OM Sweets and Snacks (OM) was established in 1960 in Gurugram, India. In 2024, the company had 19 outlets that provided casual dining experiences. OM also sold sweets, snacks, and bakery items through these outlets. The company wanted to expand and was considering two strategies. The first was to expand its restaurant business to different areas by leveraging its brand and product quality. The second was to diversify into the packaged-food business as it provided an excellent opportunity due to changing market dynamics. However, selling food directly to patrons at various outlets differed from selling packaged food items through distribution channels, in which OM had no prior experience. Company management wanted to choose the best option to secure long-term growth.
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