The Ramoji Group

"I want to leave behind a landmark which my country will remember me by."

- Cherukuri Ramoji Rao, Chairman, Ramoji Group.

Introduction

In April 2001, Ramoji Group's Film City, hosted its first English production, 'Quicksand', produced by Ramoji Rao¹ and directed by Sam Firstenberg². Thus, Ramoji Film City brought international (Hollywood) attention to Hyderabad. Ramoji Rao incorporated the Ramoji Group in 1962, with Margadarsi Chit Fund Ltd. By 2001, the Rs. 15 billion Ramoji Group became one of the biggest business houses in India.

The group had interests in newspapers and magazines, hotels, films and television, investment companies, condiments and confectioneries, a 1000-acre film city, apparels and handicrafts. (Refer Exhibit I) Over the years, the Ramoji Group under the entrepreneurship of Ramoji Rao, seemed to have set standards in the print, television and the film industry. Analysts felt that Ramoji Rao's excellent business acumen, sharp insight and an eye for spotting out opportunities, made him a successful entrepreneur.

Background Note

Ramoji Rao, started his career in the early 1960s in Delhi with an advertisement agency – Ad Crafts. In 1962, he opened the first branch of Margadarsi – a chit fund company in Hyderabad. Realizing the advertising needs of Margadarsi, Ramoji Rao established an ad agency – Kiron Ads – named after his eldest son.

Kiron Ads was the first accredited ad agency in Hyderabad. After a few years, the second branch of Margadarsi was opened in Visakhapatnam (Andhra Pradesh). This was followed by the setting up of Dolphin Hotel in Visakhapatnam. In the late 1960s, Ramoji Rao also started a magazine for the farmers called 'Annadata' in Telugu³.

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1] Founder and Chairman of the Ramoji Group

2] Director of American Ninja series of films and of Deltaforce, among others.

3] One of the 18 official languages of India.

Case Details

Case Code : LDEN001
Themes: Differentiation
Case Length : 8 Pages
Period : 1992-2002
Organization : Varied
Pub Date : 2002
Teaching Note : Available
Countries : India
Industry : Media and Entertainment

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