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Lahori Zeera: disrupting Pepsi and Coke in India with Indian masala

Rajiv G. Agarwal

Emerald Emerging Markets Case Studies2026https://doi.org/10.1108/eemcs-04-2025-0203article
AJG 1
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0.50

What the paper says

Learning outcomes The case can be used in postgraduate or Executive programs to teach the concepts of managing growth for differentiated products in a Strategy course. The learning outcomes are as follows: analyse competitive positioning strategies for challenger brands in price-sensitive, fragmented markets; evaluate strategic growth options, including geographic expansion, market segmentation and product portfolio diversification for niche startup FMCG brands; understand the challenges of scaling ethnic/cultural products in emerging markets; apply strategic frameworks to assess trade-offs between mass-market and premium positioning; and examine operational and organisational challenges in transitioning from founder-led to professionally managed organisations. Case overview/synopsis Lahori Zeera, a cumin-infused fizzy drink, has achieved significant success, capturing market share in Tier 2 and Tier 3 Indian cities and outpacing global cola majors with its distinctive cumin-based flavour. It needed to build on its early success, and hence the brand now faced a strategic crossroads: Should it expand nationwide, or maintain its current focus on the northern parts of India? The decision is further complicated by intensifying competition from both multinational cola giants and agile local imitators, and it must choose whether to reinforce its ethnic or functional positioning or repackage itself to appeal to urban, premium consumers. Complexity academic level Postgraduate or Executive programs. Supplementary materials Teaching notes are available for educators only. Subject code CSS 11: Strategy.

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https://doi.org/https://doi.org/10.1108/eemcs-04-2025-0203

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@article{rajiv2026,
  title        = {{Lahori Zeera: disrupting Pepsi and Coke in India with Indian masala}},
  author       = {Rajiv G. Agarwal},
  journal      = {Emerald Emerging Markets Case Studies},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1108/eemcs-04-2025-0203},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

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