Infinity India Case Study

straightaway from parent company in the UK strengthens the power of Infinity India on its own, with its unique brand name, package and quality of products. Fresh products like dairy products, vegetables and fruits are supplied by local suppliers in India. Seldom local suppliers obtain official organic certificates for their products as it is costly for suppliers so number of supplier is low and supplier is easy to impose its demand on the company and they hold strong bargaining power towards the company. Diversification of suppliers in Infinity India’s supplier chain dilutes the general power of suppliers.
Power of Customers
Customers hold high bargaining power towards organic retail foods shop in India. It is easy for customers to buy from different retail shops as there are a lot of options in the market and it does not cost them anything. Although compare to the total turnover of the business,
Infinity India needs to set up its target customer and unique selling point based on the interest and habit of the targeted group. To compete with other retailers in India, official organic certificates is essential as local farming is based on organic and natural already, some of the businesses just lack of financial resources to gain certificates and documents. Infinity India will have competitive advantage if they are able to obtain official certificates. After obtaining certificates, quality of products needs to be focus on despite price of products undoubtedly will be higher than other retail competitors. It is because cost of Infinity India is higher too, cost of spending on organic certificates and importing from parent company in the UK. However, price is related to the quality of products. So Infinity needs to ensure maintaining the same standard of quality and keeping the quality of British since Indian finds made in the UK products are more