Author(s)

Jolly Masih¹, Rajasekaran Rajkumar², Paviter Singh Matharu³, Amita Sharma⁴

¹Erasmus School of Economics, Erasmus University Rotterdam, Rotterdam, The Netherlands.
²School of Computer Science and Engineering, Vellore Institute of Technology, Vellore, India.
³Mosaic Company India Pvt. Ltd., Jalandhar, India.
⁴Institute of Agribusiness Management, Bikaner, India.

The ultimate goal for any business is to grow vertically and horizontally. Successful business is combination of careful analysis of external and internal factor of business environment and adoption of appropriate business strategy. In this study external factors of gluten-free market are studied in detail through PESTEL model (for external factors). The study would facilitate manufacturers to bring gluten-free foods from niche market to main stream market and to make it more affordable for all the sections of the society. The study focuses on markets of India and USA, since both of these nations have high potential for gluten-free foods and the demand further continues to increase every year.

Gluten-Free, Wheat, Business Strategy, Celiac Disease, PESTEL Model

Masih, J. , Rajkumar, R. , Matharu, P. and Sharma, A. (2019) Market Capturing and Business Expansion Strategy for Gluten-Free Foods in India and USA Using PESTEL Model. Agricultural Sciences, 10, 202-213. doi: 10.4236/as.2019.102017.