Satyam Iway - Changing the Indian Internet Browsing Experience

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG035 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Brand Management
Case Length : 15 Pages
Period : 1987 - 2002
Pub Date : 2003
Teaching Note : Available
Organization : Satyam Infoway Ltd.
Industry : ITES
Countries : India


The case discusses the marketing initiatives undertaken by leading Indian Internet Services Provider (ISP) Satyam Infoway (Sify) to promote iWay, the first-ever nation-wide branded chain of cyber cafes (Internet browsing centers) in India.

The case describes Sify's business model for running iWay centers and the companies marketing activities for promoting them.

The case also explains the differences between the unorganized and organized sectors of the cyber cafe market in India.


Understand the evolution of the Internet browsing industry (consisting of ISPs as well as the cyber cafe market) in India and its unique characteristics.


  Page No.
Not Just Another Browsing Center! 1
Background Note 2
Rationale for Entering the Cyber Cafe Business 3
Establishing Iway - The Outlet 4
Establishing Iway - The Brand 6
Browsing into the Future 9
Exhibits 11


Marketing initiatives, undertaken, leading, Indian Internet Services Provider, ISP, Satyam Infoway, Sify, iWay, cyber cafes, Internet browsing centers, India, running, iWay, marketing activities, promoting, unorganized, organized, cyber cafe

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