Tupperware in India

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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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Case Details:


Case Code : MKTG086 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Shipping & Handling Charges extra


Direct Marketing
Case Length : 17 Pages
Period : 1996-2004
Pub Date : 2004
Teaching Note : Available
Organization : Tupperware
Industry : Retailing
Countries : India


The case focuses on the growth of the direct selling company, Tupperware, in the Indian market. It gives a background of Tupperware, its products and its unique selling method, the Party Plan.

The case explains Tupperware's growth over the years to become one of the leading companies in the direct selling market. It then discusses Tupperware's entry into the Indian market in 1996 and the various strategies adopted by it to establish itself in the country.

The case stresses on how the company changed its marketing methods to suit the needs of Indian consumers.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

It also highlights how India became the fastest growing market for the Tupperware company and how the company developed to become one of the leading direct selling companies of India. The case also gives a note on the network marketing industry in India and compares the strategies of different direct selling companies in the country.


• Structure and nature of competition in the Indian Direct selling market and its influence on the entry of new players.

• Challenges faced by a direct selling MNC in the unique market of a large developing country.


Page No.
Tupperware's Tryst with India 1
Background Note 1
The Tupperware Model 4
Marketing Strategy 5
Future Outlook 7
Exhibits 9


Direct selling, Tupperware, Indian, selling method, Party Plan, strategies , consumers, network marketing industry, strategies, direct selling.

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