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Please use this identifier to cite or link to this item: http://repository.iitr.ac.in/handle/123456789/9370
Title: Aquaguard-on-the-Go: Purified Water Anywhere Anytime
Authors: Vandana
Kumar V.
Lenka, Usha
Published in: South Asian Journal of Business and Management Cases
Abstract: Shapoorji Pallonji Group’s Eureka Forbes has reached 15 million customers in 550 cities of India and 35 countries globally (Sharma, 2014). Harvard Business Review has cited Eureka Forbes among six most successful sales and marketing companies in the world (Legal Era, 2012). This home appliances company has expanded its footprint by introducing a mobile water purifier Aquaguard-on-the-Go under the brand Aquaguard. Marzin R. Shroff, Eureka Forbes CEO, has claimed that Aquaguard-on-the-Go is ‘an important milestone in the history of brand Aquaguard which will take their market leadership in India to the next level’ (Business Line, 2014). The company is excited about this product, but the question is how the company should reach target customers of this product in Indian market. © 2017, © 2017 SAGE Publications.
Citation: South Asian Journal of Business and Management Cases (2017), 6(1): 109-112
URI: https://doi.org/10.1177/2277977917701595
http://repository.iitr.ac.in/handle/123456789/9370
Issue Date: 2017
Publisher: SAGE Publications Ltd
Keywords: Aquaguard
Aquaguard-on-the-Go
AquaSure
Eureka Forbes
portable water purifier
ISSN: 22779779
Author Scopus IDs: 57203879076
56991813200
26531322300
Author Affiliations: Vandana, New Delhi Institute of Management, New Delhi, India
Kumar, V., International Management Institute, New Delhi, India
Lenka, U., Indian Institute of Technology, Roorkee, Uttarakhand, India
Corresponding Author: Kumar, V.; International Management InstituteIndia; email: vkmehta.iitr@gmail.com
Appears in Collections:Journal Publications [MS]

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