Rays Culinary Delights: Building a Start-Up Brand

 Sharma, Ruppal Walia. "Rays Culinary Delights: Building a Start-Up Brand", 2017
Issues: building brand identity, branding for starts-ups, brand positioning, launching a brand, restaurant
Disciplines:  Marketing,  Entrepreneurship
Industries: Accommodation & Food Services
Setting: India, Small, 2015
Length: 14 pages (10 pages of text)
Intended Audience: MBA/Postgraduate
Publication Date: January 17, 2017

In April 2015, two years after launching Sattviko, a casual dining restaurant, the venture had three restaurants in Delhi. The two entrepreneurs who had established Sattviko wanted to continue growing but were feeling cash-constrained. Meanwhile, the online technology-based food industry in India was growing with an influx of venture funding. The entrepreneurs could take advantage of this wave and pursue venture capital, but they might have to shift their business focus to do so. Should they shift the Sattviko value proposition and brand positioning to grow their business?

Learning Objective:
This case highlights key decisions faced by start-ups when developing a new brand. It demonstrates how brand values need to be articulated at the start of the planning process, how this forms the basis of the brand’s long-term identity, and what factors need to be considered when evaluating a change in the brand positioning. The case also explains how developing the brand identity and positioning involves not just deciding what to be, but also what not to be. This case is suitable for teaching a brand management or entrepreneurship course in MBA programs. After completing the case, students will understand
debate the importance of liquidity and how stock exchanges compete for liquidity;
  • what constitutes the building blocks of a brand's essence;
  • how to plan a brand's identity;
  • how to define the brand's positioning; and
  • what factors need to be considered when evaluating changes in the brand's positioning strategy.