Objective

The client aimed to scale revenues by 4x in 3 years through systematic retail expansion across Mumbai. Given the competitive landscape and hyperlocal nature of sweets consumption, the growth strategy needed to balance aggressive scaling with operational efficiency and market precision.

Approach

Our growth blueprint combined geo-analytics, competitive mapping, and cluster-based planning to identify optimal store locations and guide expansion.

1. PIN Code Mapping & Market Sizing

• Analyzed every Mumbai PIN code based on income levels, demographics, population density, and retail spending behavior.

• Conducted a Retail Landscape Analysis to map existing sweet shops and assess competitive saturation.

• Estimated the Total Addressable Market (TAM) for each micro-market using footfall potential and spend metrics.

  
  

2. Chain Coverage Planning

• Designed a Chain Coverage Strategy to define optimal catchment areas and ensure store reach without overlap.

• Evaluated ideal inter-store distance based on travel convenience, urban density, and traffic patterns.

• Mapped underserved white spaces to prioritize zones with high unmet demand.

3. Cluster-Based Expansion

• Grouped locations into strategic clusters to benefit from shared branding, logistics, and local marketing.

• Conducted competitive benchmarking at a cluster level (e.g., footfall per store vs. competitors) to strengthen local performance forecasting.

• Factored in visibility, accessibility, and complementary retail presence in shortlisting store sites.

  
  

4. Location Attractiveness Index

• Developed a custom scoring model combining 10+ variables, including:

  • Consumer density and income levels

  • Proximity to schools, markets, and transit hubs

  • Existing brand presence and operational capacity

• Ranked each PIN code to shortlist the top micro-markets for rollout.

Outcome

• A city-wide store rollout roadmap designed to support 4x growth without overextension

  
  

• Identification of high-potential underserved zones with scalable footfall potential

  
  

• A replicable framework to apply in other metros beyond Mumbai

Conclusion

Rapid retail expansion doesn’t come from intuition — it comes from structured, data-led decision-making. This strategy gave the client the confidence to scale faster while maintaining profitability and customer reach.