Curious About Blue Ocean Strategy? Any Indian Companies Successfully Using It?

Hello all!

Greetings! I have just finished reading a book called "Blue Ocean Strategy" by Kim Chan and Renee. In a nutshell, if I say, it's all about finding an uncontested market place for your products/services in today's competitive business environment. Can anyone tell me the linkage of this strategy with any Indian company? Do you know any Indian company that has implemented this Blue Ocean Strategy?

I am eager to get a reply.

Thanks,
Sandy

Dear Sandy,

There are so many companies, Air Deccan is one prime example. The concept was absolutely fine, i.e., to enable those passengers to afford air travel who cannot afford it at the existing fare. Air Deccan failed due to many factors, with inefficient financial operations being one important reason.

Big Bazaar is another example in India that succeeded and created a market segment of its own by attracting middle-class buyers. It may not be a classical case of Blue Ocean Strategy.

Thanks and regards,
Col Virendra

Blue Ocean Strategy has always been a part of business all over the world, though this particular term was coined quite recently. Prime examples in India, I would say, were Nirma in the early 80s and more recently Nano cars.

Regards, TS

Dear Sandy,

There are so many Indian companies who have followed this strategy. A prime example is Air Deccan, which, by making air travel cheaper, tried to attract those travelers who were in no position to travel by air due to higher fares. It failed because of poor and inefficient operations, including a financial mess. Bada Bazar is another example, as is Reliance Communication, especially the idea on which it was based. These may not be classical examples, but Air Deccan is a classic example of the Blue Ocean Strategy.

Col Virendra