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Bakshi, Abhinav
What's in a name? That we call fair by any other name will it sell as well?
Bakshi, Abhinav; Vijayalakshmi, Akshaya
IIMA-MAR0528 | Published September 14, 2022 | 11 pages Case
Collection: Indian Institute of Management, Ahmedabad
Emami is facing the heat from activist-consumers as well as its competitors. Competitors have renamed their cosmetic products by dropping the controversial word 'fair.' This was in response to the Bl... Read More
