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Aditya Gandhi and Gandhi jewels: earning a place in the family business (Part A and B)

Tulsi Jayakumar (Department of Economics, S P Jain Institute of Management and Research, Mumbai, India)
Aarti Punjabi (S P Jain Institute of Management and Research, Mumbai, India)
Jyotsnaa Shah (S P Jain Institute of Management and Research, Mumbai, India)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 19 May 2021


Learning outcomes

Part A – to identify the challenges of inducting and nurturing next-gen leaders, to outline the building blocks for the successful induction of the next generation into the family business and to spell the importance of mentoring conversations as a tool for successful induction in the family business. Part B – to define the basic tenets of effective communication-goal setting, planning and action using the goals, plans and action framework, to build a “listening” environment through understanding the hearing, understanding, remembering, interpreting, evaluating, and responding mode and to relate the importance of “questioning” in diagnosing a problem and reading both verbal and non-verbal cues in communication.

Case overview/synopsis

The two-part case describes the role of communication amongst young family business scions and a mentor’s role in shaping such communication. Part A traces the induction of Aditya Gandhi, a fourth-generation scion of Gandhi Gems and Jewels, a 110-year old Indian family business dealing in precious gems and jewels. It deals with the challenges of mentoring and successful induction of the next-generation into family business Part B of the case describes the communication between Aditya Gandhi and the proprietor of Gandhi Gems and Jewels’ key client, Ghanshyam Das. It deals with the tenets of effective communication as should be understood by young next-generation family members.

Complexity academic level

The case can be used in an executive programme for owners of family businesses or in an undergraduate or post-graduate programme in general business administration or family business management.

Supplementary materials

Teaching Notes are available for educators only.

Subject code

CSS 11: Strategy.



The authors acknowledge the professional services of illustration of the cartoons rendered by Karnav Mistry.Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognisable information to protect confidentiality.


Jayakumar, T., Punjabi, A. and Shah, J. (2021), "Aditya Gandhi and Gandhi jewels: earning a place in the family business (Part A and B)", Emerald Emerging Markets Case Studies, Vol. 11 No. 1.



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