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Abstract
B. Merwan & Co., a century-old Irani bakery in Mumbai, has remained a cherished culinary institution since its establishment in 1914. Renowned for its authenticity, affordability, and quality, the bakery has successfully retained its heritage while adapting to evolving consumer preferences. Its signature mawa cake, along with an array of traditional and modern baked goods, continues to attract a diverse customer base. The business employs a strategic Segmentation, Targeting, and Positioning (STP) approach, catering to traditionalists, health-conscious consumers, and digital-savvy younger generations. By balancing heritage with innovation, B. Merwans embraces a dual-positioning strategy: reinforcing its legacy through "A Century of Timeless Taste" while modernizing offerings under "Bringing Health to Tradition." Through a well-defined product mix strategy, B. Merwans maintains consistency in quality while introducing new products to meet contemporary demands. Its product life cycle strategy involves launching new items, sustaining demand for bestsellers, and modifying or discontinuing underperforming products. The bakery's expansion strategy includes product diversification, strategic partnerships, franchising, and sustainability initiatives, ensuring long-term growth. Human Resource Management plays a crucial role in sustaining business operations through talent acquisition, training, and fostering a positive workplace culture. Applying Herzberg’s Two-Factor Theory, the company ensures employee satisfaction by addressing hygiene factors such as fair wages, work conditions, and job security while enhancing motivation through recognition, career growth, and personal development. Looking forward, B. Merwans must continue integrating marketing, innovation, and HR strategies to maintain its competitive edge. By embracing change while preserving its rich legacy, B. Merwans is poised to remain Mumbai’s most beloved bakery for generations to come.
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