Ajanta Packaging Harvard Case Solution & Analysis

The Indian packaging industry - represented by a mixture of plastics, paperboard, metals and glass - had seen great change leading up to 2013. In 2012, Ajanta Packaging ranked among the leading suppliers of glass bottles in India with net revenues of US$100 million and an employee base of more than 50.

The glass-bottle sector depended on leading industries using glass bottles in India, such as beer and the spirits, soft-drinks and had a derived demand and pharmaceutical sectors. The case discusses the hard competition faced by the glass-bottle sector from different packaging alternatives and materials that had entered the industry in the last four to five years.

It assesses the changing market dynamics that could have a large effect on the future of Ajanta Packaging, with many firms switching to PET bottles, packaging and other innovative packaging options that are flexible, Tetra Pak, to reduce costs and improve the durability of products.

PUBLICATION DATE: January 31, 2014 PRODUCT #: W13599-PDF-ENG

This is just an excerpt. This case is about SALES & MARKETING

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