Maya Kaimal at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Maya Kaimal Foods specializes in Indian-inspired cuisine, offering a range of products including simmer sauces, dals, rice, and condiments.
It’s already on the shelf here, with 10 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen and 2 new doors to enter.
Lead with Organic Brown Basmati Rice in Basmati Rice.
Falletti Foods stocks basmati rice 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.
The more differentiated opening is basmati rice: Falletti Foods stocks only 5 there, so Maya Kaimal Organic Brown Basmati Rice stands out rather than blending in.
Falletti Foods merchandises 6 of the 7 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 65/100.
enters a thin basmati rice shelf as a point of difference.
The full runway
Every category Maya Kaimal plays in across the Bay Area grocers we track, and where it stands at Falletti Foods. 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 5 of 12 SKUs. Room to widen the line.
On shelf here, but only 3 of 11 SKUs. Room to widen the line.
How it prices
Where it would price in basmati rice. Each dot is a product on the shelf, by its cost per oz (hover for which). Maya Kaimal (orange) sits above the shelf.
What to bring to expand
Maya Kaimal’s SKUs Falletti Foods 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 Falletti Foods’ 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. Falletti Foods profile →
