Tupperware: achieving sustainable development goals through elevating socio-economic status of women in India

Harjit Singh and Nikunj Aggarwal

International Journal of Business Performance Management, 2012, vol. 13, issue 1, 18-27

Abstract: It has been two decades since India embarked on an ambitious programme on uplifting women's socio economic status. Over the last decade, many of its benefits have manifested themselves and one of the areas where growth is clearly visible is direct selling. Direct selling in India, today is considered as a sunrise industry after agriculture with almost all the big players eyeing for a big share of the coveted pie. The paper focuses on the role of Tupperware Corporation in the socio-economic development of women. What difficulties Tupperware faced while entering into India and the strategies adopted by it to establish itself in the country. The paper further stresses on how the company changed its marketing strategies to suit the needs of Indian consumers and become one of the leading direct selling companies of India with its 100% female sales force.

Keywords: direct selling; women empowerment; socio-economic status; Tupperware Brands Corporation; business performance; India; female empowerment. (search for similar items in EconPapers)
Date: 2012
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