Multi-Branding Strategy of Videocon Industries in the Consumer Durables Sector
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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In 1984, Nandlal Madhavlal Dhoot (N.M.Dhoot), together with his three sons - Venugopal, Rajkumar and Pradeep - founded VI in technical collaboration with the Japan-based Toshiba Corporation. Until then, the family had some sugar mills and a few other low-profile industrial interests in the Marathwada region of Maharashtra, India. With time, they had grown in stature but the establishment of VI surprised industry watchers...
The Rationale for Multi-Branding
Prior to the liberalization of the Indian economy , the Indian consumer durables industry was dominated by Indian brands, both national as well as regional. The national brands included BPL, Onida, and Videocon and the regional brands were Weston, Bush, Salora, etc.
Exhibit I: Videocon International's Financials
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