Brooklyn Delhi at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Brooklyn Delhi is a brand specializing in premium Indian pantry staples and prepared meals, designed to make authentic Indian cooking accessible at home.
It’s already on the shelf here, with 5 SKUs across 3 categories. The growth is depth and breadth: 1 category to widen and 2 new doors to enter, replicated across all 2 stores.
Lead with Coconut Cashew Korma Indian Simmer Sauce in Curry Sauces.
Berkeley Bowl stocks curry sauces thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
Berkeley Bowl carries other sauces in real depth, 76 SKUs against a fleet median of 11, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is curry sauces: Berkeley Bowl stocks only 12 there, so Brooklyn Delhi Coconut Cashew Korma Indian Simmer Sauce stands out rather than blending in. Lead with the curry sauces, and position the other sauces as a finishing or gift item.
Berkeley Bowl merchandises 7 of the 7 categories the brand sells.
non-gmo, vegetarian against the store's assortment lean.
brand excitement 80/100.
enters a thin curry sauces shelf as a point of difference.
The full runway · across 2 stores
Every category Brooklyn Delhi plays in across the Bay Area grocers we track, and where it stands at Berkeley Bowl. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
On shelf here, but only 2 of 3 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in curry sauces. Each dot is a product on the shelf, by its cost per oz (hover for which). Brooklyn Delhi (orange) sits above the shelf.
What to bring to expand
Brooklyn Delhi’s SKUs Berkeley Bowl doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf
Presence and depth are measured from Berkeley Bowl’s current Bay Area storefront: its online catalog plus our shelf photos, a partial view. A widely-distributed brand shown as a new door may already be carried through channels we don’t index. Berkeley Bowl profile →
