Swasthika: Reworking on Marketing-Mix

Abstract

This is a case study of an emerging firm in the health and wellness industry under the food and beverage segment. Swasthika is a Himachal Pradesh based Indian healthy snacks food start-up founded by Meenal Singh and Rohan Kumar, first-generation entrepreneurs. The company provides herbal cookies made up of whole wheat flour, jaggery powder, refined rice bran oil, and Himalayan herbs. Since its inception in June 2020, its sales have grown significantly in Himachal Pradesh. Later, in July 2021, the company expanded its operations to other states such as Uttarakhand, Bihar, and Delhi. However, in the absence of concrete marketing plan, the company has not achieved result as expected.