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Product cover image for Isak Fragrances: Reclaiming Indian Fragrance Heritage

Isak Fragrances: Reclaiming Indian Fragrance Heritage

Bhavika Bali, Arup Majumdar, Sheri Lambert, Subba Lakshmi Prabha, Roshan Rajesh

Product #:W46225
Supplier:Ivey
Discipline:General Management, Marketing
Setting:India, 2024
Details:Case (PDF) • 17 pages • 2025-12-18

Subjects:

Sales and marketingMarketing

Industries:

Goods, trade, and consumer services

Geography:

IndiaAsia
Your Price:$9.71

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Isak Aromas Private Limited (Isak Fragrances or Isak), a growing business founded in 2022 by Vidushi Vijayvergiya, was a direct to consumer perfumery. Rooted in over 170 years of family heritage in the Indian city of Lucknow, the business decided to use traditional Indian extraction techniques. Despite its growing popularity, Isak faced two strategic dilemmas: rapid mass-premium market expansion versus preserving its niche artisanal identity and premium positioning, and finding an optimal balance between multiple sales channels (offline, flagship store, and online). As Isak charts its next phase, it must weigh these trade offs to sustain growth without diluting its authentic Indian perfumery heritage.

Learning Objectives

This case is suitable for upper-level undergraduate and graduate students in courses relating to marketing and general management. Students should understand the basics of marketing before analyzing this case. After working through the case and assignment questions, students should be able to do the following: • Evaluate the trade-offs between artisanal heritage positioning and scaling toward the mass-premium segment. • Analyze brand equity using frameworks such as Aaker’s brand equity pyramid and the value, rarity, imitability, and organization (VRIO) analysis. • Recommend an optimal balance between online and offline sales strategies in a category requiring sensory engagement. • Construct alternative strategies for customer retention and pricing that reinforce heritage while ensuring scalability. • Assess the role of sustainability in sourcing, packaging, and production for long-term competitive advantage.
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Case Study: Isak Fragrances: Reclaiming Indian Fragrance Heritage (English version) | Ivey Publishing