Maya Kaimal at Mill Valley Market
Mill Valley Market is a specialty independent running 1 Bay Area store, mid-size at about 8,590 sq ft each.
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 2 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter.
Lead with Indian Spicy Madras Curry Simmer Sauce in Curry Sauces.
Mill Valley Market 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 10 other Bay Area grocers.
The more differentiated opening is curry sauces: Mill Valley Market stocks only 10 there, so Maya Kaimal Indian Spicy Madras Curry Simmer Sauce stands out rather than blending in.
Mill Valley Market merchandises 7 of the 7 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 65/100.
enters a thin curry sauces 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 Mill Valley Market. 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 6 of 12 SKUs. Room to widen the line.
On shelf here, but only 4 of 11 SKUs. Room to widen the line.
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). Maya Kaimal (orange) sits below the shelf.
What to bring to expand
Maya Kaimal’s SKUs Mill Valley Market 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 Mill Valley Market’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. Mill Valley Market profile →
