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Product cover image for Jindal Stainless Ltd: Thwarting Counterfeit Products

Jindal Stainless Ltd: Thwarting Counterfeit Products

Archit Vinod Tapar, Somraj Bhattacharjee, Jitender Kumar, Amol Dhaigude

Product #:W27690
Supplier:Ivey
Discipline:Marketing, Strategy
Setting:India, 2019
Details:Case (PDF) • 6 pages • 2022-11-30

Subjects:

Sales and marketingMarketingStrategy

Industries:

Goods, trade, and consumer services

Geography:

AsiaIndia
Your Price:$9.71

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One of India’s leading stainless steel conglomerates, Jindal Stainless Limited (JSL) specialized in manufacturing flat sheets and coils, specific sections, pipes, and tubes. Abhyudaya Jindal, the managing director of JSL, was recently informed about the growing number of counterfeit products on the market that were adversely impacting JSL’s brand reputation and sales, as well as goodwill towards the company.

This case explores the challenges faced by Abhyudaya Jindal as he tried to address the issue of counterfeiting in the stainless steel pipes and tubes market. The case discusses various ways a company can battle counterfeit goods and how co-branding can be used as a market strategy. The case also examines how strengthening relationships with channel members can help a brand fight counterfeiting.

Learning Objectives

This case is suitable for undergraduate- and graduate-level courses in general and strategic management, as well as marketing management. It provides an opportunity for students to learn about counterfeit products and their impact on the micro- and macroeconomy. More specifically, this case will help students formulate strategies for fighting counterfeit products, focusing on co-branding strategies in particular. After discussing this case and its questions, students will be able to:
  • Explain what counterfeit products are and examine the impact of counterfeiting;
  • Explore why counterfeit products are a significant challenge for reputed brands in the B2B market;
  • Formulate plans and strategies to fight counterfeit products at the B2B level;
  • Demonstrate the importance of co-branding strategies to fight the detrimental effects of counterfeit products; and
  • Examine the benefits of establishing a relationship with channel members to fight counterfeiting.
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Case Study: Jindal Stainless Ltd: Thwarting Counterfeit Products (English version) | Ivey Publishing