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Aachi – spicing up a growth trajectory

Swaminathan T.N. (Great Lakes Institute of Management)
Arun Thamizhvanan (Loyola Institute of Business Administration, Chennai, India)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 29 July 2014


Subject area

Marketing and entrepreneurship.

Study level/applicability

The case is applicable to MBA core marketing, sales and distribution, strategic marketing, fast-moving consumer goods (FMCG) marketing and entrepreneurship.

Case overview

Isaac Padmasingh, a first-generation entrepreneur who was awarded TiECon's “Extreme Entrepreneur of the Year 2010”, has built a thriving enterprise. From his first job as a salesman in Godrej to being the founder of “Aachi” group of companies with a turnover of INR 700 crores (USD132 million) annual revenue, he has had quite an eventful journey. His early insights in Godrej in sales and distribution, coupled with his entrepreneurial passion, have enabled him to grow his company this far in a short span of 14 years. His business is partly managed by his wife and his two sons who are the directors of this private enterprise. Now he is making bold moves to venture outside Tamil Nadu and become a national brand, which means a major scaling up and moving into the next orbit. Vital questions in scaling are: Is Aachi pursuing the right growth strategy in their effort to scale up? How can Aachi look at the imminent foreign direct investment in retail as an opportunity for growth? Looking back over the years, what has Aachi learnt and how to carry forward the best practices and learn from the mistakes made?

Expected learning outcomes

Entrepreneurship: to introduce the entrepreneurial vision in creating a new enterprise, and to understand the characteristics of an entrepreneur. FMCG marketing: to discuss the importance of going-to-the-market strategy, to discuss the importance of distribution reach in rural marketing, to discuss the nuances of branding in Aachi's growth story and to familiarize students in successfully marketing FMCG products. Growth strategies: identifying opportunities for the future, and to explore the growth strategies suitable for Aachi.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.



The authors wish to thank Mr A.D Padmasingh Isaac, Founder and Chairman of Aachi Masala Foods Pvt. Ltd. Chennai, India, for his consent and cooperation to publish this case study and Nachiketas, N, Lecturer, Great Lakes Institute of Management, Chennai, India for his valuable inputs.

Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The author/s may have disguised names; financial and other recognizable information to protect confidentiality.


T.N., S. and Thamizhvanan, A. (2014), "Aachi – spicing up a growth trajectory", Emerald Emerging Markets Case Studies, Vol. 4 No. 2.



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