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Book part
Publication date: 23 July 2019

M. Anil Ramesh and Madhusudan Kumar Kota

COCO TANG India is an innovation-driven company. It takes inspiration from the humble coconut water that all of us are very familiar with and have drunk right from our childhood…

Abstract

COCO TANG India is an innovation-driven company. It takes inspiration from the humble coconut water that all of us are very familiar with and have drunk right from our childhood. The founders of the company, Dr Neelima, a dentist by profession and her husband Chaitanya who is a pharmacist have hit upon the idea of a coconut-based drink quite by accident.

When Dr Neelima was pregnant with her first child, the doctor advised her to take fresh coconut water. It was then that Dr Neelima discovered that fresh coconut water was a paradox, the water from a tender coconut is supposed to be fresh but in many cases is not as fresh as it should be. Coconuts are harvested from remote farms in Andhra Pradesh and sent to Hyderabad. And to top it all, the nutrition value of the coconut past its ideal window of consumption leaves a lot to desire. The price factor too is a dampener. It costs Rs. 25 to have tender coconut water in a metropolis like Hyderabad.

Dr Neelima and her husband developed the product idea from their search for a nutritious, healthy drink. Fresh, tender coconut pulp-based shakes, packed with nutrition, taste, health and at the same time make an aspirational product for the young, bubbly and restless youth of India.

This case deals with the problems, the trials and tribulations that these young first-time entrepreneurs faced and details the marketing efforts the young company is putting into survive in the dog eat dog world of fruit drink industry.

The case details the specific marketing-related problems the company faces and examines what the promoters are doing to overcome these problems, specifically related to the four Ps, that is, product, price, place and promotion. It looks in depth at the innovative marketing practices that COCO TANG India is deploying, including the use of the social media that enabled the COCO TANG India’s founder to win Junior Chamber International – Business Excellence Award for the year 2017–2018.

COCO TANG India is also the recipient of the Telugu book of records ‘certificate of national record’ as being the first brand to introduce Tender Coconut-based Mocktails and Milkshakes (A1).

Details

Start-up Marketing Strategies in India
Type: Book
ISBN: 978-1-78756-755-9

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Book part
Publication date: 25 July 2023

Deepa Jain, Manoj Kumar Dash and K. S. Thakur

This chapter elaborates the concept of Structural Equation Modelling (SEM) and further validates the model for the sustainability of financial innovation using factors of…

Abstract

This chapter elaborates the concept of Structural Equation Modelling (SEM) and further validates the model for the sustainability of financial innovation using factors of e-payment system, adoption intention, trust and sustainability, and finally derives a model for the sustainability of the financial innovation using SEM. The chapter also presents Sustainability of E-payment System on Customer Perspective (SEPSCP) through segmentation approach.

Details

The Sustainability of Financial Innovation in E-Payment Systems
Type: Book
ISBN: 978-1-80455-884-3

Book part
Publication date: 25 October 2023

Anil Kumar Angrish

India launched Smart City Mission in 2015 with an objective of development of 100 smart cities with a completion deadline in 2019 that was extended till June 2023. Smart City…

Abstract

India launched Smart City Mission in 2015 with an objective of development of 100 smart cities with a completion deadline in 2019 that was extended till June 2023. Smart City Mission is an important mission in the backdrop that urban population in India is projected to be 67.55 crore in 2035 from 48.30 crore in 2020. Further, by 2035, the percentage of population in India at mid-year residing in ‘urban area’ will be 43.2% as per the United Nations – Habitat's World Cities Report 2022 and it will be just next to China's urban population in 2035 that is projected at 1.05 billion. A recent World Bank report (2022) estimated that India will need to invest US (United States) $840 billion over the next 15 years, i.e. US $55 billion per annum – into urban infrastructure if it has to effectively meet the needs of its fast-growing urban population.

This chapter focuses on financing of sustainable smart cities in India. This chapter summarises financing options explored by the government in the beginning, challenges faced in financing of Smart City Mission in India over a period due to various developments such as pandemic, delay in execution of projects under the Smart City Mission, among others. Finally, suggestions have been given for making financing means effective and sustainable. These suggestions are based on the gaps between the ‘financing means thought of’ in the beginning and ‘financing means actually applied’ while executing Smart City Mission in India. Financing part is worth exploring in the background that India had the fiscal deficit at 3.9% of Gross Domestic Product (GDP) in 2015–2016 and most recently, the country had the fiscal deficit at 6.71% of GDP in FY22. And the country also dealt with the pandemic like other economies and provided COVID-19 vaccine free of cost to all citizens. Insights are useful for any other economy with a similar sustainable and smart city mission while facing resource constraints.

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Book part
Publication date: 25 October 2023

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Details

Technology and Talent Strategies for Sustainable Smart Cities
Type: Book
ISBN: 978-1-83753-023-6

Book part
Publication date: 1 October 2008

Solomon W. Polachek and Konstantinos Tatsiramos

Who works, how much one works, and what one earns are the cornerstones of labor economics. However, determining the answers to these questions can be tricky because many factors…

Abstract

Who works, how much one works, and what one earns are the cornerstones of labor economics. However, determining the answers to these questions can be tricky because many factors are involved in estimating labor supply, explaining the implications of labor demand, and determining the resulting earnings. This volume contains 13 chapters on these components of the labor market. Five deal directly with labor supply; four deal with labor demand, most notably the effect of cyclical demand fluctuations; and the remaining four deal with compensation, particularly wages, wage distributions, and fringe benefits.

Details

Work, Earnings and Other Aspects of the Employment Relation
Type: Book
ISBN: 978-1-84950-552-9

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Book part
Publication date: 23 July 2019

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Start-up Marketing Strategies in India
Type: Book
ISBN: 978-1-78756-755-9

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Book part
Publication date: 4 December 2023

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Higher Education for the Sustainable Development Goals: Bridging the Global North and South
Type: Book
ISBN: 978-1-80382-526-7

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Book part
Publication date: 4 September 2020

Payal Kumar and Ganesh Singh

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Gender Equity in the Boardroom: The Case of India
Type: Book
ISBN: 978-1-83982-764-8

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Details

Gender Equity in the Boardroom: The Case of India
Type: Book
ISBN: 978-1-83982-764-8

Book part
Publication date: 4 December 2023

Asad Abbas, Hussein Haruna, Anil Yasin Ar and Danica Radovanović

The 17 Sustainable Development Goals (SDGs) of the United Nations (UN) gained attention, particularly SDG 4 which focuses on quality education. Tecnologico de Monterrey, popularly…

Abstract

The 17 Sustainable Development Goals (SDGs) of the United Nations (UN) gained attention, particularly SDG 4 which focuses on quality education. Tecnologico de Monterrey, popularly known as TEC, is one of the few elite private universities in Mexico that took significant steps to enhance the quality of education amidst the COVID-19 pandemic, in view of students’ career plans. In this empirical research, an online survey was employed to investigate the mediating role of peers’ feedback on team-based learning (TBL) and career planning skills among university students. The study included 86 students from bachelor’s and master’s programmes. IBM SPSS version 26 and PROCESS Macro v 3.5 were used for the quantitative data analysis. The results confirm that peers’ feedback partially mediates the relationship between TBL and the career planning skills of students. This study provides recommendations to university authorities to develop educational policies in-line with SDG 4, thoroughly revise course curricula of the degree programmes offered, and include online learning activities for solving problems in the current world scenario.

Details

Higher Education for the Sustainable Development Goals: Bridging the Global North and South
Type: Book
ISBN: 978-1-80382-526-7

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