Client Name

ITT Foods (SMC) Pvt. Ltd. — Dipitt

Faculty Advisor

Dr. Abdulbasad Shaikh

SBS Thought Leadership Areas

Entrepreneurship and Innovation

SBS Thought Leadership Area Justification

Entrepreneurship and Innovation: entrepreneurship is about growth and new-market venturing, not just startups. Dipitt is an established Pakistani brand, and our project maps its entrepreneurial expansion into international e-commerce markets, scoring market attractiveness, defining premium positioning, and designing a sequenced, de-risked export rollout. Helping a proven homegrown brand scale globally aligns with SBS's mission of building internationally competitive Pakistani ventures. The innovation is in the method: rather than a static report, we built an AI-powered market-intelligence dashboard combining vetted research with primary data and interactive decision tools.

Aligned SDGs

GOAL 9: Industry, Innovation and Infrastructure

Aligned SDGs Justification

The strategy is based on digital commerce infrastructure and not traditional intermediated export. The project illustrates technology adoption and commercial innovation by a Pakistani SME as he added the ability to go onto marketplace and quick commerce platforms, and created a real-time market intelligence board for continuous decision-making, which is enhancing the way the brand reaches its customers and manages its market intelligence. 

NDA

No

Abstract

This report presents a strategy for expansion of Dipitt, a premium brand of sauces and condiments, in the international e-commerce market by ITT Foods of Karachi, Pakistan. While Dipitt currently exports to 35 countries via traditional channels, this approach has restricted the ability to reach direct-to-consumer, exert brand control and have immediate consumer feedback. In an era of digital and fast trade, this investigation examines the location and ways for Dipitt to expand online. The study, which focuses on four markets – the United Arab Emirates, the United Kingdom, the United States and the Kingdom of Saudi Arabia – and suggests the UAE as the best low-risk beachhead, incorporates secondary market research data from approved sources (Statista, Mordor Intelligence, Euromonitor, Fortune Business Insights, FactMR and others), as well as a first-party consumer survey of 32 diaspora respondents across the markets. The central finding is a conversion gap: 72% of the consumers who are aware of Dipitt do not currently purchase this product, shifting the challenge from awareness to availability and distribution, a challenge that is addressed by a well-executed e-commerce strategy. The report outlines a platform strategy, portfolio and pricing, a digital-marketing plan and a phased implementation roadmap as part of this, which are aligned with Dipitt's brand identity as a premium, authentic, international desi brand.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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