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Fresherry: A Market Selection Dilemma
Nikhita Tuli; Harish KumarCase IVEY-W32664-EEntrepreneurship, MarketingVikrant Kadian founded Cherrygrocer Pvt. Ltd. (Fresherry), an online app and delivery service for fruits and vegetables, in February 2021 in Gurgaon, India, and was joined in the venture by three friends. In January 2023, Kadian was still the majority shareholder. The venture promised its customers better prices, convenience, an alternative to physical inspection of the produce, and traceability. However, the company had no defined target market ...Starting at €8.20
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Reckitt Benckiser: Developing a New Laundry-Care Category in India
Sandeep Puri; Ankit Kaushik; Kartikeya KachhwalCase IVEY-9B16A026-EMarketing, StrategyReckitt Benckiser was the world’s largest manufacturer of household products and a major marketer of health-care and personal-care products. The company was at a threshold of opportunities provided by a growing market of Indian consumers who were becoming health conscious and buying antibacterial products to make their homes germ-free. At a time when more and more Indians were looking for antibacterial products to protect their health, the compan...Starting at €8.20