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Most of the case studies, we come across are written like success stories, this case study is about failure. The reasons of entrepreneurial failure are largely a matter of definition. Studies reveal that entrepreneurs even fail when market demand is recognised and evaluated by peers. In this particular case, the tale is not about failure but about an entrepreneur who failed after huge success in his business career. This case is not meant as a means of helping entrepreneurs avoid failure, but instead hopes to serve as a road sign. The authors designed the present study to explore the much talked but less understood issue of business failures. They created a situation where one entrepreneur experienced several shocks and looked for similarities and differences between the failed ventures.