of omnichannel expansion by improving product positioning, accelerating Q-commerce adoption, using Q-commerce for product validation, and optimizing logistics economics.

Tools & Technologies Used: Omnichannel growth strategy, Q-commerce market and product strategy, SKU and UOM optimization, Supply chain and logistics analysis, Unit economics and freight-cost analysis

What I Did:

Identified an opportunity to position Mithila Foods’ catalog as “Vegan Food” to unlock health-conscious and allergen-sensitive customer segments.

Recommended launching smaller UOMs on Q-commerce platforms at an ₹80–100 price point to reduce the barrier to trial and drive higher-velocity product adoption.

Proposed treating Q-commerce as an R&D sandbox to capture new SKU feedback within approximately 48 hours, enabling faster product iteration and reducing the risk associated with offline production and distribution decisions.

Analyzed the long shelf life of Mithila Foods’ products and identified air freight costs of approximately ₹50–80/kg as an avoidable margin pressure.

Recommended optimizing road transportation from Dumka to Southern metros through surface 3PL partners to target pilot mid-mile freight costs of approximately ₹15–20/kg.

Proposed using the lower-cost domestic surface logistics model to establish stronger domestic unit economics before committing significant capital toward international expansion.

Challenges and Learning:

Challenge: Balancing rapid omnichannel expansion and product experimentation with the need to maintain healthy unit economics across product pricing, freight, and distribution.

Learning: Developed a deeper understanding of Q-commerce as both a distribution and product-validation channel, SKU/UOM strategy, omnichannel expansion, freight optimization, and how logistics decisions can influence the economics of scaling a consumer food business.

Result:

Created an omnichannel scale-up framework focused on four key levers: product positioning, Q-commerce trial, rapid SKU validation, and domestic logistics optimization.

Identified smaller Q-commerce UOMs and ₹80–100 price points as a potential mechanism to reduce customer trial barriers.

Developed a logistics optimization approach targeting a reduction in pilot mid-mile freight from approximately ₹50–80/kg through air freight to ₹15–20/kg through surface 3PL, subject to operational feasibility and actual partner rates.

Established a strategy of strengthening domestic unit economics through optimized road transportation before expanding internationally and committing additional capital.

Website: mithilafoods (dot) com