Business Case Studies & Business Publications

Manpasand Beverages Ltd: Agile Capabilit...

Banerjee, Arindam

Case

Manpasand Beverages Ltd: Agile Capabilities for Sustained Growth

Banerjee, Arindam

IIMA-CIIE0010 | Published January 1, 2018 | 27 pages Case

Collection: Indian Institute of Management, Ahmedabad

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Learning Objectives

The case tells the story of a first generation entrepreneur, Dhirendra Singh, and his struggle for 15 years to establish a mango pulp based beverage marketing company without any external support and funding. The case highlights the travails that Dhirendra goes through in marketing an undifferentiated product, a mango drink. He survives, largely due to his grit and some lucky breaks, until an external funding agency notices him 15 years after he started his journey. With growth and stability (in 2017, it was the fourth largest packaged beverage in India) come new issues for the enterprise to grapple with. The case leaves the reader to reflect upon these challenges that the company encounters. Can the company overcome these hurdles and thrive? How, is the question that remains unanswered.

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