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  • Reliance Jio: Leveraging Late Mover Advantage

    In 2016, Reliance Jio Infocomm (R-Jio) was a late entrant in India’s overcrowded but growing telecommunications (telecom) market. By 2019–20, the wholly owned subsidiary of Reliance Industries Limited (RIL) was India’s number-one telecom company in terms of both profits and market capitalization. The industry’s incumbents were expected to retaliate against the new entrant; however, they could not compete against R-Jio’s heavily discounted offerings. Within six months, R-Jio had achieved its goal of attracting a subscriber base of 100 million. Although R-Jio intended to remain a leading player in India’s digital future, could it sustain its run of success? Would R-Jio be able to leverage its present and future investments and manage risk sufficiently to achieve its optimistic objectives? India’s telecom industry faced a dynamically changing and technology-driven future. How could R-Jio ensure it continued to play a leading role in India’s telecom industry?
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  • Emami Limited: The Fair and Handsome Challenge

    In 2016, Fair and Handsome, a skin-whitening cream produced by Emami Limited, led the men's fairness skin cream category in India, with a market share of 60 per cent. In late 2017, however, the company faced both a public backlash and an adverse court decision about its marketing of the product. A growing movement called Dark is Beautiful was galvanizing support against companies that portrayed fairer skin colour as a means for both personal and professional fulfillment. The company had also appealed a lower court's decision to ban the company's use of skin whitening in its advertisements. Since the product was earmarked for significant growth in the next five years, the company needed to develop an immediate response. What should it do?
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