Business Case Studies, Going Global Case Study, Essel Propack,From Indian to Transnational

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Going Global Case Study

Case Title:

Essel Propack: From Indian to Transnational

Publication Year : 2004

Authors: Kalyani Vemuri, T Phani Madhav

Industry: Transportation


Case Code: GGL0009

Teaching Note: Not Available

Structured Assignment: Not Available

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With a 30% share of the 12.8 billion units global tubes market, India- based Essel Propack is the world's largest laminated tubes manufacturer. Its lamitubes are used to package toothpastes, cosmetics and pharmaceuticals made by FMCG (Fast Moving Consumer Goods) majors like P&G (Procter & Gamble) and Unilever. Essel's international expansion was given a thrust by two factors – the handing over of the management in 1995 to a professional management team led by Cyrus Bagwadia, and its acquisition of Switzerland's Propack AG.

Pedagogical Objectives:

  • To discuss some of the critical factors that contributed to Essel's rapid growth in the past and the company's plans for the future
  • To discuss the challenges and problems faced by a small domestic player when it goes international
  • To discuss the issues involved in making international mergers work in the face of cultural and technological differences.


  • A world leader
  • The journey
  • In china
  • Entering the us
  • Rest of the world

  • Innovation at Essel
  • Location
  • Client relationships
  • Future drivers of growth
  • Essel's challenges

Keywords : Essel Propack; Subhash Chandra; Ashok Goel; Lamitubes; Overseas acquisitions; Growth Strategies Case Study; Cyrus Bagwadia; Pechiney; Danville; P&Gs (Procter & Gamble) packaging; Co-extruded tubes

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