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Growth Strategies Case Study

Case Title:

Rediff, Indian Communication Giant's Strategies : Beat Rivals at Home?

Publication Year : 2008

Authors: Sheetal Prasad, Menaka Rao

Industry: Internet and e-commerce


Case Code: GRS0194B

Teaching Note: Available

Structured Assignment: Available

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Internet is a powerful democratising force; offering great economic, political and social participation to communities and helping developing nations meet pressing needs. India is also in a phase of internet revolution. Rediff, the first independent Indian portal not only provided a platform for Indians worldwide to connect with one another online but also provided weekly newspapers like India Abroad for the Indian American community. In 2000-2001, when most of the dotcoms were going bust, Rediff continued to click. However, since 2006, Rediff was losing its share to competitors’ (Yahoo) and (Google) in terms of usage preference and top of the mind recall. In order to maintain a leadership position in its home market, Rediff decided to invest heavily in product innovation.

Pedagogical Objectives:

  • To analyse the growth strategy of the Indian Dotcom Industry
  • To analyse Rediff’s strategy to beat its rivals
  • Analysing the sustainability of Rediff’s competitive advantages and product innovation strategies.

Keywords :; Yahoo; Google; IndiaTimes; Indian portal; Microsoft; Rediffusion-Dentsu Young and Rubicam;; Indian Digital Media; Growth Strategies Case Study; Emails and Messaging; Product Innovation; iShare; YouTube; Dotcoms

Contents : 
Indian Digital Media
Rediff: Competitive Threat from US Giants
A succinct note about Rediff’s revenue source
Indian Internet Market

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