CASE STUDEY OF PATER BROTHER-MARKETING MANAGMENT

Marketing case study

1. The Legacy & Challenges of a 50-Year-Old Retail Brand Serving the Indian Diaspora in the U.S. Muhammad Muneeb Ud Din (19) Imran Zafar (20) Ibrar Saqib (21) Mehmood Barkat (64)

2. Introduction Founded in 1974 by Mafat & Talashi Patel in Chicago Largest Indian-American grocery chain in the U.S. Focused on authentic South Asian food, spices, and household goods

3. Growth & Expansion Started with a small store on Devon Avenue → now 50+ locations nationwide Expanded to cities with large South Asian populations Annual revenue crossed $1 billion Raja Foods (1991) for wholesale & distribution

4. Indian Diaspora in US 4.9 million Indian-origin residents (2021) Highly educated, affluent, median income $150,000 Food central to cultural identity Shift from Gujarati/Punjabi dominance to more South Indians

5. US Indian Grocery Market Ethnic grocery market = $50B (2022) Indian grocery share = $5.1B Indians spend 60-70% grocery budget at Indian stores Competitors: Apna Bazaar, H-Mart, Walmart, Weee

6. Legacy & Impact Cultural bridge for Indian immigrants Preserved food traditions and regional diversity Community hub for the diaspora Helped shape Indian food identity in the U.S.

7. Success Factors Deep understanding of Indian diaspora needs Importing hard-to-find authentic products Word-of-mouth and community loyalty Limited competition in ethnic retail space (early years)

8. Challenges Changing Consumer Behavior Older generation likes bulk shopping at physical stores. Younger generation (Gen Z & Millennials) prefer online shopping, home delivery, and convenience. E-Commerce Platform no e-commerce platform yet, while competitors ( Weee , Quicklly ) already do.

9. Challenges Expansion Problem West Coast expansion (California) Failed due customers Shoping habit Small Shop Format doesn’t fit every market Frequent baskets Consumer in California Purchase in small Quantity frequently-unlike bulk shopping in Midwest/East

10. Challenges Competition Other Indian stores (Apna Bazaar, Namaste Plaza, etc.) Pan-Asian chains (H-Mart) Mainstream supermarkets Walmart, Kroger that also sell Indian products.

11. Challenges Staffing Issues Family run & 150+ Family member involved. Difficulty in finding skilled store managers outside family Easy to find shelf workers but hard to find good store managers who know the community well. This slows expansion in new areas

12. Challenges Digital Gap Patel Brothers is absent from social media. Lack of online brand-building makes it harder to connect with young diaspora. Modernize through digital transformation (e-commerce, apps, social media)

13. Challenges Diversification Confusion They are trying to enter real estate, travel, brokerage services (not related to their core grocery business). This can dilute focus and distract from their main strength.

14. Modern Strategies Expansion into online retail & home delivery Branding focus: 'Home away from home' New store formats for younger diaspora Partnerships with local vendors for fresh produce

15. Case Study Insights Balancing tradition with modernization is critical Ethnic niche brands must adapt to digital disruption Cultural authenticity = long-term competitive advantage

16. Conclusion Patel Brothers = a case study in ethnic retail success Legacy built on cultural connection & authenticity Future depends on digital adaptation & market diversification