CASE STUDY OF

BUISNESS TYCOON
(MUKESH JAGTIANI)
BY
VANSHIKA MATHUR
Introduction
On 15th August 1952, Micky was born in Kuwait to a small businessman father. He
received the early education in Madras, Mumbai, and Beirut. Afterward, Jagtiani
emigrated to England where he studied at an accounting school in London. However, he
left his studies in-between to begin his start-up. But plagued by self-doubt and worries
over a lack of experience in, Micky struggled much in his early days, and even worked as
a taxi driver and cleaner to earn a living. He did his schooling in Madras, Mumbai and
Beirut, before emigrating to London, where he joined a London accounting school from
which he eventually dropped out. He is a college dropout, drove a taxi in London before
moving to Bahrain and taking over his deceased family's baby products shop. Over the
years his Landmark Group moved to Dubai and expanded into fashion, electronics,
furniture and budget hotels in Middle East and Southeast Asia. Owns stake in Saks.
Sponsors Indian charities, including orphanage in Chennai and Mumbai. and the 16th
richest Indian with a net worth of USD 2 billion. Micky Jagtiani a billionaire expanding his
business empire from the Gulf to China.

Buisness Journey
Mukesh ‘Micky’ Jagtiani is an Indian-origin business tycoon based in Dubai, who found
his way into the club of billionaires by transforming a shop into a huge chain of retail
outlets. Once a college drop-out and roving like a vagrant in the streets of London,
Micky Jagtiani went to set up the Landmark Group, the retailing corporation, which has
its headquarter in Dubai. Jagtiani is now one of the wealthiest persons in the world,
making his way to the FORBES list of billionaires. Jagtiani is the chairman of Landmark
Group, a Dubai-based retailer with more than 2,300 outlets across 22 countries. The
closely held company manages its own brands and has franchise rights for international
names, including shoe designer Steve Madden and health club Fitness First. Highlighting
the advantages of Dubai, he said since founding Landmark Group four decades ago,
Dubai increasingly became a business hub linking the East and West. "In this time,
we have seen Dubai establish itself as a vital business, retail and tourism destination
in the region. Occupying a unique geographical position, the Emirate is the gateway
to the East and the West and is truly considered to be the land of opportunity and
development,” he said. According to Jagtiani, Dubai’s uniqueness lies in its diversity,
accessibility, safety and modernity. As a successful business retailer, Jagtiani has
charted the group’s 40-year journey, with more than 1,600 stores spread across 22
million sq ft and a presence across 19 countries in the GCC, North Africa, Levant,
India and Pakistan.

Acheivements
After dedicatedly running his ‘Babyshop’ for a decade, Micky expanded it into six stores,
employing some hundreds of people. When the Gulf War started, he planned to shift his
retail business to Dubai and immigrated there with his family. There in Dubai, Micky
founded his Landmark group, which later spread across the Middle East, Africa and
India. From selling clothes and toys for children, Jagtiani also ventured into fashion,
electronics, furniture, and hotel industry. Micky also started Splash, an affordable
fashion line, conceived and managed by his wife, Renuka. According to recent FORBES
figures, Micky Jagtiani’s net worth is $4.4 billion putting him into the 367thposition in
the list of billionaires. In 2007, he was honored with the Retail Personality of the Year at
the third Annual Retail Middle East. In 2008, his name was enlisted in the Forbes
Magazine for world’s billionaire.

Downfall
In 1972, Micky returned to his family in the Gulf to start over his career. But he soon
found himself in utmost destitution because of the successive deaths of his family
members. His brother succumbed to leukemia, his father being a terminal diabetic left
them too, and his mother died of cancer the following year. A very young Mickey
without any career or companion had to face these quandaries all alone.
Swot Analysis
Strenghts
1. Landmark is regional shopping center offering wide range of products
2. Huge network of retail ,malls and licensing channels across globe
3. Good advertising and brand presence through media so high brand recall in consumer
minds
4. Presence in over 18 countries with over 1300 outlets makes it a strong brand
5. Over 40,000 employees are a part of the group.
Weaknesses
1. Despite being a strong player, the brand awareness is limited compared to global
leaders
2. Stiff competition from global players means market share growth is limited.

