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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
Discovering Diverse Content Through
Random Scribd Documents
 Elsa (katkeruudella). Tämä on yölepakkojen hetki, päivälinnut
nukkuvat nyt siveyden hurskasta unta…

Hallas (loukkaantuneena). Elsa!

Elsa. Ehkä tämä puhe ei teitä miellytä. Ei se minuakaan miellytä,

uskokaa pois! Mutta minä olen nyt päättänyt olla rehellinen, vaikkapa
vain tämän kerran, rehellinen itselleni ja teille. Kenties on nyt minulla
siihen viimeinen tilaisuus.

Hallas. Elsa, jättäkää katkeruus, uskokaa minua…

Elsa (keskeyttäen). Mitä joutavia, enhän minä lainkaan ole

loukkaantunut. Hyvänen aika, jospa minun ei milloinkaan tarvitsisi
sietää tämän enempää!

Kyllä minä jo tänne tullessani tiesin, millä matkalla olen. Minulle oli
täysin selvillä, että minä täältä lähtiessäni olen oppinut viimeisen
ammattisalaisuuden. Minä palaan huomisaamulla ulosoppineena, ja
kykenen kaikesta keskustelemaan toisten kanssa.

Hallas. Minä en täysin käsitä hämäriä sanojanne. (Tarttuu hänen

molempiin käsiinsä.) Mutta luottakaa minuun, Elsa, uskokaa, että
minä ihailen teitä, te olette järkevä nainen ja yläpuolella toisten
teikäläisten.

Elsa. Kas niin, siinä se nähtiin. Te ette edes ihailunnekaan

vallassa voi olla vertaamatta minua toisiin meikäläisiin. Te ette voi
unohtaa, mistä piiristä minä olen.

Ehkä juuri senvuoksi, että te uskotte minun olevan jonkin verran

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olisitte ollut varma, että minä olen tovereitteni tasalla, niin te aivan
yksinkertaisesti olisitte ryhtynyt hieromaan kauppaa kanssani.

Hallas (intohimoisen kiihkeästi). Keneksi te luulette minua, Elsa!

Elsa (naurahtaen). Jättäkää paatos! Minä myönnän mielelläni, että

te olette parempi kuin monet muut, mutta eihän sen seikan tarvitse
estää teitä kokonaan kauppaa käymästä. Te vain valitsette
huolellisemmin ostoksenne.

Mutta puhukaamme mieluummin yksinomaan minusta, niin ei tule

riitaa. Mistä te päätätte, että minä olen parempi toisia meikäläisiä,
kuten te suvaitsette sanoa?

Hallas. Minä tunnen sen, tiedän sen, minussa on herännyt

sellainen ajatus vähitellen teitä katsellessani, ja tänä iltana on se
kehittynyt täydelliseksi varmuudeksi.

Elsa. Odottakaapa, minä ehkä voin määritellä tarkemmin: eiköhän

sen vuoksi, etteivät toverinne klubissa ole koskaan voineet kerskata
omistaneensa minua? Eikö totta?

Hallas (empien). Ehkä — osaksi. (Sitten leimahtaen.) Mutta

kuitenkin on syy syvemmällä, Elsa, vaikka te ette salli minun sanoa
ajatustani loppuun. Minä rakastan teitä, Elsa!… Elsa, minä rakastan
sinua mielettömästi. Se tunne on minussa syntynyt jo aikoja sitten, ja
tänä iltana on se leimahtanut vastustamattomaksi liekiksi.

(Elsa on kuunnellut Hallaan sanoja silmänsä sulkien ja taaksepäin

nojautuen. Hän ei ole vastustanut, kun Hallas on kiertänyt kätensä
hänen ympärilleen. Näin on mennyt tuokio. Hallaan hyväilyt yhä
kiihtyvät ja lopulta Elsa vastaa niihin. — Sitten hän ikäänkuin kokoaa
voimansa, irtautuu H:n syleilystä ja nousee.)

Elsa. Sittenkin, sittenkin… Minä luulin, että sellainen nainen

minussa oli kuollut, tai että se ei milloinkaan ollut elänytkään. Mutta
minä olen erehtynyt… erehtynyt…

Hallas (nousee myös ja siirtyy Elsan luokse). Elsa, miksi sinä

pakenet? (Tarttuu Elsan vastustamatta häntä vyötäisistä ja taluttaa
hänet takaisin sohvaan.) Älä loittone minusta, Elsa, sinä rakastat
minua! Sano!

Elsa (on vähitellen saavuttanut entisen mielenmalttinsa). Mitä

varten? Riittänee toki, kun en minä hyväilyjänne vastusta.

Hallas. Ei, Elsa, se ei riitä! Minä tahdon omistaa sinut täydellisesti,

koko elämäni ajaksi.

Elsa. Minulle voitte puhua noin, minä en siinä suhteessa ole

vaarallinen. Mutta ajatelkaapa itse, kuinka varomattomia te miehet,
parhaimmatkin teistä, olette. Intohimonne puuskassa olette te
valmiita lupaamaan mitä tahansa, mutta kuinka moni teistä kykenee
pitämään sanansa?

