Xclaymation

BACKGROUND

Please describe your company and position.

I am the CEO of Malcoti & Associates Pvt. Ltd

Describe what your company does in a single sentence.

Malcoti Hospitality is a B2B catering services firm with 38 years of experience operating across institutional, industrial, corporate, and hotel segments in India. The company manages end-to-end catering operations for enterprise clients including educational institutions, manufacturing facilities, and hospitality groups. 
With a team of trained catering managers and supervisors, Malcoti delivers customized, nutrition-focused meal programs at scale — serving thousands of employees and students daily across multiple client sites.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Xclaymation to accomplish?

We needed a structured way to communicate our value to enterprise buyers. After 38 years of operations, our positioning was entirely relationship-driven — we had no consistent messaging for new client acquisition across our four service segments. The goal was to develop a clear, differentiated service positioning framework that our business development team could use immediately in proposals and client conversations.

SOLUTION

How did you find Xclaymation?

Referral

Why did you select Xclaymation over others?

• Great culture fit
• Good value for cost
• Referred to me
• Company values aligned
• Specialized expertise in service business positioning

How many teammates from Xclaymation were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

When we started working with Xclaymation, we had a clear problem — we knew what we did well but couldn't explain it in a way that resonated with new enterprise clients. Every pitch was different depending on who was in the room.
They started by looking at how other catering companies in our space were positioning themselves — what they were saying, where the gaps were, and where Malcoti could stand out. Then they spent time with our leadership team understanding what actually makes us different after 38 years in this business.
From there they built out profiles of our ideal clients across each of our four segments — institutional, industrial, corporate, and hotel — so we knew exactly who we were talking to and what mattered to them. Finally they put together a complete messaging framework — our story, our value propositions for each segment, and a guide for how our BD team should present Malcoti in any conversation.

Summary of Deliverables

• A clear picture of how competitors position themselves and where Malcoti fits
• A defined set of differentiators that are uniquely ours
• Ideal client profiles for all four segments we serve
• Value propositions tailored to each segment
• A company narrative we now use consistently across all pitches
• A conversation guide for our business development team
• Support during the first 30 days of rollout

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

After working with Xclaymation, our business development team finally had a consistent way to present Malcoti to new enterprise clients. Before, every pitch was different depending on who was in the room. Within 60 days of delivery, our entire team was using the same messaging across all four segments we serve. 
Our conversations with institutional and corporate buyers became more focused and our proposals started reflecting a clearer, more confident narrative. It is difficult to put an exact number on positioning work but the difference in how we show up in a room is noticeable.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Xclaymation was organized and responsive throughout the engagement. Deliverables came in on time and the process was structured — we always knew what was coming next and what was expected from our side. When we had feedback or wanted to revisit certain aspects of the positioning, they incorporated it quickly without making it feel like a complicated change request. 
Communication was primarily through virtual calls and messaging and that worked well given the distance. They managed the project professionally and I never felt like we were being handed off to junior staff. Neeraj was personally involved at every stage which made a difference.

What was your primary form of communication with Xclaymation?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

What stood out most was how quickly they understood our business. Catering is not a glamorous industry and most consultants we had encountered either did not understand the B2B service model or gave us generic frameworks that did not fit. 
Xclaymation took the time to understand what actually makes Malcoti different after 38 years — not just what we do but how we do it and why enterprise clients stay with us year after year. They translated that into positioning infrastructure that our team could actually use. That combination of strategic depth and practical delivery is rare and it is what made this engagement worth it.

Are there any areas for improvement or something Xclaymation could have done differently?

The one thing I would mention is that an in-person working session early in the engagement would have accelerated the discovery process. Working across time zones and entirely virtually meant some of the nuance around our operations took a little longer to surface than it might have otherwise. That said this is a practical constraint given the geography and not a reflection of the quality of work.