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Executive Summary Tinder, the globally recognized dating application owned by Match Group Inc., entered the Indian market in 2013, positioning itself at the intersection of technological advancement and evolving social attitudes toward relationships and dating. India represents a complex market characterized by traditional arranged marriage norms, conservative family structures, and rapidly changing youth behavior driven by urbanization, smartphone penetration, and internet a

Executive Summary Amazon entered India in 2013 via Amazon Seller Services Pvt. Ltd., launching Amazon.in as a marketplace that connected third-party sellers with customers. Its India strategy centered on navigating strict FDI rules that bar foreign e-commerce firms from holding inventory or selling directly to consumers, while competing intensely with Flipkart. As reported by The Economic Times and Business Standard (2013–2020), Amazon operated formally as a marketplace but

Executive Summary Airbnb, founded in 2008, transformed short-term rentals by creating a two-sided marketplace connecting hosts with travelers. According to Airbnb's S-1 filing (November 2020), "Our platform is built on trust. Guests must trust hosts to provide them with a place to stay that is accurately represented. Hosts must trust guests to treat their homes respectfully." This case examines how Airbnb designed its review system to establish digital trust at scale. Company

Executive Summary Tinder, the location-based dating application owned by Match Group Inc., entered the Indian market in 2013. The platform's communication strategy in India has involved navigating cultural sensitivities around modern relationships, dating, and technology-mediated matchmaking in a market traditionally dominated by arranged marriages and family-driven partner selection. This case study examines Tinder India's publicly documented communication approach, market p

Executive Summary Spotify, founded in 2006 by Daniel Ek and Martin Lorentzon in Sweden, became the world's largest audio streaming platform despite competing against Apple, Amazon, Google, and regional players with deeper resources. By Q3 2024, Spotify reported 640 million monthly active users and 252 million premium subscribers across over 180 markets, according to company shareholder letters. The company differentiated through a freemium model, algorithmic personalization,

Executive Summary Paper Boat, launched in 2013 by Hector Beverages Private Limited, pioneered the Indian ethnic beverages category by commercializing traditional drinks like aamras, jaljeera, and jamun kola. Founded by Neeraj Kakkar, James Nuttall, and Suhas Misra, the brand positioned itself around regional nostalgia and authentic flavors, challenging both carbonated soft drinks and emerging juice categories. According to multiple interviews with the founders, the brand was

Executive Summary Zomato Limited, founded in 2008 as a restaurant discovery platform, has executed a strategic diversification into B2B food supply (Hyperpure) and quick commerce (Blinkit). According to Zomato's FY2024 Annual Report, the company operates across three primary segments: food delivery, quick commerce through Blinkit, and going-out (dining and events). Hyperpure, launched in 2018, serves as the supply chain arm providing ingredients and supplies to restaurant par

Executive Summary Coca-Cola India represents one of the company's critical emerging markets, with operations spanning over three decades. This case study examines Coca-Cola's strategic approach to leveraging cultural elements—specifically sports and festivals—as core pillars of its marketing and brand-building strategy in India. The analysis is based exclusively on publicly available, verified information from company reports, press releases, credible news sources, and docume

Executive Summary Disney+ launched on November 12, 2019, in the United States, Canada, and the Netherlands, marking The Walt Disney Company's direct entry into the subscription video-on-demand (SVOD) streaming market. According to Disney's Q4 FY2019 earnings call, the service attracted 10 million sign-ups on its first day. By the end of Q1 FY2020 (fiscal quarter ending December 28, 2019), Disney+ had reached 26.5 million paid subscribers globally, as disclosed in the company'

Executive Summary Ola Electric entered India's electric two-wheeler market in 2021 with a pure direct-to-consumer model, eliminating traditional dealerships entirely. Founded in 2017 by Bhavish Aggarwal, the company launched its S1 and S1 Pro scooters exclusively online, backed by the "Ola Futurefactory" in Tamil Nadu—announced in company press releases as having 10 million unit annual capacity. The strategy achieved rapid initial scale but encountered significant operational

