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Submitted By Sreeja
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Froppa: Building an e-commerce business for an existing retail chain

This case was written by Devendra Mangani and Dinesh Singh under the supervision of Dr. Bennett
McClellan. The purpose of this case is only to provide material for online/offline discussion and the authors do not intend to provide any view points on Indian e-commerce or retail industry. The authors may have disguised certain names, information and situations to protect confidentiality.
Part of the Sunstone Business School courseware.© Anytime Learning Pvt. Ltd. Sunstone Business School prohibits any form of reproduction, storage of transmittal without its written permission. To order copies or request permission to reproduce material, contact Sunstone Business School (www.sunstone.in)

Sitting at the café shop at the Marriott, lot of thoughts were going into Amit’s head. It has been a while thinking about launching his own venture under the umbrella of his family business, and he needs to make significant progress now. Pankaj is a good friend and today’s conversation with him will provide him more perspective and direction. He has done his own bit of research but there is still a lot to do. His family is supportive of him and willing to invest Rs ~2Cr but he needs to think it through. Is the risk even worth taking?
Even if he doesn’t want to do his regular software engineering job, he can always start working with his father and family. Now, since he has given the background to Pankaj, he is ready for Pankaj’s opinion and may be some tough questions. Suddenly, Pankaj’s voice interrupted his thoughts. Pankaj said- “This is interesting. Let me start by asking you few questions”

Froppa Retail Stores:
Froppa retail stores were dealing in kid’s apparel and toys in Delhi and Chandigarh. Majority of the users of their products were in age range 0-9 years. These products are for

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