Case 12

Afcon Watches

Tuning the Supply Chain to Changing Times

Afcon started in 1980 and today, is one among the top five watch brands in the world, manufacturing well-known brands of personal accessories, jewellery, sunglasses and prescription eyewear as well. Afcon has been instrumental in taking an Indian product of superior quality and trendy design to the international market.

To be successful, Afcon had to tune its supply chain to keep pace with the changing dynamics of the consumer durables industry. The company had to overcome many complexities in its supply chain for watch components and assembly, with more than 3, 000 variants of watches, more than 15, 000 finished and semi-finished components, multiple manufacturing locations and ...

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