Product details

Hemant Gaur, managing director of Siddhi Vinayak Agri Processing Pvt Ltd (SVA), had to approve the marketing mix for Carisma, a global retail potato brand. Known for its great taste and low glycemic index rating, the Carisma product was available to SVA through its joint venture partner. If the launch of Carisma was successful, SVA could significantly increase its revenue and profitability, as well as its market value. However, the launch would consume precious resources that could otherwise be used to grow current revenue sources and SVA capabilities. Thus if the launch was unsuccessful, SVA would have wasted its resources and lost the confidence of its investors. The decision was critical for SVA, and Gaur had to make it soon to allow the full financial year's revenue to be included in the SVA valuation.