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Boat: the Indian startup scripts a revolutionizing growth strategy

Sheela Bhargava (Department of Organizational Behaviour and HRM, Lal Bahadur Shastri Institute of Management, Delhi, India)
Parul Gupta (Department of Economics and Public Policy, Management Development Institute, Gurugram, India.)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 4 August 2022


Learning outcomes

The case will help learners to analyse how effective handling of an extended marketing mix of 7Ps (product, price, place, promotion, physical evidence, participants and processes) makes a startup profitable in its initial years of inception; understand the significance of the online marketing strategies like digital marketing and social media marketing implemented by firms to attain a competitive edge amongst established local and global competitors; examine the strategic challenges faced by a business enterprise while entering an emerging market; analyse the growth strategies of a startup relative to various market constraints; and propose long-term strategies for sustainable growth for a startup operating in the wearables market.

Case overview/synopsis

Founded in 2016, Boat Lifestyle is a Delhi-based Indian startup in fashionable consumer electronics. In the past five years, Boat earned remarkable profits and emerged as one of the most promising startups through its innovative products offerings and promotion. Aiming at its target customer segment, the millennials, it promoted its products through social media marketing such as influencer marketing and brand tie-ins with sports teams and music events. The case focuses on the dynamics of the Indian wearables market that is facing tough competition from global and local players. To ensure continued growth prospects, while maintaining a tight focus on product differentiation, quality, and customer satisfaction, there is a greater need for Boat to rethink its market development and growth strategies regarding new innovations and adopting long-term orientation like diversification and global expansion.

Complexity academic level

The case aims for teaching business management students at the Undergraduate, Postgraduate, and Executive education level. In addition, the case can be related to the Strategic Management course curriculum and Marketing course curriculum.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 11: Strategy



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.


Bhargava, S. and Gupta, P. (2022), "Boat: the Indian startup scripts a revolutionizing growth strategy", Emerald Emerging Markets Case Studies, Vol. 12 No. 2.



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