Business Case Studies, Leadership Case Study, Tata Group,Ratan Tata

Code : BSM0004

Year : 2004

Industry : Food, Diary and Agriculture Products

Region : USA

Teaching Note:Not Available

Structured Assignment : Not Available

Abstract: The 20th century witnessed a rapid growth human obesity levels and related health problems worldwide, with the number of obese adults increasing from 200 million in 1995 to 300 million in 2000. As a result, an increasing number of people were on the lookout for weight-loss techniques and this led to many a diet theory being introduced. One of the most popular diet fads was the Atkins diet, which was devised by Dr Robert Atkins. Dr. Atkins also set up Atkins Nutritionals, a company devoted to offering a complete range of food products and nutritional supplements based on Atkins' theory of a low carbohydrate (low-carb) diet. By 2002, the sales of Atkins' products had reached $100 million. Despite being accused of causing potential health risks coupled with the threat of several competitors entering the low-carb bandwagon, Atkins Nutritionals remained optimistic about its future, as global obesity levels were expected to reach unprecedented levels in the 21st century.