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Case
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Reference no. 520-0047-1
Subject category: Marketing
Originally published in: 2020
Version: 9-Apr-2020
Length: 19 pages
Data source: Field research

Abstract

In January 2015, Tapan Kumar Das founder CEO of i-Tiffin was in a dilemma on how he could integrate Qua Nutrition’s counselling services with meal plans of i-Tiffin. In 2013, Tapan along with his IIM-A classmates started i-Tiffin in Bangalore. i-Tiffin provided high quality, nutritious, calorie defined meal plans that clients could order online. Earlier, in 2011, Tapan and his team had founded Qua Nutrition a signature nutrition clinic based in Bangalore. This clinic provided specialized counselling services to its clients on diet plans and better health management. Until January 2015, i-Tiffin’s products and Qua’s services were not integrated because Tapan felt that target segments of these two entities were different. Both i-Tiffin and Qua had business and individual clients. i-Tiffin and Qua could complement each other. Tapan was wondering as to what was the best way to integrate Qua’s services with i-Tiffin’s offerings so that it would benefit both the firms.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Geographical setting

Region:
Asia
Country:
India

About

Abstract

In January 2015, Tapan Kumar Das founder CEO of i-Tiffin was in a dilemma on how he could integrate Qua Nutrition’s counselling services with meal plans of i-Tiffin. In 2013, Tapan along with his IIM-A classmates started i-Tiffin in Bangalore. i-Tiffin provided high quality, nutritious, calorie defined meal plans that clients could order online. Earlier, in 2011, Tapan and his team had founded Qua Nutrition a signature nutrition clinic based in Bangalore. This clinic provided specialized counselling services to its clients on diet plans and better health management. Until January 2015, i-Tiffin’s products and Qua’s services were not integrated because Tapan felt that target segments of these two entities were different. Both i-Tiffin and Qua had business and individual clients. i-Tiffin and Qua could complement each other. Tapan was wondering as to what was the best way to integrate Qua’s services with i-Tiffin’s offerings so that it would benefit both the firms.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Settings

Geographical setting

Region:
Asia
Country:
India

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