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Executive Summary Parle-G, manufactured by Parle Products Private Limited, represents one of India's most enduring consumer brand stories. Launched in 1939, the glucose biscuit brand has maintained market leadership in India's biscuit category for decades through a strategy centered on affordability, widespread distribution, and consistent product positioning. This case study examines how Parle-G has sustained brand relevance in an intensely price-sensitive market while navig

Executive Summary Starbucks entered India in 2012 through a 50-50 joint venture with Tata Consumer Products (formerly Tata Global Beverages), operating as Tata Starbucks Limited. The brand's India strategy has been centered on maintaining its global premium positioning while adapting to local consumer preferences and competitive dynamics. Unlike its approach in many markets where rapid expansion drove market share, Starbucks in India has prioritized controlled growth, store e

Executive Summary Nokia Corporation dominated the global mobile phone market from 1998 to 2011, holding the number one position by unit sales for 14 consecutive years. However, between 2007 and 2013, the company experienced catastrophic market share decline, ultimately selling its mobile device business to Microsoft in 2013. This case examines Nokia's strategic decisions, organizational challenges, and competitive responses during the smartphone transition period, based entir

Executive Summary LEGO Group faced near-bankruptcy in 2003–2004 after years of uncontrolled diversification, product complexity, and operational inefficiency. The company achieved a strategic turnaround by refocusing on its core product, streamlining operations, reducing SKU complexity, and leveraging partnerships with entertainment franchises. By 2015, LEGO had become the world's most valuable toy company by brand value, surpassing Mattel and Hasbro. This case examines the s

Executive Summary Reliance Jio Infocomm Limited (Jio), launched commercially on September 5, 2016, fundamentally restructured India's telecommunications industry through aggressive pricing, infrastructure investment, and strategic positioning. Within its first year of operation, Jio became one of India's leading telecom operators, transforming from a market entrant to a dominant player while catalyzing significant industry consolidation and changing consumer behavior across t

Executive Summary Britannia Industries Limited, established in 1892, has transformed from a legacy biscuit manufacturer into India's leading food company through strategic repositioning, category expansion, and operational modernization. Under the leadership of Varun Berry (appointed Managing Director in 2013), the company repositioned itself from a narrow "biscuit brand" to a broader "total foods company," expanded its portfolio beyond biscuits into dairy, bread, cakes, and

Executive Summary Asian Paints, India's largest paint company by market share, strategically expanded beyond functional paints into the premium home décor segment through multiple brand extensions and retail format innovations. The company launched Beautiful Homes Service  (interior design and execution), and Asian Paints Home Décor  to capture higher wallet share from consumers upgrading their homes. This case examines how a category leader in paints leveraged brand equity,

Executive Summary In January 2022, Tata Sons reacquired Air India for ₹18,000 crore ($2.4 billion), marking the return of the airline to its founding family after 69 years of government ownership. The acquisition included Air India, Air India Express, and a 50% stake in ground handling company AISATS. The case examines Tata's strategic approach to reviving a debt-laden, operationally challenged national carrier through rebranding, fleet modernization, service redesign, and or

Executive Summary The Tata Nano, launched in 2009 as the world's cheapest car at ₹1 lakh (approximately $2,000), represents one of India's most significant marketing and brand positioning failures. Despite technological innovation and clear affordability intentions, the product's positioning as the "cheapest car" created adverse perceptions among target consumers, leading to poor sales performance and eventual discontinuation. This case examines the strategic decisions, execu

Executive Summary Old Spice, a 73-year-old men's grooming brand owned by Procter & Gamble, faced severe market share erosion and brand relevance decline by the mid-2000s, perceived as outdated by younger consumers. Between 2010-2013, Old Spice executed a comprehensive repositioning campaign centered on the "The Man Your Man Could Smell Like" platform, leveraging disruptive creative, digital-first distribution, and real-time social media engagement. The campaign reversed decli

