To read this content please select one of the options below:

Product extension or channel extension – a case of Cronos Industries Pvt Ltd.

Indra Meghrajani (Narayana Business School (NBS), Ahmedabad, India)
Sweety Shah (L J Institute of Management Studies, L J University, Ahmedabad, India)

Publication date: 16 December 2022


Learning outcomes

The primary learning objectives of the case are described below:1) Understanding the start-up market segment for an innovative product.2) Analyse the market expansion and diversification strategies of a start-up.3) Evaluate the business expansion through introduction of new product variants or through envisaging new distribution channels.

Case overview/synopsis

Cronos Ltd. was Iyer's first business endeavour after completing his Master of Business Administration (MBA). Iyer had aspired to be an entrepreneur since he was a youngster. In 2015, a first-generation entrepreneur with full conviction, he entered a market that was tough for a novice to access. Despite several challenges and uncertainties, he persisted and ventured into the company on the edge of extinction with a concept for affordable sanitiser sachets. Strong willpower, but no background, guidance or finances have made him struggle at each stage of his journey. He made this possible as he had understood the need for a specific lower-income segment of customers who could afford to buy the sanitiser sachets for as low as INR1 ($0.013). Until 2021 he was selling through the GT channel in central and western regions of India. He had planned for product extension by introducing three new products in the FMCG sector with manageable finance needs. Meanwhile, he had gotten an offer to enter into the MT channel to compete with big brands in the Gujarat region. Iyer needed substantial funds to expand his business in the MT channel and had to offer equity partnership to the investor, who would invest in the business.

Complexity academic level

Graduate and post-graduate in the topics of segmentations and market expansion in the marketing management subject.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 8: Marketing.



We are highly obliged towards Siddharth Iyer for his constant support in providing all the necessary information through the case writing process.

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 recognizable information to protect confidentiality.


Meghrajani, I. and Shah, S. (2022), "Product extension or channel extension – a case of Cronos Industries Pvt Ltd.", , Vol. 12 No. 4.



Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

Related articles