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Executive Summary Xiaomi entered India in 2014 and rapidly became the country's leading smartphone brand by volume. The company's strategy centered on offering feature-rich products at aggressive price points, combined with an online-first distribution model and localized manufacturing. According to Counterpoint Research, Xiaomi held the number one position in India's smartphone market for consecutive quarters between 2018 and 2021. This case examines Xiaomi's value leadershi

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 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 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 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 Mamaearth, launched in 2016 by Ghazal and Varun Alagh, emerged as India's first brand to be certified plastic-neutral. Initially positioned as a direct-to-consumer (D2C) digital-first brand, the company expanded into offline retail channels as part of its growth strategy. This case study examines Mamaearth's documented offline penetration approach based on publicly available information from company disclosures, regulatory filings, press releases, and verifi

Executive Summary Founded in 2012 by Falguni Nayar, Nykaa (FSN E-Commerce Ventures Limited) transitioned from a niche online beauty retailer into a dominant omnichannel force in India’s Beauty and Personal Care (BPC) and fashion markets. Strategically entering a fragmented BPC market with low online penetration, the company positioned itself as a trusted multi-brand platform focused on authentic products and content-led customer engagement. While starting as a digital-first e

Executive Summary PhonePe, founded in December 2015 by Sameer Nigam, Rahul Chari, and Burzin Engineer, emerged as India's largest Unified Payments Interface (UPI) platform by transaction volume and value. According to the National Payments Corporation of India (NPCI) data from November 2024, PhonePe processed 7.04 billion UPI transactions worth ₹10.65 lakh crore, representing approximately 48% of total UPI transaction volumes in India (Economic Times, December 2024). The comp

Company Background BharatPe was founded in March 2018 by Ashneer Grover and Shashvat Nakrani as a fintech company focused on enabling digital payments and lending for small merchants in India. According to an interview with Ashneer Grover published in Inc42 in August 2019, the company's core value proposition was to provide merchants with a single QR code that could accept payments from multiple UPI apps without charging any merchant discount rate (MDR). The company positione

Executive Summary Myntra, acquired by Flipkart in 2014, has pursued a private label strategy as a core component of its business model in India's fashion e-commerce market. This case study examines Myntra's approach to building and scaling private label brands, based exclusively on publicly documented information from company statements, executive interviews, and credible industry reports. Company Background Myntra was founded in 2007 as a personalization platform before pivo

Executive Summary Tata Cliq, launched in May 2016, represented Tata Group's entry into India's competitive horizontal e-commerce marketplace. Operating under Tata UniStore Limited (a subsidiary of Tata Industries), the platform positioned itself as a multi-brand online retailer competing against established players like Amazon India and Flipkart. Unlike pure-play e-commerce companies, Tata Cliq leveraged the conglomerate's extensive offline retail partnerships and brand equit

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 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 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 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 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 Uber Technologies Inc. entered India in August 2013, launching operations in Bangalore. The American ride-hailing platform's India journey represents a critical case in marketplace regulation, competitive strategy, and operational adaptation in one of the world's most complex emerging markets. This case study examines Uber India's navigation through regulatory frameworks, competitive positioning against domestic rival Ola, and strategic choices between 2013

Executive Summary Paytm (Pay Through Mobile), operated by One97 Communications Limited, represents one of India's most significant digital transformation stories—evolving from a mobile recharge platform launched in 2010 to a digital payments wallet post-2014, and subsequently into a diversified financial services and commerce super-app. This case examines Paytm's business model evolution, the strategic decisions underlying its expansion into multiple service verticals, and th

Executive Summary Ola Electric, founded in 2017 as a subsidiary of ANI Technologies (Ola Cabs' parent company), represents India's attempt to build a vertically integrated electric vehicle ecosystem. The company commenced commercial operations with electric scooters in December 2021 and has pursued an integrated strategy encompassing manufacturing, battery technology, charging infrastructure, and software development. This case examines Ola Electric's ecosystem approach. Comp

Company Overview Hindustan Unilever Limited (HUL) is India's largest Fast-Moving Consumer Goods (FMCG) company and a subsidiary of Unilever PLC. According to HUL's Annual Report 2023-24, the company operates across multiple categories including Home Care, Beauty & Personal Care, Foods & Refreshment, and Ice Cream, with a portfolio of over 50 brands spanning 14 distinct categories. The company reported that its products reach over 90% of Indian households through a distributio