The Global Green Company*

In June 1999, Debashish, Chief Officer, Global Green Company (GGCL), felt a sense of satisfaction looking back at the performance figures of his company. The company had grown at a tremendous pace in the last 3 years and had clocked a turnover of ₹24 crores for 18 months ending December 1998. With a turnover of ₹4.5 cores in 1996 and ₹7.2 crores in 1997, the company was fast approaching break-even levels of operations.

Global Green Company was into the business of exporting preserved vegetables to European and American markets. Their main business was export of gherkins or greens, which gave the company its name. The market was stable but extremely quality conscious and with stringent regulations. GGCL was growing ...

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