Market Capturing and Business Expansion Strategy for Gluten-Free Foods in India and USA Using PESTEL Model

Abstract

The ultimate goal for any business is to grow vertically and horizontally. Successful business is combination of careful analysis of external and internal factor of business environment and adoption of appropriate business strategy. In this study external factors of gluten-free market are studied in detail through PESTEL model (for external factors). The study would facilitate manufacturers to bring gluten-free foods from niche market to main stream market and to make it more affordable for all the sections of the society. The study focuses on markets of India and USA, since both of these nations have high potential for gluten-free foods and the demand further continues to increase every year.