The case, “VG Siddhartha of Café Coffee Day: A ‘Failed’ Entrepreneur?” is about the entrepreneurial journey of VG Siddhartha (VGS), Chairman and Managing Director, Coffee Day Enterprises Limited (CDEL). The case describes the various dimensions of VGS as an entrepreneur, the causes of the ‘self-doubt’ in his entrepreneurial journey, the role of financial management and diversification strategy in his entrepreneurial development, and his dramatic fall.
VGS was acknowledged as the Coffee King of India. He was responsible for creating India’s popular coffee hangout place called Café Coffee Day (CCD). CCD gained immense popularity among the young and urban population. VGS was also acknowledged for the strategic investment decisions he took as an investment banker and as an investment analyst.
VGS was enthusiatic and energetic, and was considered a visionary entrepreneur in India. His suicide in July 2019 brougt his entrepreneurial journey to an abrupt end and left the entire business world and the entrepreneurial ecosystem in India in shock. In a note, VGS stated pressure from Income-tax department and private equity investors as a cause of his death. The incident raised several questions with respect to the challenges being faced by entrepreneurs in India.
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The case is structured to achieve the following teaching objectives:
The key qualities of an entrepreneur.
The various dimensions of an entrepreneurial journey.
The concept of ‘self-doubt’ and its implications for an entrepreneur’s journey.
The role of prudent financial decisions in the success of an entrepreneur .
The importance of strategy in the success of an entrepreneur.