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Going Global Case Study

Case Title:

Dell in India: The Growth Strategies

Publication Year : 2006

Authors: Satyabrata, Sumit Kumar Chaudhuri

Industry: Engineering, Electrical and Electronics


Case Code: GGL0030

Teaching Note: Not Available

Structured Assignment: Not Available

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In 2001, Dell, the world's largest PC manufacturer, set up its first fully-owned subsidiary in India. In 2003, Dell India witnessed sharp decline in its business as it had to encounter the anti-outsourcing backlash in the US. However, it bounced back within a short span of time and has emerged as the biggest contributor to Dell's strategic vision of global dominance in the PC market. By the end of 2005, Dell India became Dell's biggest base outside the US and it is believed to play a stellar role to help Dell achieve its goal of becoming a $80 billion company by 2010.

Pedagogical Objectives:

  • To describe the growth strategies of Dell India amidst challenges like anti-outsourcing backlash in the US and unavailability of trained personnel to perform complex functions
  • To understand how Dell India transformed itself from an outsourcing destination to one of the strategically important operations for Dell
  • To focus on how Dell is trying to gain prominence in the lucrative Indian PC market against challenges like the presence of a big unorganised sector, low internet penetration and intense price competition from other major global vendors like Lenovo and HP.


  • Dell in India
  • The Road Ahead

Keywords : Growth Strategies Case Study; The global Personal Computer (PC) manufacturing industry; Global PC market; Dell India; Pertech Computers Limited; Dell's initial operational constraints in India; Dell's captive centres across the globe; Dell's Global Development Centres; Dell's Direct Model for India; Growth of the Indian PC market; Dell's competitors in India

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