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

Code :BSM0049

Year : 2009

Industry : Personal Care Products

Region : India

Teaching Note:Available

Structured Assignment :Available

Abstract: This case, primarily written for entrepreneurship course, enables an interesting discussion on how a new business model can be woven around traditions, customs and other social norms. Marriages are made in heaven, but performed amidst the loved ones and it is considered as the oldest surviving institution. Though its performance varies widely in countries across the world, the essence remains the same - the union of two lives. Particularly in India, marriage has a greater prominence. A wedding in India is a lavish celebration in which parents and family members take up the responsibility of performing the entire ceremony. The exuberant spending and incredible arrangements have contributed to the growth of the Indian wedding services industry at 25% per annum. However, with improving living standards and changing lifestyles, the wedding services industry has taken an organised form. Many young entrepreneurs, with unique business models, are entering the industry. Is the entry of too many entrepreneurs in the industry a positive sign? Can every entrepreneurial venture turn profitable? To what extent can the Indian wedding services industry be transformed into an organised sector?