Amtrex Hitachi Appliances Ltd: Competing for the Future

The October-December 2001 (Vol26, No 4) issue of Vikalpa had published a Management Case titled “Amtrex Hitachi Appliances Ltd: Competing for the Future” by Anand Sridharan and N Ravichandran. In this issue, we feature two responses on the case by Prafull Aiiubhai and Subramaniam Sridhar. Amtrex Hitachi Appliances Ltd presents the history and managerial initiatives of a fast growing organization in the consumer durable industry. The industry is characterized by the presence of several competing (national⁄multinational) players, changing consumer needs and preferences and MNC's access to national market and vice versa. The organization needs to take stock of what it has achieved so far, what needs to be done, and how?