Kikkoman's India Strategy: A Job Theory Perspective

It explores Kikkoman's strategic entry into the Indian market by focusing on the local popularity of Indo-Chinese cuisine. Recognizing that traditional soy sauce use was absent, Kikkoman adopted a "Jobs to Be Done" theory approach. They first targeted restaurants (B2B), developing a customized "Dark Soy Sauce" to meet the needs of chefs preparing Indo-Chinese dishes. This B2B success paved the way for a subsequent B2C strategy, aiming to introduce soy sauce to home cooks by leveraging the established recognition in the restaurant sector.