1st Edition

Doing Business in South Asia A Case Study Collection

Edited By G.V. Muralidhara Copyright 2023
    180 Pages 25 B/W Illustrations
    by Routledge

    180 Pages 25 B/W Illustrations
    by Routledge

    This concise textbook comprises selected case studies on the strategic challenges and opportunities faced by real-world organizations operating in South Asia.

    The collection includes 15 short case studies from across the region, allowing easy comprehension and class discussion, and covers strategic management, localization strategies, strategic challenges, emerging global brands, digital transformation, sustainability, inclusive business, and economic development. Each case has corresponding reflective questions, references, and further reading and activities, making this a perfect comprehensive guide to help students understand and apply concepts to real-world situations.

    Providing a solid understanding of the South Asian business environment, this is ideal recommended reading for advanced undergraduate and postgraduate students studying South Asian and International Business, Strategic Management, Emerging Markets, and Global Entrepreneurship. Online, instructors will find complementary teaching notes to support learning.

    Part 1 Introductory Chapter: Sucess in a Case Class – Resource for Students

    1. Case Preparation and Analysis for Students

    Gina Vega and Rob Edwards

    Part II Strategic Management

    2. Air India: Can Tata Group Bring Back the Glory and Make It Profitable Too?

    Muralidhara G.V.

    Part III Localization Strategies of Global Companies

    3. China Mobile in Pakistan: Zong's Vision, Strategy, and Growth

    Kumar K.B.S.

    4. What's in a Name? Strategic Challenges in Targeting and International Branding: Glocalization Lessons from a Beer Brand's Market Entry in Nepal

    Kranti K. Dugar

    Part IV

    5. HDFC Bank: Can It Overcome Tchnology Issues and Get Back on Growth Track?

    Sanjay Fuloria

    6. India Post Payments Bank: Postal Services to Banking – Will the Journey be Smooth?

    Bala Subramanian R., Manjula N., and Muralidhara G.V.

    7. Prana Healthcare

    Ujjal Mukherjee, Harold Andrew Patrick, Sharieff M.H., and Mohammad Salman

    Part V Emerging Global Brands 

    8. Readymade Garment Industry in Bangladesh: Can It Retain the Lead in the Global Market?

    Kohinoor Biswas, Sayeed Alam M., and Muralidhara G.V.

    Part VI Digital Transformation

    9. Jupiter: A Neobank Revolution in the Indian Banking System

    Bhagyashree Narayan and Bharati D.B.

    10. Unified Payments Interface: Revolutionizing Digital Payments

    Sanjay Fuloria

    Part VII Sustainabiliuty

    11. ITC's e-Choupal 4.0: Harnessing Digital Technologies to Empower Indian Farmers

    Venu Gopal Rao K.S.

    Part VIII Inclusive Businesses

    12. Unilever Pakistan: Creating a Gender-balanced Business 

    Rupali Chaudhuri

    Part IX Businesses Promoting Gender Equality in Society

    13. Shuttle: Fearless Drive

    Sadrul Huda S.S.M., Ishtiake Uddin, Afsana Akhtar, and Segufta Dilshad

    Part X Economic Development

    14 Farm Sector Reforms in India: A Tough Road Ahead for the Government

    Muralidhara G.V.

    15. Sri Lanka in Crisis: A Difficult Road Ahead?

    Muralidhara G.V.

    16. Bangladesh: The Leading Star in South Asia – Can It Sustain the Momentum? 

    Muralidhara G.V.


    G.V. Muralidhara is currently Director at ICFAI Business School Bengaluru, India. Prior to this, he was Dean at the renowned Case Research Center at ICFAI Business School Hyderabad, India. Muralidhara has authored or co-authored more than 150 case studies in management on a variety of topics.

    His case IKEA in Russia: Ethical Dilemmas won the Ethics and Social Responsibility category at The Case Centre Awards and Competitions in 2016. He has also been successful at the EFMD case writing competition, winning the Latin American Business Cases category with Chile’s Concha y Toro: Successfully Selling ‘New World’ Wine Globally in 2014, and the Emerging Chinese Global Competitors category with Lenovo: Challenger to Leader in 2013. Further awards include the Nominated award at the 2016 Global Contest for the ‘Best China Focused Cases’ for his case Can Huawei Overcome Roadblocks in Its Quest for Global Markets? and the first prize in the 2020 oikos Case Writing Competition for the case Hello Tractor: Leveraging Technology to Provide Food Security & Sustainable Agriculture in Africa.

    He is currently Associate Editor for India-focused cases at the International Journal of Instructional Cases.

    He has conducted many training programs on case method and case writing at various institutions.

    At The Case Centre we are dedicated to advancing the case method in business and management education worldwide. This includes offering a diverse case collection for institutions globally to bring the real-world into their classrooms, allowing students to learn about business both locally and further afield.

    Doing Business in South Asia: A Case Study Collection achieves exactly this; featuring situations, issues, leadership, and organisations relating to South Asia, and beyond. Case topics include strategic management and challenges, localisation strategies of global companies, emerging global brands, digital transformation, sustainability, diversity, equity and inclusion, and economic development.

    As well as students having access to case topics that are relevant to their locality, I believe that for greater energy and engagement in the classroom they need case protagonists that they can identify with. And the cases in this book deliver a wide range of fantastic protagonists.

    Students can gain a huge amount from learning by the case method. Within the context of real-life decision-making, they can learn business and management theory while at the same time developing a wide range of vital skills that enhance their employability, including challenging assumptions, overcoming prejudices, testing theories, and debating solutions.

    Faculty also find that the case method changes classroom dynamics, making learning a far more exciting, interactive and enjoyable experience for all.

    The cases in this volume are compact too – each less than five pages. They can produce the same in-depth analyses and high-calibre classroom discussions as longer cases and are ideal for undergraduate classes where it can be difficult to persuade students to read long cases; for executive education where participants are pressed for time; for taster and introductory sessions to familiarise students with the case method; and for icebreaker sessions at the start of a course.

    This book also includes an important chapter on case preparation and analysis for students. If students would like to deepen their skills in this area I also recommend our Learning with Cases: An Interactive Study Guide. Visit: www.thecasecentre.org/LWCguide.

    Congratulations to all who contributed to this excellent case book.

    Vicky Lester, Chief Executive Officer, The Case Centre.


    We have been following case method as an important pedagogical tool for many years in our institution. The case method provides our students with exposure to real world situations and enables them to apply management concepts in these practical situations. We have found that it helps our students to learn important industry-relevant skills.

    Asian countries have been playing an increasingly important role in the global economy. Therefore, case studies pertaining to these countries form an essential component of the curriculum in business schools.

    In this context, ‘Doing Business in South Asia: A Case Study Collection’ is a welcome addition to the repository of management case studies. With the increasing interest in the use of case studies which are shorter in length, faculty members will definitely find this collection very apt for use, especially in undergraduate programs and executive education programs.

    The volume has interesting case studies on a variety of contemporary topics, ranging from digital transformation, and localization strategies of global companies to sustainability and diversity. As an Economics faculty member, I found the cases on India, Sri Lanka and Bangladesh in the part on Economic Development extremely interesting.

    I understand that the volume is supplemented by online resources for instructors to adopt these cases in the courses they teach. This will make it convenient for them to take these cases to their classes. Students will find the introductory chapter on preparation for a case discussion and analyzing a case very useful.

    I congratulate the editor and the contributing authors for coming out with this interesting collection and eagerly look forward to the publication of the volume.

    Dr C S Shylajan

    Dean and Professor,

    ICFAI Business School, Hyderabad