Hallas (itserakkaan kylmästi). Jos teillä on huono kokemus

miehistä, niin älkää sovittako sitä minuun.

Elsa (myös kylmästi). Minulla ei ole miehistä siinä suhteessa, kuin

te luultavasti tarkoitatte, minkäänlaista kokemusta. Jos te katsoitte
olevan syytä loukkaantua minun sanoistani, niin eiköhän minulla olisi
vielä enemmän syytä panna pahakseni teidän pistävä
huomautuksenne, sillä siinä oli liian hyvin tahkottu kärki. Mutta minä
en ole siitä millänikään. Minä tiedän, mistä piiristä minä olen kotoisin,
ja olen valmis kestämään enemmänkin. Koska te kuitenkin haluatte
puhdistautua minun edessäni, mikä muuten on aivan turha vaiva,
niin miksi en minä tekisi samaa teidän edessänne. Niin ihmeelliseltä
kuin se teistä saattaa kuuluakin, ei minulla ole tähän saakka ollut
minkäänlaisia suhteita kehenkään mieheen.

Hallas (kiihkeästi). Elsa, armas, anna anteeksi! En tiedä itsekään,

mistä nuo sanat suuhuni tulivat. Elsa, sinä…

Elsa (keskeyttäen). Sanoinhan jo, ettei kursailemisia tarvita, en

minä loukkaannu. Minä en ole sen parempi kuin muutkaan, kaikki
riippuu vain sattumasta. Ehkä on minun tahtoni joskus ollut toinen ja
pyrkimykseni jalompi, mutta ympäristö on jo ehtinyt turmella minun
sieluni, vaikka kohtalon oikku on jättänyt ruumiini tähän saakka
koskemattomaksi. Älkää kuitenkaan luulko, että minä olisin tätä
sattumaa kiittänyt. Päinvastoin. Juopuneet kädet vaanivat joka päivä,
tai paremminkin joka yö, kuin suden kynnet, ja monta kertaa olen
minä tuntenut niitten kouristuksen jälkeenpäin unettomana
vuoteellani viruessani. Minun sieluni ovat ne jo raadelleet verille, ja
siksi olen minä melkein kironnut kohtaloa, joka ei ole sallinut niitten
kynsien vielä repiä minun ruumistani. Ei mikään ole kauheampaa
kuin laskea hetkiä: tänäänkö vai huomenna?

Hallas. Elsa, älä ole katkera. Sinuun eivät pedot saa koskea, minä
suojelen sinua. Sinä tulet vaimokseni, sinä olet aarre, jota minulla ei
ole oikeutta löydettyäni jättää.

Elsa (hymyillen raukeasti). Ei, ei, älkää puhuko noin. Älkää

herättäkö minussa taas naista, sitä entistä ja kaukaista. Jos se
tänään herää, on se kuitenkin ehkä jo huomenna jälleen kuollut.
Minun elämäni soitto on lasien kilinä, minä elän vain viininhöyryjen
huomaavassa ilmassa. Toisissa, raittiimmissa oloissa minä sammun
ja jäähdyn. Minulla ei ole oikeutta ajatellakaan sitoa elämääni
toiseen, joka ei ole samasta piiristä. Ammattihymyily ei ole sovelias
kodin kaunistukseksi.

Hallas. Elsa, sinä suotta kuvailet asemaasi liian synkin värein:

Sinä totisesti olet parhain nainen, minkä minä elämässäni olen
tavannut.

Elsa. Jokohan? Ja mistä te sen tiedätte? Ettehän te tunne edes

minun sukunimeäni. Kummallisia olette te miehet. Te olette valmiita
menemään naimisiin tietämättä edes morsiamenne nimeä… Ei,
älkää puhuko joutavia. Ravintolanainen ei sovi avioelämään. Hän on
ainoastaan Elsa tai Katri tai joku muu, ja sellaisena hänen täytyy
pysyä, jollei hän tahdo turmella omaansa ja muitten elämää.

Hallas. Elsa, ajattele toki, mitä puhut. Miksi haluat sinä kieltää
onnemme? Sinulla on omat synkät kuvittelusi, mutta minä en usko
niihin, ja minä todistan sinulle, että ne ovat paikkansa pitämättömät.

Elsa (hellästi, hyväillen). Minä tiedän, mitä onnea sinä tavoittelet,

ja sen minä sinulle lahjoitan. Juuri sinulle, sillä sinä olet parempi
muita. (Hiukan katkerasti.) Ken kerran on määrätty kuulumaan
yhteiseen omaisuuteen, hänen täytyy siksi tulla, ennemmin tai
myöhemmin. Minä en voi välttää kohtaloani, enkä minä pitemmälle
tahdokaan. Täydellisesti ammattitaitoinen menestyy aina parhaiten.
Se täydellisyys minun täytyy saavuttaa.

(Taas hellästi.) Rakas, minä lahjoitan sinulle ensi kerran onnen. En

tiedä, tuottaako se onnea myöskin minulle, mutta ei se ainakaan ole
mikään uhri, sillä minä olen jo sielussani aikoja sitten menettänyt
sen, minkä sinä nyt ensiksi saat minun ruumiiltani.
Tule!…
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