It’s easy to look at a competitor with a big market share and think:
“They’ve already taken the whole pie. There’s no room for me here.”
But here’s the truth market share doesn’t always mean market loyalty.
And that difference is where opportunities hide.
The Kerala Food Brand Story
A few years ago, we came across an interesting case in Kerala.
One brand dominated a particular traditional food product category.
- Over 50% market share.
- Recognized by almost every household.
- Consistently stocked in supermarkets and grocery stores.
From the outside, it looked unshakable. If you were a new founder looking at this space, you might have decided not to enter at all.
But market research told a very different story.
The Hidden Gap Nobody Was Talking About
When we spoke to supermarket owners, we found something surprising:
They didn’t actually prefer this brand.
Why? Because their profit margin what’s called a scheme in the industry was the lowest among all similar products.
That meant every time a store sold this popular brand, they made less money compared to selling a competitor’s product.
Here’s the kicker:
Retailers were actively open to switching if someone came along with:
- A competitive product
- A stronger retailer margin
- A reliable supply chain
In other words, the “king” of the category had cracks in its castle walls.
Why This Matters for Founders
If you had skipped the research and only looked at market share, you would have assumed there’s no room to compete.
You’d miss the fact that loyalty wasn’t with the brand it was with the margin.
That’s the power of deep market research.
- It tells you what customers see
- It tells you what distributors and retailers think
- It shows you where your entry point really is
From Insight to Action
At Cybiz, we help founders do more than just enter markets.
We help them enter with precision armed with the insights that competitors overlook.
Because in business, you don’t need to take down the giant overnight.
You just need to find the one weak spot and build from there.
If you’re planning to launch in a crowded market, don’t just ask: “Who’s winning?” Ask: “Where are they vulnerable?”
📞 Want to uncover your competitor’s hidden weaknesses? Let’s dig in together and find your opening.
