Leveraging qualitative for indigenous innovation: How Pepsi is building a franchise around indigenous flavour innovations

This paper details a two-step research process to enable PepsiCo, the food and snacks company, to understand the diversity of food and flavour preferences across India and to develop successful products for different sub-regions.

Leveraging qualitative for indigenous innovation: How Pepsi is building a franchise around indigenous flavour innovations

Irene Joshy, Ruchira Jain and Shivkumar Raman

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Introduction

When Global food marketers look a

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