Subject category:
Strategy and General Management
Published by:
IBS Case Development Center
Length: 7 pages
Data source: Published sources
Share a link:
https://casecent.re/p/19907
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Abstract
With a 30% share of the 12.8 billion units global tubes market, India- based Essel Propack is the world''s largest laminated tubes manufacturer. Its lamitubes are used to package toothpastes, cosmetics and pharmaceuticals made by FMCG (fast moving consumer goods) majors like P&G (Procter & Gamble) and Unilever. Essel''s international expansion was given a thrust by two factors - the handing over of the management in 1995 to a professional management team led by Cyrus Bagwadia and its acquisition of Switzerland''s Propack AG. This case explores some of the critical factors that contributed to Essel''s rapid growth in the past and the company''s plans for the future. This case offers scope for discussion on the challenges and problems faced by a small domestic player when it goes international. It also explores the importance of making international mergers work in the face of cultural and technological differences.
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Abstract
With a 30% share of the 12.8 billion units global tubes market, India- based Essel Propack is the world''s largest laminated tubes manufacturer. Its lamitubes are used to package toothpastes, cosmetics and pharmaceuticals made by FMCG (fast moving consumer goods) majors like P&G (Procter & Gamble) and Unilever. Essel''s international expansion was given a thrust by two factors - the handing over of the management in 1995 to a professional management team led by Cyrus Bagwadia and its acquisition of Switzerland''s Propack AG. This case explores some of the critical factors that contributed to Essel''s rapid growth in the past and the company''s plans for the future. This case offers scope for discussion on the challenges and problems faced by a small domestic player when it goes international. It also explores the importance of making international mergers work in the face of cultural and technological differences.