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Indian Business Case Studies
 Indian Business
Case Studies
Volume III

L A L I T KA N O R E
P R I T I M A S TA KA R

Indian Case Studies in Business Management

 Great Clarendon Street, Oxford, ox2 6dp,
United Kingdom
Oxford University Press is a department of the University of Oxford.
It furthers the University’s objective of excellence in research, scholarship,
and education by publishing worldwide. Oxford is a registered trade mark of
Oxford University Press in the UK and in certain other countries
© ASM Group of Institutes, Pune, India 2022
The moral rights of the authors‌have been asserted
First Edition published in 2022
Impression: 1
DISCLAIMER: ASM Group of Institutes and the Series Editors including the Individual Volume
Authors of the Title Indian Business Studies Volumes hereby declare that the business Case Studies
in the title are developed and as included in this Case Volume are based on Information, event details
and the names of protagonists, issues, the tables and graphic representations are from published
data available in public domain as appearing in daily national and/or regional news media. There
are no sensitive issues included in the contents of the Titles and there are no Intensions to hurt any
Professional/Business/Religious/Social sentiments of individuals, society or organizations and any
regulative machinery.
All rights reserved. No part of this publication may be reproduced, stored in
a retrieval system, or transmitted, in any form or by any means, without the
prior permission in writing of Oxford University Press, or as expressly permitted
by law, by licence or under terms agreed with the appropriate reprographics
rights organization. Enquiries concerning reproduction outside the scope of the
above should be sent to the Rights Department, Oxford University Press, at the
address above
You must not circulate this work in any other form
and you must impose this same condition on any acquirer
Published in the United States of America by Oxford University Press
198 Madison Avenue, New York, NY 10016, United States of America
British Library Cataloguing in Publication Data
Data available
Library of Congress Control Number: 2022938091
ISBN 978–​0–​19–​286939–​5
DOI: 10.1093/​oso/​9780192869395.001.0001
Printed in India by
Rakmo Press Pvt. Ltd.
Links to third party websites are provided by Oxford in good faith and
for information only. Oxford disclaims any responsibility for the materials
contained in any third party website referenced in this work.
 Dr R.R. Pachpande
[1947–​2009]

‘Education is the Soul of our society’

The series editors and the volume authors of the case volumes titled as
‘Indian Business Case Studies’ published by Oxford University Press have
a deep sense of gratefulness while dedicating these case volumes to the
memory of Dr Raghunath R. Pachpande, the Founder of ASM Group of
Institutes Pune, India.

It was with the untiring efforts and strategic vision of Dr R.R. (as he was
known to his close friends and colleagues) which has been Instrumental in
ASM group adopting case methodology as a unique element in its pedagogy
which motivated the faculty and students of ASM group of institutes to
develop business case studies on Indian businesses and use them to teach
management subjects in all branches of Business Management studies.

Dr R.R. Pachpande was a leader beyond parlance and ahead of time in

establishing educational institutes more so in higher studies in business
management specifically in the industrial belts in the state of Maharashtra
with a view to providing best of experiential learning to its students
through closer interactions with business units around.
 Today ASM Group continues the great legacy of Dr R.R. Pachpande
under the leadership of his successors and who have succeeded in taking
ASM Group to global recognition as a unique group of institutes offering
world-​class education in all branches of Business Management.

This case volume is dedicated to the memories of late Dr R.R. Pachpande.

 Contents

Preface  xv
Acknowledgements  xix
About the Series editors  xxv
About the Volume Authors  xxvii

