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Executive Summary Bournvita, a malted chocolate drink brand owned by Mondelez International, has navigated a complex and evolving health drink market in India for over eight decades. Launched in India in 1948, the brand established itself as a trusted nutrition supplement for children during an era when malnutrition and nutritional deficiencies were widespread concerns. However, the health drink category has undergone significant transformation over the past two decades, driv

Executive Summary KitKat, the chocolate-covered wafer bar owned globally by Nestlé (except in the United States where Hershey holds licensing rights), represents one of the most enduring examples of consistent brand positioning through a singular communication platform. Launched in the United Kingdom in 1935 by Rowntree's, the brand developed its iconic "Have a Break, Have a KitKat" slogan in 1957, establishing a positioning that has remained largely unchanged for over six de

Executive Summary Dettol, owned by Reckitt Benckiser Group plc (now Reckitt), is one of India's most recognized hygiene and health brands. The brand operates across multiple product categories including antiseptic liquids, soaps, hand sanitizers, and surface disinfectants. India represents a critical market for Reckitt, with the country contributing significantly to the company's developing markets revenue. The Indian market presents unique challenges and opportunities due to

Executive Summary boAt (stylized as boAt with lowercase 'b'), founded in 2016 by Aman Gupta and Sameer Mehta, emerged as one of India's fastest-growing consumer electronics brands by targeting young consumers through digital-first distribution and marketing strategies. The brand, which specializes in affordable audio and wearable products including earphones, headphones, smartwatches, and speakers, disrupted the traditional consumer electronics market dominated by established

Executive Summary Domino's Pizza entered India in 1996 through a master franchise agreement with Jubilant FoodWorks Limited (JFL), which operates the brand across India, Sri Lanka, Bangladesh, and Nepal. Over nearly three decades, JFL has transformed Domino's into India's largest and most profitable quick-service restaurant (QSR) chain by store count and revenue. The company's operational excellence strategy has been built on four pillars: aggressive store expansion with a fo

Executive Summary Oreo, the world's best-selling cookie brand owned by Mondelēz International (formerly Kraft Foods), faced declining relevance among younger consumers in various global markets during the late 2000s-early 2010s despite maintaining strong market positions. The brand's revival strategy, prominently featuring the "Play with Oreo" platform and associated creative campaigns, centered on repositioning Oreo from a passive consumption product to an interactive, playf

Executive Summary H.J. Heinz Company, founded in 1869, faced declining relevance in mature Western markets during the 2000s-2010s as consumer preferences shifted toward fresh, natural, and artisanal food products. The brand's revival strategy centered on packaging innovation, product reformulation, and repositioning to address changing consumer values around health, convenience, and authenticity. This case examines Heinz's strategic initiatives in product design, packaging ev

Executive Summary OYO Hotels & Homes, founded in 2013 by Ritesh Agarwal, pioneered an asset-light franchise model in India's fragmented budget hospitality sector. The company aggregated independent hotels under a standardized brand, offering technology-enabled revenue management and operational support without owning real estate. According to media reports, OYO expanded to over 80 countries at its peak, leveraging a capital-efficient model that attracted significant venture f

Executive Summary Britannia Milk Bikis represents a notable example of leveraging childhood consumption patterns and maternal decision-making insights in the Indian biscuit category. Launched in 1997, the brand positioned itself in the glucose biscuit segment with a specific focus on children as primary consumers and mothers as primary purchasers. This case examines publicly documented positioning strategies, market context, and communication approaches employed by Britannia

Executive Summary Zepto, founded in July 2021 by Stanford dropouts Aadit Palicha and Kaivalya Vohra, emerged as one of India's fastest-growing quick commerce platforms, promising grocery delivery in 10 minutes. The company's rapid ascent in a competitive market dominated by established players like Swiggy Instamart, Blinkit (formerly Grofers), and Zepto's ability to scale operations hinged critically on its underlying technology infrastructure. This case study examines Zepto'

