Module: 1 Entrepreneurship Development: An Overview

1.1 Entrepreneurship Development: Meaning, Objectives, Scope & Philosophy

Meaning of Entrepreneurship Development

Entrepreneurship Development refers to the process of enhancing entrepreneurial skills and
knowledge through structured training and institutional support. It aims to equip individuals
with the tools necessary to identify business opportunities, create and grow enterprises, and
make meaningful contributions to economic development.

Objectives of Entrepreneurship Development

1. Foster an Entrepreneurial Mindset: Encourage individuals to think creatively, take
initiative, and embrace risk-taking.
E.g. BYJU’S (India) Byju Raveendran turned a small offline coaching class into one
of the world's leading ed-tech platforms. This revolutionised learning in India by
making education interactive and accessible.
2. Develop Entrepreneurial Skills: Provide practical training in business planning,
marketing, financial management, and leadership.
Eg.BYJU’S (India) was started by Byju Raveendran, where the skills displayed were
problem-solving, risk-taking, innovation, and scalability.

3. Support Business Start-Ups: Guide aspiring entrepreneurs in launching and

managing successful ventures.
Eg. Zerodha was founded by Nithin and Nikhil Kamath and started as a low-cost
online stock trading platform. This platform introduced the zero-brokerage model,
which democratized access to financial markets. now, it is India's largest brokerage
firm by volume.
4. Promote Innovation and Creativity: Inspire novel ideas, products, and processes
that drive progress.
Eg, Tesla (USA) was founded by Elon Musk revolutionized the automobile industry
with electric vehicles and sustainable energy solutions. It created a global shift
towards electric mobility.
5. Enhance Economic Growth: Enable job creation, boost local industries, and
improve national GDP.
 Eg, Amul (India), which is a model Dairy cooperative society, brought about the
“White Revolution" in India. Amul has empowered millions of rural farmers, boosted
the dairy sector, and enhanced rural incomes.

6. Encourage Social and Environmental Responsibility: Promote businesses that are

sustainable and socially inclusive.
Eg. SELCO India, which was founded by Harish Hande. It provides solar energy
solutions to underserved rural communities. Improved quality of life in remote areas
with sustainable energy. And reduced reliance on fossil fuels.

Scope of Entrepreneurship Development

The scope of entrepreneurship development is broad and encompasses several key areas:
1. Entrepreneurial Education:
Integrating entrepreneurship into academic curricula to nurture innovation from a
young age.
2. Skill Development:
Offering vocational and technical training programs tailored to business needs.
3. Business Incubation:
Providing mentorship, infrastructure, and resources to help start-ups grow.
Eg. T-Hub (Telangana, India) A startup incubator supported by the Telangana
government. It provides Mentoring, funding, infrastructure, and corporate
connections. And has helped nurture 2000+ startups and build a strong startup
ecosystem in India.
4. Access to Finance:
Facilitating funding through loans, grants, venture capital, and crowdfunding
platforms.
E.g., MUDRA Yojana (India) is an Initiative by the government of India which aims
to provide microfinance to small and medium entrepreneurs. This has enabled
millions of small businesses and self-employed individuals to grow their ventures.
5. Networking and Collaboration:
Creating ecosystems that connect entrepreneurs with mentors, investors, and peers for
mutual support.
Eg. NASSCOM 10,000 Startups is an initiative by NASSCOM which aims to help
startups grow through mentoring, investment, and market access. It also helps in
building strong startup networks and fostering collaboration across sectors.
 6. Policy Support:
Government and institutional initiatives such as startup policies, tax benefits, and
ease-of-doing-business reforms.

Philosophy of Entrepreneurship Development

The philosophy of entrepreneurship development is rooted in the belief that entrepreneurship
is a powerful driver of economic and social progress. It emphasizes:
1. Empowerment: Building individual capabilities to make autonomous economic
decisions.
2. Innovation-Driven Growth: Encouraging new ideas that transform industries and
create competitive advantages. Eg, OLA and UBER, Johnsons Baby’s transparent oil,
Tupperware Revolution.
3. Inclusive Development: Engaging diverse populations, including women, youth, and
marginalized communities, in entrepreneurial activities.
4. Sustainability: Advocating for environmentally responsible business practices that
preserve resources for future generations.

