Grasim Industries Ltd and VSF - Expanding a Commodity Market through Branding and CRM |
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Background NoteGrasim was part of the Aditya Vikram (A.V) Birla Group founded by Shiv Narayan Birla (SN) in the late 19th century. A member of the Marwari4 community in Pilani, Rajasthan, SN started trading in cotton in Bombay (Mumbai).
It commenced production of fabrics using VSF imported from Europe. In 1954, Grasim set up a plant to produce VSF in India for the first time at Nagda in Madhya Pradesh, thus achieving considerable backward integration.
4] A community originally from the Marwar region of Rajasthan who lent money against pawned items.
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