Tupperware: achieving sustainable development goals through elevating socio-economic status of women in India
by Harjit Singh; Nikunj Aggarwal
International Journal of Business Performance Management (IJBPM), Vol. 13, No. 1, 2012

Abstract: It has been two decades since India embarked on an ambitious programme on uplifting women's socio economic status. Over the last decade, many of its benefits have manifested themselves and one of the areas where growth is clearly visible is direct selling. Direct selling in India, today is considered as a sunrise industry after agriculture with almost all the big players eyeing for a big share of the coveted pie. The paper focuses on the role of Tupperware Corporation in the socio-economic development of women. What difficulties Tupperware faced while entering into India and the strategies adopted by it to establish itself in the country. The paper further stresses on how the company changed its marketing strategies to suit the needs of Indian consumers and become one of the leading direct selling companies of India with its 100% female sales force.

Online publication date: Wed, 20-Aug-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Performance Management (IJBPM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com