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Unibic India: From Fastest Growing Niche Cookie Brand to a Challenger?

Case Code: MKTG428
Case Length: 17 Pages
Period: 2004-2020
Pub Date: 2020
Teaching Note: Available
Price: Rs.500
Organization : UNIBIC Foods India Pvt. Ltd.
Industry :Food & Beverage
Countries : India
Themes: New Business Development/ Segmentation/ Marketing Mix/Marketing Strategy
Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Abstract Case Intro 1 Case Intro 2 Excerpts

Starting the Journey

In July 2004, in association with Michael Quinn – founder of Unibic Australia Pty Ltd. (Unibic Australia) – and Australia-based entrepreneur Dhruv Deepak Saxena, Nikhil Sen (Sen) founded Unibic. With an initial investment of Rs.150 million, Unibic was incorporated as the Indian subsidiary of Unibic Australia. Sen was an industry veteran with almost 20 years of experience in the FMCG industry. He had joined leading food and beverage company Britannia Industries Limited (Britannia) as a management trainee in the late 1980s and had risen through the ranks to the position of Chief Operating Officer, before resigning in the early 2000s...

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