IDEAS home Printed from https://ideas.repec.org/a/ids/ijeima/v24y2020i4-5p308-319.html
   My bibliography  Save this article

Delighted niche driven entrepreneurial odyssey: a case study of Maharaja Masala Udyog

Author

Listed:
  • H.M. Jha Bidyarthi
  • Mayur A. Dande
  • Pawan M. Kuchar
  • Satya Mohan Mishra
  • Ashish K. Shrivastava

Abstract

Santosh Satyanarayanji Didwaniya, the entrepreneur of Maharaja Masala Udyog, Khamgaon led his Udyog from mere 15-16 kilograms of mixed spices sale to a monthly turnover of 25,000 kilograms of Maharaja Mix Garam Masala capturing 75% to 80% of market and claiming an annual growth of 7% to 8%. The unbelievably successful entrepreneurial odyssey of Santoshbhai is embedded with single product sale through zero level distribution channel with a negligible modernisation of processing section and a very little modernisation of packaging and storage, and use of conventional management method. His consumers are so delighted with the unique taste and flavour of the Maharaja Mix Garam Masala that his market territory is fortified even amidst the presence of many multinational companies and some leading local brands. The case comprises rich knowledge and intense thought provocation relating to entrepreneurship and innovation management based on traditional management practices and niche marketing concepts.

Suggested Citation

  • H.M. Jha Bidyarthi & Mayur A. Dande & Pawan M. Kuchar & Satya Mohan Mishra & Ashish K. Shrivastava, 2020. "Delighted niche driven entrepreneurial odyssey: a case study of Maharaja Masala Udyog," International Journal of Entrepreneurship and Innovation Management, Inderscience Enterprises Ltd, vol. 24(4/5), pages 308-319.
    • Handle: RePEc:ids:ijeima:v:24:y:2020:i:4/5:p:308-319
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=108254
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijeima:v:24:y:2020:i:4/5:p:308-319. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=7 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.