Executive Summary The Amazon Great Indian Festival (AGIF) is Amazon India's flagship annual sale event, launched in October 2014 to capture peak consumer spending during India's festive season around Diwali. This case examines publicly documented aspects of AGIF's strategic positioning and verified business impacts, while acknowledging significant limitations in available public data regarding internal metrics and financial performance. Background and Market Context Amazon en

Executive Summary Amul (Anand Milk Union Limited) represents one of India's most enduring examples of cooperative enterprise and brand consistency. Operating under the Gujarat Cooperative Milk Marketing Federation (GCMMF), Amul has maintained a distinctive brand voice for over five decades, primarily anchored by its advertising campaign featuring the "Amul Girl" mascot. This case study examines the publicly documented aspects of Amul's brand-building strategy, focusing on ver

Executive Summary Starbucks Corporation's entry into India through a 50:50 joint venture with Tata Global Beverages Limited represents a significant case study in international market entry strategy, particularly in navigating complex emerging markets through local partnerships. Announced in January 2012, the joint venture entity Tata Starbucks Limited commenced operations in October 2012 with the opening of its first store in Mumbai (according to company press releases and m

Executive Summary Whisper Ultra represents a product line within Procter & Gamble's (P&G) feminine hygiene portfolio in India, operating within a market characterized by deep-rooted cultural taboos surrounding menstruation. Whisper, P&G's sanitary napkin brand in India (known as Always in most other markets), has been present in the Indian market since 1989, according to P&G's corporate communications. The brand's evolution, particularly through product innovations like Whisp

Executive Summary Hotstar (now Disney+ Hotstar) is India's leading video streaming platform that has set multiple global records for concurrent viewership during live sporting events. The platform's technical infrastructure has been designed to handle unprecedented scale, particularly during marquee events like the Indian Premier League (IPL) and ICC Cricket World Cup. This case study examines Hotstar's publicly disclosed technical architecture, engineering decisions, and inf

Executive Summary In April 2017, Heineken launched "Worlds Apart," a social experiment-style advertisement that brought together strangers with opposing views on contentious social issues to build furniture, discuss their differences, and ultimately share a beer. The campaign was developed by Publicis London and was released at a time of heightened political polarization, particularly following the 2016 Brexit referendum in the UK and the US presidential election. According t

Executive Summary In January 2021, Burger King unveiled a comprehensive brand identity overhaul—its first major redesign in over two decades. The fast-food chain, operating in over 100 countries with approximately 18,000 restaurants globally, sought to modernize its visual identity while reconnecting with its heritage and differentiating itself in an increasingly competitive quick-service restaurant (QSR) market. This case examines the strategic rationale, execution, and impl

Executive Summary Samsung Electronics, a South Korean multinational conglomerate, provides a significant case study in balancing global scale with local market adaptation. As one of the world's largest electronics manufacturers, Samsung operates across multiple product categories including smartphones, televisions, home appliances, and semiconductors. The company's approach to international markets, particularly in emerging economies like India, demonstrates strategic choices

Executive Summary boAt (Imagine Marketing Services Private Limited) represents a significant case study in India's consumer electronics market, particularly in the affordable audio and wearables segment. Founded in 2016 by Aman Gupta and Sameer Mehta, the company positioned itself at the intersection of youth culture and accessible technology. According to the International Data Corporation (IDC), boAt became India's fifth-largest wearable brand globally by shipment volume in

Executive Summary Urban Company (formerly UrbanClap), founded in 2014 by Abhiraj Bhal, Varun Khaitan, and Raghav Chandra, connects customers with service professionals across beauty, repairs, cleaning, and home maintenance in India and select international markets. The platform's core innovation lies in training and managing service providers rather than merely aggregating them—creating a "managed marketplace" that prioritizes quality consistency over rapid scaling. This case