Hawkins Cookers Limited – The Distribution Challenge

Abstract:

This case is about Hawkins Cookers Ltd (Hawkins) founded in 1957. Hawkins flourished initially under the guidance of H D Vasudeva to become one of the leading kitchenware manufacturing companies in India. It sold the majority of its products through its dealer network in India apart from exporting and direct selling. In 2003, the new CEO of Hawkins, Brahm Vasudeva (Brahm), faced a major problem when the dealer sales started dropping suddenly.

Issues: » Understand how changing industry dynamics affects companies with respect to framing their distribution policy » Understand the need for a long-term distribution strategy. Introduction India-based Hawkins Cookers Ltd (Hawkins) was founded in 1957 by H D Vasudeva in collaboration with a UK-based multinational company, L G Hawkins. In 1959, Hawkins Cookers Ltd. was incorporated as a private limited company and converted into a public limited company in 1975...

Questions for Discussion:

1. What are the distribution strategies followed by Hawkins Cookers Ltd.?
2. Looking at the case situation, what do you think will be ideal distribution strategy for Hawkins Cookers Ltd.?
3. What should Brahm Vasudeva do to turn around the sales of Hawkins Cookers Ltd.?

Key words:
Distribution strategy, Loss-leading, Dealer network

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