Ivey Publishing
Swagat Textiles: Carrying the Family Legacy Forward
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15 pages (8 pages of text)
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Case (Field)
In 2018, Swagat Textiles (Swagat), a traditional family-owned textile business in Gujarat, India, was looking for growth amidst several challenges. Since 2017, the market for Swagat’s traditional products is shrinking—the younger generation preferred to wear Western casual clothes for daily use and traditional clothes only for special occasions. Additionally, branded competition from online and offline stores had increased, and there were concerns about possible fragmentation of the family business as more members from the next generation planned join the firm. A family member who was about to complete his master of business administration degree was asked to evaluate a proposal about moving into digital printing. He needed to address all of these problems while searching for the next big growth opportunities for the company.
Learning Objective:
The case is suitable for graduate and post-graduate students in courses on the management of family businesses, entrepreneurship, project management, and the management of small business. It can also be used in a course on family businesses in emerging markets. The case provides insight into the dynamics of an Indian family business facing an adverse market and competitive environment. After working through the case and assignment questions, students will be able to
  • describe the nature of the problems faced by family businesses in India;
  • assess the expected returns from a new project for a family business;
  • outline the constraints and opportunities surrounding the expansion of Swagat Textiles;
  • design a marketing strategy to overcome a shrinking market with rising competition; and
  • assess the expansion options for the protagonist, given the constraints and values of a traditional Indian family business.
General Management/Strategy,  Entrepreneurship
India, Small, 2018
Intended Audience:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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