Title: Delighted niche driven entrepreneurial odyssey: a case study of Maharaja Masala Udyog

Authors: H.M. Jha Bidyarthi; Mayur A. Dande; Pawan M. Kuchar; Satya Mohan Mishra; Ashish K. Shrivastava

Addresses: Department of Business Administration and Research, Shri Sant Gajanan Maharaj College of Engineering, Shegaon – 444 203 Maharashtra, India ' Department of Business Administration and Research, Shri Sant Gajanan Maharaj College of Engineering, Shegaon – 444 203 Maharashtra, India ' Department of Business Administration and Research, Shri Sant Gajanan Maharaj College of Engineering, Shegaon – 444 203 Maharashtra, India ' Department of Business Administration and Research, Shri Sant Gajanan Maharaj College of Engineering, Shegaon – 444 203 Maharashtra, India ' Department of Business Administration and Research, Shri Sant Gajanan Maharaj College of Engineering, Shegaon – 444 203 Maharashtra, India

Abstract: Santosh Satyanarayanji Didwaniya, the entrepreneur of Maharaja Masala Udyog, Khamgaon led his Udyog from mere 15-16 kilograms of mixed spices sale to a monthly turnover of 25,000 kilograms of Maharaja Mix Garam Masala capturing 75% to 80% of market and claiming an annual growth of 7% to 8%. The unbelievably successful entrepreneurial odyssey of Santoshbhai is embedded with single product sale through zero level distribution channel with a negligible modernisation of processing section and a very little modernisation of packaging and storage, and use of conventional management method. His consumers are so delighted with the unique taste and flavour of the Maharaja Mix Garam Masala that his market territory is fortified even amidst the presence of many multinational companies and some leading local brands. The case comprises rich knowledge and intense thought provocation relating to entrepreneurship and innovation management based on traditional management practices and niche marketing concepts.

Keywords: niche market; entrepreneurship; product positioning; innovations; consumer delight.

DOI: 10.1504/IJEIM.2020.108254

International Journal of Entrepreneurship and Innovation Management, 2020 Vol.24 No.4/5, pp.308 - 319

Received: 11 Sep 2018
Accepted: 04 Jun 2019
Published online: 07 Jul 2020 *

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