Executive Summary Flipkart, founded in 2007 as India's pioneering e-commerce marketplace, underwent significant ownership and strategic transition following Walmart's $16 billion acquisition of approximately 77% stake in May 2018. The post-acquisition period (2018-2024) presented Flipkart with challenges including intensified competition from Amazon India, regulatory scrutiny of foreign e-commerce investments, and integration with Walmart's global operations while maintaining

Executive Summary Britannia Industries Limited, one of India's oldest and most recognized food brands, experienced a significant turnaround in business performance following Varun Berry's appointment as Managing Director in 2013. Under Berry's leadership, the company transitioned from a period of stagnation and market share erosion to sustained revenue growth, margin expansion, and market leadership reinforcement in the biscuit category. This case examines the documented stra

Executive Summary Amul, operating under the Gujarat Cooperative Milk Marketing Federation (GCMMF), represents India's largest dairy cooperative and one of the country's most enduring consumer brands. Since its establishment in 1946, Amul has maintained market leadership across multiple dairy product categories through a distinctive cooperative business model, consistent brand positioning, systematic product portfolio expansion, and operational scale advantages. This case exam

Executive Summary Kingfisher Airlines, launched in 2005 by the UB Group under Vijay Mallya, represented one of India's most ambitious ventures into premium aviation. The airline commenced operations with a five-star positioning, attempting to differentiate through luxury service delivery in a price-sensitive market. Despite initial success and aggressive expansion, the airline suspended operations in October 2012 after accumulating debts exceeding ₹7,000 crore and defaulting

Executive Summary State Bank of India (SBI), India's largest public sector bank, launched YONO (You Only Need One) in November 2017 as an integrated digital banking and lifestyle platform. This case examines SBI's publicly documented journey to reposition itself from a traditional, bureaucratic public sector institution to a digitally-enabled banking brand, using YONO as the primary vehicle for transformation. The platform represented SBI's strategic response to digital disru

Executive Summary Park Avenue, a menswear brand under Raymond Limited, underwent strategic repositioning beginning in the mid-2010s to address declining relevance among younger consumers. The brand shifted from a formal wear-centric identity toward a contemporary lifestyle proposition encompassing casualwear, innerwear, and athleisure. This case examines the repositioning strategy, execution, and documented outcomes based exclusively on verified public information. Company &

Executive Summary In January 2022, the Tata Group successfully acquired Air India from the Government of India for ₹18,000 crore, marking the return of the airline to its original founders after 69 years of government ownership. This case study examines the strategic rationale, transformation roadmap, and early execution phases of one of India's most significant aviation sector transactions. The acquisition represented both a symbolic homecoming and a substantial business cha

Executive Summary Fastrack, launched by Titan Company Limited in 1998 as a sub-brand targeting youth, evolved from a struggling accessory line into one of India's most recognized youth lifestyle brands. This case study examines Titan's strategic repositioning of Fastrack through distribution transformation, brand architecture decisions, and sustained youth-focused marketing that helped establish it as a ₹1,000+ crore brand by the mid-2010s. Background & Context Company Profil

Executive Summary Between 2008 and 2023, Tata Motors underwent one of India's most significant automotive brand transformations—from the launch of the world's cheapest car, the Nano, which became synonymous with failure, to the Punch, which established Tata as a desirable, aspirational brand. This case examines how Tata Motors navigated brand perception crisis, product portfolio misalignment, and intense competition to emerge as India's third-largest passenger vehicle manufac

In June 2015, Maggi noodles—India's most beloved instant food brand with over 80% market share and three decades of consumer trust—was banned nationwide following allegations of excessive lead content and incorrect labeling. The crisis wiped out ₹450 crore worth of inventory, damaged Nestlé India's market capitalization by ₹10,000 crore, and threatened to destroy a brand that had achieved iconic cultural status. This case examines how Nestlé India orchestrated one of the most