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Marketing Management: Indian Cases by Susobhan Goswami G.Radha Venkatesh Suresh Paul A, Varsha Jain Ashita Majra Isaac Jacob

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CASE 15

Aachi Masala – Entering the North Indian Masala Category

Aachi Group, the South Indian multi-product, multi-brand conglomerate, has entered the highly competitive North Indian masala (spices) segment. Aachi Masala, the power brand of the group, has become a household name in the southern belt for its South Indian range of masalas. Created by Mr. A.D. Padmasingh Isaac, the Chairman and Managing Director (CMD) of Aachi Group, this group is now more than two decades old and has gradually grown from being just a masala brand to an FMCG company and enjoys a considerable mind share in South India, especially in Tamil Nadu. In 2015, Aachi Masala forayed into North Indian masala range as a part of its expansion strategy. Mr. Isaac was wondering ...

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