There are two issues that seek attention. First- should SIF be a global player. Second- Why ignore the rural market in India. The first answer would be in the affirmative. SIF should go global. It begs a question what model should it follow? A contarian thinking should help.Instead of setting up separate production units or licensing to foriegn established players it would be better to identify a home maker to whom the production could be outsourced to produce fresh batter for the households in near vicinity. Cost of establishing such a venture would be drastically cut down with a fifty - fifty arrangement for finaces,such bearing the cost of the machinery and recovering the cost over a period of time by the company.It would be fresh and there would be no requirement of costly packakging. This would fire the entrepreunership latent in the hosuewife and the batter would be fresh. It would give the housewife a sense of ownership and would indirectly contribute to marketing by her circle of friends/clubs by word of mouth advertising. The survey to be carried out to identify neighbourhoods with large population of Indian diaspora.A separate ad campaign highlighting the positive health benefits of the product and snacks would certainly endear the product to the Western customer too.This could be done once the sales has reached a target. Regarding the second issue of rural penetration in India identify villages or small towns with a sizeable population and tie up with small hot