1.2 Types of entrepreneurs and factors affecting Entrepreneurship

Types of Entrepreneurs
Entrepreneurs can be categorized based on their goals, motivations, and business models.
Here are the major types:
1. Small Business Entrepreneurs
 Description: Own and operate small-scale businesses like retail shops, salons,
restaurants, etc.
 Focus: Profitability and livelihood for self and family.
 Example: Local bakery, grocery store owner.

2. Scalable Start-up Entrepreneurs

 Description: Aim to build high-growth businesses with innovative models and global
potential.
 Focus: Innovation, investment, and scalability.
 Example: Flipkart, Zomato, Ola.
3. Social Entrepreneurs
 Description: Use business principles to solve social, cultural, or environmental
problems.
 Focus: Social impact over profit.
 Example: SELCO India, Araku Coffee.

4. Corporate Entrepreneurs (Intrapreneurs)

 Description: Innovators within large organizations who develop new products or
business lines.
 Focus: Driving change from within.
 Example: Google’s “20% Time” policy leading to Gmail.

5. Serial Entrepreneurs
 Description: Continuously start, manage, and exit multiple businesses.
 Focus: Innovation and constant venture creation.
 Example: Elon Musk (PayPal, Tesla, SpaceX, Neuralink).

6. Lifestyle Entrepreneurs
 Description: Create businesses aligned with their passion and preferred lifestyle.
 Focus: Work-life balance over rapid growth.
 Example: Travel bloggers, yoga instructors with online classes.

7. Necessity Entrepreneurs
 Description: Start businesses out of need due to a lack of employment opportunities.
 Focus: Earning livelihood.
 Example: Street vendors, home-based workers during economic downturns.

Factors Affecting Entrepreneurship

Several internal and external factors influence entrepreneurial activity. These include:
1. Economic Conditions (Market)
 Access to capital, inflation rates, market demand, and economic stability.
 Example: A Booming economy encourages startups due to higher purchasing power.

2. Government Policies and Regulations

 Taxation, ease of doing business, incentives for startups, and regulatory frameworks.
 Example: Start-Up India Initiative promoting new businesses.

3. Access to Capital (Capital)

 Availability of loans, venture capital, angel investors, crowdfunding.
 Example: Platforms like Shark Tank boosting startup funding.

4. Market Demand and Competition (Market)

 Consumer needs, preferences, market size, and level of competition.
 Example: The Rise in demand for sustainable products led to eco-friendly startups.

5. Technological Advancements
 Innovations such as AI, Internet of Things (IoT), digital marketing, and automation.
 Example: Cloud kitchens and app-based delivery due to tech growth.

6. Education and Skill Development

 Availability of entrepreneurship education, vocational training, and mentorship.
 Example: Entrepreneurship courses in universities and skill centers.

7. Culture and Social Norms

 Societal attitudes toward risk, failure, and innovation.
 Example: In Silicon Valley, failure is considered a stepping stone to success.
8. Support Infrastructure
 Business incubators, accelerators, co-working spaces, and startup networks.
 Example: T-Hub (Telangana), Atal Innovation Mission, and NASSCOM 10,000
Startups.
1.3 Entrepreneurial qualities, need for promotion of entrepreneurship & small business

Entrepreneurial Qualities, Need for Promotion, and Strategies with real-life case studies
and examples

✅ Understanding Entrepreneurial Qualities (with Examples)

Quality Description Example / Case Study

Willing to invest time, Ritesh Agarwal, founder of OYO, dropped out

Risk-Taking
money, and effort despite of college and took a bold loan to scale a
Ability
uncertainty budget hotel chain.

Srikanth Bolla, a visually impaired

Innovation & Creating new solutions, entrepreneur, founded Bollant Industries to
Creativity services, or ideas employ disabled individuals and recycle waste
materials.

Inspiring others and

Leadership & Kiran Mazumdar-Shaw turned Biocon from a
guiding the business with
Vision garage startup into India’s top biotech firm.
a clear purpose

Resilience & Bouncing back from Narayana Murthy faced rejection before
Perseverance setbacks Infosys was accepted and funded by banks.

Nykaa’s Falguni Nayar shifted from banking

Adjusting to changing
Adaptability to beauty e-commerce, adapting to a rising
markets or trends
digital market.

Building strong business

Networking Nandan Nilekani built partnerships across
relationships and
Skills sectors during the launch of Aadhaar.
partnerships
🌟 Need for Promoting Entrepreneurship & Small Business (with Case-Based
Justification)

Reason Explanation Example / Case Study

Employment Startups and MSMEs create Amul is a cooperative society that created
Generation the majority of jobs jobs for over 3 million rural milk producers.

