| dc.description.abstract | The case tells the story of a first generation entrepreneur, Dhirendra Singh, and his struggle for 15 years to establish a mango pulp based beverage marketing company without any external support and funding. The case highlights the travails that Dhirendra goes through in marketing an undifferentiated product such as mango drink and yet survives, largely due to his grit and some lucky breaks until an external funding agency notices him fifteen years after he started his journey. With growth and stability (in 2017, it is the fourth largest packaged beverage in India) come new issues for the enterprise to grapple and the case leaves the reader to reflect upon these challenges that the company encounters. Can the company overcome these hurdles and thrive? How, is the question that remains unanswered. | en_US |
