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Title: INFILTRATION OF IDLI-DOSA BATTER IN SOUTH INDIA
Authors: Aryaman Gupta
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Aryaman Gupta Mayo College , Ajmer
MLA 8 Gupta, Aryaman. "INFILTRATION OF IDLI-DOSA BATTER IN SOUTH INDIA." Int. j. of Social Science and Economic Research, vol. 7, no. 11, Nov. 2022, pp. 3840-3852, doi.org/10.46609/IJSSER.2022.v07i11.021. Accessed Nov. 2022. APA 6 Gupta, A. (2022, November). INFILTRATION OF IDLI-DOSA BATTER IN SOUTH INDIA. Int. j. of Social Science and Economic Research, 7(11), 3840-3852. Retrieved from https://doi.org/10.46609/IJSSER.2022.v07i11.021 Chicago Gupta, Aryaman. "INFILTRATION OF IDLI-DOSA BATTER IN SOUTH INDIA." Int. j. of Social Science and Economic Research 7, no. 11 (November 2022), 3840-3852. Accessed November, 2022. https://doi.org/10.46609/IJSSER.2022.v07i11.021.
References [1]. "Rishta Food Products \| Rishta Maida \| Rishta Atta \| Rishta Oil". Idlidosabatter, 2022, [2]. http:// rishtaidlidosa.com/products/. [3]. "Rishta Food Products \| Rishta Maida \| Rishta Atta \| Rishta Oil". Idlidosabatter, 2022, [4]. http:// rishtaidlidosa.com/products/. [5]. "The Definition Of Kirana". Www.Dictionary.Com, 2019, [6]. https://www.dictionary.com/browse/kirana. [7]. "Smart Shoppers Shop Their Rishta Food Products At Grofers. \| Rishta Idli Dosa Batter \| Pinterest \| Food, Food Industry, And Shopping". Pinterest, 2019, [8]. https://www.pinterest.com/pin/ 306737424617288869/. [9]. "Bigbasket.Com Is India?S #1 Online Grocery Shopping Brand:". Forpressrelease.Com, 2022, [10]. https://www.forpressrelease.com/forpressrelease-219059-bigbasketcom-is-indias-1-online-grocery- shopping-brand.html. [11]. "Bigbasket.Com Is India?S #1 Online Grocery Shopping Brand:". Forpressrelease.Com, 2022, [12]. https://www.forpressrelease.com/forpressrelease-219059-bigbasketcom-is-indias-1-online-grocery- shopping-brand.html . [13]. 2022,http://shodhganga.inflibnet.ac.in/bitstream/10603/188864/10/10_chapter%202.pdf. Accessed 2022. [14]. "Dosa Is India’S Favourite Breakfast, Says Survey". The Indian Express, 2017, [15]. https://indianexpress.com/article/lifestyle/food-wine/dosa-is-indias-favourite-breakfast-says- survey-4691729/. [16]. "Getting Batter Daily". Theweekendleader.Com, 2021, [17]. http://www.theweekendleader.com/Success/ 2555/getting-batter-daily.html. [18]. Market Realist. (2016). Porter's 5 Forces: KSU's Position in the US Freight Rail Industry - Market Realist. [online] Available at: [19]. https://marketrealist.com/2016/02/porters-5-forces-ksu-position-in-the- us-freight-rail-industry [20]. Kashyap, S. (2019). How iD Fresh grew from a 50 sq ft store into a Rs 182 crore brand. [online] YourStory.com. Available at: https://yourstory.com/2018/09/id-fresh-grew-50-sq-ft-store-rs-182-crore- brand.
ABSTRACT: A lot of market knowledge is required when a firm tries to enter a new market with an existing product. This research paper focuses on the same- when Rishta (food products manufacturer) tried to enter the South Indian market with their existing Idli-Dosa batter. South Indians are very particular with the taste of their Idli Dosa so the company had spent years perfecting the taste of their product. As latecomers to the market, already existing competition was a big problem, this research paper talks about how could the company tackle them. Finally, with the help of Porter’s 5 force analysis, there are suggestions as to how the company could market its product.

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