Page 23 - Tata_Chemicals_yearly-reports-2017-18

The classic Indian comfort food, The success of the project required a
khichdi, may be thought of as ‘simple’ cross-functional team, rapid prototyping
but its preparation is time consuming. and iteration, and a relentless focus
Historically, India’s traditional food, it is on execution. The project set a new
gaining popularity across the globe. benchmark within the Company for new
product development.
We set for ourselves the objective of
developing a product that was nutritious, Tata Sampann Multigrain Khichdi Mix
convenient, and kept cooking time to a was launched exclusively through online
minimum. Our khichdi recipe includes retailer Amazon and Star Bazaar stores. It
a mix of grains with di erent cooking ranked no. 1 in its category at the online Integrated Report
times, which posed to us an innovation store in its rst week and sold out within
challenge to achieve the perfect the rst 15 days.
consistency without compromising on
nutrition and convenience. The product Tata Chemicals will continue to invest
team worked with our Innovation Centre in di erentiated products with the core Launched as a limited edition pack -
and celebrity chef Sanjeev Kapoor. Their promise of nourishment and taste. Online on Amazon India and
task was to formulate a recipe with Through the khichdi experience, our team O ine in Star Bazaar stores
parboiled millet to ensure all six grains has de ned the path forward towards a
were cooked in the same time. more collaborative and agile development
process that is led by cross-functional Ranked
New product development traditionally teams with project management
requires a 12-24 month time frame from excellence at its heart.
idea to launch. Thanks to the application
of agile methodologies, this new o ering A lot of e ort went into making this in the Statutory Reports
was ready in just 60 days. traditional comfort food simple to make. ready mixes category
in the rst week of its
launch on Amazon

An innovation precedent n innovation precedent Sold out at Mumbai's
A
Star Bazaar Stores
Simplicity in processy in process within the rst 2 weeks
Simplicit
• • Achieved concept establishment to market
placement in 60 days Featured
• • Executed in an agile way with discipline in project in the top
management
• • Saved opportunity cost and bene tted from Financial Statements
rst mover advantage
percentile
Simple and di erentiated product in the mixes category
Simple and di erentiated product
• • Created a balanced quick to cook recipe with with steady growth
a chef who people trust in sales
• • Delivered the core promise of nourishment
and taste in a perfect balance
• • Tailored to consumer preferences

Successful change management Paved the way for
Successful change management
• • Exhibited doer mind-set a new genre of
• • Collaboration mini-meals in the
• • Imbibed a strong sense of ownership of project deliverables ready-mix category

Consumer products - Case study 21