Consumer behavior GTM Strategy: Navigating India’s Food Industry Post-Pandemic

India’s food industry, valued at over $900 billion (including agriculture), contributes approximately 10% to the nation’s GDP and employs millions across verticals like agri-processing, packaged foods, beverages, quick-service restaurants (QSRs), food delivery, nutraceuticals, and cold-chain logistics. As consumer behavior shifts post-pandemic, food companies must craft an agile GTM strategy to align with evolving preferences. This article equips senior leaders with actionable insights, blending management, finance, legal, and technology expertise to design a consumer-centric GTM strategy that drives sustainable growth.

Post-Pandemic Trends Shaping GTM Strategy

Several structural trends are reshaping India’s food industry, necessitating a re-evaluation of GTM strategy:

• Accelerated Digital Adoption: E-commerce in food purchases has surged, with e-grocery penetration now 35% higher than pre-pandemic levels. Consumers favor online platforms for convenience and variety, pushing brands to prioritise digital-first approaches in their GTM strategy.
• Heightened Health Consciousness: Surveys indicate 68% of urban consumers prefer health-focused or fortified foods, driving demand for clean-label, immunity-boosting, and functional products.
• Shifting Food Purchasing Habits: Convenience-driven options like ready-to-eat meals and subscription-based models are gaining traction, reflecting post-pandemic trends in lifestyle changes.
• Demand for Traceability and Transparency: Consumers prioritise locally sourced products and transparent ingredient labeling, compelling brands to integrate these values into their GTM strategy.

1. Recent Developments Impacting GTM Strategy (June 2025)

Post-pandemic trends continue to redefine consumers behavior in India’s food industry:

• Consumer Preferences: Surveys show 68% of urban consumers favor health-focused or fortified foods, with e-grocery adoption exceeding pre-pandemic levels by 35%. This shift demands aGTM strategy focused on digital channels and health consciousness.
• QSR and D2C Expansion: QSRs and direct-to-consumer (D2C) brands are refining their GTM strategy to target Tier-2 and Tier-3 cities with digital-first campaigns and hyperlocal delivery partnerships.
• E-commerce Evolution: Platforms are optimising for subscription models, rapid delivery, and bundled healthy product offerings, aligning with evolving food purchasing habits.
• Regulatory Enablers: FSSAI’s digitised licensing and AI-driven food safety monitoring simplify market entry, enabling innovative GTM strategies for new products.

2. Key GTM Challenges & Considerations

Crafting an effective GTM strategy comes with challenges:

• Hyper-Localised Positioning: Evolving consumers behavior demands product-market fit, making generic strategies obsolete.
• Increased Competition: The health-focused and premium food segments are crowded, requiring clear brand positioning for differentiation.
• Logistics Hurdles: Managing last-mile delivery and cold-chain logistics impacts efficiency, especially in rural markets.
• Regulatory Compliance: Novel products like functional foods and clean-label claims must align with FSSAI regulations, adding complexity to GTM strategy execution.

3. Strategic GTM Recommendations Using a Hybrid Consulting Lens

A robust GTM strategy requires a multi-faceted approach, integrating management, finance, legal, and technology expertise.

• Product-Market Fit

product portfolios to meet post-pandemic trends in health consciousness, convenience, and traceability. Offer small, affordable SKUs for rural markets and premium, health-forward products for urban consumers to ensure strong product-market fit in your GTM strategy.

• Brand Positioning & Communication

Anchor your GTM strategy around transparency, local sourcing, and science-backed health claims. Leverage regional influencers, vernacular content, and cause-driven marketing to build trust and strengthen brand positioning among health-conscious consumers.

• Sales & Distribution

Expand D2C channels with seamless mobile experiences and subscription options to align with food purchasing habits. Integrate with e-commerce platforms specialising in health-focused categories. Partner with kirana-tech platforms and last-mile logistics providers to enhance rural reach, optimising your GTM strategy for broader market penetration.

• Technology & Analytics

Deploy predictive analytics to forecast demand based on evolving food purchasing habits. Use smart packaging and QR code traceability to reassure health-conscious consumers, embedding technology into your for competitive advantage.

• Legal & Regulatory Alignment

Ensure your GTM strategy incorporates FSSAI-compliant health claims and labeling. Build internal capabilities to navigate evolving e-commerce and food safety regulations, mitigating legal risks and ensuring compliance.

Illustrative GTM Examples

• D2C Health Brand Play

A functional food startup revamped its GTM strategy post-pandemic by launching a fortified millet snack range via a mobile-first D2C platform. Emphasising clean-label ingredients, securing FSSAI approvals early, and partnering with local micro-influencers, the brand achieved a 4x increase in subscription sales within six months, showcasing a targeted GTM strategy.

• QSR GTM Innovation

A national QSR chain adapted its GTM strategy to shifting consumer behavior by introducing immunity-boosting meal options, optimising delivery partnerships, and digitising loyalty programs. This led to a 22% rise in urban order volumes, demonstrating an effective GTM strategy pivot.

Conclusion

India’s food industry is dynamic. It is shaped by post-pandemic trends, changing consumer behavior, and rising health awareness. To grow sustainably, food companies need agile, consumer-focused GTM strategies. These must reflect the rise of e-commerce and shifting food buying habits. By blending management, finance, legal, and tech expertise, brands can succeed. This approach builds strong product-market fit, sharp brand positioning, and smooth operations.

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