Indianlife at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Indianlife is a leading brand in North America, specializing in vegan and vegetarian Indian foods.
It’s already on the shelf here, with 9 SKUs across 7 categories. The growth is depth and breadth: 3 categories to widen and 4 new doors to enter, replicated across all 2 stores.
Lead with Mango Chutney in Chutney.
Berkeley Bowl stocks chutney 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 chutney: Berkeley Bowl stocks only 2 there, so Indianlife Mango Chutney stands out rather than blending in. Lead with the chutney, and position the other sauces as a finishing or gift item.
Berkeley Bowl merchandises 12 of the 12 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 55/100.
enters a thin chutney shelf as a point of difference.
The full runway · across 2 stores
Every category Indianlife 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.
On shelf here, but only 1 of 4 SKUs. Room to widen the line.
What to bring to expand
Indianlife’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 →
