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Aerox: Navigating New Product Development in a Family Business
Ankit Sharma, G. K. M. Kothapalli, and Gaurav Raj
Chandragupt Institute of Management Patna, Bihar, India
Volume 19: 2024, pp. 405-414; ABSTRACT
This case study examines the strategic decisions faced by Ryan Patel, a recent MBA graduate from London University, who returned to India
to manage and expand his family’s tobacco business. Ryan’s goal was to innovate by introducing a new line of flavoured cigarettes designed
to appeal to health-conscious consumers through improved filters and exciting new flavours. Despite a strong marketing effort, the product
failed to achieve the desired consumer acceptance, pushing the young executive and his business empire into a quandary.
Keywords: branding strategy, consumer behavior, tobacco industry, India, flavoured cigarettes.
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