Trariti Consulting Group

We are all familiar with coconut water, sold by numerous streetside vendors in India. In the last few years, several new brands of bottled coconut water have been launched in this category. To cut a long story short, several brands in this health drinks category actually hoodwink customers with the claim of selling "100℅ natural tender fresh coconut water" while in reality they are selling: ¶ processed coconut water ¶ tender coconut water mixed with mature coconut water ¶ coconut water made from concentrate ¶ with additives to improve and standardize the taste. What's more, in 2021,the FSSAI changed the definition of coconut water sold in India, to include "mature coconut water" after it received representations from several influential, large coconut water sellers. #CocoFresh, a young brand, which bottles pure, fresh, natural, tender coconut water, faces the difficult task of differentiating itself from the crowd, given this move by the FSSAI. Why is this important to know? Because "Tender coconut water" has a higher water content, is lower in calories, and contains more electrolytes like potassium, while mature coconut water has a higher protein content, more fat, and a different taste profile. From a consumer perspective, this move actually lowers the therapeutic value of many coconut water brands in the Indian market and makes customers perceive all brands of coconut water as being equal to "fresh tender coconut water", despite their product being mixed with "mature coconut water". This case study on the unique challenges faced by an authentic brand, fighting a lopsided battle, made for a compelling narrative, for students of #communication and #marketing. It explores the challenges faced by a small brand with limited resources, staying true to its brand promise, even while seeking growth in a market dominated by the spending muscle power of large brands. There are also important lessons to be drawn in business ethics. We are very thankful to the protagonist Mr. Varadarajan Narasimhan, for sharing with us his daunting journey and tenacity in bringing CocoFresh to the market. My deepest gratitude to Ivey Publishing,Tiana Strome, and my co-authors Sreeraj Karpe, Dr. Bhavika Bali Sahni, Prof. Arup Majumdar, and Dr. Deepika Dhingra. Thanks to this case, I also got to personally survey every single brand of coconut water sold in India, profiling their prices, nutrition labelling, claims, taste 😅, small print, et al, enabling a very personal narrative, which was quite an unforgettable experience. UPES UPES School of Business Ram Sharma, PhD, Rahul Nainwal Dr. Sanjay Malla, Dr. Rakesh K. Meet, Ph.D., Fellow CIM🇮🇳, Dr. Anita Sengar Dr. P.C. Bahuguna Revant Himatsingka (Food Pharmer) #management #university #education #mba #FSSAI #healthdrinks https://lnkd.in/gzFJtGyi

Our efforts to bring small businesses and their challenges to the attention of #MBA students continue. We are pleased to see our case: Satkar Automobiles: Raring to Win Best Auto Dealer, published by Ivey Publishing. It is the story of Riya Jain, who veered from her goal of becoming a fashion designer to running an automobile business! Thanks to my team of wonderful faculty and researchers. Prof. Lakshmi Prabha, Dr. Bhavika Bali Sahni, Dr. Deepika Dhingra, and Sreeraj Karpe. Thanks to the diligent and painstaking proofreading and correction by Tiana Strome. UPES, UPES School of Business, Ram Sharma, PhD, Rahul Nainwal, Dr. Niraj Mankad, Dr. Anita Sengar Rajesh Tripathi, PhD, Dr. Tanupriya Choudhury, Dr. Tapan Sarker, #HigherEd #casemethod

How do we make our MBA curriculum more relevant? To fulfill both the students' thirst for knowledge and corporate's desire to get industry-ready graduates? Looking forward to discussing both perspectives and coming to a meaningful "new age curriculum". UPES UPES School of Business BW Businessworld

“If you love your wife, how can you say No to Prestige?” – an enduring and memorable advertising tagline of Prestige Pressure Cookers! Ivey Publishing has published our case: TTK– Protecting the Prestige of the Brand! This is in line with our efforts to bring Indian companies on the global education map. Thanks to TTK Managing Director Chandru Kalro for supporting academia in contributing to student learning. We look forward to such encouragement from more senior executives in India. Thanks to our team of fantastic researchers: Dr. Bhavika Bali Sahni, Prof. Lakshmi Prabha, Dr. Deepika Dhingra, Vidushi Shanker. Thanks to Tiana Strome. UPES, UPES School of Business, Lady Shri Ram College for Women (LSR), Delhi

Our journey to put Indian companies on the global education map continues with the publication of another case in Ivey Publishing: Coco Fresh: Overcoming Entry Barriers in Health Drinks. This case discusses the issues of labeling of food products, a problem that is so admirably highlighted by Revant Himatsingka (Food Pharmer). Thanks to my co-authors Dr. Bhavika Bali Sahni, Dr. Deepika Dhingra, Prof. Lakshmi Prabha and Sreeraj Karpe. And thanks to Amber McCutcheon. UPES School of Business, Institute of Management Technology, Ghaziabad, Placement Cell, IIM Bodh Gaya Lady Shri Ram College for Women (LSR), Delhi

Close on the heels of our earlier publication of "Victoria's Secret - the Falling Angels", in The Case Journal by Emerald Publishing, we have published another case "Haveli Ram to Havells - a Global Giant's Challenge" through Ivey Publishing. This marks the journey to put Indian companies on the global education map so that future leaders understand the unique perspectives and challenges of the Indian market. Thanks to my co-authors Tapan Sarker, and Lakshmi Prabha. And thanks to Amber McCutcheon for putting up with the numerous revisions. #casestudy Shiv Nadar University BML Munjal University Institute of Management Technology, Ghaziabad #MBA  https://lnkd.in/gS4Ts42y?