Opportunities
1. Brand can diversify into food category as consumers spend a lot on this category
2. Tie- up with affordable real estate properties would give extra edge in company
performance
3. Global expansion could help brand to spread worldwide.

Threats
1. Rising real estate prices could be concern for company
2. FDI in retail segment could force to improve existing performance standards
3. Consumers have a lot choices to buy anything so maintaining top of mind brand recall
is must for company.
Competitors
Below are the 4 main Landmark Group competitors :
1. Splash
2. Greenbrier Mall
3. Southpark mall
4. Staunton mall

Brands under Landmark Group

Lifestyle
Lifestyle started its journey in India with the launch of its first Lifestyle store in Chennai in
1999. Positioned as a trendy, youthful and vibrant store, Lifestyle offers consumers the
latest in fashion and lifestyle in an enjoyable shopping experience. Each Lifestyle brings
together multiple concepts under one roof – Apparel, Footwear, Children’s Wear, Beauty
& Accessories offering a convenient one-stop and a choice of leading national &
international brands. Present across major metros in India, Lifestyle is rapidly expanding
its footprint across the country.
HomeCentre
Home Centre is the Home Improvement Store under the Lifestyle brand, which offers
customers a varied range of furnishings and homeware based on trendy themes that
make it easy to beautify the house. A rapidly growing brand, Home Centre offers the best
in home furniture and best in class service.
Max
Max India, a division of Lifestyle International (P) Ltd.,was established in the year 2006. It
has pioneered the concept of ‘value fashion’ in the country, thereby offering the
discerning shopper a vast choice with international fashion & quality.
It offers apparel, footwear & accessories that are of the latest fashion trends at a great
price, making it affordable to many. Max has its own label merchandise of in house
designs and planned colour palettes for the season. Every season Max introduces a fresh
collection of international designs specially customized to the Indian market. The brand
adapts to the changing needs of the shopper every season and accordingly introduces
new designs, silhouettes & fabrics.
Easybuy
Easybuy is a value retail format started exclusively in India by Max Retail Division of
Lifestyle International Pvt. Ltd. Easybuy started its journey in 2014 with its first store in
Telangana. Each Easybuy store brings under one roof a wide range of clothing for the
entire family. Specialized in mid and lower mid value retail format, Easybuy offers quality
and affordability in men’s wear, ladies’ wear, kids’ wear, footwear and accessories. The
Easybuy product range has over 1000 styles at reasonable prices and is positioned as a
store that provides super styles at super prices.
Max Hypermarkets
In India, Max Hypermarkets, a Landmark Group company, run the Spar Hypermarkets as
a result of a license agreement between the company and Amsterdam based SPAR
International.
SPAR is an organisation that provides its customers value for money. SPAR is passionate
about retailing and is driven by committed independent retailers who win the trust and
friendship of their community. Through its commitment to outstanding service and
excellence in fresh foods, SPAR meets the real needs of its customers.

Conclusion
Jagtiani is not only rich regarding wealth; he is more vibrant at heart. In 2000, he formed
a charitable organization by the name LIFE (Landmark International Foundation for
Empowerment). The organization is taking care of educational and medical needs of
over one lakh underprivileged children in India. The non-profit initiative also provides
them with vocational training and non-formal schooling. LIFE runs many community
clinics for slum-dwellers and an old age home in Chennai.
Life is always full of difficulties and challenges. You could give in to the hardships of life;
or you may rise to the situation like Micky Jagtiani, who not only made a better lot for
himself but also for people around him and his country too. This journey of a man who
once struggled for daily needs and from there went on to built a business empire,
astonishes us very much. But Micky Jagtiani seems to have followed a simple process.
He started from where he was. He exploited whatever resources he had at his disposal.
And he did everything that he could. This is the simple philosophy of success. We should
make small goals and, with time, they would themselves get evolved into big things. All
we need is to keep doing until it is not done.