Title: Tupperware: achieving sustainable development goals through elevating socio-economic status of women in India

Authors: Harjit Singh; Nikunj Aggarwal

Addresses: Department of Management, Galgotia University, Knowledge Park-II, Greater Noida, Uttar Pradesh, India. ' Department of Management, Galgotia University, Knowledge Park-II, Greater Noida, Uttar Pradesh, India

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.

Keywords: direct selling; women empowerment; socio-economic status; Tupperware Brands Corporation; business performance; India; female empowerment.

DOI: 10.1504/IJBPM.2012.044862

International Journal of Business Performance Management, 2012 Vol.13 No.1, pp.18 - 27

Received: 23 Mar 2011
Accepted: 06 Jun 2011

Published online: 08 Jan 2012 *

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