SE C T IO N I C A SE ST U D I E S I N
H UM A N R E S OU R C E S
1. Creating a Seamless Organization: A Case Study on
Organization Development  3
Learning Objectives  3
Synopsis  3
The Real Story  4
NML Group Structure  4
Changing Scenario  6
Organizational Development  8
Conclusions  12
Case Questions  12
2. Tata Group’s Succession Saga: A Case Study on the Botched
Up Succession Issues at Tata Group  15
Learning Objectives  15
Synopsis  15
What Is Succession Planning?  16
Challenges That May Be Faced in Succession Planning  16
The Tata Group  16
Journey of Ratan Tata from Apprentice to Chairman  17
The Previous Pattern of CEO  17
The Race for Succession  18
The Needed Actions  18
Future Scenario  18
Conclusions  19
Case Questions  19
viii Contents
3. Tactics in Talent Management: A Case Study in
Strategic HRM  21
Learning Objectives  21
Synopsis  22
Indian Pharmaceutical Industry  22
LUPIN India Ltd  23
Talent Management at Lupin  24
Talent Management Initiatives  25
Buddy Program  26
Annual Talent Review  27
Lupin Manufacturing Business Leadership Program  27
Lupin Learning Centre, Lonavala  29
Informal Networking and Developmental Opportunities  29
Talent Management Challenges at Lupin  29
Industry Characteristics  30
Recruitment  31
Mapping Competencies  32
Performance and Potential Appraisal  32
Case Questions  36
4. The Cultural Conundrum: A Case Study on Possible Conflicts
between Religious and Professional Compulsions  39
Learning Objectives  39
Synopsis  39
Case Details  40
United Colours of Religion  41
Making Diversity Work  43
Power in Diversity  45
Case Questions  46
5. The Netflix Way: A Case Study in Talent Retention  47
Learning Objectives  47
Synopsis  47
Introduction  48
Netflix Business Model  49
How Netflix Business Model Succeeded?  49
Strategies for Facing Challenges and Competitors  50
An Adult Culture—​A New HRM Perspective  51
Excelling at Employment Practices  52
Conclusions  55
Case Questions  56
 Contents ix
SE C T IO N I I C A SE ST U D I E S I N
F I NA N C E M A NAG E M E N T
6. India’s Changing Banking Scenario: Public Sector Banks
vs Private Sector Banks  59
Synopsis  59
Case Details  60
The Changing Scenario  60
Talent to Compete  61
The Legacy Drag  61
Baby Steps  62
Case Questions  64
7. The Balancing Act: A Case Study on ‘Project Financing’  65
Learning Objectives  65
Conclusions  72
Case Questions  72
8. Rich Owners and Their Poor Companies: A Case Study on
Growing Proportions of NPA in the Banking Sector  75
Learning Objectives  75
Synopsis  75
Case Details  76
Conclusions  80
Case Questions  81
9. A Case Study on Taxation in International Finance  83
Learning Objectives  83
Synopsis  83
The Case Details  84
Case Questions  87

SE C T IO N I I I M U LT I D I S C I P L I NA RY C A SE
S T U D I E S : M A R K E T I N G , ST R AT E G Y, A N D
O P E R AT IO N S
10. Power to Transform: Live Case Study on Rishab Industries
Pvt Ltd Pune India  91
Synopsis  91
Salient Features  91
Our Core Values  92
Quality Policy  93
Product Range  93
Organization Structure  93
x Contents
Major Customers  94
Case Questions  94
11. Old Wine in a New Bottle?: A Case Study on Nissan’s New
Gamble with ‘Datsun’  97
Learning Objectives  97
Synopsis  97
Case Content  97
Power of 88 Strategy  98
The Reality  99
A Brief History on Datsun  100
Conclusions  101
Case Questions  102
12. Café Coffee Day—On Way to Its Dooms Day?:
A Case Study on Organizational Debt  103
Learning Objectives  103
Synopsis  103
The Case  104
History and Growth  104
Performance Overview  104
SWOT Analysis  105
Strengths  105
Weaknesses  105
Opportunities  106
Threats  106
Insights into the CCD Dilemma  106
The Private Equity Strain  106
The Tax Horror  107
The Debt Burden  107
Liquidity Issue  109
Further Approach  109
Conclusions  109
Case Questions  109
13. More Pain Than Gain: A Case Study on the Impending
US-China Trade War Affecting Emerging Markets  111
Learning Objectives  111
Synopsis  111
Origins of the Trade War  112
Economic Costs of the Trade War  113
A More Permissive Environment for Chinese Aggression and
Suppression  115
Was the Trade War Worth It?  116
 Contents xi
Conclusions  117
Case Questions  118
14. The Hunger Pangs: A Case Study on a Progressive Food
Start-up (Zomato)  121
Learning Objectives  121
Synopsis  121
Introduction  122
Inception of Zomato  123
Funding  123
Acquisitions and Selling  124
The Ups  125
The Downs  125
The Controversies  126
Growth of Zomato  127
Competition  128
Conclusions  128
Case Questions  129
15. SIF—Safe and Successful: A Case on Food Retail Industry
(South Indian Food Industry)  131
Learning Objectives  131
Synopsis  131
The Case  132
Competition  133
The Case Details  134
Company Background  135
Production  136
Early Days  137
Fast Forward  137
Packaging  138
Competition  139
Marketing  139
Distribution  140
Global Plan  141
Conclusions  142
Case Questions  142
16. Re-engineering ‘Escorts’: A Case Study in Turnaround
Strategy  145
Learning Objectives  145
Synopsis  145
The Case Details  146
The Three New Initiatives  146
xii Contents
Inherited Irritants  147
Management Styles  148
Aggressive Strategy Implementation  149
Conclusions  150
Case Questions  150
17. The Game Changer: A Case Study on Strategic Marketing
Planning of Starbucks’ Coffee  153
Learning Objectives  153
Synopsis  153
Introduction  154
History  154
Starbucks’ Six Principles  157
CSR Strategy  157
Marketing Strategy  158
Porter’s 5 Forces Model  160
Starbucks Today  160
Conclusions  161
Case Questions  161
18. Never Flip Our Cart—We Are ‘Flipkart’: A Case Study on
E-commerce Giant Flipkart  163
Learning Objectives  163
Synopsis  163
Case Contents  164
Conclusions  166
Case Questions  167
19. Lenovo India—The Strategic Distribution and Positioning
Challenges: A Case Study on Marketing Strategy  169
Learning Objectives  169
Synopsis  169
What Is Lenovo up to in India? New Challenge  170
Distribution Marketing Strategy of Lenovo  171
Market Positioning Strategy of Lenovo  172
Statistics of Lenovo Market in India  172
Successes and Failures Faced by Lenovo  173
Outcome  174
Conclusions  174
Case Questions  175
20. Voltas AC Puts LG ACs on ‘Heat’: A Case Study in Sustaining
Competitive Advantage  177
Learning Objectives  177
Synopsis  177
 Contents xiii
Introduction  178
Outwitting the Korean Brand  179
Lloyd Batters Samsung  179
Samsung’s ‘Bane’—​the Inverter AC  180
Growth Prospects  182
Outcome  183
Conclusions  183
Case Questions  184
 Preface

