ALL

Executive Summary The toothpaste category has been dominated by two major players—Colgate-Palmolive and Procter & Gamble's Oral-B—each employing distinct positioning strategies to capture market share. Colgate has maintained its leadership position through mass-market penetration and trust-building, while Oral-B has positioned itself in the premium segment with a focus on dental professional endorsements and scientific credibility. This case examines their strategic positioni

Executive Summary The Mahindra Thar represents a unique positioning in the Indian automotive market as a lifestyle vehicle that transcends traditional utility vehicle categorization. Launched originally in 2010 and relaunched with significant updates in 2020, the Thar has evolved from a niche off-road vehicle into an aspirational lifestyle product. This case study examines the verified information available about the Thar's consumer base, market positioning, and its role in M

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 Lenskart Solutions Private Limited, founded in 2010, developed an Omnichannel retail model for eyewear in India that integrated online and offline channels with proprietary technology. The company's approach combined e-commerce capabilities, physical retail stores, home trial services, and in-house manufacturing to address challenges in India's fragmented eyewear market. By 2024, according to statements from company executives reported in business publicatio

Executive Summary Between 1997 and 2011, Apple Inc. underwent a fundamental transformation under the leadership of returning co-founder Steve Jobs. When Jobs rejoined Apple as interim CEO in 1997, the company was experiencing significant losses and declining market share. Over the following fourteen years, Jobs led a comprehensive reinvention of Apple's brand identity, product strategy, and market positioning. This transformation involved strategic decisions about product por

Executive Summary PepsiCo India launched the "Har Ghoont Mein Swag" campaign in 2018 as part of its strategy to connect with Indian youth through culturally relevant messaging. The campaign represented a shift from traditional celebrity-led advertising to youth-centric cultural positioning, leveraging local language, music, and youth icons to strengthen brand relevance in the Indian market. Background and Market Context PepsiCo has maintained a significant presence in India's

Picture an elderly man with a flowing white beard, wearing a red turban, smiling warmly from your spice packet. That face became synonymous with authentic Indian spices for decades. This is the story of Mahashay Dharampal Gulati—the man who transformed from a refugee with just Rs 1,500 in his pocket to building India's second-largest spice empire, MDH. The Sialkot Beginning: Where It All Started (1919-1947) Our story begins not in India, but in Sialkot, a bustling town in und

What started as a humble sweet shop in the dusty lanes of Bikaner has become India's snacking empire, valued at a staggering $10 billion. The story of Haldiram's is equal parts entrepreneurial genius, family drama, market innovation, and relentless pursuit of quality. Let's unwrap this crispy tale. The Beginning: A Young Boy's Recipe for Success (1937) Picture this: Bikaner, 1937. Ganga Bhishen Agarwal, fondly known as Haldiram Ji, established Haldiram's as a retail sweets an

Remember when "Indian smartphone brand" wasn't just a dream but a reality? When Micromax stood shoulder-to-shoulder with Samsung and competed fiercely for India's mobile market? Let's dive into one of the most fascinating entrepreneurial stories from India's tech landscape. The Humble Beginning: Four Friends and a Vision The year was 2000. While the world was recovering from Y2K paranoia, four entrepreneurs—Rajesh Agarwal, Vikas Jain, Rahul Sharma, and Sumeet Kumar—incorporat

In a world where festival marketing often gets trapped in the superficial glitter of celebration, Tanishq's Ganesh Chaturthi campaign "An Ode to the Vighnahartas in Our Lives" stands as a masterclass in emotional storytelling and cultural insight. This campaign doesn't just sell jewelry – it celebrates the unsung heroes in our lives who, like Lord Ganesha himself, remove obstacles and pave the way for our success and happiness. Understanding the Vignaharta Concept Before divi

Executive Summary Nestlé Milkmaid (known as Milkmaid in India and as Carnation in other markets) is a sweetened condensed milk brand that Nestlé has positioned strategically in the Indian market as a dessert-making ingredient rather than merely a dairy product. This case examines how Nestlé leveraged consumer insights around dessert preparation occasions to expand category penetration in India, transforming Milkmaid from a niche baking ingredient into a mainstream dessert ena

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

If you’ve ever wondered why some campaigns fall flat, this is the truth: Great marketing isn’t guesswork — it’s structured audience understanding. Swiggy knows when a midnight biryani craving hits. Royal Enfield didn’t sell bikes — it built a cult around pure motorcycling. Winning brands don’t just collect data. They extract insights — motivations, fears, aspirations, and decision triggers. That’s what I call The Audience Insight Extraction Model: A systematic way to uncover

Executive Summary Spotify Technology S.A., founded in 2006 and publicly listed in 2018, operates the world's largest audio streaming service. According to the company's Q3 2024 Shareholder Letter, Spotify reported 640 million Monthly Active Users (MAUs) and 252 million Premium subscribers. The company's competitive advantage centers significantly on data-driven personalization, which has fundamentally shaped music discovery in the digital age. Company Background Spotify was f

Executive Summary Zomato, founded in 2008 as Foodiebay by Deepinder Goyal and Pankaj Chaddah, evolved from a restaurant discovery platform into India's leading food delivery service. This case examines how Zomato built a distinctive brand personality through integrated marketing campaigns. The company became the first Indian unicorn from the consumer internet space to list on Indian stock exchanges in July 2021, raising ₹9,375 crore through its IPO, as documented in its SEBI

Executive Summary This case examines Uber's response to trust and safety challenges in India following a December 2014 incident where an Uber driver was accused of assaulting a female passenger in Delhi. The crisis triggered immediate regulatory bans, legal proceedings, and intense scrutiny of Uber's operations across India. This analysis uses only publicly verified information from credible sources including company statements, regulatory filings, and established news outlet

Executive Summary Maruti Suzuki India Limited (MSIL) has maintained the largest passenger vehicle dealer network in India since its inception in 1983. As of March 2024, the company operated through 3,086 sales outlets across 2,119 cities and towns in India, according to its FY2023-24 Annual Report. This case Maruti Suzuki – Dealer Network Dominance in India, examines how Maruti Suzuki built and sustained its dealer network advantage, the strategic decisions underlying its dis

Culture isn’t random — it’s readable. When Orry went viral without a defined profession, when “Just looking like a wow” became a catchphrase, when Shark Tank judges turned into household names, or when a single audio track dominated reels — these weren’t accidents. They were cultural signals. Brands that spotted them early won big. This is the Cultural Trend Spotting Framework : a structured way to spot emerging trends, decode their meaning, and craft campaigns that feel natu

Real Fruit Power's 2025 Rakhi advertisement tells a heartwarming story that captures the essence of genuine sibling relationships. The narrative likely unfolds through moments that showcase the unspoken understanding, playful banter, and unconditional support that defines real brother-sister bonds. The storyline appears to focus on authentic, everyday moments between siblings – perhaps showing a brother and sister navigating life's small challenges together, sharing Real Frui

Executive Summary In 2017, Procter & Gamble India launched the "Vicks Touch of Care" campaign, featuring a transgender woman as a mother figure. The campaign marked a significant shift in mainstream Indian advertising by portraying a transgender person in a caregiving role, challenging traditional family narratives. This case study examines the strategic decisions, execution. Company Background Vicks, a flagship healthcare brand of Procter & Gamble (P&G), entered the Indian m