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Case Studies in Marketing by Jaydeep Mukherjee, Kanwal Nayan Kapil

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14

Machhi Chips

BACKGROUND

Robin is a young entrepreneur in his early thirties. He belongs to a reputed family with good ancestral property in the village of their origin in a north Indian state. He makes decisions with his guts as his family has given him every freedom to take a decision about career.

Robin is a B.Com. graduate from the University of Delhi. After his graduation, he decided not to study further but instead, to start a business of his own. His elder brother, Rajan, is settled in the Ukraine, the second largest country in Eastern Europe, which is a potential member of the European Union. His brother Pratyush is an engineer from a leading university in the Ukraine who, after graduation, started his own business related to distribution ...

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