Welcome to another edition of CNBC-TV18's Lessons In Marketing Excellence (LIME)- Season 4 at the IIM-Ahemdabad (IMA)- the holy grail of management education in India.
IIM-Ahemdabad has always made it to the final stage of LIME. While it lost to NITIE in the first season, IIM Ahemdabad beat IIM Kozhikode to win the LIME-2 . In 2012, the institute it to the finals but ended the day at a very disappointing fourth position. In 2013, as always a lot of expectations are riding on the teams from IIM-A to put on a great show and defend the institute's pride.
The case for IIM Ahemdabad is from one of India's sunrise sectors- the rapidly growing online retail sector. Myntra.com sells lifestyle and fashion products online and wants to woo more women to shop on the site. For that, the team has to attempt to find an answer to the existential question of what women really do want.
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