Many universities and management institutes across the globe have

adopted the case study methodology for teaching almost all branches
of management studies for several decades. This trend has been seen
in India also, wherein the IIMs and progressive management Institutes
in private sector have implemented case methodology as an important
­pedagogical tool in business management education.
However, there is a severe shortage in Indian business case studies
faced by the B-​schools in India and those global Institutes associated with
Indian academia. Majority of the case studies studied at IIMs and other A-​
grade B-​schools in India are from situations in industries in foreign coun-
tries and have very little or no relevance to Indian business situations.
This acts as a major gap for faculty and students engagement in business
management studies both at UG and masters level (PG) studies, wherein
for clarification of theoretical concepts is possible mainly through use of
case methodology which enables insight into business real-​life business
situations.
Besides, the objectives and purposes for which case studies are de-
veloped abroad are much different from course of studies in Indian B-​
schools. Therefore, the dependence on foreign case studies for Indian
students does not provide any real situational insight on Indian business.
Although the curriculum requires taking the students through case study
methodology, there are not many Indian case studies for this purpose.
The main objectives of using case-​ based teaching as a major
­pedagogical tool in B-​schools are as follows:

1. To facilitate students’ concept development capabilities through ex-

posure to real-​life problems in industries.
2. To enable students to correlate theoretical topics with the tech-
niques used in analysing complex issues in business situations.
xvi Preface

3. To develop skills using which students can develop application ma-

trix for the theoretical topics for real-​life problem analysis and reso-
lution techniques.
4. Help the students of B-​schools to develop orientation towards the
important attributes and attitudinal requirements for effective
handling of complex situations at the workplace.
5. To develop a clear understanding of the techniques used for
problem analysis, situation analysis, and decision analysis and ap-
propriate understanding of the difference between problems and
situations in management.
6. To develop the group-​based approaches to solving problems and
challenges at the workplace by appropriate coordination of and col-
laboration with all related aspects of a situation.
7. To develop a reference manual for recording the problems tackled
and the essential lessons learnt from past incidences for use in fu-
ture eventualities of recurrence of issues.
8. To develop the preventive steps that must be initiated to ensure the
problems resolved once do not recur in the immediate future.

Business case studies are basically oriented towards developing the

evaluative and analytical skills of students towards industry situations.
Such case studies draw the attention of participants of the case resolution
methodology on the in-​depth correlative evaluation of the issues in the
case study with the various related topics that the students have to study
about in their classrooms. These case studies could be on issues related
to human resources, industrial relations, product and process, marketing
and finance management areas in business management.
The academic environment across the world too is facing a major dis-
ruption on account of the global pandemic Covid-​19 forcing the offline
education system to switch over to online/​blended versions of teaching
and learning process. And use of case methodology and simulation exer-
cises are the main in gradients for sustaining effective ways of delivering
experiential learning through use of case and case lets in an online mode
of teaching ensuring student engagements and online interactive ways of
knowledge dissemination.
Oxford University Press in association with ASM Group of Institutes
Pune, India is publishing for the first time a comprehensive case volumes
 Preface xvii

as series of eight volumes with case studies on Indian businesses selected

from all aspects of business functions like HR, Finance Marketing, and
Operations +​providing an exciting and long waited opportunity to fac-
ulty and students across the globe to access Indian business case studies
through these case volumes.
We are very confident that the case volumes will receive very good re-
sponse and will be of utmost use to the readers.
 Acknowledgements

