Tupperware in India

Tupperware in India

Structure and nature of competition in the Indian Direct selling market and its influence on the entry of new players.

The case focuses on the growth of the direct selling company, Tupperware, in the Indian market. It gives a background of Tupperware, its products and its unique selling method, the Party Plan. The case explains Tupperware’s growth over the years to become one of the leading companies in the direct selling market. It then discusses Tupperware’s entry into the Indian market in 1996 and the various strategies adopted by it to establish itself in the country. The case stresses on how the company changed its marketing methods to suit the needs of Indian consumers. It also highlights how India became the fastest growing market for the Tupperware company and how the company developed to become one of the leading direct selling companies of India. The case also gives a note on the network marketing industry in India and compares the strategies of different direct selling companies in the country.

 

Issues:

  • Structure and nature of competition in the Indian Direct selling market and its influence on the entry of new players.

  • Challenges faced by a direct selling MNC in the unique market of a large developing country.

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