Vakrangee: Changing Lives in Rural India

Emerald Emerging Markets Case Studies

Informasi Umum

Kode

24.10.439

Klasifikasi

658.421 - ENTREPRENEURIAL MANAGEMENT

Jenis

Case Studies

Subjek

Marketing Strategy

No. Rak

Dilihat

205 kali

Informasi Lainnya

Abstraksi

The case details the growth story of Vakrangee Limited (Vakrangee) from a technology consultancy firm to a technology-driven firm focused on creating the largest last-mile retail network providing various services in underserved parts of India, mainly rural India. The firm launched retail outlets called Vakrangee Kendras (VKs) in 2011 that evolved from non-exclusive stores offering a single line of e-governance services into technology-enabled franchisee-based exclusive stores that offered a multiple line of services such as banking, finance, insurance, ATM, e-commerce and logistics. VK however is witnessing competition from different players in different segments. Additionally, the dynamic business environment such as the growing penetration of smartphones and internet usage, heterogeneous needs of customers and government policies pose further threat to the company’s growth in the future. In the wake of these challenges, what should Vakrangee do to sustain its growth? Should it focus on cost-leadership or differentiation for strategic positioning?