Indian Entrepreneur
The Indian community in the UK was well-represented in traditional retail distribution activities.Ela had access to a large co-ethnic community market when she began to prepare her snacks and meals in bulk.She was also aware of another Indian entrepreneur who was in the same business as herself and pursued a strategy similar to his.Realizing that the only way to successfully grow her business was to serve the mainstream market,she approached a large national supermarket chain.The chain decided to sign a contract with her for supplying Indian as well as other ethnic ready meals.This was the basis for Ela‟s expansion in the food processing business.
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