You are launching a cold-pressed groundnut oil at Rs 420 a litre against refined oils at Rs 140. Gross margin is 38%. The category buyer is highly price-sensitive and buys monthly in 5-litre packs. Early sampling shows strong repeat among households with a member managing a health condition. You have Rs 80 lakh for the first year. Modern trade listing costs roughly Rs 4 lakh per chain plus margin, and quick-commerce placement costs 22% of selling price plus advertising.
Write a go-to-market plan: beachhead segment, proposition and pricing, channel sequence with economics, and milestones.
100 points, 60% to pass.
A three-times price premium cannot be sold on 'purity' to the mass category buyer, and a plan that tries has misread the sampling data. The signal is the health-condition household, which converts the purchase from a grocery decision into a medical-adjacent one where price sensitivity collapses. That points at channels the mass category would not use — nutritionists, diabetes clinics, condition-specific communities — before any retail listing. Strong plans notice that Rs 80 lakh buys perhaps 20 modern-trade listings and nothing else, and reject that in favour of a narrower, cheaper, repeatable motion. Pack size matters too: a 5-litre pack at Rs 2,100 is a very different commitment from a 1-litre trial.