Shake It Your Way: Assessing Opportunities for Thickshake Factory


The Indian company Thickshake Factory (TSF) is a vertically integrated family-owned business that offers a large variety of milkshakes. In order to control the quality of the final product, TSF also manufactures ice cream, which is a key ingredient of its milkshakes. By 2017, TSF had extended its business operations to 45 outlets in South India. Business was booming! Hence the founders—brothers Yeshwanth Nag Mocherla and Ashwin Mocherla—were at a crossroads with regard to deciding how best to grow the company. While the brothers felt that expanding globally, particularly taking a chance of entering the highly attractive and demanding market of California in the United States, would bring about the best opportunities, other family members felt that staying within the borders of their known market in India was the best strategy for sustainable growth. The underlying question was whether to expand within a known developing market or to challenge globally developed markets like the United States. This case provides information about the company and each market of interest, and allows students to conduct a comparative analysis to assure a market-based solution for the company, while taking into consideration TSF’s family dynamic.

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