The series editors wish to acknowledge with thanks the contribution of

case studies from ASM’s senior faculty from ASM Group of Institutes for
their help in proofreading and editing the case studies.
We also acknowledge the numerous news reporters of daily news-
papers in Business and Economics in India which have been rich and
authentic secondary data sources for design and development of case
studies for the case volumes.

Case Studies on Indian Business—​Relevance

to Management Education

Many B-​schools outside India have adopted decades ago the case study
methodology for teaching almost all branches of management studies.
This trend has been seen in India also, wherein a majority of the Indian
Institutes of Management (IIMs) have implemented case study-​based
methodology as an important pedagogical tool in business manage-
ment education. The major issue in India is, however, the inadequate
­interaction between B-​schools and industries. The fault lies with both
B-​schools and the industry. The B-​schools in a majority of cases cannot
provide research-​based solutions to industry problems due to a lack of
necessary infrastructure and facilities. And the industries in the absence
of any direct benefit from the institutes are not inclined to waste their
time and funds on B-​school education.
Hence, there is a severe shortage in Indian case studies through which
the B-​schools can provide industry insight to its students. Majority of the
case studies studied at IIMs and other A-​grade B-​schools are imported
from abroad. These case studies are from situations in industries in for-
eign countries and have very little or no relevance to Indian students who
have to necessarily study the situations in Indian industries.
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 Young ones, employment of 8

NEIGHBOUR'S

IMPROVED BEE-HIVES,
FOR

TAKING HONEY WITHOUT THE DESTRUCTION

OF THE BEES.

DRAWINGS AND DETAILED LISTS FORWARDED

ON RECEIPT OF TWO POSTAGE STAMPS.
1.Nutt's Collateral Bee-Hive 6 15 0
Stand for ditto, 16s.
2.Neighbour's Improved Single-box Hive 3 30
Stand for ditto, 10s. 6d.
Taylor's Shallow-box or Eight-bar Hive,
3. 3 10 0
complete with cover
Stand for ditto, 10s. 6d.
4.Taylor's Amateur Bar Hive 3 50
Stand for ditto, 10s. 6d.
5.Neighbour's Improved Cottage Hive 1 15 0
Stand for ditto, 10s. 6d.
6.An Improved Cottage Hive 1 80
The Ladies' Observatory or Crystal Hive.
7. 2 50
Price complete
 8.The Cottager's Hive 0 10 6
9 & 10. Bee Feeders each 5/. and 0 4 0
11 & 12. Fumigators each 2/. and 0 2 6
13.Honey Cutters per pair 0 5 0
14.Taylor's Improved Cottage Hive 1 10
With Stand, £1. 10s.
15.Fountain Bee Feeder 0 60
18.Taylor's Eight-bar Straw Hive, complete 2 12 0
Stock Hive only, 15s.
19.Huber's Book or Leaf Hive 2 50
20.Taylor's Unicomb Observatory Hive 3 30
24.Taylor's Glasses 7/ 0 46
.
Payne's ditto 0 30
25.Bell Glass 0 40
26. " 0 20
27. " 0 10
" without knob and flat top to put on the table
28. 0 46
inverted, price with lid
29.Zinc Cover each 7/6 and 0 10 6
30.Shallow Glasses (new shape) each 5/6 and 0 3 6
31.Bee Dress and Protector 5/ ,
by post 0 6 0
.
37.Zinc Cover 0 16 6
38.Ornamental ditto 2 50
39.Bee House to contain Two Hives 3 10 0
40. " " Twelve Hives £15. and 19 10 0
Woodbury Unicomb Hive
42. " Bar and Frame Hive, complete
with outside 3 30
cover and super
Stand for ditto, 10s. 6d.
44.Bottle Feeder 0 26
Woodbury Straw Bar and Frame Hive (Stock
45. 1 10
Hive)
46.Engraved Pressing Roller 0 76
Impressed Wax Sheets or Artificial Combs
47. 0 60
per dozen

Transcriber Note
Minor typos corrected. The words floor-board and floorboard were both retained.
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