About the Case Competition
This Case Competition was PRODIGY – GTM Strategy Case Competition, organized by student bodies at IIM Calcutta in collaboration with IIM Rohtak. The competition focused on go-to-market strategy, brand reinvention, and commercial viability. Participants were tested on their ability to blend consumer insight, cultural context, and financial discipline into a scalable business strategy, making it a strong example of a national-level Case Competition.
Problem Statement Overview
The case addressed the declining relevance of traditional Indian ittar. Natural ittars were perceived by younger consumers as outdated, short-lasting, and non-functional compared to synthetic perfumes. The challenge was to revive and reposition ittar for Gen Z by solving for longevity, sustainability, and cultural relevance while ensuring commercial scalability.
What This Winning Deck Covers
This case competition winning deck presents a clear GTM-led solution for the Hikaayat brand. It covers market sizing, competitive benchmarking, and a sharp positioning strategy built around two product lines: experiential personalized ittars and eco-perfume hybrids. The deck integrates brand storytelling, distribution strategy across online, offline, and B2B channels, and a phased rollout plan. Strong unit economics, CAC payback analysis, and multiple revenue streams make this case competition winning ppt stand out among Winning Decks.
Who Should Study This Deck
MBA students, consulting aspirants, brand and growth roles, and product strategy teams will benefit most. It is particularly relevant as a strategy and marketing case competition winning deck for D2C, luxury, and consumer-brand GTM cases. CaseBuzz hosts this deck as part of its curated Winning Decks library.