Beyond the sustainability hype-building loyalty for Yindii’s impactful mission

Research methodology Primary data formed a core component, collected through in-depth interviews with key Yindii personnel. These interviews likely included conversations with Mahima Rajangam (CMO), and other managers/team members directly involved in the customer acquisition and user experience debate. Secondary data provided valuable context and industry benchmarks. This involved interviews with industry analysts and representatives from competitor companies in the food-tech space. Furthermore, the case authors conducted a thorough review of internal Yindii documents, such as marketing campaign reports, user data analytics and app usage statistics. Industry reports on food waste, e-commerce trends and the use of AI in marketing were likely also consulted to triangulate data and ensure a well-rounded perspective. By combining these various data collection methods, the case study offers a rich and multifaceted analysis of Yindii’s situation, providing valuable insights for students to grapple with.