Medinova: Expansion In Rural Sector

Abstract

Mr. Sandeep Das, Vice President, Business Strategy of Medinova, a leading pharmaceutical retail chain in India, was assigned an important project to expand the retail business in the rural area in December 2018. Since its inception in 2005, the company focused on operating only in urban areas, and had made its presence felt in some of the major states of Southern and Eastern India. However, the company made this expansion strategy of venturing into rural India as part of its corporate social responsibility plan. Mr. Das had picked his home state, West Bengal, for this pilot project, and had to roll out the operation in April 2019. He had a lot to do within this short period, from selecting retail outlet locations to recruiting employees. He also had to take care of the project's feasibility considering the investment return and the operational issues in the working of the retail stores.