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  1. Seed Marketing - A Note

    Authors: Patel, G A;

    Reference No: CMA0484TEC Pages: 4 Published on: 1, January, 1979

    Abstract: The note describes the seed marketing chain in a time oriented frame with reference to post-HYV period. It also raises the issues with which a seed marketing organization has to concern itself, as also the critical issues faced by the seed industry. ... More

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  2. San-Burn: Burning Issues of a Founder

    Authors: Jayswal, Mitesh; Roy, Subhadip; Paidipati, Kiran Kumar;

    Reference No: MAR0559 Pages: 8 Published on: 6, January, 2026

    Abstract: This case delineates the difficulty faced by the Mehta family to commercialise their sanitary pad burning machine, San-Burn. Their company, Aishani Enterprise Pvt. Ltd, was registered as a startup in 2016 in the university incubation facility, which later became a private limited company. In 2022, they obtained a patent for San-Burn and ... More

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  3. Sujani: Attempts at Reviving a Craft

    Authors: Chandwani, Rajesh; Mukherjee, Saral; Meghrajani, Indra ;

    Reference No: MAR0548 Pages: 18 Published on: 18, December, 2024

    Abstract: The Government of India was making various attempts to revive the Sujani weaving craft. Craftspeople faced various challenges such as lack of demand, rising costs of raw material, unremunerative operations and disinterest among the younger generation in continuing with the craft. Only three families bearing the “Sujaniwala” surname practised the ... More

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  4. Mahindra Trucks & Bus Division: Building a Marketing Plan

    Authors: Sahay, Arvind;

    Reference No: MAR0503 Pages: 39 Published on: 7, May, 2019

    Abstract: Mahindra Trucks and Bus Division (MTBD) of Mahindra & Mahindra is at an interesting stage of its evolution. Having gone through a bad patch with a product that was not quite up to the mark, it appears to have got the product right by early 2018 and truck sales had been going ... More

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  5. Paytm: Navigating the Transition from an E-Wallet to a Payments Bank

    Authors: Sahay, Arvind; Tiwari, Tara;

    Reference No: MAR0501 Pages: 13 Published on: 7, March, 2019

    Abstract: In 2015, Paytm- India’s largest e-wallet had been pushed by RBI, the central bank regulator in India into becoming a Payments Bank. In 2018, it had come under the scrutiny of RBI for not abiding by the KYC norms and was also questioned over the cash backs offered to customers for ... More

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  6. Suta: How Two Sisters Used Social Media to Successfully Build a Saree Brand in India

    Authors: Vijayalakshmi, Akshaya; Upadhyay, Riddhi ;

    Reference No: MAR0554 Pages: 13 Published on: 22, July, 2025

    Abstract: As times have changed, many Indian women, particularly those working in the corporate sector, have increasingly moved away from wearing sarees to work. The saree, a 5.5-metre-long fabric, is traditionally worn by women in India, Bangladesh and Pakistan. Sujata Biswas and Taniya Biswas sought to revive the saree as a ... More

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  7. Entering a competitive B2B market: HMEL's Go-to-Market Strategy - Part B

    Authors: Kaul, Asha; Vijayalakshmi, Akshaya;

    Reference No: MAR0558(B) Pages: 13 Published on: 30, September, 2025

    Abstract: In April 2022, Prabh Das, managing director and chief executive officer of HPCL–Mittal Energy Limited (HMEL), reviewing a study of the customer survey, was still worried about the go-to-market strategy for the launch of polyethylene and additional volumes and new grades of polypropylene products. Over the last approximately 12 years the ... More

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  8. Entering a competitive B2B market: HMEL's Go-to-Market Strategy - Part A

    Authors: Kaul, Asha; Vijayalakshmi, Akshaya;

    Reference No: MAR0558(A) Pages: 18 Published on: 30, September, 2025

    Abstract: In 2021, Prabh Das, managing director and chief executive officer of HPCL–Mittal Energy Limited (HMEL), post a discussion with the Board, decided to foray into the market with polyethylene and newer grades of polyethylene. Was the decision of HMEL right, wondered Das. His concern stemmed from the fact that the ... More

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  9. What’s in a name? That we call fair by any other name will it sell as well?

    Authors: Bakshi, Abhinav; Vijayalakshmi, Akshaya ;

    Reference No: MAR0528 Pages: 10 Published on: 14, September, 2022

    Abstract: Emami is facing the heat from activist-consumers as well as its competitors. Competitors have renamed their cosmetic products by dropping the controversial word ‘fair.’ This was in response to the Black Lives Movement that erupted in the United States in May 2020. However, the movement against fairness is somewhat muted in ... More

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  10. Franchise Marketing: Disputes and Arbitration: A Technical Note

    Authors: Agarwal, Anurag K. ;

    Reference No: MAR0557TEC Pages: 11 Published on: 30, July, 2025

    Abstract: Franchising is a contractual arrangement providing a win-win situation for both the franchisor and the franchisee. Franchisors expand their businesses with the energy and zeal of entrepreneurs who manage the day-to-day affairs of the business, whereas franchisees get the advantage of an established brand and recall value. Many a time, ... More

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  11. Whatfix: Product Innovation, Selling, Pricing and Customer Experience Management for a New Category—DAP

    Authors: Tiwari, Tara; Sahay, Arvind;

    Reference No: MAR0533 Pages: 23 Published on: 16, August, 2023

    Abstract: The Digital Adoption Platform (DAP) software market had just started to gain traction. Whatfix was emerging (and was recognised) as a leader in the DAP space. When the company had entered the market, its products had been industry-agnostic. However, with the acceleration in digital transformation triggered by the COVID-19 pandemic, ... More

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  12. Neons Fashion LLP (A): A Small Seller on Amazon Marketplace

    Authors: Mukherjee, Saral; Abhishek; Balasubramani, Soundarya;

    Reference No: MAR0509(A) Pages: 21 Published on: 7, October, 2019

    Abstract: Neons Fashion LLP was an entrepreneurial venture of Arthi Ramalingam after completion of her MBA. Arthi had an interest in jewellery since childhood and she decided to focus on design, manufacturing and retailing of fashion and costume jewellery items under the brand name of Eternz through different sales channels like ... More

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  13. Indian Product Limited(A1): Preparing a Research Plan

    Authors: Roy Dholakia, Ruby; Jain, Abhinandan K;

    Reference No: MAR0398 Pages: 4 Published on: 16, July, 2008

    Abstract: The case briefly describes the situation of a leading company and the industry structure in the Small Pack Refined Oil (SPRO) market in Indian. The case describes the process of developing four concepts for assessing the opportunity in the SPRO market. The case can be used to assess the concept ... More

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  14. Nestle and Maggi in India: Recovering from a Brand Disaster

    Authors: Sahay, Arvind;

    Reference No: MAR0521 Pages: 25 Published on: 4, May, 2021

    Abstract: In 2015, NESTLÉ India underwent a major crisis as the product which contributed to nearly 30% of its sales had to be taken off the shelves. Maggi—the go-to convenience food for all generations (especially kids and young adults)—which had entered the market in 1983, was banned. With a market share of 70 ... More

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