New businesses contribute Infosys and Wipro contributed

Boosting
to national income and significantly to India’s IT boom and service
Economic Growth
exports exports.

Encourages
Regional Meesho empowers small sellers, especially
entrepreneurship in
Development women, in Tier-2 and Tier-3 cities.
rural/remote areas

Ather Energy, an Indian EV startup,

Fostering Drives new ideas and
developed smart scooters and created R&D
Innovation technologies
jobs.

Promotes women, youth, SHGs and women entrepreneurs under

Empowerment &
and marginalized Kudumbashree in Kerala created financial
Inclusion
communities independence for thousands.

Self-Reliance Reduces dependence on Khadi & Village Industries promote local

(Atmanirbhar) imports production and rural entrepreneurship.
Strategies for Promoting Entrepreneurship (with Case Studies)

Strategy Explanation Example / Case Study

Education & Introducing entrepreneurship Startup Village, Kochi, encouraged student

Awareness in curricula entrepreneurship and tech ventures.

MUDRA Yojana helped over 30 crore

Micro-loans, VC, angel
Access to Finance borrowers, mostly micro-entrepreneurs,
funds
access credit.

T-Hub (Telangana) mentors startups and

Mentorship & Incubation and training
provides training, workspace, and investor
Training programs
connects.

Setting up incubators, Atal Innovation Mission provides

Infrastructure
accelerators, digital incubation infrastructure and maker labs in
Support
platforms schools.

Startup India Scheme offers tax

Policy & Simplifying compliance,
exemptions, patent support, and fast-track
Regulation offering incentives
approvals.

Amazon Saheli and Flipkart Samarth

Help businesses reach wider
Market Access support women and artisans with online
audiences
market access.

BIRAC (Biotechnology Industry

Support for Grants, R&D funding,
Research Assistance Council) funds
Innovation academic partnerships
biotech innovations.

1.4 Linkage between entrepreneurship and economic development, Problem of

increasing unemployment

🔗 Linkage Between Entrepreneurship and Economic Development

Entrepreneurship plays a critical role in shaping a country’s economic growth by driving

innovation, improving productivity, creating jobs, and fostering competition.
✅ Key Ways Entrepreneurship Contributes to Economic Development:

Contribution Explanation Example / Case Study

1. Employment New businesses hire people, Zomato & Swiggy created millions of
Generation directly reducing
Contribution Explanation Example / Case Study

unemployment. jobs in delivery and logistics.

Entrepreneurs develop new

2. Innovation & Ola revolutionized urban mobility with
goods and services, stimulating
New Products app-based taxi services.
demand and industries.

Entrepreneurs invest capital, and

3.Capital Startup funding ecosystem in India has
attract other investments to grow
Formation grown significantly post-2015.
businesses.

Promotes equitable growth by

4. Regional Amul helped Gujarat’s rural economy
bringing development to
Development flourish through its dairy model.
rural/remote areas.

Innovative startups and small

5. Export Zoho and Freshworks export software
businesses contribute to foreign
Promotion services globally.
trade.

MSMEs (Micro,small and medium

Creates jobs across skill levels,
6. Income enterprises) in sectors like textiles and
helping reduce income
Distribution handicrafts provide rural income
inequality.
sources.

The Atmanirbhar Bharat initiative

7. Encouraging Reduces over-dependence on
promotes domestic production and
Self-Reliance government jobs or imports.
innovation.

❗ Problem of Increasing Unemployment

📉 Current Challenges:

1. Mismatch between education and industry needs

o Many graduates are unemployable due to a lack of practical skills.

2. Jobless Growth
o GDP growth is not translating into proportional job creation.

3. Decline in Formal Sector Jobs

o Automation and cost-cutting have reduced hiring in traditional sectors.

4. Rural Unemployment & Underemployment

o Many rural workers are in low-paying, unstable jobs.

5. Pandemic Impact
 o COVID-19 disrupted global labor markets, increasing job losses.

🚀 How Entrepreneurship Helps Combat Unemployment

Impact Explanation Example / Case Study

Self-Employment Encourages individuals to create MUDRA loans helped lakhs start

Opportunities their own livelihoods. micro businesses.

Startups and MSMEs generate Udaan created thousands of jobs

Job Creation
diverse job roles across sectors. in B2B trade and logistics.

Empowers women, youth, and Kudumbashree in Kerala

Inclusive
marginalized groups through empowered rural women with
Employment
entrepreneurship. micro-businesses.

