Product details

This case focuses on the short-lived success of Onjus orange juice from Enkay Texofood Ltd (ETL). The case talks about how and why Onjus was an instant success. It also talks about the various promotional strategies initiated by the company and gives an insight into the various problems faced by the company - the Monopolies and Restrictive Trade Practices Commission (MRTPC) inquiry, the problems with the Financial Institutions, the loss making textile-division etc - which resulted in the shut down of its businesses, and in turn the fall of the popular brand, Onjus. The case is intended for MBA/PGDBM level students as part of the business strategy curriculum. From the case, students are expected to analyse the various reasons behind the success as well as the failure of Onjus. Students should form an opinion as to whether ETL''s presence in unrelated businesses like textile and fruit juices, ultimately led to the fall of Onjus. They are also expected to think of alternative options, which would have helped Onjus and ETL to sustain in the market.