Supply Chain Management: Text and Cases, 2nd Edition

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Kurlon Limited (B)*

In May 2015, Narendra Kudva, Chief Operating Officer, Kurlon Limited, reflected on Kurlon’s performance in the last 18 years. Kurlon had covered a lot of ground since 1997 and had weathered the challenges faced in the last decade and a half. The company had improved its financial position considerably. The company had managed to maintain its market leadership despite severe competition from local and foreign players. The company had warmed up to the Internet revolution and had developed software to manage its ordering process online.

However, Narendra knew that change was a constant element of consumer markets, and as Kurlon planned for its next phase of growth, new challenges on the horizon were abound. A number of customers ...