Executive Summary BharatPe, founded in 2018, disrupted India's merchant payments and lending ecosystem by integrating zero-fee UPI payment acceptance with data-driven credit products. The company's "QR Stack" model used transaction data from merchant payments to underwrite working capital loans, addressing two critical pain points for small merchants: payment acceptance complexity and credit access. This case examines BharatPe's business model, growth trajectory, and the stra

Executive Summary HP India's "Umeed Ke Rang" (Colors of Hope) represents a multi-year corporate social responsibility (CSR) initiative focused on education for underprivileged children, particularly girls, launched in collaboration with Smile Foundation. The program combines digital literacy, educational infrastructure development, and brand communication to position HP as a socially conscious technology brand in India. This case examines how HP India integrated CSR programmi

Executive Summary Kinder Joy, manufactured by Ferrero Group, represents a distinctive product format in the confectionery market that combines chocolate consumption with a toy surprise element. Launched globally in 2001 and introduced to India in 2011, the product has positioned itself at the intersection of confectionery and gifting, particularly targeting children aged 3-12 years with parental purchase decision-makers. This case study examines the publicly available informa

Executive Summary Tata Consultancy Services (TCS), a subsidiary of Tata Sons, has built one of the world's most sophisticated global delivery models in the IT services industry. According to TCS's annual reports and investor presentations, the company operates across 55 countries with over 614,000 employees as of March 2024, serving clients in 149 countries. The Global Delivery Model (GDM) has been central to TCS's competitive strategy, enabling the company to deliver service

Executive Summary Netflix's entry and evolution in India represents a complex case of a premium global streaming platform attempting to establish itself in one of the world's most price-sensitive yet content-hungry markets. Launched in India in January 2016 as part of its global expansion to 130 countries, Netflix encountered a market fundamentally different from its established Western bases—characterized by low average revenue per user (ARPU), deep-rooted piracy habits, int

Executive Summary Digit Insurance (Go Digit General Insurance Limited) represents India's attempt at building a technology-driven general insurance company from the ground up. Founded in 2016 by Kamesh Goyal, a veteran of the Indian insurance industry, Digit received its license from the Insurance Regulatory and Development Authority of India (IRDAI) in 2016 and commenced operations in 2017. The company positioned itself as a "mobile-first" insurer, emphasizing paperless proc

Executive Summary Colgate-Palmolive India's "Smile Karo Aur Shuru Ho Jao" (Smile and Get Started) campaign represents a documented shift in the brand's communication strategy from product-centric messaging to behavior-focused emotional engagement. Launched in 2019, the campaign moved away from traditional functional benefit communication toward addressing psychological barriers that consumers face in daily life. This case study examines the strategic repositioning, creative e

Executive Summary ITC Limited, a diversified conglomerate, entered India's branded atta (wheat flour) market in 2002 with the launch of Aashirvaad. At the time of entry, the packaged atta market was nascent, with Pillsbury (later acquired by Godrej) being the primary organized player. ITC's entry was based on consumer insights gathered through extensive market research that identified specific unmet needs in the category. Within two decades, Aashirvaad became India's largest-

Executive Summary Uber Eats, the food delivery arm of Uber Technologies Inc., entered the Indian market in 2017 and exited in January 2020 by selling its operations to Zomato. This case examines a market exit strategy executed through an all-stock transaction that allowed Uber to maintain strategic presence in India's food delivery sector while discontinuing direct operations in an intensely competitive market. Market Entry and Context Uber Eats launched in India in May 2017,

Executive Summary Samsung Electronics Co., Ltd. has evolved from a South Korean electronics manufacturer into one of the world's most valuable and recognizable global brands. According to Interbrand's Best Global Brands 2023 report, Samsung ranked as the fifth most valuable brand globally with a brand value of $91.4 billion, behind only Apple, Microsoft, Amazon, and Google. The company's brand-building journey spans multiple product categories including smartphones, televisio