Product details

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Subject category: Marketing
Published by: Institute for Management Development (IMD)
Originally published in: 2019
Version: 07.05.2019
Revision date: 14-May-2019
Length: 16 pages
Data source: Published sources

Abstract

In mid-2018 Sri Sri Tattva (SST), an Indian fast-moving consumer goods company (FMCG) company was planning to launch 1,000 exclusive stores across the country. Some 600 of these stores were expected to be operational by March 2019. The company had also announced its intention to enter 30 new countries, with a particular focus on Latin America, including Brazil and Argentina. The company leveraged, to a certain extent, the popularity and mass influence of its founder Sri Sri. With its wide range of ayurvedic and organic product categories, SST was poised to challenge established players such as Patanjali, Dabur, Hindustan Unilever, Emami and Himalaya in the FMCG market.

Time period

The events covered by this case took place in 2018.

Geographical setting

Region:
Asia
Country:
India

Featured company

Sri Sri Tattva
Industry:
Consumer goods

About

Abstract

In mid-2018 Sri Sri Tattva (SST), an Indian fast-moving consumer goods company (FMCG) company was planning to launch 1,000 exclusive stores across the country. Some 600 of these stores were expected to be operational by March 2019. The company had also announced its intention to enter 30 new countries, with a particular focus on Latin America, including Brazil and Argentina. The company leveraged, to a certain extent, the popularity and mass influence of its founder Sri Sri. With its wide range of ayurvedic and organic product categories, SST was poised to challenge established players such as Patanjali, Dabur, Hindustan Unilever, Emami and Himalaya in the FMCG market.

Settings

Time period

The events covered by this case took place in 2018.

Geographical setting

Region:
Asia
Country:
India

Featured company

Sri Sri Tattva
Industry:
Consumer goods

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