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Guardian Lifecare: Customer Centricity as a Value Proposition
Swarup Kumar Dutta; Rojers P. JosephCase IVEY-9B17A028-EEntrepreneurship, Marketing, StrategyIn December 2014, Guardian Lifecare Private Limited (Guardian), a pharmacy retail chain in India, was looking for ways to maintain its high growth in India’s emerging market. Riding a surge of growth in organized retailing, Guardian had become the second-largest player in the Indian pharmaceutical retail market within a decade of its launch. This market had been plagued by several structural weaknesses such as widespread sales of spurious and sub...Starting at €8.20