Expansions on the Wings of Fragrance: The Case of Bengaluru Astha Perfumery House (BAPH)

In a highly unorganized industry making a niche is one of the most difficult activities for any company and has to depend on brand recall and uniqueness that can be associated to only a company. Bengaluru Astha Perfumery House is a family run business with a strong hold on its market but is facing a...

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Bibliographic Details
Published in:South Asian journal of management 2019-01, Vol.26 (1), p.151-164
Main Authors: Loya, Arpit R, Kushwaha, Tarun, Jain, Prayatna
Format: Article
Language:English
Subjects:
Ayurvedic medicine
Brand loyalty
Celebrities
Competition
Competitive advantage
Exports
Injunctions
Manufacturing
Market shares
Marketing
Personal grooming
Product development
Religion
Studies
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Summary:In a highly unorganized industry making a niche is one of the most difficult activities for any company and has to depend on brand recall and uniqueness that can be associated to only a company. Bengaluru Astha Perfumery House is a family run business with a strong hold on its market but is facing an onslaught from multi-national companies which see a huge scope of growth and revenue over a sustained period of time from a highly fragmented market. BAPH has been successfully fending off all the stiff competition with unique product offering at a high price-good quality strategy but is currently at crossroads of expansion into verticals of unrelated products and for sustenance of the company it will have to take decisive actions. This case study presents the challenges faced by BAPH and the approaches used to address them.
ISSN:0971-5428