Subject category:
Entrepreneurship
Published by:
IIMA Case Centre, Indian Institute of Management Ahmedabad
Revision date: 20-Jul-2020
Length: 26 pages
Data source: Field research
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Abstract
The case tells the story of a first generation entrepreneur, Dhirendra Singh, and his struggle for 15 years to establish a mango pulp based beverage marketing company without any external support and funding. The case highlights the travails that Dhirendra goes through in marketing an undifferentiated product, a mango drink. He survives, largely due to his grit and some lucky breaks, until an external funding agency notices him 15 years after he started his journey. With growth and stability (in 2017, it was the fourth largest packaged beverage in India) come new issues for the enterprise to grapple with. The case leaves the reader to reflect upon these challenges that the company encounters. Can the company overcome these hurdles and thrive? How, is the question that remains unanswered.
Time period
The events covered by this case took place in 1995-2017.Geographical setting
Region:
Asia
Country:
India
Featured company
Manpasand Beverages Ltd
Featured protagonist
- Dhirendra Singh, Promoter, Director
Subject category:
Entrepreneurship
Published by:
IIMA Case Centre, Indian Institute of Management Ahmedabad
Revision date: 20-Jul-2020
Length: 7 pages
Data source: Field research
About
Abstract
The case tells the story of a first generation entrepreneur, Dhirendra Singh, and his struggle for 15 years to establish a mango pulp based beverage marketing company without any external support and funding. The case highlights the travails that Dhirendra goes through in marketing an undifferentiated product, a mango drink. He survives, largely due to his grit and some lucky breaks, until an external funding agency notices him 15 years after he started his journey. With growth and stability (in 2017, it was the fourth largest packaged beverage in India) come new issues for the enterprise to grapple with. The case leaves the reader to reflect upon these challenges that the company encounters. Can the company overcome these hurdles and thrive? How, is the question that remains unanswered.
Settings
Time period
The events covered by this case took place in 1995-2017.Geographical setting
Region:
Asia
Country:
India
Featured company
Manpasand Beverages Ltd
Featured protagonist
- Dhirendra Singh, Promoter, Director
Related
Subject category:
Entrepreneurship
Published by:
IIMA Case Centre, Indian Institute of Management Ahmedabad
Revision date: 20-Jul-2020
Length: 7 pages
Data source: Field research