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Emami Limited: The Fair and Handsome Challenge
Ram Subramanian; V.S. PaiCase IVEY-9B18M144-EStrategyIn 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 ...Starting at €8.20
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Reliance Jio: Leveraging Late Mover Advantage
V.S. PaiCase IVEY-9B21M038-EStrategyIn 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 offerin...Starting at €8.20