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Articles

Sri Sri Tattva: Diversification and Expansion Spree

by AIM Research and Publication

Research by: Dominique Turpin, Anam Qamar, Babak Hayati & Sandeep Puri 

 

Abstract 

In mid-2018 Sri Sri Tattva (SST), an Indian fast-moving consumer goods company (FMCG) company was planning to launch 1,000 exclusive stores across the country. Some 600 of these stores were expected to be operational by March 2019. The company had also announced its intention to enter 30 new countries, with a particular focus on Latin America, including Brazil and Argentina. The company leveraged, to a certain extent, the popularity and mass influence of its founder Sri Sri. With its wide range of ayurvedic and organic product categories, SST was poised to challenge established players such as Patanjali, Dabur, Hindustan Unilever, Emami and Himalaya in the FMCG market. 

 

Learning Objective 

The case sets out to explore how an FMCG company based in India can sustain growth, while trying to meet its other goals. It looks at possible ways the firm can succeed in each of its diverse plans in the face of competition from both new and established 

 

Discipline: Marketing 

Subjects: Distribution, Marketing 

Industry: Retail & Consumer Goods 

Geography: Asia; India 

 

To cite this case: Turpin, D., Qamar, A., Hayati, B., & Puri, S. (2019). Sri Sri Tattva: Diversification and expansion spree. IMD ID-7-2074. Lausanne, Switzerland: IMD. 

To access this case: https://www.imd.org/research-knowledge/for-educators/case-studies/sri-sri-tattva-diversification-and-expansion-spree–master/ 

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