Analysing the Value Chain of Quinoa: A Case Study of Quinoa - The Queen to be

This case is about Quinoa, a nutritious grain which has minimal penetration in Indian food industry. Inner being wellness private ltd., a Nutraceutical firm, took up the challenge of introducing quinoa on a large scale, to make a difference in the Indian grain market. The case analyses Quinoa in terms of its utility, market potential, and also feasibility to the Indian market. It deals with the value chain of Quinoa from the perspective of all the stakeholders involved. The case also has found out the loopholes in the value chain and provides ideas to be formulated to overcome the same. It has a study about cost cutting methods which could improve the price competitiveness of Quinoa. It highlights the scope of Quinoa to be included in the food bowl of India.