Entrepreneurial training improves Skill India Mission trains youth

Skill Development
employability and productivity. for entrepreneurial roles.

Gig Economy Platforms like Uber, UrbanClap, Over 8 million gig workers in
Opportunities etc. offer flexible job options. India by 2023.

📌 Conclusion:

Entrepreneurship is not just a path for individual success, but a key national strategy to
boost economic development and tackle the challenge of rising unemployment. A strong
entrepreneurial ecosystem can drive innovation, job creation, and inclusive growth.

1.5 Creativity & entrepreneurship, harnessing locally available resources

🎨 Creativity in Entrepreneurship

Creativity is the spark that drives innovation. It allows entrepreneurs to think differently,
develop original ideas, and adapt to changing market needs.

✅ Importance of Creativity in Entrepreneurship (with Examples)

Creative Role Description Example / Case Study

Creativity helps Arunachalam Muruganantham invented a

1. Innovation in entrepreneurs develop low-cost sanitary pad machine using
Products/Services unique solutions that meet simple, local materials to improve
emerging needs. menstrual hygiene in rural India.

2. Unique Branding Creative branding builds Chumbak used quirky, India-inspired

Creative Role Description Example / Case Study

recognition and customer designs to create a fun lifestyle brand that

& Identity
loyalty. stands out in the market.

Creativity enables During COVID-19, many tailors and

3. Adaptation &
businesses to pivot or fashion brands like Fabindia began
Survival
survive crises. producing designer masks to stay relevant.

Creative thinking leads to SELCO India created solar-powered

4. Problem Solving innovative solutions to lighting for off-grid rural homes, solving
real-world issues. both an energy and development issue.

Helps differentiate a Zomato added humor and personalized

5. Competitive Edge business in a crowded notifications to make the food delivery
market. experience fun and engaging.

🌿 Harnessing Locally Available Resources in Entrepreneurship

Using local resources—whether human, material, or cultural—makes entrepreneurship more

sustainable and inclusive.

✅ Why Harness Local Resources?

Reduces Costs: Minimizes transportation and import expenses.

Empowers Communities: Creates jobs and promotes local pride.
Promotes Sustainability: Encourages the use of eco-friendly, native resources.
Cultural Relevance: Products/services resonate more with local audiences.

📚 Case Studies & Examples

Type of Resource Example Impact

Promotes traditional pottery while

MittiCool (Gujarat): Manufactures eco-
Local Materials offering sustainable household
friendly clay refrigerators and utensils.
solutions.

Traditional Skills GoCoop: An online marketplace for Helps rural artisans sell globally,
Type of Resource Example Impact

handloom weavers. reviving dying crafts.

Vahdam Teas: Markets premium Indian

Cultural Blends Indian tradition with global
tea with a modern twist to global
Knowledge branding creatively.
audiences.

Patanjali Ayurved: Uses locally grown Boosted farmer incomes and

Local Agriculture
herbs and produce in FMCG goods. created a desi brand identity.

Amul: A cooperative that uses milk

Community Ensures fair income and empowers
from local farmers to make dairy
Involvement millions of rural dairy farmers.
products.

Rimagined: Upcycles old clothes and

Promotes circular economy and
Waste Materials waste materials into bags, furniture, and
creative reuse.
decor.

The Tupperware Revolution is a classic case of creativity in entrepreneurship, not just in

product innovation but also in marketing strategy, community building, and the business
model itself. Let’s explore how creativity powered Tupperware's global success.

🧠✨ Creativity and the Tupperware Revolution

📦 1. Product Innovation: Creative Design & Functionality

 Earl Tupper, the inventor, created airtight, durable plastic containers from a new
material called polyethylene.
 He solved a practical household problem: how to store food to keep it fresh longer.
 The "burping seal" became a creative signature of the product, demonstrating
freshness and innovation.
🔍 Creative Value:

 Used new material creatively.

 Offered practical, aesthetic, and reusable food storage.
🧠 Entrepreneurial Insight: A simple product made revolutionary with functionality and
innovation.

2. Creative Sales Strategy: The Tupperware Party

  The company didn’t sell in retail stores initially.
 Instead, Brownie Wise, a brilliant marketer, introduced the Tupperware Party Plan —
a social selling model where women hosted product demonstrations in their homes.
🎉 Why was it creative?

 Transformed sales into a fun, social event.

 Empowered housewives (especially in the 1950s) to become entrepreneurs.
 Built trust through personal demonstration.
💡 Entrepreneurial Outcome:

 Gave rise to direct selling and network marketing.

