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M.R. Dixit (Indian Institute of Management, Ahmedabad)

Indian Institute of Management Ahmedabad

ISSN: 2633-3260

Publication date: 26 May 2015


This case describes the journey of a Doctor from curiosity to product formulation to enterprise promotion and presents the problems faced by him in succeeding commercially. The innovator perceives the innovation to be a medical success and a commercial non startec. The case provides an opportunity to evaluate the efforts of Dr. Shah and propose a strategy for the future.



The author thanks Dr. Shah and his family members for their support in developing this case.


Dixit, M.R. (2015), "Mayaderm", Indian Institute of Management Ahmedabad.



Indian Institute of Management Ahmedabad

Copyright © 2015 by the Indian Institute of Management, Ahmedabad