The paper aims at developing insight about whether local brands can survive the onslaught of global brands or not. Indian market is flooded with a variety of foreign goods, and in this scenario, Indian brands are fighting back for survival. But is it possible for each and every local brand to...

This paper is based on the case study of a small curbside fast food joint called Aunty’s Café that has sustained tough times only because of its quality driven approach and the sheer dedication of its owner and women entrepreneur. Researchers attempt to explore in depth what makes the...