 Created a sense of community, empowerment, and exclusivity.

🌍 3. Empowerment Through Entrepreneurship

 Tupperware’s model creatively addressed gender barriers.

 Women could earn, grow, and lead without entering male-dominated corporate spaces.
 It became a social revolution disguised as a plastic container.
👩‍💼 Real-World Impact:

 Thousands of women became micro-entrepreneurs.

 Countries like India, Mexico, and Brazil adapted the model successfully.

🌿 4. Local Resource Adaptation (In India)

 In India, Tupperware creatively partnered with women’s self-help groups.

 Products were customized based on local cooking/storage habits.
 Distribution adapted to both urban and rural setups.
📦 Example: Smaller containers suited for Indian spice storage, or brightly colored tiffins for
school kids.

📌 Conclusion:

“Tupperware is a case study in creative entrepreneurship — transforming plastic into

empowerment, kitchens into marketplaces, and women into business leaders.”
Creativity powered every stage:
  🧪 Product design

 Sales innovation

 🌍 Community building

 🌱 Localization

CASE STUDY OF OLA AND UBER ON HOW THEY IDENTIFIED PROBLEMS AND
CAME UP WITH SOLUTIONS:
Ideation Stage of Ola and Uber

🚖 Uber (Founded 2009 – San Francisco, USA)

🎯 Problem Identified:

 Difficulty finding taxis in cities, especially during rush hours or in bad weather.
 Lack of reliability, price transparency, and professional service in the taxi industry.
💡 Idea Spark:

 Travis Kalanick and Garrett Camp couldn’t get a cab on a snowy night in Paris
(2008).
 They thought: “What if you could book a cab with just a tap on your phone?”
💥 Initial Concept:

 UberCab — a smartphone app to request a premium black car ride with real-time
tracking.
 Emphasis was on convenience, class, and technology.
🔄 Creative Thought Process:

 Turned unused vehicle capacity into a public utility.

 Applied the on-demand model from the digital world to real-life transportation.

🇮🇳 Ola (Founded 2010 – Mumbai, India)

🎯 Problem Identified:

 Indian commuters struggled with:

o Unreliable local cabs

o No fare regulation
 o No booking infrastructure

💡 Idea Spark:

 Bhavish Aggarwal, on a road trip, was left stranded by a cab driver who demanded
more money mid-trip.
 This experience made him realize how disorganized and unreliable taxi services
were in India.
💥 Initial Concept:

 A web-based cab booking platform — later pivoted into an on-demand app.

 The goal: Fix the pain points in India’s local transportation — pricing, availability,
and driver behavior.
🔄 Creative Thought Process:

 Started as Olatrip.com (a holiday/taxi rental service), then pivoted to Ola Cabs.

 Bhavish and co-founder Ankit Bhati blended technology, local logistics, and Indian
commuter needs.

📌 What Made Their Ideation Successful?

1. Clear problem identification

2. Personal experience as a catalyst
3. Technology as a key enabler
4. Scalability and simplicity of the idea
5. Willingness to pivot and iterate early on

🔥 Quote-worthy Insight:

“Uber reimagined the taxi, Ola reimagined the chaos of Indian roads — both started
with a frustrating moment and a creative solution.”

CASE STUDY OF OLA AND UBER ON HOW THEY IDENTIFIED PROBLEMS AND
CAME UP WITH SOLUTIONS:
Ideation Stage of Swiggy & Zomato

🔴 Zomato (Founded 2008 – Gurgaon, India)

🎯 Problem Identified:

 Co-founders Deepinder Goyal and Pankaj Chaddah noticed colleagues at Bain &
Co. waiting in line just to look at paper menu cards in the office cafeteria.
💡 Spark of the Idea:

“What if people could access restaurant menus online — anytime, anywhere?”

💥 Initial Concept:

 A simple website called Foodiebay, where users could browse restaurant menus
and discover new places to eat.
💡 Creative Elements:

 Turned a basic offline utility (menu cards) into a searchable digital database.
 Added user reviews, photos, and ratings, evolving into a full-fledged restaurant
discovery platform.
 Later rebranded as Zomato and expanded to food delivery and international
markets.
🔁 Creative Pivot:

 From menu aggregation ➝ discovery platform ➝ food delivery ➝ cloud kitchens ➝

Zomato Gold ➝ groceries ➝ Blinkit (instant delivery).

