Article
Marketing Performance of Micro Enterprises in the Ready-To-Cook Segment of the Food Processing Industry
The Ready-to-Cook (RTC) food segment has emerged as one of the fastest-growing sectors within the food processing industry, driven by rapid urbanization, changing consumer lifestyles, increasing workforce participation, and growing demand for convenient yet nutritious food products. In India, micro enterprises play a pivotal role in the RTC segment by promoting value addition to agricultural produce, generating employment, and supporting rural economic development. However, despite their significant contribution, these enterprises face persistent marketing challenges, including limited branding capabilities, inadequate digital marketing adoption, fragmented distribution networks, financial constraints, and intense competition from organized food manufacturers. Against this backdrop, the present study examines the marketing performance of micro enterprises operating in the Ready-to-Cook segment of the food processing industry through a comprehensive analysis of authentic secondary data. The study adopts a descriptive and analytical research design, utilizing data collected from government reports, international organizations, industry publications, and peer-reviewed Scopus-indexed literature published between 2016 and 2025. The conceptual framework is developed by integrating the Resource-Based View (RBV) and Market Orientation Theory to explain how internal organizational capabilities and external market conditions influence marketing performance. The findings indicate that digital marketing adoption, branding capability, efficient distribution systems, changing consumer preferences, and institutional support are the primary drivers of marketing performance among RTC micro enterprises. Furthermore, government initiatives such as the Pradhan Mantri Formalisation of Micro Food Processing Enterprises (PMFME) Scheme, the Production Linked Incentive (PLI) Scheme, and the One District One Product (ODOP) initiative have significantly strengthened the operational ecosystem for micro enterprises, although greater emphasis on marketing capability development and digital transformation remains necessary. The study contributes to the existing literature by synthesizing evidence from diverse secondary sources and providing an integrated understanding of marketing performance within the RTC food processing sector. The findings offer valuable implications for entrepreneurs, policymakers, industry stakeholders, and researchers by identifying strategic interventions that can enhance market competitiveness, enterprise sustainability, and long-term growth. The study also establishes a foundation for future empirical investigations into marketing performance within India's rapidly expanding Ready-to-Cook food industry.