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Product cover image for Tupperware Brands Corporation: Global Decline, Local Growth

Tupperware Brands Corporation: Global Decline, Local Growth

Ramesh Avadhanam, Vinit Vijay Dani, Charishma Yadamreddy, Vaishnavi K

Product #:W43615
Supplier:Ivey
Discipline:Marketing, Strategy
Setting:India, 2023
Details:Case (PDF) • 11 pages • 2025-06-03

Subjects:

Business growthSales and marketingMarketingStrategy

Industries:

Goods, trade, and consumer services

Geography:

IndiaAsia
Your Price:$9.71

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Tupperware Brands, a well-known entity in the kitchenware sector, which historically thrived on direct sales and home parties, filed for bankruptcy on September 17, 2024, citing a debt of US$818 million. However, its subsidiary Tupperware India remained insulated from these developments and celebrated 28 years of successful operations in the country. Tupperware products were produced in India, and the company expanded its range to include steel and glass items. All Tupperware products were crafted to ensure durability and longevity, and the direct-selling model continued to empower women within the Indian workforce. How could Tupperware India further utilize social media to enhance online sales? What segmentation and promotional strategies should be implemented to drive portfolio growth? Was there a way to revive the Tupperware brand?

Learning Objectives

The case study can be used for strategic marketing courses for MBA and executive education, and for undergraduate courses in global marketing management and international marketing. After working through the case and assignment questions, students will be able to do the following:
  • Understand the importance and impact of micro- and macroenvironments affecting business operations.
  • Comprehend the importance of pivoting strategies for growth and sustainability.
  • Analyze selling as a function for women’s empowerment.
  • Examine the importance of localization and leadership in managing multinational corporate operations.
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Case Study: Tupperware Brands Corporation: Global Decline, Local Growth (English version) | Ivey Publishing