IIM-K team wins IBS-BLoC case study contest

Chennai | Updated on February 12, 2018 Published on February 12, 2018

Winners came up with solution to revive fortunes of Lever-Ayush

Arijit Goswami and Lohit Reddy, first-year PGDM students from IIM-Kozhikode, have won the latest IBS-BLoC Case Study Contest, presented by premium leather goods brand Hidesign.

The case, ‘Taking on Patanjali with Ayush 2.0’ was developed by the ICFAI Business School’s Centre for Management Research, Hyderabad, by Debapratim Purkayastha, Associate Dean and Head of IBS’ Case Research Centre, and Namrata Prasad, Senior Research Associate at the centre.

The top three teams will receive a total of ₹25,000 in gift vouchers from Hidesign.

The challenge

The case required students to don the hat of a Marketing Manager at Lever Ayush charged with making the brand a market leader in the ayurvedic personal care space and come up with a workable strategy to achieve this. Arijit and Lohit came up with a solution to revive the fortunes of Ayush using the 3P Model – Point of Contact, Promotion and Participation.


A variety of B-schools took part in the contest, including several IIMs, IMT, IMIs at Kolkata and Delhi, Anna University, Great Lakes Institute of Management, XLRI, LIBA and IFMR.

All entries by the winning team and the top five runners-up are posted on and so is the next case on the challenge faced by Niantec, maker of the once popular Pokémon Go game. The company is struggling to retain its user base that was eroded by the actions of cheaters. Suggestions are sought on what the company can do to revive the game franchise.

Published on February 12, 2018
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