🟠 Swiggy (Founded 2014 – Bengaluru, India)

🎯 Problem Identified:

 In 2014, India had online food ordering platforms, but none had their own
delivery fleet — customers faced delays, missing items, and poor service.
💡 Spark of the Idea:

“What if we could own the entire delivery experience, not just pass the order to
restaurants?”
💥 Initial Concept:

 Swiggy started as a hyperlocal food delivery platform, where it:

o Partnered with restaurants,

o Handled the entire logistics & delivery via its own fleet.

💡 Creative Elements:
  Introduced real-time order tracking and reliable 30-minute deliveries.
 Built a robust logistics network, even before scaling aggressively.
 Swiggy delivered from restaurants that didn’t have their own delivery setup — a
creative market unlock.
🔁 Creative Expansion:

 Swiggy Genie (pick & drop), Instamart (groceries), Dineout, Swiggy One
(subscription), private labels (Homely, The Bowl Company), etc.

🎨🧠 Creative Thinking Highlights

Creativity Aspect Zomato Swiggy

Menu access and restaurant

Problem Solving Delivery reliability and logistics
discovery

Menu digitization, user reviews, Real-time tracking, smart logistics,

Tech Use
recommendation engine delivery partner optimization

Business Model Monetized reviews, subscriptions Full-stack delivery, subscription

Innovation (Zomato Gold), cloud kitchens (Swiggy One), own dark kitchens

Branding & Witty app notifications, meme Quirky delivery messages, in-app
Content marketing, foodie community gamification, clever social media

Multi-language menus, regional Hyperlocal delivery zones, regional

Localization
food guides restaurant onboarding

Swiggy Instamart, Genie,

Expansion Blinkit (10-min delivery),
partnerships with Kirana stores &
Creativity Zomaland food festivals
pharmacies

CASE STUDY OF JOHNSONS BABY OIL OUTPACING DABUR LIKE

TRADITIONAL BRANDS
🍼🏆 How Johnson’s Baby Oil Defeated Dabur in the Market

1. 💡 First-Mover Advantage in the Baby Care Category

 Johnson’s Baby entered the Indian market in the 1940s, long before the baby care
category was even a "thing".
 It defined what modern baby care should look like — safe, scientific, mild.
  By the time Dabur seriously entered the baby-specific oil space, Johnson’s had
already captured consumer trust.

2. 🎯 Positioning: Scientific vs Traditional

Feature Johnson’s Baby Oil Dabur Oil (Traditional)

Brand Personality Modern, gentle, global, clinical Traditional, Ayurvedic, local

Key Messaging “Clinically proven mildness” “Natural & Ayurvedic”

Product Look & Feel Transparent, light, clean Opaque, heavier, more herbal

Moms — especially in urban India — started associating transparency with purity and
mildness with safety.

3. ❤️Emotional Branding That Resonated Deeply

 Johnson’s created a strong emotional connect using:

o Soft pastels, baby imagery, lullaby-like ads.

o Taglines like: "Your baby's skin deserves the gentlest care".

o Mother-centric storytelling in advertising: calm, peaceful, emotionally

touching.
✅ This gave Johnson’s a “love mark” status — a brand that’s trusted and emotionally rooted
in motherhood.

4. 🧠 Packaging & Visual Appeal

 Transparent packaging made the product appear:

o Pure

o Safe

o Clean

 Dabur’s oil packaging, while functional, looked more medicinal and less premium —
especially compared to Johnson’s iconic teardrop bottle.

5. Retail & Availability Strategy

 Johnson’s ensured massive distribution — from chemists and hospitals to baby stores
and modern retail.
  It dominated hospital kits (starter kits for newborns), making it the first product moms
used after delivery.
 Dabur entered baby care as an extension of its herbal legacy, not as a dedicated early
player.

6. 📢 Marketing and Advertising Prowess

 Johnson’s Baby Oil had:

o Pan-India ad campaigns

o TV and print visibility across languages

o Soothing, emotion-driven jingles that stuck with generations

 Dabur’s focus remained fragmented across multiple Ayurvedic segments, not

exclusively baby care.

7. 🏥 Trust via Clinical Association

 Johnson’s actively partnered with:

o Pediatricians

o Hospitals

o Maternity clinics

 It positioned itself as a doctor-recommended product, which massively boosted parent

confidence.

🎯 Final Verdict:

Johnson’s didn’t just sell oil — it sold the feeling of safe, loving motherhood.
That’s how it won.