Sheela Foam Limited was established in 1971 and become a prominent competitor in India’s premium mattress market by 2023. Through its flagship brand, Sleepwell, the company transitioned from manufacturing polyurethane foam to high-quality finished mattresses, capitalizing on India’s economic liberalization of the 1980s that spurred significant market growth. By 2023, the Indian mattress market had grown to a value of US$525 million, from US$408 million in 2018, presenting both opportunities and challenges. Competition from low-cost locally made cotton mattresses intensified as new entrants exploited favourable taxation structures. After Sheela Foam Limited acquired competing brand Kurl-on in 2023, the company’s chairman faced the dual challenge of enhancing brand recognition while managing an extensive product range and streamlined distribution channels. The acquisition introduced complexities in organizational integration that required redefining and realigning the company’s combined workforce and sales distribution channels.

VIP Industries Ltd. (VIP) was India's leading luggage manufacturer. It had revolutionized the Indian luggage industry, offering consumers high-quality, domestically produced alternatives to imported products. VIP ventured beyond borders with its acquisition of the brand Carlton in 2004, and with an expanded geographical footprint and a diversified brand portfolio, VIP had emerged as a formidable force in the luggage industry. Fast-forward to 2023, and VIP was losing market share steadily to rivals Safari Industries (India) Ltd. and Samsonite International SA. To deal with this and other challenges, VIP’s new managing director had to quickly determine what actions to take to recover market share and liquidate inventory, and make decisions on positioning, advertising, product lines, and human capital.

TTK Prestige (Prestige), the leading brand in the Indian pressure cooker market, was facing several challenges that threatened its dominance. After witnessing unprecedented growth during the COVID-19 pandemic, Prestige’s sales declined somewhat in 2023, although it showed a modest 5 per cent increase in 2024. Prestige’s long-standing reputation, safety credentials, and iconic advertising campaign had served it well, but it may not have been enough in this rapidly evolving market landscape. Managing director Chandru Kalro assessed the key issues facing Prestige: the Indian market was maturing fast and competitors both new and established were attacking both the low and high ends of the market; the organization had become complacent and had not responded swiftly to market conditions; and more importantly, it lacked a comprehensive growth strategy. Bold strategic moves were needed for Prestige to sustain its market leadership.