INDIZILLA
A weekly meal-prep box for hostel students has a real core. Price, not appetite, decides it.
Decision tested: launch in one city first, or three at once? This is what a memo looks like when it lands. Illustrative sample; the figures are simulated.
On-campus students with unpredictable schedules are the clear core: they framed the box as "one less thing to think about", and intent among that segment ran well above the panel average. The appetite for the idea is genuine. The concept is not the problem.
The resistance is almost entirely about price. At ₹1,200 a month, a large minority hesitated; the same people warmed up quickly when a lower entry tier was implied. Sceptics also questioned food quality and flexibility ("what if I skip a week?"), but those were objections to be answered, not dealbreakers.
"If it is reliable and not too pricey, this solves my worst weeknights. I would start today."
Student, on-campus
"Sounds good, but ₹1,200 is a lot on a hostel budget. Show me a smaller plan."
Student, day scholar
"I cook with friends to save money. You would have to be clearly cheaper or clearly easier."
Student, off-campus
On-campus students, India. 71% positive.
Price sensitivity at ₹1,200. The idea is wanted; the current price is the thing most likely to sink it.
Run a small Pulse study on two price points, ₹799 against ₹999, with the on-campus segment to find the ceiling before you commit to a city plan.
A "conditional go" means the idea works for a specific segment under a specific condition, here the right price. Confirm the condition with the next test before scaling.
Run your own study.
Simulated research is a starting point, not the final word. Use it to decide what is worth testing for real.