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Somewhere in Delhi, at a college party, two students struck up a conversation that would eventually impact millions. Supriya Paul was in her third year at Sri Venkateswara College, pursuing a bachelor's in commerce. Shobhit Banga was in his second year studying business administration at GD Goenka World Institute. They got talking and discovered something remarkable: a shared passion for "motivating the student community by shaking things up." It wasn't just empty college tal

The hallways of the University of Pennsylvania in 2007 witnessed countless friendships form, but few would transform an entire industry. American duo David Back and Greg Moran met while studying at the University of Pennsylvania, where both graduated in 2007. They were just two ambitious graduates among thousands, with no way of knowing their friendship would eventually bring America's car rental culture to a country where such services simply didn't exist. After graduation,

There was a time in India when flying wasn’t just about reaching a destination—it was about arriving in style . Red seats, glamorous cabin crew, gourmet meals, and a brand ambassador who embodied flamboyance and success. This was Kingfisher Airlines , the airline that promised Indians the “Good Times” —at 30,000 feet. This is the story of how one of India’s most famous brands soared high, only to crash under the weight of its own ambition. Chapter 1: A Grand Entry with Big Dr

In the early 2010s, India was hungry—not just for food, but for convenience. Smartphones were becoming affordable, 3G was spreading, and a young, urban population was beginning to value time over tradition. Into this moment walked Foodpanda , a pink-branded, Berlin-born startup with a simple promise: your favourite food, delivered to your doorstep . This is the story of Foodpanda in India—not just a startup story, but a case study in ambition, speed, culture, and timing. Chap

In 2018, three IIT Jodhpur alumni— Lal Chand Bisu  (CEO), Vikas Goyal , and Vinod Kumar Meena —launched Kuku FM in Mumbai with a mission to reimagine audio content for India's rapidly growing internet population. Their target? The millions of new users from Tier 2 and Tier 3 cities who were coming online for the first time. Vinod's personal journey from a small village in Rajasthan to building a tech startup exemplifies the demographic they set out to serve—aspirational India

The Spark in a Summer Flask The story begins during an ordinary office lunch in the early years, when a simple flask of Aam Panna brought by Suhas Misra's mother became the catalyst for an extraordinary brand. Four corporate veterans—Neeraj Kakkar, James Nuttall, Suhas Misra, and Neeraj Biyani—were enjoying this homemade cooling drink when James, an American co-founder, asked where he could buy more. The answer was sobering: nowhere. This absence wasn't accidental. Traditiona

Pepsico Inc. stands out in the food and beverage industry, known for its wide range of products and innovative market strategies. Their acquisition strategy has been crucial in solidifying their market position and expanding their product lines, ultimately reaching new consumer segments. With a determination to lead globally, Pepsico targets acquisitions that align with their vision of growth and sustainability. Understanding how these acquisitions work offers insights into t

Amul, a name synonymous with dairy products in India, boasts a legacy that has transformed the dairy industry in the country. But behind its rise to prominence lies a tale of strategic brilliance and pioneering marketing efforts. Let’s delve into how Amul started its initial marketing journey and set the stage for its monumental success. The Birth of Amul: A Brief Overview The story of Amul begins in 1946 with the formation of the Kaira District Cooperative Milk Producers' Un

In the world of food marketing, few stories are as compelling as Maggie Noodles' comeback with the "Maggie Ka Magic" campaign. After a challenging period marked by a significant product ban, Nestlé launched a revitalization effort that not only reinstated the brand’s market presence but also reignited consumer loyalty. Here’s a closer look at how this campaign became a case study in successful brand recovery and reinvention. The Backstory: A Crisis That Shook the Market In 20

IKEA, the Swedish multinational furniture and home goods retailer, is renowned for its flat-pack furniture and a unique shopping experience. The company’s entry into the Indian market, one of the world’s fastest-growing economies, marked a significant strategic expansion. This case study examines IKA’s approach to entering India, the challenges it faced, and how it adapted its global strategy to fit the local market. Market Entry Strategy 1. Understanding the Market: Before e

Kellogg's entry into the Indian market was a classic case of a global giant underestimating the nuances of a local market. The initial foray was marked by challenges, but the brand's resilience and strategic pivot led to a remarkable turnaround. This case study delves into Kellogg's journey in India, analyzing its initial missteps, subsequent strategic shifts, and ultimate triumph.    The Initial Stumble Kellogg's entered India with high hopes, backed by a significant investm